Ep 79 - How to Build a Personal Brand Without Oversharing - An Interview with Kell Bauer

 

Episode Show Notes

Do you have to share your life to grow your brand?

If you’ve ever opened Instagram, seen another health influencer dancing on Reels, or watched someone’s deeply personal story go viral and thought, “That’s just not me…” - you’re in good company.

As a registered health professional, you’ve spent years building credibility. So when it comes to putting yourself online, it’s no surprise that many of us hesitate.

• How do you share your story without crossing a line?
• How do you connect with your audience without revealing everything?

This blog post is for you.

You can build a powerful, memorable brand that attracts the right clients - without feeling exposed. And the secret?
Storytelling. Thoughtful, intentional storytelling.

In this week’s podcast, I spoke to Kell Bauer, personal brand strategist and founder of Brand Alchemy, about how to build a personal brand as a health professional that feels authentic and protective of your privacy.

Let’s unpack some of the biggest takeaways from our conversation.

 

What Is a Personal Brand - and Why Do Health Professionals Need One?

Your personal brand is more than a logo or a colour palette. It’s how people remember you. It’s the feeling they get when they land on your website, your Instagram, or your podcast.

It’s the unique way you show up in the world - your values, your voice, your story.

As Kell put it:

“Your story is your brand. People connect with you - not just your credentials.”

In a world where health content is everywhere, trust is the currency. And for dietitians, and regulated health professionals, that trust needs to be earned both through professionalism and relatability.

A strong personal brand bridges that gap.

 

You Don’t Need to Share Everything to Build Connection

There’s a common myth in online marketing that says:
“If you’re not being vulnerable, you’re not being authentic.”

Not true.

You don’t need to share your trauma. You don’t need to reveal personal family details. You don’t need to cry on camera.

What you can do is share small, relatable stories that give people a glimpse into your world - without making your private life public.

Kell calls these “micro-moments.” Like…

• Prepping snacks before a clinic day
  
  
• Going for a mindful walk with your dog
  
  
• A client breakthrough moment (shared with consent)
  
  
• That quick tip you gave your 1:1 client - that your whole audience could benefit from
  
  

These stories build trust. They show you’re human. And most importantly, they position you as a guide - not a guru.

 

Storytelling in Personal Branding: Where to Begin

If sharing stories doesn’t come naturally to you, here are 3 gentle ways to get started:

1. Start with your client’s stories

You don’t have to be the star of the show. Reflecting on your clients’ progress (with permission or anonymised) helps potential clients see themselves in your work.

2. Use a “story series”

Kell recommends anchoring your content in routine. For example: every Friday, you share a client insight from the week while walking on the beach. The rhythm helps you stay consistent - and your audience starts to recognise your “signature style.”

3. Try the voice memo trick

Record an audio autobiography. Start from your early life, move through to now, and then speak into the future. Later, listen back and pay attention to what feels energising, aligned - or like a big NO. It’s a powerful way to connect with your own story, even before you share it publicly.

 

You Can Be Visible and Still Have Boundaries

One of the biggest mindset shifts?
Realising that you get to curate your online identity - not perform your personal life.

As Kell shared in the episode:

“You’re not being fake. You’re simply choosing to share the parts of you that feel aligned and safe. That’s not inauthentic - that’s intentional.”

In fact, this clarity can give you more confidence to show up. Because you’re no longer wondering what to post - you’re choosing it.

 

Want More Support?

If building a personal brand still feels overwhelming, you’re not alone. That’s why Kell created her Branding Workshop - a brilliant inexpensive resource to help you get started.

 

Final Thoughts

Story matters. And telling it well - in your own words, at your own pace - is how you’ll attract clients who share the same values as you. 

You don’t need to overshare. You just need to be you, but on purpose.

 

The Master Plan:

Helping you build the business of your dreams. Get your 22 point step-by step workbook here: https://www.sarahalmondbushell.com/master-plan

Connect with me:

Website: https://www.sarahalmondbushell.com/

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Facebook: https://www.facebook.com/dietitiansinbusiness

Facebook Group: https://www.facebook.com/groups/beyondtheclinicbusiness

YouTube: https://www.youtube.com/@BeyondTheClinicPodcast

 

Episode transcription:

Sarah Bushell (00:00)

Welcome everybody. Today I'm really excited to bring an amazing talk to us. Kell Bower is a personal brand strategist and founder of Brand Alchemy. And she helps entrepreneurs clarify their story and connect authentically with their audiences. Something that I think we could all learn from.

