If you are consistent, your brand cannot go unnoticed

Introduce yourself in a few words..

I am Stefka Tancheva – HR artist, mentor and driver of projects that inspire people to develop. I believe in the power of community and the value of meaningful human connections – in work and beyond. Currently, I am Head of Development at ADRES Real Estate and a member of the Board of BAUH.

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

Personal branding is what people say about you when you're not in the room. In a world of fast and easily accessible information, even misinformation, it is a way to be clearly recognizable, to convey value and to stand up for yourself – even before you speak.

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

Everything started from my desire to share – experiences, inspirations, lessons. When I saw that people responded and found meaning in what I say and do, I realized that I have a voice worth developing. It helps me find like-minded individuals in a work context and attract the right people to the projects and company I believe in – people with whom we share values, energy, and direction.

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

Authenticity, consistency, and value. If you are consistent in who you are and what you bring to the world – your brand cannot go unnoticed.

How to find your niche and unique value?

Listen to yourself – what makes you shine? Then observe – how do people react to what you do? Unique value lies where our talent meets the needs of others.

Should personal branding be built around personality or expertise?

Both. Expertise positions you, but personality makes you memorable. The combination creates trust and a long-term relationship with the audience.

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

Start with the questions: Who am I? What do I believe in? What can I give? Who do I want to reach? On which platform will I find these people? Why will they be interested and find it useful to read, listen to, or watch me? Then choose the most suitable platform and be visible – share, comment, and be part of the discussions.

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

The most suitable platform is the one where you can be authentic, have a sustainable presence, and where your target audience is.

-          LinkedIn is great for building professional authority and creating a network of meaningful contacts.

-          Instagram allows you to show the human face behind the brand, with a more personal and visual approach.

-          TikTok offers an incredible opportunity for quick reach to a new audience, especially if you can communicate ideas through short, emotional or educational videos. The algorithm there is favorable to new voices, as long as the content is engaging and authentic.

However, it is important to remember that all these platforms are like rented spaces – our profiles there can be limited, changed, or even closed by the decisions of the network itself. That’s why more and more people are building their own platforms – like a blog, website, or newsletter. This is the place where you set the rules, formats, and pace. The audience you gather there remains personally yours – without intermediaries, algorithms, or restrictions.

The combination of rented and personal space is the strongest formula – it gives you freedom, control, and independence in building a sustainable personal brand.

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

Authenticity is the heart. Without it, everything sounds artificial. It is maintained with honesty – first with yourself. You don’t have to share everything, but what you share should be true.

How to create content that engages and builds trust?

Listen to people. Answer real questions. Share your vulnerabilities – not just your successes. And don’t write to be liked by yourself – write to be useful to your audience.

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

Copying others' voices. Overly trying to please everyone. Or complete silence, out of fear of making mistakes.

How to deal with negative comments and criticism?

Criticism is inevitable. It is important to distinguish constructive from malicious. The former helps us grow, the latter – to train boundaries and resilience.

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

By reminding ourselves that personal branding is not a performance. It should serve us, not we serve it. Rest is also part of sustainable presence.

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

People prefer to work with those they trust. Personal branding is a bridge to trust – and that’s why it opens doors that might otherwise remain closed.

What are the best ways to monetize a personal brand?

Products, services, training, consulting, attracting people to the team – the opportunities are many. But monetization comes naturally when you have already built value and trust.

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

When people start asking you “Can you help me with…?” – that’s a signal that you have a market. That’s the moment.

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

With regularity and development. The brand grows with us. Invest time in learning, in mentors, and in listening to your audience.

What habits and discipline are needed to build authority?

Writing. Speaking. Meetings. Reading. Repeating. And most importantly – consistency. Every authority was an amateur who refused to give up.

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

I love people like Brene Brown – she is deep, human, and incredibly consistent in her messages. She talks about vulnerability, courage, and leadership with a voice that is both scientifically grounded and accessible. What inspires me most about her is her ability to combine academic expertise with her authentic self – she doesn’t play a role, doesn’t hide behind titles, but simply connects with people in a meaningful way.

In our country, I admire personalities who do not take themselves too seriously but take seriously the value they provide. They do not try to look “bigger” than life – instead, they create an environment where people feel invited, understood, and inspired. I like creators like Papi Hans (Konstantin Trendafilov) and Dimitar Kalburov - thoughtful and, sensitive, and self-ironic, with a clear audience, recognizable style and presence in culture and social networks.

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

1. Update their profile on the most used network with a clear message.

2. Write an authentic post about what excites them at the moment.

3. Make a list of 5 people they want to connect with – and do it.