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Luana Ribeira, Managing Director at Dauntless PR

Bestselling author, host of the ‘It’s Luana’ show and founder of Dauntless PR Luana Ribeira gets personal brands booked for TV, radio, podcasts, magazines and the news. This helps experts to boost brand awareness, credibility and to become known as the leading voice on their topic. She has appeared on Forbes, OK Magazine, FOX TV, ITV, BBC, Channel 4 and many others. You can find Luana at

Firstly, many people fear the words 'personal brand' as it means going public with your thoughts. I want to know if you have always found it easy to 'put yourself out there'?

Hey, great to be here. And to answer your question... ABSOLUTELY NOT! The person I was when I first realized the importance of building a personal brand is completely different from who I am now.

I vividly remember the first time I attempted to create a video for online posting. It took me an entire day just to get a minute of usable footage. My first press interview? It was a total train wreck. However, I recognized the significance of the task and persevered. I challenged myself every single day until it became second nature.

A few years later, I confidently delivered my biggest live interview to an audience of 2 million, and it went incredibly well. Since then, I have continued to expand my visibility and express myself in an unfiltered and authentic manner. It has been an incredible journey.

When it comes to building an authentic personal brand, what advice would you give professionals starting out?

When it comes to building an authentic personal brand, my advice for professionals starting out is to have fun with it! Don't overthink every aspect of what you should be talking about, how frequently, or at what time. Give yourself a break, release the pressure, and enjoy the journey.

When considering what to say, imagine speaking to your absolute ideal client - a real person, not some abstract avatar. Connecting on a deep level with this one person will help you cut through the noise and resonate with others who share similar characteristics.

Do you think personal branding and reputation go hand in hand, and what can people do to maintain a positive reputation while brand-building?

Yes, personal branding and reputation go hand in hand. To maintain a positive reputation while building your brand, always act with integrity. Practice what you preach, deliver on your promises, and be a living example of your teachings. Once you have established that foundation, amplify it through PR efforts, writing a book, speaking engagements, sharing testimonials and case studies, and any other means that demonstrate and prove your credibility.

Can you share a success story of how you or someone you follow used their personal brand to build business or career?

At the beginning of my business journey, I took some terrible advice which was to pretend I was a member of staff and not the owner of the business. The reasoning was that nobody would take me seriously if they knew I was behind it. I believed it. Every day I put on a mask and pretended to be something I wasn’t, dimming myself down and hiding in the shadows. Everything felt so wrong on so many levels. So heavy and I didn’t know why. I booked a holiday last minute feeling like I needed to escape and get away from it all, to figure out what was really bothering me. Looking out into the ocean, no land to be seen and it was so peaceful. Perfectly quiet apart from the sound of the waves and the gentle humming of the ship I was on. And then... the scream of my inner voice that I’d been blocking out for years telling me I needed to become fully visible and to develop a personal brand. I cried. I didn’t know how. I didn’t think I could. But the fire in me was ignited and there was no looking back. I did what I needed to do to build my personal brand and it’s not just my business that exploded several levels but so did my whole life!

Which platforms do you find most effective for establishing thought leadership and growing professional presence?

I am personally consistently featured on TV, radio, podcasts, magazines and other press such as newspapers and I use those features with my existing audiences on Facebook and Linkedln to open conversations and deepen relationships.

How do you ensure your personal brand stays true to who you are and your evolving goals?

Through constant re-evaluation, plenty of time and space to be able to tune in to my inner guide without influence and permission to grow and shift as required.

What are some practical strategies or tactics professionals can use to expand their network and build meaningful connections?

Nail your social media and use it to build solid connections. Once you’ve done that, use meaningful PR to increase your visibility and credibility. Any opportunity to network is great too- attend events and say yes to opportunities where you get the chance to speak to your ideal clients.

Along your personal branding journey, have you encountered any common obstacles that readers of this interview should be aware of?

The biggest obstacle in the way of successful personal branding, in my opinion, is fear of judgement and criticism by the people who are not ideal clients. So, friends, family, angry trolls and other randoms on the internet.

By the time people come and work with me to enhance the visibility and credibility of their personal brand, they have typically done a lot of work on this area and have a deep understanding that their message is for their people- it's not for everyone. And in calling in more of their people, this also meant repelling those that are not their people and they are absolutely fine with this because they’re 100% secure of their message.

Imagine you have a time machine that can transport you to the future. What impact do you envision your personal brand having on the world?

Envisioning the impact of my personal brand on the world is a humbling thought. Its true extent will never be fully known because it is not about me, but about my clients. My role is to provide them with platforms to be noticed and share their positive and impactful messages. Each day, multiple clients reach thousands, sometimes millions of people, creating a ripple effect of change. This impact extends not only to those directly touched by the message but also to their families, friends, acquaintances, future connections, and generations to come. It is an amazingly surreal experience.

Close your eyes and imagine you're a bestselling author. What captivating book would you write to share your personal brand journey and insights?

My latest bestselling book, Dauntless- Invisible to Invincible, was launched earlier this year and shares not only my journey into visibility but many of my incredible clients. Here’s what it’s all about: Step out of the shadows and into the spotlight! With 20 powerful and inspiring authors sharing their stories of going from feeling invisible to invincible, you'll be motivated and inspired to unleash your own potential and share your magic on a greater scale. Each author shares their phenomenal journey and its impact on their businesses and life. They also provide practical and actionable tips to help you become more visible. Whether you're a coach, entrepreneur, or simply looking to make a difference in the world, this book will provide you with the inspiration and guidance you need to get seen, get heard and create impact. So, grab a tea, coffee or Tequila, get comfortable and get ready to be inspired by these mavericks who are breaking the mould and leading the way. You can get your copy here:

Thanks so much for sharing your knowledge with us here! Where should people follow you to find out more about your work?


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