The brand is a focus, not a grocery store for unnecessary things

Introduce yourself in a few words…

I am Teodora Angelova. Psychologist and rebel. First of all, I am myself and then my manifestations in social roles. I don't like the psychologist/therapist to be a faceless screen that exists only in their office. I believe that we should mainly be among people with our human face and inspire through our personal example.

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

At the heart of a personal brand is the personality. We live in a time when everyone is their own brand, standing with their name, their face, their online and offline presence. It is important to have a brand because among so much information and influencing, quality somehow gets lost. It becomes misinformation. The brand is a living being, it has its own mission, vision, goals. It is recognizable and therefore bears responsibility for that.

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

My desire to make psychology and therapy more accessible and understandable for people. To provide value through personal and professional experience. Most of all, to create a safe space for connection between people.

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

Well, I still can't assess how successful I am. Maybe we should first define success. For me, it is your actions being in sync with your thoughts and feelings. The work should correspond to your values and be valuable to others as well. I am on the path to success, yes. The personal brand should be personal. It should have a soul. It should involve us in a story. We should be able to recognize ourselves in it.

How to find your niche and unique value?

By following what inspires us and where we invest our energy, whether we are resting, sick, on a trip, etc. For 20 years I have been traveling with psychological books in my luggage because that excites me. What interests us, what we are passionate about, is the activity with which we will have the most added value. And we should not stop because there are still thousands of people doing it. Many people also make love, which does not mean that we should not, to be unique.

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

Both. For me, with psychology, it is easy because there is no way this profession does not affect you personally. My personality has largely been shaped by psychological knowledge and therapeutic experiences.

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

To start and not give up. To love what they do, to love themselves and to love the people for whom they do it.

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

For my field, social networks are the place. Where the people are.

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

Huge. By not being afraid to be ourselves. In Bulgaria, we are very influenced by the opinions of others, what they will say, what they will think. We are ashamed to shine, not so much to fail. We are afraid of being criticized, we are afraid of being envied. I would say that we are afraid to be ourselves and we hide behind masks that can never convey an authentic message. Masks down - let anyone say what they want. Get vaccinated against the opinions of others, be they praise or condemnation.

How to create content that engages and builds trust?

With care for the users. With thought about how this will help them. Why do I say this? Will I make someone's life better with what I share? With personal example and adequate preparation.

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

They think they understand everything and do not need consultants. They lack a strategy and a team.

How to deal with negative comments and criticism?

We need to see which part of us agrees with this criticism. Usually, it catches us when one of our inner voices tells us the same thing. The enemy is always within us.

How to avoid burnout (burnout), when we invest a lot of effort in our personal brand?

By counteracting with activities outside of work. Connecting with our body, with  family, with friends, with nature. The brand is only part of our life and should not become our entire life. It will become toxic for both us and the users.

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

Through the intention invested in it, through the authenticity and quality that naturally attract people who resonate with our vision.

What are the best ways to monetize a personal brand?

By a good way, I mean monetization not as an aggressive end in itself, but as a result of the recognizability of quality. When we do something valuable, it will inevitably be valued. With the accumulation of trust, we become more sought after, therefore our work is better paid and/or on a larger scale.

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

When we have already provided free products/content and know that it meets the needs of people.

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

With patience. This is a marathon, not a sprint.

What habits and discipline are needed to build authority?

Authority is trust. People need to be able to trust in our ethics, competence, and goodwill. This takes time.

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

Ester Perel, Terry Real, Mel Robbins - people who care for the mental well-being of their followers with professionalism, personal presence, empathy, and persistence.

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

To remove the unnecessary. To keep only what is essential. The brand is a focus, not a grocery store.