INTHEBLACK December 2025 / January 2026 - Magazine - Page 33
“It was a really daunting thing to do at first, but it
is something you need to move past because being
the face of your brand is the best way to connect with
your audience and demonstrate true authenticity.”
YASMIN COE FCPA, SWEET PEA & POPPY
“If we had this conversation 10 years ago, I would
not be comfortable with anything on video or having
my photo out there,” says Ang. “But the more
I progress in my career, the more I see the value
of communication, visibility and relationships,
both internally at work and also externally.”
Reframing self-promotion as “sharing expertise”
can be a helpful way to look at it, explains brand
expert and photographer Rebecca Taylor.
“Lots of us are uncomfortable with self-promotion,
but if you reframe it as offering a service, it is a game
changer. By sharing your expertise and value, you are
helping others,” she says.
“The more you share, the more people will gravitate
to you and actually take notice, which means you will
ultimately help more people.”
USE VISUALS
In a saturated media landscape, professionals need to
be able to get people’s attention, and the best way to do
that is by using video and photography, Taylor says.
“Visuals are going to cut through the noise,
because often people won’t stop scrolling to read
the content — they’ll stop because they see a great
image,” she adds.
Like a lot of accountants, Yasmin Coe FCPA,
managing director of chocolate business
Sweet Pea & Poppy, says she's not particularly
extroverted. “But as a female founder of a brand,
it has been essential to put my face to my product.”
“It was a really daunting thing to do at first, but it
is something you need to move past because being
the face of your brand is the best way to connect
with your audience and demonstrate true authenticity,”
says Coe.
Using visuals also provides an element of relatability,
especially when it is so easy to use AI to create
content. Taylor recommends that people use photos
of themselves in their real work environment.
THE ART OF MODERN LEADERSHIP intheblack.cpaaustralia.com.au 33
