# Shelley Röstlund

Shelley Röstlund is a personal brand strategist and host of The Brand Compass Show, where they interview professionals about their work, career journeys, and ideas on building a personal brand.

- Profile: https://b2binfluencer.marketing/creators/shelley-r-stlund/
- LinkedIn: https://www.linkedin.com/in/shelleyrostlund
- LinkedIn followers: 2,043
- YouTube: https://www.youtube.com/channel/UCQ-ryZJU8dmXiwppxtZe7yA
- Based on 10 dated posts, latest 2026-10-07

## Summary

Useful for personal brand strategy and interview-based content about expertise, credibility and career stories.

- Best for: A professional services firm wanting consultants to build personal brands through interview-led material.
- Not for: Awareness buys, paid sponsorships or campaigns needing reach figures and a media kit.
- Check first: Ask for audience demographics, podcast analytics and whether paid sponsorship inventory exists.

### Takeaways

- Communication grows through practice and passion, not polish, as Jake Moore showed.
- Röstlund spent upwards of 36 hours interviewing to test eight principles of remarkable experts.
- Personal brand means showing more of who you already are, not building a polished persona.

## Main ideas

- **Personal brand means showing more of who you already are, not building a polished persona**: Röstlund treats personal brand as additive: the work surfaces experience and character a person already has, rather than assembling a new public persona. The idea also carries an accountability strand: being visible goes hand in hand with owning it. The episode title “Stand Up, Be You & Be Accountable” and the closing line “Learn from Steph. BE MORE YOU. The world will thank you.” state the position twice in one post.
- **Communication improves through passion and practice, not polish**: Röstlund’s coaching position is that presence is a by-product of caring about the subject and repeating the exercise, so rehearsal matters more than presentational technique. They ask readers: where are you holding back because you are waiting to be “ready”?
- **Expertise is proven by behaviour, and the test holds across industries**: Röstlund is openly sceptical of people who style themselves experts. Rather than rely on a view formed since being online in the mid-2000s, they set out to test their sense of what a good, genuine expert looks and sounds like against people who have earned the title. The deliberately wide range of fields was the method: if the same principles appeared in unrelated professions, the standard would hold regardless of industry.
- **The advice is shaped by a non-linear, non-marketer route into the work**: Röstlund says they work “slightly differently to other personal brand strategists” because they came to the work “the wiggly way” and are not a trained marketer. They present hands-on learning as a qualification, not a gap, and credit detours through operations, franchising and digital marketing with making their advice practical.

## Work to read

- [Why Shelley Röstlund says they work differently from other personal brand strategists](https://www.linkedin.com/posts/shelleyrostlund_i-work-slightly-differently-to-other-personal-activity-7513542517594742785-q33d)
- [Eight principles of remarkable experts, tested in 36 hours of interviews](https://www.linkedin.com/posts/shelleyrostlund_what-all-remarkable-experts-have-activity-7507018655260659712-IWfF)
- [Guest selection: Steph Lee-Vae on standing up, being visible and being accountable](https://www.linkedin.com/posts/shelleyrostlund_personalbrandstrategist-podcastagency-podcasthost-activity-7455205498313912320-F9s3)
- [Jake Moore: from terrified of live TV to regular news commentator](https://www.linkedin.com/posts/shelleyrostlund_publicspeaking-personalgrowth-personalbrandstrategist-activity-7449331804307828736-Xtji)

## Brand relationships

- **The Brand Compass Show** (mention)
- **Jane Whitfield** (client)
- **Dow Jones Telerate** (employment)
- **Duke of Westminster** (employment)

## Partnerships

Röstlund's posts do not publish sponsorship packages, a media kit, a rate card, or brand-partnership terms. They show one-to-one personal brand strategy work: they describe an engagement with client Jane Whitfield and share a clip from that work, then close with a direct invitation — 'Want to work with me? No problem - let's chat' — pointing to a LinkedIn message link. The Brand Compass Show interviews professionals about their careers and personal brands; guests described in the posts include a creative educator, a cybersecurity specialist, a former Typhoon fighter pilot, an executive search specialist, and a wildlife artist. No post states that the show or their social channels carry paid sponsorships, or publishes deliverables, prices, audience specifications, or availability windows. Buyers should ask directly about the scope and terms of any engagement.

## Alternatives

- Mike Gleba: Pick Gleba when the firm would rather build its consultants' visibility through a peer community than a hosted programme. Their account of joining Foxwell Founders before a heavy trading period makes the case that the right community shortens a learning curve: other people's answers are already in the room. Their advice to meet clients and colleagues in person rather than stay remote is a low-cost habit a consulting firm can copy. Gleba also writes from the operator's side of agency work, so a firm whose consultants serve DTC ecommerce clients will find their examples closer to clients' commercial language — retention flows, pop-up conversion, campaign cadence — than a personal-brand method would be.
- Shaun Chavis: Choose Chavis when the firm wants a taught, platform-specific publishing programme rather than a general positioning engagement. Their webinars lay out a syllabus: what the platform is and offers, connecting with others to socialise a brand, optimising the page to establish a brand experience, and driving and tracking early growth. One session is tailored to food and drink, showing how Chavis adapts the same course to a sector. Their argument that a newsletter carries its own name and is a brand to build on gives consultants a concrete instruction they can act on the same week. A firm that needs its people publishing regularly under their own titles would get a defined hour of training and a repeatable template, not open-ended coaching.
- Patrick Conley: Consider Conley when the people who need visibility advise franchise systems rather than corporate clients. They write from twenty-five years in franchising and diagnose a shift: candidates now ask an AI assistant what a franchise costs and whether it operates in their area, get a synthesised answer and never visit the website. Their prescription — texting, LinkedIn, and a short personal thank-you video — applies to franchisee recruitment the same kind of advice needed to put consultants in recorded interviews and promote their career stories. A consultancy whose consultants sell into franchise development would find that diagnosis directly usable in client conversations.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/