Your personal brand works for you, even when you are not working

Introduce yourself in a few words...

In a few words - Aleksa. :) Aleksandrova-Petrova, Aleksandrina. Marketer by profession, but at the same time a professional listener who asks questions to understand and then do whatever is needed. After repeatedly asking “Why don’t you do it?”, from friends, family, and acquaintances, I created Alexa Knows, a consulting agency for marketing services and marketing training. I am a partner in Insurance.bg - a company that creates a mobile app to scan your vehicle registration and not wonder where to enter data in the Civil Insurance, as well as conveniently create travel insurance for yourself and your family, for additional health insurance, for your home, glasses, bicycle. Last but not least, I work for Smart ICT Solutions - a lead generation company. It operates in 5 markets in a highly regulated industry. It’s interesting because local requirements are different, and at the same time both META and Google have specific restrictions that vary by country.

I am a mentor for students in ABLE Mentor and for adults in BASE Mentor.

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

Personal branding is so important today because otherwise the information noise swallows you up and it’s as if you don’t exist. In the digital era, often the first impression is online. If they can’t find you on Google, LinkedIn, Instagram, or TikTok, they won’t be able to understand what kind of person you are. Your presence there allows people to see how you want to be perceived and remembered, and based on what they see, they will be able to trust you. Personal branding distinguishes you from the competition, attracts opportunities, works for you even when you’re not working, gives you control over your own reputation, inspires, and creates community. Personal branding is the strongest marketing asset.

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

When I was a novice reporter, I heard or read somewhere - “Work for 10 years for your name, and then it will work for you.” This sentence explained everything to me :) When they know your name in a certain field, it’s easier for you to achieve what you want, you find allies faster, and you can create a larger and stronger positive impact on the environment and people.

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

Personal branding is a brand, but it’s personal, as Bozhinkata would say. For a personal brand to be successful, it must represent who you are and what strengths and values you have, how you show them, and with what attitude. At the same time, this must happen consistently, with the same style everywhere, with the same voice. For it to be memorable and evoke trust, the personal brand must be authentic - it shouldn’t look polished, artificial, too shiny, it should have “scars” from life. The personal brand demonstrates how useful you are and for whom. For this purpose, publications are necessary - on LinkedIn or in another social network, as well as interviews and materials that can be found through global search engines. It is advisable to present the results of professional activities as well, because the personal brand also includes work commitments.

The personal brand cannot exist if it does not represent the story of the person behind it. How they reached the level they are at, what prompted them to become who they are, what they went through to become what they are.

How to find your niche and unique value?

Finding a niche and unique value for personal branding is a complex and multi-layered process. It will bring to light specific skills and expertise, show passion and motivation, and not least - it will place the person in front of the audience that needs them. The clearer and bolder the niche is defined, the stronger the personal brand will be.

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

The personal brand has the strongest effect when personality supports expertise. Because people like you as a person, but they choose you for your skills. The ideal personal brand says: “I know what I’m doing. But I’m also a person, like you.” When the brand is connected only with expertise, it can seem boring and arrogant, cold and unattractive. When it’s based only on personality, the chance of it appearing unserious and insufficiently professional is high.

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

The first step is to stop worrying about whether the beginning will be made on time. The second step is for the person to calm down - whatever they do, they may evaluate it as wrong now, but in the future, it may turn out to be completely right. In the meantime, it’s good to answer the questions: What do I do (or want to do)?, What value can I provide to others?, What do I believe in? What sets me apart? Third, they should choose any social network and start publishing. It’s not necessary to be present everywhere from the very beginning. It’s enough to choose one social network - LinkedIn for a professional image, Instagram - if they take good photos, TikTok or YouTube - if they speak well or look good on camera, and if they write well - a personal blog or website, or X, or Facebook.

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

There is no “one best” platform for personal branding. The best one is the one that fits the person and they can develop sustainably and where people will discover their content. It’s important to start with one, to achieve clarity and rhythm. After that, you can strategically expand your presence.

To choose which one to start with, it’s necessary to determine where the audience is. If it’s business, then it’s on LinkedIn, if it’s young people - then on TikTok, if they are visually oriented - on Instagram. Depending on how much time can be allocated for preparing content, it is determined how many platforms to enter. With limited resources - it would be more convenient to focus on one main platform, if there’s more, multiple can be combined.

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

Being authentic means showing your thinking, emotion, and personal story. When you choose to show yourself as you are, you create a desire for people to trust you. Then you can calmly present your opinion. Additionally, I have noticed that stories of failure often inspire more than those of success. This does not mean that you shouldn’t share what inspires you, how you think, how you learn.

Authenticity is the main thing that distinguishes you from other brands.

How to create content that engages and builds trust?

The best content is what people remember, apply, and return to. When you are helpful, sincere, and consistent, people not only read, watch, and like – they start to follow you, believe in you, and choose you.

Of course, after that, the marketer in me will say that it’s necessary to analyze what gets the most comments?, what leads to messages or inquiries? what gets shared? Based on this, it’s advisable to repeat successful formats in a new variant. When you write/speak/look as if you are talking to a friend and use clear and vivid language, that’s exactly how they perceive you. The truth from the first person engages more than impersonal explanations.

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

The lack of authenticity is probably the biggest mistake. Many people try to copy successful personalities or present an idealized version of themselves that does not correspond to reality. Mixing personal and professional without a clear strategy creates confusion, and that’s why it’s important to have a plan on how to balance these two sides.

