About the method.
If you don’t define your personal brand, others will define it for you.
The CHEER method provides a clear, structured framework to ensure that how you present yourself aligns with who you are and with the opportunities you want to create.
Why personal branding matters
Reputation management is reactive—it focuses on fixing problems or maintaining appearances. Personal branding, by contrast, is proactive. It allows you to deliberately decide what you want to be known for, and to communicate that consistently across every interaction.
A strong personal brand builds visibility, credibility, and trust. It ensures that whether you are pursuing new career opportunities, leading within an organisation, or growing a business, you are seen and remembered for the right reasons.
The CHEER method is delivered through personalised coaching and practical exercises. Each journey begins with an assessment to identify your current position on the personal branding pathway and your aspirations. From there, you receive a tailored action plan to develop and strengthen your brand.
The result is greater confidence, visibility, and influence—backed by a brand that reflects your true value.
Because if you are not clear, consistent, and intentional about your personal brand, opportunities can easily pass you by. The CHEER method ensures that doesn’t happen.
How it works
The CHEER method is built on proven business principles*, adapted into a practical model you can use to take control of your narrative. CHEER is an acronym with each letter standing for a pillar of the method:
Clarify your identity and purpose – Define your values, strengths, and direction.
Highlight what makes you unique – Articulate the qualities that set you apart.
Express your brand with confidence – Communicate your brand through your presence, actions, and words.
Engage your audience with authenticity – Build meaningful connections by being authentic and relatable.
Reinforce your message consistently – Strengthen trust by consistently aligning what you say and do with your brand.
Under each pillar, you’ll find a range of tactics, tools, and exercises designed to help you uncover insights and take action. Together, these steps create your personal brand roadmap — a plan that’s completely unique to you.
How you work through the method is your choice. You can follow the structure of our signature 90-day programme for focus and momentum, or dive into personalised 1:1 coaching for tailored support. Either way, you’ll have a repeatable process to strengthen your presence and build a brand that feels authentic, confident, and unmistakably yours.
*including models and frameworks from the Ehrenberg-Bass Institute, Strategyzer, McKinsey and other world-class brand and communications methodologies.
Who’s it for?
The CHEER method is designed for anyone who wants to position themselves with confidence and clarity. It is equally valuable for:
Executives and professionals building their leadership presence,
Entrepreneurs and business owners looking to earn trust and credibility,
Individuals navigating career transitions or positioning for advancement, and
Change-makers and community leaders seeking to amplify their impact.
Creatives, consultants, and freelancers who want to stand out in competitive markets.
Students and recent graduates stepping into the workforce with purpose.
People returning to work or re-entering the job market after a break.
Thought leaders, authors, and speakers who need a clear, consistent personal brand.
People exploring a portfolio career or side hustle who want a cohesive identity.
Anyone ready to stop blending in and start showing up with authenticity.
People tired of being overlooked and ready to be recognised for who they really are.
Those who want to align their work, values, and lifestyle so everything feels authentic.
Individuals who are done with “fitting in” and want to show up with confidence and purpose.
People who want to leave a legacy and make a lasting impact in their community or industry.
Those seeking more balance and freedom, with a personal brand that opens new opportunities.
Anyone who knows they have more to give but needs a roadmap to unlock their potential.
About the founder.
Rachel Cheer O’Connor is a seasoned marketing and communications leader with extensive international experience across the UK, Australia, and New Zealand.
She has worked at global financial institutions including Goldman Sachs, Lehman Brothers, and Société Générale, before returning home to lead marketing for some of New Zealand’s most recognised organisations.
Most recently, Rachel was Marketing Manager at Toyota New Zealand, where she directed national campaigns for one of the country’s most trusted brands. Prior to this, she spearheaded the strategic repositioning and rebrand of Palmerston North City Council, successfully transforming perceptions of both the organisation and the city itself.
As an entrepreneur, Rachel created Reachible, an ad-tech platform designed to help businesses reach their best possible audiences with ease. The innovation won her Innovate Manawatu, securing funding to develop the prototype.
Through her global career and entrepreneurial ventures, Rachel has learned that the principles of branding and communications don’t just belong to companies—they can transform people’s careers too.
The CHEER method is the result of that experience: a structured, human-centered approach to personal branding that works.