The personal brand is a path that is built with small, conscious steps

Introduce yourself in a few words..

My name is Yasemin Yusof and I believe that learning does not end in school, but continues throughout life. I am an English teacher and an entrepreneur. Five years ago, I founded “Jasmine’s Classroom”- the first and only school in Bulgaria focused entirely on adult education, with the mission to offer quality modern training for those who, like me, do not stop seeking knowledge and inspiration. Later, I created the brands “Book Box Bulgaria” and “Book Bouquet Bulgaria”, which aim to inspire readers and bring back the magic of books into modern everyday life.

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

The personal brand is our business card in the world. It is what distinguishes us from others and builds trust. It shows not only WHAT, but also WHY we are doing it. People buy not only goods and services, but also connect with the personality behind them, their mission and values. The personal brand is the way to convey this message.

How did you start building your personal brand? What Mand motivated you?

When I started my activity with the school, I began with the idea of doing what I am good at in the best possible way. I am glad that I managed to create effective, accessible, and meaningful programs that students appreciated. My motivation is the successes of my students, their achievements, and feedback. The idea for boxes with books and fun content naturally arose, initially with foreign literature, intended for students, and later also in Bulgarian. Each new project adds a new nuance to my story and mission to share knowledge and inspiration.

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

Authenticity, quality of the product or service, the expertise of the person behind it, clear messages, and valuable content. Authenticity makes the brand real, expertise instills trust, and the value it brings to others makes it significant.

How to find our niche and unique value?

Here I will answer with the concept of “Ikigai” or the intersection of what you are good at, what you love to do, what the world needs, and what is well paid. This idea states that satisfaction comes when our activity combines all four elements.

What first steps would you recommend to someone just starting out?

The first step is to choose what you truly enjoy doing, because that will motivate you to keep going. The second and most important is creating an effective working model, followed by defining a clear message and sharing it through appropriate channels and platforms. The important thing is to be sincere and to bring real value. The brand is built with every small step in the right direction.

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

Our preferred platforms are Facebook- for sharing organic content like articles and useful materials with a focus on expertise, as well as for sponsored campaigns. We use TikTok for short, useful videos, through which we reach a new and wider audience.

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

Very important! Authenticity is the foundation of trust in the personality and the brand. Paid content from the “influencer” is becoming less popular today. People want to hear the truth, and everyone has their own to share. It makes the brand unique and authentic.

How to create content that engages and builds trust?

First, by telling stories. People love to see the real process – the successes, but also the difficulties along the way. (Content oriented towards the personality)

Second, by addressing the real challenges of our target audience through our expertise. As an English teacher for adults, I know what the most common difficulties of students are and I create content with this focus through blog articles, social media posts, or personal correspondence. (Content oriented towards expertise)

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

Lack of authentic content and message; trying to copy other brands or comparing with much more successful and developed brands.

Inconsistency.

Lack of adaptability and strict adherence to established models/rules, working “by the book”. What works for others may not be the best solution for you.

How to deal with negative comments and criticism?

By filtering. Constructive criticism is a gift that helps us improve our processes and grow. Hate, however, should not define us. It often says more about the person expressing it than about ourselves. It is important to distinguish one from the other and to distance ourselves from negativity without allowing it to influence our decisions.

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

Through balance and boundaries. For me, it is important to have time for reading, traveling, and recharging – inspiration often comes from life outside work. A lot of work does not always make us more productive. The busier we are with daily tasks in business, the less time and opportunity we have to work on its strategic development and planning.

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

The personal brand opens doors – to new clients, partnerships, communities, invitations to events and conferences. People associate us with the institution or brand we have created, which includes not only ourselves but also our partners, clients, and reputation. The brand builds trust even before the personal meeting, because people know what to expect and are more likely to engage. It turns our name into a symbol of quality, expertise, and mission, which inevitably leads to more opportunities.

What are the best ways to monetize a personal brand?

The best ways to monetize a personal brand are personal consultations, creating content on social media, and developing proprietary products such as programs, training, and books. In this way, the brand not only brings income but also expands its impact, because every form of monetization naturally continues the trust that has already been built.

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

The right time to start offering paid services and products comes when we are confident in the value we provide and offer real solutions and benefits. When we have already built trust with the audience and they are actively seeking our expertise. One question we could ask ourselves is whether we would do the same, even without payment. If the answer is yes, it would help us understand that the service/product we offer is a natural continuation of our mission, and monetization is not just a commercial step, but an opportunity to expand our activity and help more people.

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

Sustainability and long-term growth of the personal brand is achieved through consistency, continuous learning, adaptation, and innovation. Sometimes we all go with the flow, and inertia can carry us for a while, but if we stop making efforts, we gradually lose direction and results. To stay relevant, it is necessary to regularly update our content and models, as well as to listen carefully to feedback and the needs of our clients.

What habits and discipline are needed to build authority?

To build authority, habits of consistency, hard work, and willingness to learn are needed. Discipline is about keeping commitments, being persistent and true to oneself, honest, and fair to others. People trust those who show stability and authenticity, and authority is the result of small, daily efforts that over time build trust and respect.

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

I am inspired by personalities like Simon Sinek, author of the book “Start with Why” and a world-renowned speaker, who shows how important it is for every action and business to start with a clear mission. I am also inspired by contemporary motivational speakers and content creators, who build trust and communities through their personal stories.  One of my favorite examples is the Bulgarian Konstantin Kovachev, creator of the program “Active Sitting”, who inspires through his innovative holistic approach to health and lifestyle.

All of them have had a positive influence on me, my views, and habits. I believe that with the development of social networks, the brand, centered around the personality will become increasingly popular and influential, because people seek authenticity and real stories.

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

Not to be afraid to be authentic and to share their truth, talent, and story. Someone may be inspired by it. I like the quote that each of us is better at something than anyone else, so it is important to discover our own and share it with the world. Three specific steps that we can take today are: to start building connections with people who share our values, to define our “why” and our “ikigai”, and to share our story, even if only with a friend.

Each of us already has a personal brand and it is important to build it consciously. It is not just a business card, but a tool to do good – for ourselves, for the people around us, and the community we live in. When we are authentic, consistent, and brave enough to share our story, we build trust and inspire others. The personal brand is a path that is built with small, conscious steps and anyone can start down this path even today.