So Kell has a background in digital marketing and also in wellness and Kell bridges the gap between strategy and creativity, guiding clients to build brands that not only stand out, but also build trust in a sensitive and human-centered way, which is particularly important in industries like ours. So welcome, Kell. Thank you so much for coming today. Did I get that right?

 

Kell Bauer (00:49)

Yes, that was amazing. Yes, I appreciate you having me on,

 

Sarah Bushell (00:52)

You're so welcome. So today we're going to talk about what it means to have a personal brand and why that's really important for us as health business owners. Because we obviously trust as everything in business anyway, isn't it? But for healthcare professionals, trust is already central to our clinical work, the work that we do directly with patients.

So I would just love to know from you, how does that also translate into building a personal brand, particularly online actually.

 

Kell Bauer (01:26)

Yeah, so what I think of it as when you're creating your brand online, you want to think about stories and the context of which you're presenting information. Because there is so much information, especially about health and wellness. I owned a yoga studio for years too before I did my personal brand strategy.

And one of the things that connected the most with like the audience is when I offered personal stories and that's kind of how I got into all of this. So like when I told personal stories about like my experience with yoga or another teacher's experience with yoga and like brought that into their lives too, so that they could connect to the information on a more personal level because like I said, there's so much information out there, especially about health.

And it's so nice to like have that personal narrative and bring the information into context so that people can see how you use nutrition in daily life, or how do you connect your own nervous system regulation practices into your daily life. That's what people really need to know. It's not the actual information itself. It's how we use it in our lives.

 

Sarah Bushell (02:51)

And I think it's so easy to slip into tips and advice, giving out tips and advice all the time, because, you know, that's what we are, that's what we're very knowledgeable in. And that's what's easy to share. And also it's safe, you know, when you're sharing tips and advice, as long as it's correct and evidence based, no one's going to say anything, no one's going to call you out and tell you you're wrong. But I think many of us struggle with communicating our stories and particularly which parts of our stories to share. So how would you go about recommending what's relevant to share when you're building a brand and actually what should be left private?

 

Kell Bauer (03:30)

Yeah, I think this is a great question to just for all of my clients, it's different for everybody. And what people are comfortable with sharing it, I often find that like, as you first start out, it's going to feel like you're exposing a lot of yourself. And it's a it's a big practice in vulnerability, right. And that is kind of getting over that first hump of like being seen in your story is like the hardest part. And especially as a professional, you don't want to put everything out on the table like, here's all my personal life. But you also have to balance that. And so it is a balancing act.

And sometimes we, you know, it's a practice - maybe I pushed myself a little bit too much to share, or maybe I could have like shared a little bit more. And it's always this kind of like push and pull of like, okay, what stories can I bring out? And when I work with clients from the beginning, I give them a questionnaire just to get their heads into their own story and their own interests and why they came to this point. So we go through kind of like an autobiography of what your what your story has been so far and what you see yourself doing in the future.

So thread all of those little pieces of your story together into making a nice brand for yourself and  how to present that information. I think that when you are first starting out to it's okay to just think about the information that you have to share, like those tips and tricks, but it's just a simple practice of connecting those tips and tricks with how you personally use them in your everyday life. And that doesn't have to be a very personal, vulnerable, open kind of experience. It's just like, hey, today I know I had a busy day, so I made sure to meal prep this, this, and this. And I brought snacks with me, I've made sure I filled my water bottle up, but I'm drinking it all throughout the day. So it can be very simple ways to tie in the information.

But I think as you get more into a rhythm with those stories and collecting those stories, you're going to find that you will open up and you will be more vulnerable. And that's really what's going to connect you. It's just a practice of vulnerability, continually using that muscle.

 

Sarah Bushell (06:05)

Yeah, absolutely. And I think what you've just said there is really key that, you know, when we're talking about stories, it doesn't have to be like the full story, the big story. It can just be these micro moments that happen in your day that are relatable to the people who are in your audience, the people who you're trying to attract to into your business.

