People connect more with personal stories than with dry facts

Introduce yourself in a few words.
My name is Teodora Petrova and I am a PR and communication leader at the Ocean Investments holding. I believe that good ideas should not just sound good, but reach people and leave a mark. In my work, I often balance between developing strategies, implementing campaigns, and organizing events – between the big picture and the small details that make the result truly impactful. I love the dynamics and believe that the best stories are born when creativity meets discipline and good organization. In the holding, this is part of our DNA – to turn bold ideas into reality and to do it in a way that leaves a mark.

How would you define a personal brand and why is it so important today?
A personal brand is the sum of how others perceive us and what our name leaves behind – reputation, value, energy. In a world of information overload, it is the filter that distinguishes us and creates trust.

How did you start building your personal brand? What motivates you?
To be honest, I never aimed to build my personal brand in the classical sense. I have always been more focused on helping businesses and other brands grow – to find their voice and reach the people who matter to them. But over time, I realized that even when you work “behind the scenes,” people start to associate your name with certain qualities – trust, expertise, humanity. Thus, my personal brand builds over time naturally, as a reflection of what I do for others. My motivation has always been one – to create value and leave a mark through my work.

What are the most important elements of a successful personal brand?
From my personal experience, working with different companies and their teams, I see that a successful personal brand is primarily based on three things: authenticity, consistency, and value. Authenticity – knowing who you are, what you stand for, and what you want to be recognized for. Value – giving more than you take, and showing your expertise through real benefits for others. And consistency – because trust is not a one-time act; it is built over time, from the way you stand in the space and present yourself.

How do we find our niche and unique value?
By asking ourselves the question: “What do I do better or differently from others and why is this important to people?”
Unique value lies at the intersection of what we are good at and love to do, and what others truly need. The niche is not invented – it is born when we gather our strengths, values, and the specific problem we solve for others.

Should the personal brand be built around personality or expertise?
Both are equally important. Expertise gives weight, personality – emotion. People trust professionals, but follow personalities.

What first steps would you recommend to someone who is just starting?
The first steps always start with clarity. The most important thing is for a person to clarify what he wants to communicate – what his main messages are and what value he wants to bring to his audience. Then choose one or two platforms where they really are, instead of spreading themselves thin across many channels. And the most reliable way to build a presence is through small but consistent actions – regular posts, storytelling, sharing ideas and experiences.

What platforms are most suitable for developing a personal brand today?
The choice of platform depends on three key factors: where your audience is, what type of content you create, and what goals you pursue. However, the most important thing is not the platform, but the strategic presence where your target audience is. If they are in the corporate world with the aim of professional positioning – LinkedIn is the right place. If they are in more creative, lifestyle, or entrepreneurial environments – Instagram and TikTok are stronger. If the goal is to build a lasting authority through storytelling and video content – YouTube is the better choice.

What role does authenticity play in a personal brand and how do we maintain it?
Authenticity is the core of a strong personal brand. It is what makes messages credible, and people willing to trust. We maintain it when we are consistent – in values, actions, and the way we communicate. And when we have the courage to speak openly not only about our successes but also about the lessons that come with mistakes.

How do we create content that engages and builds trust?
By combining knowledge and personal story. People do not remember facts; they remember feelings. For me, the strongest content is that which combines expertise with personal context. In my work with campaigns and events, I have seen how people react not so much to the “perfect presentation,” but to the stories behind the scenes – what was the challenge, what decisions we made, what lessons we learned, what emotion we created for them. People do not seek ideal scenarios, but authentic stories in which they can recognize themselves. Content earns trust when it shows not only the final result but also the journey to get there.

What are the most common mistakes people make when building a personal brand?
To copy others' models instead of finding their own style. To seek quick results while forgetting that a personal brand is a marathon, not a sprint.

How do we deal with negative comments and criticism?
By first reminding ourselves that criticism goes hand in hand with visibility. If it makes sense and is constructive – we listen, learn, and strive to improve. If it is just noise or hate – we let it fade away.

How do we avoid burnout when investing a lot of effort into our personal brand?
By loving ourselves and not forgetting that behind the screen stands a person – it is us. To take care of ourselves by giving ourselves time to rest, digital detox, and an “offline” life. It is important to have moments of silence in which to stop the constant flow of content, likes, and engagements.

How can a strong personal brand lead to more opportunities (jobs, partnerships, clients)?
A strong personal brand is like a business card that works while we sleep. It creates trust in advance – people come to us with the feeling that they know us and that they can rely on us. This saves time, opens doors, makes dialogue easier, and often leads to opportunities that we would otherwise wait for years.

What are the best ways to monetize a personal brand?
The most natural ways are through consultations, training, creating products or partnerships. But the key is one – value. When the brand brings real benefit and solves problems, monetization comes organically. Then there is no need to convince – people seek our product or service on their own.

When is the right time to start offering paid services or products?
The right moment comes when you already feel that people are starting to seek more from you – they write to you for advice, want specific help, come back to you for opinions, seek your product, or share their positive feedback. This is a sign that your value is already recognized and can naturally grow into a paid service or product. I would say – start when you already have the first “yes” from people, even without asking for it. This is the moment when the brand building and shared content have done their job – it has built trust and connection. From there on, it is not a matter of courage, but of consistent building.

How do we maintain sustainability and long-term growth of the personal brand?
With persistence, flexibility, and a willingness to learn. The world around us is changing very quickly – technologies, platforms, people's interests. A personal brand survives and grows when it is in motion, when it knows how to adapt, but without losing its essence.

What habits and discipline are needed for building authority?
Persistence – to publish, share, tell stories, and be active. Audience – to build and maintain people who are there for what we offer and its value. And most importantly – engagement. True authority is not in the number of publications, but in the ability to listen, to engage in dialogue, and to show that there is a person behind the screen.

Which personalities with a successful personal brand inspire you and why?
I am inspired by those personalities who combine success with humanity – people who have influence but remain accessible, who can inspire but also listen to others. Because the strength of an authentic brand is not in the number of followers, but in the ability to create connections and trust.

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

1.    Look at your LinkedIn profile as a business card. The photo, title, and first lines are the first impression – make sure they speak about you in the best way and periodically update them.

2.    Storytelling. Tell a story. Share in your network an experience or lesson. People connect more with personal stories than with dry facts.

3.    Provide value before asking for attention. This starts with building authority.

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