Episode 240
When I ask how someone forms their perception of a brand, what comes to mind? It might be they hear about it by word of mouth, or on an email thread or private message. In a nutshell, what’s said about our company when we’re not in the room, when we’re not in control of the message.
Now try the same experiment with our personal brand. Is our immediate thought how to look as good as possible? Is it how to curate the results that pop up when they search our name? Truth is, our personal brand has already been formed, we just weren’t in on those conversations.
Being active on our social media accounts can help, but we can also send the wrong brand message, shooting ourselves in the foot. When I first got onto Facebook and X, I feared that posting too much content would make me look distracted. When I did post, I felt a certain portion of them should be about my company or at least something generic. If I did have an opinion, it had to be watered down.My thinking was I should talk how my employer wanted me to talk. Turns out that is the complete opposite of how I should have been branding myself.
It wasn’t until I hung out my own shingle, that I realized being a generic-sounding consultant made me a commodity. That meant my rates were set by the market – I had to be a price-taker. But employees who act generically are also treated as commodities who must take whatever salary is offered. So regardless of where you sit, you’re better off with a good personal brand.
Am I saying employees should kiss ass on social, posting about how much they love their work? No. They can post thoughtful criticisms about the industry, they can post solutions to problems they and their peers face. Content like this boosts a person’s brand without offending employers. They know you won’t always be working for them; they’ll bask in your halo while they can get it.
But before you put out content you have to get introspective on what your brand stands for. It’s hard for us to stare at a sheet of paper and figure this out, we get better results using a framework. And this is where our guest can help.
Since getting her MBA from Moscow International Higher Business School, she has managed some of Europe’s largest brands, from Stollwerck, to Nestlé and Shell. She is also a visual artist, marketing consultant and coach. Her 2026 book deals with this very issue.
Let’s go now to the French seaside resort town of Cannes to speak with the author of “The Personal Branding Book”, Daria Dmitrieva.
Chapter Timestamps
00:00 Intro
02:27 Meet Daria Dmitrieva
03:12 Brand As A Compass
05:55 Premium Brand Parallels
08:56 Authenticity Over Packaging
13:33 Fear And The Shadow Gift
19:04 Become A Magnet
22:26 CEO Dreamer Critic Roles
26:33 Body Cues And Intuition
28:39 Celebrate Progress
32:02 Daria Origin Story
35:35 Where To Find The Book
People, products mentioned in this episode