 

Kell Bauer (06:13)

Right. I would even say also use your clients stories too. Like that was one of the things that helped me kind of open myself up is when I saw my client and I asked my clients like, hey, can I just share, I don't have to use your name, but can I share your story about how you got in a car accident and I helped you with a personal yoga practice and just giving that.

Also, those little stories, that's really going to help people connect with your work. It doesn't have to necessarily be about you.

 

Sarah Bushell (06:57)

Yes, just something that's relatable to them. So I think sometimes, you know, as healthcare professionals, we do worry about oversharing and how that might make us appear a bit unprofessional in a way. So is there a right balance to strike between, being relatable, but also maintaining that level of authority?

 

Kell Bauer (07:01)

Exactly. Yeah, this again, it's it's going to be a balance for everybody of what they're comfortable with sharing. I work with mainly mental health therapists. And, one of them is very into like raving and she connects how she goes raving and how that helps with somatic based therapy practices she connects the two.

And then I also work with a therapist that just is like, I'm not gonna go into my personal life. I'm just gonna share, my experience being a therapist with OCD that's just what I'm gonna talk about. But it really is up to the individual of you're really willing to share. I think if you can just offer one piece of your life that's maybe seemingly unrelated to what your health practice is that can be very powerful. So for example, let's say you're really into thrifting. How can you show the things so that you set you apart. So I always like to take things and tie them together. So maybe you're showing us the outfits that you put together this week. But then you're also talking about your your nutrition practice and what your daily, you know, kind of rhythm is like.

So it's just kind of finding that balance of where can I connect and find something like a unique part of my story or my interests. And maybe it's completely unrelated to nutrition or health, but there's some way that you can tie that in where oh, this person is different. I like when there's contrast. And I think contrast is what makes you really start to stand out in that field. Especially with health, there's so much overcrowding of people all saying kind of the same things when you can tie in something that feels very like unrelated and somehow related to your practice. That is really powerful.

So I think just starting to think about that and what are those interests, hobbies, things that kind of set you apart in the field from other nutritionists or therapists and that's what we're going to bring in and that's what we're going to start to integrate.

 

Sarah Bushell (09:44)

Okay, so I guess it's about getting to know the person behind the brand, the person behind the healthcare professional, you know, hat that they wear. So, so for example, I live by the beach, and, now and again, when I'm out on my dog walks on the beach, I'll take some photos and stick them on my Instagram stories. But is there another step between, you know, doing that and then connecting it to what I do?

 

Kell Bauer (10:08)

Yeah, I think that there's a lot of creative ways that that can be done right. So I like to think about content in terms of series - that connects that, you're going onto the beach and your nutrition practice. Maybe, for example, let's say you're walking on the beach, you want to take a little video, maybe it's just you're just talking to the camera and you're talking about your experience with a client that day where you're like, okay, it's something that you regularly do, the walking on the beach, and how can you put that routine into your content strategy? This is what makes it easy, right?

When you start to find those little habits, like, I know when I'm going to go walk on the beach, I'm going to talk about a client story that day, or I know when I'm going to walk on the beach, I'm talking about a nutrition tip from my life that I use, or something like that, where you can build it consistently, right? And you have to trial and error a lot of things too. And that's the fun part, right? That's the fun part about content and it really should be playful.

 

I think when people take it a little bit too seriously, like, I have to have this, this, and this, have all this editing and fancy stuff, it's like, no, if you just show yourself and your authenticity and just be in your voice and consistently do that and have fun with it, when you do that on camera it comes across very well. And so when you come from a place of I am just here to share my voice and share what I have, and help people, that is what really is gonna connect with people.

 

Sarah Bushell (11:58)

Yeah, and I guess if you're doing that whilst walking along the beach with your dog on the end of a lead, that's really authentic, isn't it? Because it's just you talking about your stuff and that's how it's connected. It's just the way it actually plays out in your real life as a person.

 

Kell Bauer (12:03)

Yeah! And I think that's such a good example. It's something that you do in your daily life that you can just let people see a little piece of you, you know, and that's that's really what we're looking for is like, how can you show people just a little window into your life? You don't have to let them all the way in your house, you know, like we don't have to air all our dirty laundry out. But I think it is just like can I give you a little peek into my world? How can I show you a piece of me that I feel comfortable with connecting with?

 

Sarah Bushell (12:47)

Yes, absolutely. And I often think people are nosy. People love to see what you do outside of the business, the brand, whatever it is. So I think that's a really great example of people your beach looks like or what the inside of your house looks like if you want to do that. So a little bit, it? That's what it's about. 

