In today’s competitive landscape, staying true to yourself while being associated with specific values has become a real challenge. Success requires knowing yourself, positioning yourself wisely, and highlighting what makes you unique. But, how do you build a personal brand that’s authentic, visible, and lasting? Regional Post asked Anna Salome, a marketing specialist who has shaped over 30 successful personal brands, to share her insights on the art of personal branding and how you, too, can leave a mark that matters.
Interview : Tereza Hovhannisyan
Photo : Anna Salome Agency
What does personal branding really mean, and how would you define the concept of a personal brand?
— A brand is the perception or mental framework that forms in people’s consciousness—creating specific associations, both positive and negative. When we see Nike, for instance, we immediately visualize their product portfolio, experience their brand energy, recall their campaigns, or connect with their associated values and personas. This exemplifies strategic branding in action. Personal branding operates on identical principles, where an individual becomes the focal point of these perceptual associations and strategic positioning.
Let’s talk about the importance of personal branding. How relevant is it today, and who needs personal branding?
— The role of personal branding is not exaggerated—it represents a direct response to the reality in which we live. We exist within an era of intense competition and information overload. In such an environment, individuals constantly confront the challenge of standing out, positioning themselves clearly, and being recognized and understood for who they are. Personal branding provides precisely the strategic framework to accomplish these objectives. It’s particularly important for people who want to increase their income or gain greater visibility and recognition within their sectors.
When someone approaches you for personal branding, where does the process begin?
— The first step is conducting a comprehensive SWOT analysis. This foundation allows us to build a personal brand around our strongest attributes. From the beginning, it’s crucial to understand the fundamental why: what is the goal of the personal branding process? That objective shapes our entire strategy and direction. Once the goals are clear, we define the target audience, determining who we’re speaking to and who will be the “consumer” of this brand. There’s one principle I always apply: in marketing, it’s more important to be first than to be the best. That’s where the real advantage lies—identifying what makes the person unique and how they stand out from the competition.
Can we consider rebranding in cases where a person is already well-known but needs to reposition himself/herself and show up differently?
— Absolutely. Rebranding represents a significant component of personal branding strategy. We frequently observe public figures who are already established but undergo complete repositioning over time. One of the most notable examples is Kim Kardashian, who initially gained recognition through reality television and celebrity culture. However, she executed a comprehensive rebranding process supported by a substantial professional team. Today, she has positioned herself as a businesswoman advocating for family values, offering public commentary with social consciousness, connecting with her Armenian heritage through visits to Armenia and paying respects at the Armenian Genocide Memorial, among other initiatives.
What are the key elements of personal branding?
— First is positioning—understanding how an individual should be strategically positioned within their market. It’s essential to identify and emphasize the distinctive quality or characteristic that differentiates you from competitors. Ideally, your name should consistently evoke three to five specific words or associations, and these associations should remain relatively consistent across both broader and niche audiences. Another fundamental element is image alignment—your physical appearance and presentation should directly support your positioning strategy.
What is the role of media and social platforms? How important are they today?
— Today, we cannot overlook the significance of media and social platforms as they have become indispensable strategic tools. The selection process depends entirely on the individual and their professional sector, requiring us to identify which platform offers the most relevant opportunities for their specific objectives. There are circumstances where active social media engagement may not be necessary for certain positioning strategies. However, social platforms provide one distinct advantage: they offer relatively equal opportunities to everyone. You can begin from zero, establish a presence, cultivate an engaged community, define your target demographic, and potentially develop it into a revenue stream. This represents a fundamental shift from traditional media channels like television, where visibility required substantial financial resources.
You’ve had quite an extensive experience, but could you highlight a few successful collaborations?
— Many of my professional collaborations remain confidential—this is something we establish from the initial stages of any engagement. However, several examples are public. One notable case is psychologist Tamara Simonyan. Her account grew through an organic content strategy, and today she exemplifies how a professional psychologist can effectively share expert insights and valuable content through digital platforms. Another significant project involved my work with Grisha Aghakhanyan. We collaborated on his strategic return to the entertainment industry, revitalizing both his musical catalog and public image. We achieved a point where his earlier releases gained renewed popularity.
What challenges can arise during the process of building a personal brand?
— Unfortunately, there are quite a few. One of the most prevalent is impostor syndrome—nearly all of my clients eventually encounter moments where they begin questioning their achievements, feeling undeserving of their success, doubting the value of their contributions, or believing they have reached their position through fortunate circumstances rather than merit. As I mentioned previously, we conduct thorough risk and threat assessments at the beginning of our engagement, but unexpected situations inevitably arise.
We live in a rapidly changing world, where every day brings something new: trends, innovations. What advice would you give for staying relevant?
— One of the most crucial elements for maintaining relevance is authenticity—remaining organic in your approach. You must feel genuinely aligned with your actions and messaging, rather than forced or out of place. When alignment exists naturally, the approach succeeds. When it doesn’t, the result can appear awkward or even counterproductive. It’s equally important to avoid becoming a victim of every emerging trend. You want people to perceive you in a specific, deliberate manner, and that requires consistency rather than constantly chasing each new development in the market.
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