Be objective realists, not everyone needs to like you

Introduce yourself in a few words..

Mikaela Tsvetanova founder of Qalb Communications Agency and Member of the Board of Vaisman Investment Group, an international investment company, that operates in Bulgaria.

How would you define personal branding and why is it so important today?

Personal branding is the sum of what people perceive about you – your values, behavior, communication, vision, and unique qualities that set you apart from others. It is your reputation in the professional and personal world, created consciously or unconsciously. The story you tell about yourself.

How did you start building your personal brand? What motivates you?

Every personal brand starts from some motivation, need or awareness. I have always been confident in myself and believed in my capacity. Sometimes I even smile because I have had situations where I met people I never expected to meet on a global scale in a work or personal context, fate found a way to bring us together. Example: in recent years, this includes Kate Middleton, Hilary Clinton, Indra Nooyi, Kim Kardashian and Vera Wang. 

What are the most important elements of a successful personal brand?

Skills and competencies are – what you do best.

Values and principles are – what you believe in and why.

Behavior and communication are – how you express yourself, how you treat people.

The story you tell about yourself – what is your mission, goal, path.

How to find your niche and unique value?

People close to me know how I think, and I have always said it. Do what you love and what you have an affinity for. Even if you are currently doing something else, do not give up on what attracts you and truly motivates you. The right path is always found, only when you are persistent.

Should personal branding be built around personality or around expertise?

I believe it is a combination of both.

What first steps would you recommend to someone who is just starting?

Not to look at other people, and to strive to impose their vision, understanding, and touch on everything they do. Very often people do not understand this and think that there is a certain norm. But I believe that what makes people different is their inner understanding of the world.

What platforms are most suitable for developing a personal brand today?

It depends on the field of work. The strategy for where and how a person will position themselves must be extremely well thought out. Also, the industry of work is key. There are people who are limited by being constantly on display, and personal meetings and events are prioritized over online presence.

What role does authenticity play in personal branding and how do we maintain it?

This is the heart. To be in harmony with yourself – to show what you think, believe, and feel, in a way that is genuine and clear to the people around you. Do not pretend. Do not strive to please everyone. If I have to be honest, I have had moments when I internally do not feel good about something, and no matter how much it cost me, I have trusted my inner voice.

How to create content that engages and builds trust?

Here I have a quote I like:

„The quality of your life is determined by the quality of your relationships and the people you surround yourself with.“ If in your life you value quality, then the content of what you do will be significant.

What are the most common mistakes people make when building a personal brand?

Ego.

How to deal with negative comments and criticism?

They will always be there, but we cannot and should not be liked by everyone. But a person must be objective and real with themselves, it is key to have balance.

How to avoid burnout when investing a lot of effort in one's personal brand?

With good organization, clear vision, and setting priorities. And Beauty sleep.

How can a strong personal brand lead to more opportunities (jobs, partnerships, clients)?

A person should be like a diamond – rare, with high value (in communication, attitude, and behavior), emotionally resilient, and able to attractJ

What are the best ways to monetize a personal brand?

In most cases through one's own business.

When is the right time to start offering paid services or products?

When you are proven to be good at what you do.

How to maintain sustainability and long-term growth of the personal brand?

First of all, realize what has value and meaning. The path of the story must be told, not just the success. A person must be persistent and continue to learn from the world, by investing in themselves.

What habits and discipline are needed to build authority?

Focus, emotional intelligence, resilience, adaptability, patience, and confidence. 

Which personalities with a successful personal brand inspire you and why?

I would like to turn this question towards the female perspective. Women are built in such a way that tenderness should not be our weakness – but actually a strategy for connecting, between us and the world around us. Our strength is in resilience. We know what it means to carry, to wait, to build long-term (like with a child, home, idea). We combine logic and intuition. We create, don't destroy. And in the context of personal branding? Women, who radiate their gentle strength – they not only attract attention, they leave a mark.

What three specific things can people do today to improve their personal brand?

I have a commonly accepted advice:
Find your ikigai, and do not give up. Ikigai is the intersection of what you love; what the world needs; what you can make money as a business and what you are actually good at.