 

Kell Bauer (12:56)

 

Right, exactly. Just finding that piece. It's so nice. You think about all the people that you also follow, or you connect with online, what are they doing? They're probably showing you a little piece of them because otherwise you wouldn't have connected with that person. You're seeing yourself reflected in them somehow, right?

 

Sarah Bushell (13:19)

 

Yes.

 

Kell Bauer (13:39)

And so if you start thinking about what are the similarities between your clients and you? Like are there any similarities that you can mirror back to them, right? Like, ⁓ I know most of my clients are moms with small kids. And I'm also a mom with small kids. So I'm gonna reflect that experience back to them. Maybe my to-do list today is I've got to drive my kids off to school and then take them back and then also work on this stuff. So it's just showing that like, hey, we're the same, you know?

 

Sarah Bushell (14:17)

Yeah, absolutely. Brilliant. I love that. So one of the things that I think that a lot of my colleagues and clients feel when they're creating content is sometimes they feel a bit like they're saying the same thing over and over and over and over again. Repetition essentially. But that's actually not a bad thing, isn't it? When it comes to building a brand. So can you talk to us a little bit about why repetition is actually good rather than bad.

 

Kell Bauer (14:48)

Yes, you have to. Most people won't like really take in and embody some knowledge until they hear it seven times. So the more that you can restate the same thing, that's going to be memorable to people because they know what you're talking about now. It's like you've said that a few times in your content, this is kind of your perspective on nutrition or health. Maybe you're more of an intuitive health coach and you're saying listen to your body. So they're going to keep saying that, listen to my body, listen. And the more that you say one thing,  the more they're going to start repeating that in their heads to connect with you.

I have so many different interests, so it's really hard for me to stick on one topic or one type of video or say one thing. I teach a somatic-based movement class for women and I had a video kind of go viral, it like 4.5 million views and I was like okay, well, I need recreate this video. I knew it's it is one of those things where if something really resonates with your audience, that's what you have to recreate, that's the piece of content that people are connecting with. So that's what I need to keep saying. I think it's going to be like different for everybody what connects with their audience most. But once you find that then you're like, okay, this is what I need to recreate. This is the thing that people need to hear over and over again.

I know it's hard to restate the same thing and feel like you're repeating yourself over and over. But yes, the more you can do that the more memorable it's going to become for people.

 

Sarah Bushell (16:37)

Yeah, yeah. So you become known for that particular thing, don't you? And I also think that, you know, you say people need to hear it seven times. But if you think about like the social media platforms, they only put your content in front of 3 % of your followers anyway, don't they? So, you know, you can say it 300 times before that would actually feel like someone's connected with it straight away. So it is totally okay to repeat yourself.

 

Kell Bauer (16:41)

 

Yes, it's such a good point. Yeah, we don't get, yeah, people are paying attention as much as we think, that's for sure.

 

Sarah Bushell (17:06)

Yeah, absolutely. So, we've talked a bit about story and how that is part of your personal brand. And I think a lot of people when they start thinking about their brand, they think about logos and fonts and colors and things like that. And then, you know, the next sort of layer on top of that people start think, well, actually, is brand for like big businesses. But actually, it's for all of us, isn't it?

Can you talk a little bit about why brand is important for someone who's a single one person, just one person on their own.

 

Kell Bauer (17:45)

Yeah, kind of like what we said before, it makes you memorable. Like when you have a brand and you, find your that's how you find your people. You know, when you when people see themselves reflected back in you, your interests, what you are like, how you contextualize information that in story, that is what makes you memorable. That's what makes a brand to me.

 

And it doesn't have to be like, I use the same colors all the time. It can be that, it's a good way to visually trigger somebody. But I think it takes a lot of learning about yourself first before you can actually start a personal brand.

And this is why I do so much work with clients before we actually tart building content and building their website and all that stuff. Because the more you know yourself and the stronger you are in who you are and what you represent, the more people are going to see that consistency in you. And they're going to be like, I know Sarah because she's this like beachy kind of nutritionist and she's got all these light colors. She wears all these light colors and she's so airy and flowy, so people start to attach things to your identity the more that they see you in that light, right? It is nice to like have that memorability.

