Make a plan, but don't do anything at any cost

Introduce yourself in a few words..

My name is Aneliya Goryanova-Ivanova. By nature, I am a communicator, empath, and dreamer. I believe in the power of words because they not only inform but also soothe, inspire, provide another perspective, give direction, in a word – change destinies. I believe that a person should follow their intuition and dreams. These beliefs naturally led me to marketing communications and branding, which I have been involved in for over 15 years. Currently, I am Senior Employer Branding and Content Specialist at Amadeus Sofia, a technology company that develops software solutions for players in the tourism industry. I am responsible for Bulgaria, Poland, and Turkey. Recently, I developed and presented training for building a personal brand and storytelling on social media to my colleagues.

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

A personal brand is the perception of you in your environment – colleagues, professional network, friends, family. Your personal brand exists whether you make an effort to develop it or not. Therefore, if this perception of you is incorrect, you could intentionally change it by highlighting your individuality and authenticity. It is important not only to build the right perception for you but also to stand out from others and be remembered.

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

For years, my job has been to develop the employer brand of the companies I work for. I am usually behind the scenes. Some time ago, I realized that I had done quite a bit of work over the years and could share my experience with the accompanying challenges and successes. This motivated me, and I started to take small steps to show myself “on stage,” to be more active on LinkedIn and in other external media. I began to be more visible at my workplace. I work in a company with nearly 20,000 employees based in over 150 locations. Therefore, it is important for my colleagues abroad to know not only my work but also that of the team in Bulgaria.

Meanwhile, although unconsciously, over the years I have built my personal brand as a professional who is dedicated to their work, who can be relied upon, who will try to find the best solution and will see a project through to the end. This has earned me the respect of the people I have worked with both inside and outside the company.

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

The first and most important element of a successful personal brand is authenticity. Be yourself and you will gain the trust of the audience you are targeting.

Secondly, consistency in messages, appearance, and behavior. “Tell” the same story everywhere, maintain an individual tone and style of communication across different platforms and situations, be consistent. All this will help you to be clear and recognizable.

Thirdly, add value for others. If you are helpful to your audience, they will identify with you and develop a sense of belonging.

How to find our niche and unique value?

By exploring our identity. It may seem unnatural to outline our strengths, achievements, motivators, and goals, but when we do, we can work more consciously on developing our personal brand.

Should the personal brand be built around personality or expertise?

The personal brand starts to be built around personality, based on your values, behavior, beliefs, and smoothly transitions to expertise - your achievements, the value you provide to others. This creates an authentic and trusted image that reflects your unique qualities and professional skills.

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

To start, spend time alone with yourself and explore your personality to discover your individuality. Have a clear understanding of where you are and where you would like to go. I had a strong fear of public speaking. To overcome it and prepare for the trainings I had to present to my colleagues, I attended a rhetoric course for a whole year.

Do not be afraid to experiment. Ask people around you for honest feedback about you to check what the perception of you is. And if it differs from what you would like, outline specific steps for changes.

Then identify your audience and outline actions to reach them.

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

The choice of platforms depends on the goals you set and your audience. If you want to position yourself as a knowledgeable and experienced professional, choose appropriate channels at your workplace, LinkedIn as an external digital platform, and why not events where you could participate as a speaker.

What role does authenticity play in a personal brand and how to maintain it?

Authenticity plays a key role in building your personal brand. It helps people connect with you on a deeper level. It builds trust and creates a sense of genuineness and transparency.

To maintain it, be true to yourself, share personal stories, be consistent, listen and communicate actively, and develop while keeping your core principles intact.

The stories I tell through my profile on LinkedIn are related to personal experiences in the work environment of the company I work for. I describe specific situations so that people can understand the reasons why I love my job, the company, and my colleagues so much. 

How to create content that engages and builds trust?

Choose topics close to you, be genuine, be the hero in the stories you tell, do not be afraid to show your vulnerability and emotions. Create content in which your audience can identify. My posts on LinkedIn, where I talk about my personal growth and lessons learned, have the highest engagement precisely for this reason.

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

One of the mistakes I have most often encountered when building a personal brand is the lack of consistency and regular interaction with the audience. And it is these that create recognition and long-lasting relationships necessary for the sustainable development of the personal brand.

Another mistake is imposing a non-existent image of yourself. It leads to a mismatch between the audience's expectations and reality, which reduces trust in you.

And last but not least, the lack of clarity and consistency. It is important to focus on specific topics and audience, rather than scattering in different directions. This way you will be able to showcase your unique qualities and be remembered. On LinkedIn I follow a career consultant whom I had the pleasure of meeting in person. One of her main topics is toxic environments. I am amazed at how she finds so many real examples to illustrate how to recognize a toxic environment and how to cope if you find yourself in one.

How to deal with negative comments and criticism?

I believe that there is always something to learn, so I approach negative comments and criticism with respect. I try to keep calm and listen carefully. This way I do not focus on the negative and use the criticism for development. This helps. And if you receive negative comments online, you can ask for more clarification, provide your own, and even apologize if necessary.

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

My personal experience shows that it is best to start with small steps. Ideally, make a plan. I deliberately do not say strategy because people are scared of that word, which can lead to procrastination of these steps. Choose carefully and focus on a small number of channels. Do not do anything at any cost. At certain intervals, analyze what you have done and give up what does not bring you satisfaction and the results you expected.

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

A strong personal brand leads to building trust in you and your expertise, and you definitely become more visible in professional circles. This inevitably leads to more career opportunities and partnerships. For me, the most valuable thing is meeting people with values, understandings, and aspirations similar to mine, professionals with expertise similar to mine, with whom we speak the same language, exchange knowledge and experience. Recently, I met in person people I have been following on LinkedIn for quite some time. I am glad that the image they have built online fully corresponds to their true essence. And I believe we have started valuable and, hopefully, long-term relationships.

What are the best ways to monetize a personal brand?

Monetizing a personal brand requires a genuine strategy, perseverance, and creativity. The most important thing is to choose the methods that best suit your interests,  skills, and goals. Depending on whether you want to build a career in a corporation,  offer consulting services, or sell products, you can choose whether to publish content on professional topics, dedicate yourself to social causes, or participate in public and media appearances, and the most successful would be to combine different approaches to reach a larger audience.

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

When you feel ready for it, when you have accumulated knowledge and experience that you could share to provide value to those seeking this type of services or products.

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

Building a personal brand is not a one-time action but a long-term process. Along with being authentic, consistent, persistent, creating value for others, surround yourself with like-minded individuals and supporters. And last but not least, regularly monitor the results of your efforts and analyze the data. This will help you identify your strengths and weaknesses and make adjustments to your strategy for better results.

What habits and discipline are needed to build authority?

To build authority, it is necessary to be organized, to plan and manage your time effectively, clearly communicate with others, constantly improve yourself, so that you can demonstrate a high level of competence and reliability.

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

I am inspired by people I follow on LinkedIn, who position themselves with their expertise. I am amazed by their consistency in creating content. From personal experience, I know how much time, effort, and persistence it takes, and they have been doing it consistently for many years.

I am inspired by my colleagues who are dedicated to their work, to volunteer causes, and to their families. I like that they are true to their principles and show it in everything they do.

And from globally recognized personalities, I would mention David Beckham. I am not a football fan, but after watching a documentary about him, I started following him on social media. I am deeply impressed by his story, discipline in sports, and love for family. Beckham skillfully uses his popularity to support various causes and develop his business ventures, thus creating a lasting and recognizable image.

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

To analyze the current situation, explore their personality, and set clear goals. I wish them success!