By TKay Nthebe
Introduction: Beyond Recognition — Building a Brand with Purpose
In today’s noisy world, everyone talks about branding — but not everyone understands what it truly means. For me, personal branding goes beyond recognition. It’s about building a narrative that’s accurate, coherent, compelling, and differentiated — a story that positions you for the opportunities you deserve.
As someone who’s built platforms like The Open Korner, TKO Money Adventures Podcast, and Escapes with TKay, I’ve learned that your brand is not what you say about yourself — it’s what people remember about you when you leave the room.
What is Personal Branding?
Being an academic at heart, I often start with definitions. The Harvard Business Review defines personal branding as the intentional and strategic practice of defining and expressing your value — what you bring to the table.
Put simply, it’s about crafting a narrative that helps others see your uniqueness and how that uniqueness translates into value and opportunity.
According to Harvard, a strong personal brand should be:
- Accurate: Is it true?
- Coherent: Does it make sense?
- Compelling: Does it draw people in?
- Differentiated: Does it show what makes you unique?
By crafting your personal brand intentionally, you control the narrative and shape how others perceive you — before they make assumptions on your behalf.
In her podcast, Lebo Lion reminds us that personal branding isn’t about personality; it’s about strategically leveraging your uniqueness, skills, and knowledge to create opportunities. That insight changed how I viewed my own journey.
The TKay Nthebe Brand: Where Finance Meets Travel
I’m a Finance and Tourism Management graduate with a passion for teaching, writing, speaking, and exploring the world. These interests might seem unrelated — but together, they form the DNA of my personal brand.
My love for travel began back in boarding school in the Free State, where adventure and curiosity shaped my view of the world. Yet, as life would have it, my wallet didn’t always match my wanderlust.
At the same time, I excelled in accounting and finance — disciplines that later led me into the world of financial planning. On paper, these two worlds didn’t fit. But in my heart, they always belonged together.
Fast forward to today, I’ve merged both passions through Escapes with TKay — my YouTube channel where I explore travel, adventure, and the life lessons they bring. Alongside that, TKO Financial Wellness, and the TKO Network – home to the The Open Korner, and TKO Money Adventures Podcast allow me to:
✔️ Educate people on financial wellness and smart money habits
✔️ Document travel and lifestyle experiences
✔️ Inspire others to pursue dreams that fuel their creativity
This journey taught me one crucial truth:
“You can design a life that honours both your purpose and your passions.”
When Purpose Meets Strategy: Building with Intention
When I look back, every stage of my journey — even the challenging moments — became part of my personal brand story. I once shared a blog post titled “My Seven Biggest Financial Mistakes in My 20s” — a raw reflection on my financial lows. At that time, I was searching for ways to make extra income, which eventually led to building TKO Financial Wellness and Advisory and the TKO Network.
I love being in front of the camera and behind the mic. What started as a way to share stories became a platform to educate, connect, and influence change in financial wellness.
That’s the magic of personal branding — turning what you know and love into something that adds value to others.
Applying Harvard’s Five Steps to Build a Personal Brand
Let’s revisit Harvard’s framework and see how it applies in real life — using my own journey as an example.
1. Define Your Purpose: What Do You Care About?
I care deeply about empowering people with knowledge, access, and opportunities.
I’m the guy at social events asking about your five-year plan — not because I’m nosy, but because I genuinely believe in uplifting and collaborating.
My brand statement?
“The guy who’s determined to change the script about money, finance, and travel — Chelete Ha Se Parcel!”
2. Construct a Narrative
Stories make people remember you. Mine includes:
- Empowering people to have control over their finances and navigate financial struggles.
- Leaving corporate comfort zones and pursuing your passion.
- Launching creative platforms to merge purpose with profit
Each phase became a chapter in my brand book — proof that mistakes and pivots can refine your message.
3. Communicate and Embody Your Brand
From blogs to podcasts, YouTube, social media, and events, I’ve learned the importance of being consistent online and offline.
When I went “all in” on content creation, I made mistakes — I underestimated costs, overestimated timelines, and had to learn production the hard way. That’s why I created a YouTube video breaking down the real cost of starting a podcast— because authenticity means sharing both wins and lessons.
4. Socialise Your Brand
Your brand isn’t built in isolation — people must see and experience your value.
Collaborate. Network. Share your expertise freely. Over time, others start associating your name with the value you consistently deliver.
5. Re-evaluate and Adjust
Brands evolve. I’ve rebranded, invested in better production, and benchmarked against top creators in Africa. Growth requires refinement.
Your personal brand is a living system — not a logo, title, or tagline. Keep learning, updating, and reintroducing yourself to new audiences.
Final Thoughts: Own Your Narrative
The journey to building a personal brand isn’t a one-time campaign — it’s a lifelong practice.
It’s about being intentional, adding value, and showing up consistently even when no one is watching.
As I continue building the TKay Nthebe brand — across finance, travel, and wellness — I’m reminded that the goal isn’t visibility for its own sake, but creating opportunities that align with who I am and what I believe in.
So, whether you’re building your business, launching a podcast, or pursuing your creative dreams — remember:
“Your story is your strategy. Tell it well.”
Stay trailblazing 💙