 

I do think it's hard to get to that point for a lot of us because we don't really have practices in our life where we're like, what do I like? What do I like about myself? How would I describe how I dress? How would somebody describe me in a few words? We don't think about that as much. And so the more that you can get firm in who you are and what you stand for, your mission, the goal of your business, how you see yourself in the future, the more that you can start building a personal brand that's really strong, and that feels like something that's gonna connect with the people that you want to connect with.

And I will say that I've experienced this firsthand, I took over a yoga studio, and it was a brand before I came in and built it out. it was it had its own culture, you know, and it was not personally my culture, because it was a lot of like, people in their 60s and 70s. They really like gentle yoga. It was very more traditional yoga. And I came in there and I was like, I'm not traditional. I like loud music and I want to play and and so it was it was kind of like this conflict right, like if I were to start that yoga studio today I know myself so well and I can present myself so well and connect with the people that are like me, the community that I would build in that studio today would be much different than when I bought that from somebody else and they have already had that established culture. Just knowing yourself is so important. It really does help when you build a personal brand and also like on a kind of a more overview level of a personal brand too.

 

When you build something, a persona online, you can kind of separate yourself from the brand that you're building too. And that also helps. Think of Beyonce. Like she has like this Sasha Fierce personality that she goes on stage with. And that's what a lot of people do when they build content online. You kind of have to separate yourself from your digital persona because if you connect too much with your own personal life, you're gonna get in your head and you're gonna be like, I know my friends from college are gonna see this and they're gonna think I'm stupid and I don't really wanna put that out there.

So you really have to detach a little bit from your personal narrative when you create content online just so that you can have that like, I kind of am building this version of myself that's a little bit like more skimmed down or like maybe a little bit more confident. Like your personality online is going to be just a little bit different, right? And that's okay. That's good actually.

 

Sarah Bushell (22:21)

Yeah, and actually I do get what you mean by that because one of the words I really don't like is authenticity online because I feel like, you're right, we need to share stories, we need to get people to connect with us and all of that, but if you think about platforms like Instagram, it's anything but authentic, it is curated. So I think that word authenticity is misused really in terms of getting ourselves across there. And I think particularly for my colleagues and clients, the idea of that version of authenticity being put online is actually terrifying because it's almost like, it's like you said at the start, it's vulnerable, it's that vulnerability. But if you can create a particular persona for online that has some of you in it, but not everything, the bits that you want to share, it's authentic but it's also very much curated and I think that makes a really nice balance and nice happy medium.

 

Kell Bauer (23:27)

Yes, exactly. it's not being fake either. ⁓ It's like you're still taking a part of you. It's still a part of you. And you're still showing that part to the world. those parts that maybe are insecure or it feels too vulnerable. You're not exposing all of that. It's not totally you. I also think when you build a digital presence and a personal brand,

 

It can be like your future version of yourself that you want to become. And if you start to think about it as like, ⁓ like what would this version of myself two years from now, like what would they create? What would they have the guts to show? What would they have the, like how would they hold themselves online? How would they hold themselves on camera? And you start to think about like who you really see yourself as.

And the more that you build content, the more it's going to get reflected back to you. And you're going to be like, you're going to start watching your own content. You're going be like, who is this person? Like, this person's so competent. Like, this person's got like 10 clients and they just know what they're talking about. Like, you'll surprise yourself. Like, you'll surprise yourself with how that feedback loop can actually strengthen your own self-concept.

 

Sarah Bushell (24:47)

Yeah, that's really interesting. So right at the beginning, we mentioned that you have a background in somatic practices. And I think one of the things that I really liked about you when I first met you is that's quite unique, isn't it, in the branding space. So can you just explain a little bit how the whole body awareness, somatic work influences the way that someone's going to show up in their brand?

 

Kell Bauer (25:12)

Yeah, absolutely. It's all embodiment, actually. Like I think about, you know, I have a lot of separate interests, right? And then I was like, how am going to connect this work I'm doing with my somatic, fem flow class and this personal branding. But really, when it came down to it, they were the same because it came down to this mission. I kind of like tie everything down into a mission.

And what my mission was, was to feel, express, and be seen. And when I'm in class with people, that is what I'm there to do. I'm there to get them to feel their feelings, to express it in a bodily way, and then to be seen with other people in their room. And then I think about the personal branding work. And that is also like, I'm trying to get you to feel what it is like in your body to be in your story.

