A personal brand is something you work on many levels to build. The first thing you need to do is get to know yourself better. Then you need to understand what you want to communicate to your target audience -before even opening your mouth (or posting in social media).
It’s very simple really. A personal brand is a vision. And when you open your mouth to speak about your brand, it should become all about the message you’re trying to transmit -not about hard-selling yourself.
While self-promotion is an extremely important part of building your brand (if no one knows of your accomplishments or the company you work for, then how are they going to do business with you?), it also seems that the biggest factor separating personal branding from shameless self-promotion is value.
If a person provides value with his/her content, then all the self-promotion is justified because people will benefit from the content.
Once you really understand your values and know what you want your brand image to be, then you will understand that over -promoting your services will hurt your brand.
You must align your communication and overall message with your target audience, not only the message.
Don’t feel that it is wrong to provide information about the content that you provide. Just make sure that it is targeted to the right audience an be personal while doing it.