Forget impulsiveness as a possible reaction

Introduce yourself in a few words..

My name is Ilona Staneva.

In professional terms - a marketer and advertiser with a quarter-century of experience in the field. In recent years, my focus has been on sustainable business models and women's entrepreneurship, and my personal challenge with the advent of digitalization and artificial intelligence in work processes is related to balancing communication, both among internal and external audiences.

I graduated in 'Marketing, Advertising and Business Administration' in UNSS, I specialized in Women Making History at Harvard University, Integrated Marketing Communications at Delaware University, Design Thinking at  Emeritus Institute of Management, and Sustainable Business Management at  University of Cambridge.

On a personal level – a mother of a grown and successful son, a lover of art, travel, skiing and snowboarding. A fan of the Star Wars saga, London weather, Depeche Mode and mini American bullies.

My hobbies lately – recognizing paintings by famous artists that have appeared in films of the American film industry and visiting their exhibitions.

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

It has always been important, I remember how my grandmother used to say our saying 'you are greeted by your clothes, but sent off by your mind' ... this is simply put the personal brand. Today we live at a fast pace, we want everything – here  and now, the impression we leave in the first few minutes, whether in a personal conversation, post, story or web meeting predetermines the attitude towards us and positions us, which is why the first 'impression' is important.

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

I really liked the advice I received years ago, which was briefly 'in the beginning - work for your name, so it can work for you later'. I have been following this advice for years and so far I see that I haven't made a mistake.

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

Sincerity.

How to find our niche and unique value?

It is good to view the personal brand as a product. In this line of thought, purely from a marketing perspective, every product has its unique selling advantage and positioning. If strong and weak points, opportunities and threats are correctly analyzed, as well as if the precise USP of the product is derived – the niche and unique value will be relatively accurately defined.

And for the more confident - you can also apply intuition in this case.

Should the personal brand be built around personality or expertise?

For me, the two are inseparably linked. Expertise is important, but the emotional connection with the brand/product is a significant factor that, under equal conditions, is the reason for choice, i.e. sometimes the choice is irrational.

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

To combine analysis and intuition.

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

The audience that everyone would like to reach is multichannel, so I would suggest an integrated approach, combining social networks and professional platforms. I would not exclude the use of so-called traditional media – they still provide a quick effect – a large number of reached audience in a short period of time, as well as stand out with a high degree of trust in the information.

What role does authenticity play in the personal brand and how can we maintain it?

Authenticity is a diversification factor. I place it first because it strongly influences the building of the unique advantage. Maintaining it is related to systematically following two to three lines that are embedded in the definition of the personal brand.

How to create content that engages and builds trust?

Sincerity. Credibility. Consistency.

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

Lack of focus is one of the mistakes that have a strong negative impact. Be consistent and moderate in your actions.

How to deal with negative comments and criticism?

The important thing is not to allow them. If they do exist – we assess and filter, if the criticism and comments are constructive – we accept them as an opportunity for improvement, development and enhancement.

How to avoid burnout when investing a lot of effort in your personal brand?

Again, I will emphasize three things - focus, consistency, and moderation. It is good to make periodic analyses and assessments at stages of brand development, as pauses and corrections help with balance.

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

The personal brand sells.

What are the best ways to monetize a personal brand?

I am not an expert in the field, so I would not fully trust myself. I definitely would not rely only on metrics, even though they are leading, and I would choose carefully the brands I engage with in the monetization process, both in terms of quality and quantity.

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

When we feel that the product or service is part of the DNA of our brand.

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

We choose two to three lines that we develop. We work consistently, moderately, and do not forget to be sincere. We check the credibility of the information we work with, as well as the sources we use.

What habits and discipline are needed to build authority?

Self-discipline. Desire for continuous learning and improvement. Ability to constructively accept feedback. Forget impulsiveness as a reaction.

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

Gary Vaynerchuk. I was impressed by his story, and later I had the opportunity to meet him and discuss common marketing topics that, as it turned out, interest both of us.

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

Just one – to be themselves.