“What do you do?”. It’s a question we hear all the time. But when someone asked me that at a friend’s engagement party a couple of weeks back, I wasn’t expecting the follow-up to leave such a mark
I told them, “I’m a PR strategist and personal branding coach.” Their eyes lit up. “That’s really interesting. So where does someone even start if they want to build a personal brand?”
Right there, in between sips of prosecco and conversations about honeymoon destinations, I gave my honest answer:
“You start by figuring out your core pillars.”
It’s the foundation of everything I do, teach and live by. Your pillars are the core themes that define who you are and what you want to be known for. Without them, your brand risks being a blur of everything and standing for nothing.
What Exactly Are Core Pillars?
Your core pillars are the key themes that make up your brand identity. They’re the topics you want to be associated with, the values you live by and the experiences that shape how people perceive you.
Think of them as categories. They help you:
- Stay consistent with your messaging
- Know what to talk about online
- Build a recognisable and authentic presence
- Attract the right opportunities
They act like filters. If something doesn’t fit, you don’t need to share it. If it does, it becomes content gold.
Why Do Core Pillars Matter?
Consistency builds trust. When people come across your content, they should quickly get a feel for who you are and what you’re about. That doesn’t happen by chance. It happens by design.
Your pillars help you show up with clarity and purpose. And when done right, they make you memorable.
Whether you’re creating a LinkedIn post, joining a speaking panel, or speaking to someone new at a party (true story), your pillars guide what you say and how you show up.
How to Figure Out Your Own Core Pillars
Let’s make this simple. Grab a notepad, phone or whatever you use to capture ideas and answer the following:
1. What Do You Want to Be Known For?
This isn’t about job titles. It’s about impact. Are you someone who’s passionate about storytelling? Do you love helping others navigate career transitions? Are you always the person people come to for mindset advice?
Note the themes that come naturally to you.
2. What Are You Curious About?
You don’t need to be an expert in everything you talk about. Some of your strongest pillars can come from things you’re learning or exploring.
Your audience often connects with your journey more than your end result. If you’re growing in an area, share that.
3. What Values Guide How You Work and Live?
Are you all about honesty? Collaboration? Representation? Innovation?
Your values are a huge part of your brand. Let them guide your tone, content, and how you engage with others.
4. What Do People Ask You About?
Think about past conversations DMs, comments or even texts. What do people come to you for advice on?
There’s usually a reason. If you’re always asked about negotiating, building confidence, or breaking into a certain industry, that might be a sign to lean in.
5. What Do You Enjoy Sharing Content About?
Not every post has to be polished or strategic. Sometimes, the content that flows effortlessly says the most about your pillars.
If you naturally love sharing career lessons, productivity tips or cultural commentary, that’s probably one of your zones of genius.
My Pillars, For Example
Over the years, I’ve refined mine to sit across these six clear themes:
- Personal Branding Coaching – It’s my expertise and the foundation of my work.
- PR and Visibility – Making sure people build strong brands and get seen in the right spaces.
- Content and Storytelling – Helping people turn their ideas into impactful content.
- Career Development – Especially for early-stage professionals and creatives.
- Representation and Identity – I’m passionate about Black professionals owning their narratives.
- Mindset and Confidence – From imposter syndrome to celebrating wins, it’s personal and real.
I don’t post about everything. I post around these. And because of that, I attract speaking opportunities, collaborations and clients who are aligned with what I stand for.
Putting It All Together
Once you know your pillars, content creation becomes easier. You know what to post about, what to say in interviews, and how to position yourself across platforms.
Not sure where to begin? Try this simple weekly routine:
- Pick one of your pillars
- Write one piece of content around it (a post, blog, or video)
- Share one relevant insight or story
- Ask your audience a question or open up a discussion
Over time, you’ll build trust and familiarity. People will come to know you for the topics that matter most to you.
Moving Forward
You don’t need a fancy strategy to start building your brand. You just need clarity.
Know what you care about, what you offer and how you want people to feel when they engage with you.
Let your pillars guide you. Keep them clear and authentic, and the rest will ultimately follow.
See you next week!
