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Radio and TV host, Francesca Leto has built her personal brand. Find out how in the following lines.
“Today, in the Age of the Individual, you have to be your own brand.”
These are not my words, but those of the essayist Tom Peters, who in 1997 published the article “The Brand Called You”, codifying the nascent concept of personal branding.
It was an approach tied to the profound transformation that was reshaping the world of work and the global economy: the idea of a lifelong career was beginning to show itself as a giant with feet of clay, while a performance-driven culture was taking its first steps.
Since then, the concept has progressively evolved, moving from a mere focus on personal image to a comprehensive strategy for professional positioning and communicating one’s value.
Turning yourself into a source of income requires a structured yet deeply human approach. It does not mean denying your identity by creating a distorted copy of yourself, but rather building a strategic identity that communicates your professional truth in a way that is readable to the market.
It is a process that embraces four phases.
Each phase is a continuous dialogue between authenticity and strategy. The professional who can communicate their expertise without losing their voice becomes a credible, recognizable, and, above all, sustainable brand in the long term.
Personal branding always begins from an intimate place: the person. Even before strategies, palettes, or copy, there is a deeper awareness: who we are, what we stand for, and why we do what we do. Translating one’s identity is a step in professional maturity, a journey that moves from spontaneity to choice, from expression to intention.
The personal brand is the visible form of an inner story. It is born from values, grows through skills, and is consolidated in the perception others have of us. It is not a disguise, but a conscious interpretation of one’s role in the professional world.
Being a “person-brand” means accepting to be perceived, narrated, and remembered. It requires discipline, but also delicacy in protecting your authenticity while opening it to the public. Over time, this balance between inner self and visibility becomes a true skill: the ability to transform one’s experience into communicable value without losing the substance behind the form.
Visibility is an often overrated topic, as the internet has made it potentially infinite. Yet visibility alone generates neither economic value nor, much less, authority. The real differentiator is credibility: the ability to convey competence, reliability, and uniqueness in a saturated market.
Positioning does not mean shouting louder than others, but rather occupying a distinctive mental space. It is about building a recognizable and consistent identity over time, capable of attracting the right people and creating trust even before any economic transaction occurs.
For a professional in digital or consulting fields, positioning stems from a clear value proposition and a coherent voice, translated into an ecosystem of content that demonstrates expertise and generates value.
Many personal brands today also operate through content. Reels, photos, stories, blogs, posts… they are the visible form of one’s positioning. Writing, speaking, storytelling, and creating are no longer merely accessory activities.
The most effective content marketing strategies in personal branding are based on the principles of educate, inspire, and engage. But how can you tell if they are paying off? There are, of course, numerical performance metrics for each individual activity, but what matters most is the ability of the whole to build relationships of trust and continuity.
A viral piece of content can generate attention, but only consistency builds reputation and transforms it into economic opportunities.
“Those who love me, follow me!” holds true even in personal branding. In an era where visibility is often noisy, a personal brand’s community is quiet but meaningful because it grows through consistency, coherence, and mutual trust.
Another common saying today is “everyone has the community they deserve”, and here nothing could be truer. It’s not about numbers, but about the recognition of competence, integrity, and professional value.
But what is the currency of exchange? Perceived value. People stay close to those who demonstrate authority: those who communicate their value authentically create stable and reliable connections, the true capital of a personal brand.
You are ready to capitalize on your expertise when you can make the shift from influence to impact—that is, when you not only reach an audience but also affect their decisions.
The first step is to map your skills and identify which of them can be translated into products or services. The key question is: which part of my know-how solves a real problem for a specific audience?
From there, you can build various monetization models, which can complement each other.
The point is not to choose just one path, but to build an integrated ecosystem where every activity reinforces the others: reputation builds trust, trust generates demand, and demand sustains monetization. An effective personal brand does not sell digital presence—it sells experience.
We cannot consider personal branding as a “finished” project. Rather, it should be seen as an evolving process that moves with its creator and grows with experience, adapting to contexts and the languages of the time. Openness, curiosity, and the ability to challenge oneself are the elements that prevent burnout. It means embracing the possibility of evolution, updating skills and strategies while maintaining a sense of direction.
Within this balance between technique and authenticity, between business and well-being, your skills and the value they generate become a tool for positioning yourself in the job market.
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Radio and TV host, Francesca Leto has built her personal brand. Find out how in the following lines.
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