The more knowledge you accumulate, the more problems you will be able to solve

Introduce yourself in a few words..

Hello, my name is Stefan Stanev and I am a lawyer by education. I am the founder of a company that deals with the registration and protection of trademarks and I conduct seminars on different topics in the field of law. Over the past two years, we have had the pleasure of working with nearly 150 companies from the country. We offer trademark registration in Bulgaria, the EU, the UK, and the USA, as well as global monitoring and protection of already registered trademarks. Currently, our main focus is the digitalization of our services, and our main goal is to provide a comprehensive service for brand protection for clients from all over the world.

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

A personal brand is a combination of seeing opportunities, generating energy within you, and having the necessary preparation to realize them. It is not the result of a momentary flash of insight or a short motivational course, but rather the result of years of effort, hard work, and persistence. A personal brand has one main cause – to solve problems, and that is why it is so important. When you wonder what personal brand to create, ask yourself what problems you see around you and how you can solve them.

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

For me, the law is a beautiful science that embodies millennia-old principles and values. Even in the most modern and innovative branches of law, we find manifestations of ancient Roman law, which creates continuity.

I believe that traditional legal service is no longer enough, as digitalization and technological transformation have created the opportunity for every company to offer goods and services worldwide. This prompted me to offer legal services in the field of intellectual property that protect every business, whether it sells goods or services in the EU, USA, Dubai, or anywhere else. The protection of intellectual property is extremely important in today's high-tech world, as intangible assets, such as trademarks, patents, or trade secrets, are at the core of most successful companies.

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

In my opinion, it is very important to create a certain routine. When you have an established routine in your daily life, you are more organized and orderly in your thoughts, which makes you more productive at work and time works in your favor. Character is also very important because in every endeavor there are inevitably failures, and it is very important to get up and continue after each failure.

How to find your niche and unique value?

Your niche is what you love to do. You cannot climb Everest if you do not love hiking in the mountains. But if you regularly climb different peaks, you certainly have a chance for Everest. Opportunities are like a blank canvas before an artist. What you turn them into depends entirely on you. My advice is to assess whether your professional opportunities align with your understanding of lifestyle. To become a good lawyer, doctor, or architect, you need to study for many years, which is exciting for some and limiting for others.

Should the personal brand be built around personality or around expertise?

In my opinion, the personal brand is always built around personality, while expertise only reflects what you can do. Ultimately, good expertise will make people associate you with something positive, and in this sense, it is very important to be presented honestly. But behind the personal brand always stands a person with their qualities, character, and values.

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

The moment you start something, no matter what initial plan you have, it will be hard to happen as you envision it. The question is to get used to living comfortably with the idea that there will always be uncertainty and risk. Thomas Edison created a carbon filament bulb that shines for more than 1200 hours after hundreds of attempts and experiments. “I have not failed. I have just found 10,000 ways that do not work,” he says. In recent years, Elon Musk has had a number of unsuccessful attempts to land the Falcon rocket. It is important to be dedicated to the idea. You should also focus on an activity that makes you want to get up in the morning.

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

It largely depends on the business venture you are engaged in. For legal services, LinkedIn is definitely the best platform. In recent years, TikTok has gained great popularity. It seems that whatever product or service you offer, you need to understand digital marketing as well.

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

Steve Jobs had his vision for every detail of Apple devices. In every product of this company, we find his minimalist philosophy. As a result, Apple is perhaps the greatest company of all time. Richard Branson's company engages in various business activities, including airlines, railway companies, travel agencies, etc., but all follow Branson's visions. Behind every beautiful building, painting, or company stands authenticity. I advise my clients to come up with a creative trademark that reflects their visions for the product or service.

How to create content that engages and builds trust?

In this regard, I am conservative and strongly believe that only content backed by expertise and knowledge builds trust. Unfortunately, I increasingly encounter fake content – people without established useful habits and good education present themselves as “motivational coaches” and promise quick success.

I believe that the most successful people possess intellectual humility and know that one must constantly learn and ask questions. When such people create content, it provides value.

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

In my opinion, the main mistake is the lack of good preparation. If you want to swim across the English Channel, as the great swimmer Petar Stoychev did, you must have spent hundreds of hours swimming in advance. Olympic swimming champion Michael Phelps shares in an interview that for more than 5 years he has not missed a swimming training. The lack of good preparation often leads to promises that cannot be fulfilled.

How to deal with negative comments and criticism?

Having character and inner resilience helps us to filter constructive criticism from malicious one. In the case of malicious criticism, silence is the strongest response.

How to avoid burnout when investing significant effort in your personal brand?

We all have 24 hours to achieve our goals and pay attention to what is important to us. Success comes when we learn to do not absolutely everything, but only the most important things that will yield the best results. You have probably heard that 20% of our actions yield 80% of the results. And if you carefully analyze your workday, you should discover those 20%, truly important things. I realize that this is not always easy, as the challenges in our daily lives are many. Burnout is usually the result of a lack of sufficient energy in the body. That is why I believe that rest, sports, the sea, the mountains, and time with family are an integral part of developing a personal brand.

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

The goal of every business is to find and retain clients. When the personal brand is presented in a way that aligns with your values, people sense this authenticity and give their trust.

What are the best ways to monetize a personal brand?

The ability to solve problems. I do not think anything else can lead to monetizing a personal brand.

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

Today, if you have the necessary preparation to solve specific problems. But if you start only because you have temporary motivation or because you have been promised quick success, it is unlikely that things will work out. I do not think that starting a business and/or personal brand requires funds. The idea is also not that important, as most ideas can ultimately be successfully realized.  

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

Some time ago, I read somewhere that most businesses fail in the first 5 years. We see how even established companies lose market positions. There is no 100% guaranteed recipe for long-term growth. Constantly improving the product or service, innovations, and attention to consumers are all useful things we could do, aiming for resilience and long-term growth. But even these things do not guarantee long-term growth. It is possible that a business solution based on innovation and artificial intelligence could change the market.

What habits and discipline are needed to build authority?

For me, reading is of great importance for building a successful personal brand. Reading long texts keeps the brain active by stimulating attention. Bill Gates reads between 50 and 60 books a year. In my opinion, there is no way that if you read books, your views on life will not change. The more knowledge you accumulate, the more problems you will be able to solve.  

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

Personalities like Prof. Zhivko Stalev, Prof. Venelin Ganev, Adv. Valentin Braikov, and Assoc. Prof. Kristian Takov inspire me because of their immense contribution to law.

I am also inspired by positive and energetic entrepreneurs like Richard Branson, who see opportunities around them and have the energy to realize them.

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

To eliminate the things that hinder them, to carefully analyze their strengths, and to set aside time for rest.