Expecting everything to happen quickly also hinders building a personal brand. Additionally, when you talk about yourself as a brand, if you don’t do it consistently in one style and with a different tone, and each time it’s in a different way, then you certainly won’t be easily remembered, which automatically means you’ve made a mistake.

How to deal with negative comments and criticism?

Sometimes criticism sounds harsh, but it’s actually feedback in bad packaging. The beauty of written comments and criticism lies in the fact that you don’t have to respond immediately. The initial reaction to a negative comment is often emotional. I usually give myself a few minutes, an hour, or even a day to distance myself, and only then do I respond. When I receive a negative comment, I try not to take it personally – even when it seems that way. What’s written often says more about the commenters than about me. I constantly find that their previous experience reflects on perception and maybe with their comment they project their fears or react to something that has affected them in another way.
So - read again, think about what they might have understood and only then respond. You are not the comment. You are what you do after it.

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

Like with all brands, building a personal brand is a marathon, not a sprint. Sustainability is more important than intensity. It’s better to work consistently with less load than to burn out and have to stop completely. It’s very important to set realistic expectations and pace. You don’t have to do everything at once - to publish daily on all social networks, to participate in events, to create content. Instead of more - better quality.

Constantly comparing yourself to others hinders the creation of your own brand; focusing on your own progress and the ultimate goal does more work. You know who reaches the finish line first - the one who looks at the finish, not the one who looks at who is ahead of them. On social networks, people usually show only the best moments of their lives.

Delegating or automating, when possible, because it’s not necessary to do everything personally, allows you to use your strengths for more useful actions. Using planning tools for posts or help from family or friends, or for payment is the better option.

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

A strong personal brand turns your name and reputation into a business card for success because it makes you visible, a preferred partner, a sought-after professional, and opens many new doors for development and growth.

A satisfied audience and followers share the content, recommend it to others, and thus expand the network of contacts. The personal brand works as a magnet for opportunities – through recommendations, spontaneous invitations to participate in events, media appearances, or new professional challenges.

What are the best ways to monetize a personal brand?

The fastest way, perhaps, is through individual or group consultations, mentoring, or coaching services. At the same time, creating your own online training (course, webinar, masterclass) allows you to scale and provide expertise to a wider audience. You invest time and knowledge in creating it once, but you can have unlimited sales. Online training platforms allow automation and receiving “passive” income. Another equally good option for monetization is creating digital products - ebooks, checklists, templates, guides, and other resources. Writing a book, creating a podcast or YouTube channel helps not only to diversify income but also to establish oneself as a thought leader in the respective niche.

Thanks to the recognition and trust in the personal brand, it is possible to attract paid partnerships, advertising appearances, and sponsors who can support the creation of content on social networks, podcasts, blogs, or YouTube/TikTok channels. Participation as a speaker or guest speaker at conferences, seminars, and events brings both direct income and new opportunities for contacts and development.

Once the personal brand is established, a closed online community can be created that has exclusive paid access on a subscription basis to exceptional, valuable content. Additionally, a partner program can be created that allows earning from the sales of services or products that are recommended, if they align with the values of the brand. Depending on what the personal brand is - in the end, physical products (t-shirts, accessories, books) related to the name or message can also be launched to the loyal audience.

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

At the beginning, trust is built through free and useful content. When there are already real results or benefits from the free materials, followers and potential clients will be willing to invest in paid offerings. Another appropriate moment is when inquiries for help, consultations, or resources become more frequent - advice, guides, or they are interested in personalized solutions, this means that there is already demand for paid services or products. Until then, however, it is good to have a prepared product/service, clear pricing policy, method of delivery (online platform, website, payments), and a customer service plan.

“The right moment” never comes. What matters more is the trust of the audience and the confidence that the product or service will be useful. Start with one offer, test it, listen to feedback, and optimize. Success in monetization comes with persistence, adaptability, and orientation towards the needs of clients.

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

What habits and discipline are needed to build authority?

I think everyone has heard these pieces of advice from their parents: be consistent, learn, be engaged with your friends and acquaintances, and keep your promises. They are valid and are the foundation of building any authoritative brand. They are built with will and self-discipline, but bring long-term results and trust. Over the years, I have learned that the ability to say “no” is also very important, as it allows you to stay focused and not scatter in too many directions. A thought leader must have not only good general knowledge but also a desire for in-depth knowledge to present.

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

There are many inspiring personalities with successful personal brands, and each of them has achieved success in a unique way.

I really like Malala Yousafzai because she is a symbol of the fight for girls' education after surviving an assassination attempt by the Taliban, and she is a voice for the rights of women and children. Despite her youth, Malala is already a Nobel Peace Prize laureate.

Tom Peters is one of the pioneers of the personal brand concept (through his book "The Brand You") and shows how professionals can position themselves as "products" with unique value. According to him, anyone can become a "brand" if they identify their strengths and communicate them effectively.

Richard Branson inspires me because he shows that a person can be successful in many different fields, be bold in their approaches, and thus create a new industry. At the same time, he is responsible to society.

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

First and easiest is to make 3 meaningful comments - a question, addition, personal point of view, under posts of people in their field. The personal brand is not just “I speak” – it is built through participation in the conversations of others. This way, one becomes visible in the respective professional environment, even without their own audience.

Second, one can renew contact with important personalities for their development or simply make new ones.