You know, how are you going to express that through words or through pictures or video? And then are you comfortable being seen in that? So I think both personal branding work and, you know, somatic therapy, it's embodiment. It's just like, how are you embodying the knowledge that you're learning? You know, and that is kind of how I tie everything when I work with clients. I make them like kind of find that thread as well. Like we do meditation and my personal branding workshop. I do have a meditation that I walk people through to find your future self.

And so I do think it is really helpful because when you feel in your body that something is a yes and it feel you can and you feel like turned on by it feels good. Like that's when you know this is what I need to share, you know, and the same thing goes when you feel that like, like heart race, like heart racing kind of thing. And you're like, ⁓ I need to speak up about this. Like this is something that I need to talk about, but I'm feeling this like, kind of anxiety. And that that's, that's a signal to me that I do need to share that because my heart is telling me to like, this is important to you. This is exciting to you.

And so the more that you can tune into your body of what information that you can share feels like a yes, what information feels like a no, and you sit with it, the more you can decide, kind of going back to what we said, what to share, what not to share, how to present yourself and what feels good, right? Yeah, so it's all embodiment work.

 

Sarah Bushell (28:01) 

So the last thing I wanted to ask you, if a listener is listening to this episode and they're feeling a bit invisible online, what's the single most important shift that they can make to start building a brand that people remember and people trust?

 

Kell Bauer (28:18)

Yeah, I would say go into your story. That is like what I think is the most effective thing to do. Usually like one of the most exercises that helped me when I was building my personal brand was to do an audio autobiography. So just open up a voice memo and then just start talking about your story.

Just talk, talk, talk about like from your life as a kid all the way up to now. And then once you go up to now, start talking as if it was in the past and just continue talking about the future as if it was already happened and just see what comes up. Like think about like that, what things that you want to do, things you want to accomplish, how you want to help people. And then later on, here's the thing.

You listen to that story, listen to the voice memo later on and see as you start talking about the future and the things that you do in the future. What is feels like a yes in your body? What are you hearing? Are you hearing like, a hesitation in your voice? You know, sometimes we think we want things and it's actually a projection of what society wants us to want. And so it's good to be able to decide that.

So I would just say, if you're just starting out, get to know yourself. Honestly, get to know yourself, get to know your story and your vision. Because without any vision, when you start posting online, it's just going to go nowhere. It has no direction to follow. There's no direction. So the more that you can hold the vision of what you're trying to do, what you're trying to create, and the stronger you are in that, the more the energy gets directed to the people that you're going to connect with.

 

Sarah Bushell (30:15)

And I would love for you to tell everybody about your branding workshop that you've got actually. Can you explain a little bit about that? Because I think that's something that people would find really valuable.

 

Kell Bauer (30:25)

Yeah, absolutely. So on my website, Kellbauer.com, there's a personal branding workshop. It's just $10. And it is an hour long workshop. Like I said before, there's a little meditation in there so that you can kind of go into your own story. Kind of like what we're talking about right now is to help you go into the future version of yourself and like pull those things out where you're what you want to do in the future, how you want to help people.

And I give people a little background of why it's important to build a personal brand right now especially and how to kind of think about what platforms to use and why. So it kind of gives you a basic overview when you're first starting out. It's a good just like starting point for building your brand.

 

Sarah Bushell (31:11)

Brilliant, that's great. And I'll make sure that we put the link to that in the show notes so people can click straight through if they are interested. Awesome, well, thank you so much for your time today. I've really enjoyed our conversation. Where can people connect with you if they wanna learn a little bit more about what you do?

 

Kell Bauer (31:18)

Great. Yeah, absolutely. You can visit kellbauer.com, like I said, send me an email or if you would like to follow me on Instagram, it's kell bauer. I am like one of those coaches who practice what I preach. So I have my own somatic movement class and that's mainly what I talk about on my personal brand platform.

So yeah, you can get an example of how I connect the things that I do, my personal life and the movement class that I do. So it just gives you a good example of how I do personal branding. But yeah, you're welcome to follow me on there.

 

Sarah Bushell (32:04)

That's great. And I'll put those links in the show notes as well. Thank you so much. 

 

Kell Bauer (32:07)

Thank you so much, Sarah. This was so fun.