How do you work?
Joanna Julia Checińska: I work with two types of clients. The first are individuals who are just entering the online space and want to build their personal brand and start an online business—usually people looking to leave their full-time jobs. I help them from the ground up: finding and implementing a business idea, launching it online, and acquiring their first clients.
The second group consists of entrepreneurs who already have an online business but need help automating, expanding, and scaling it to generate annual revenues of at least PLN 250,000.
How important is the use of social media in building a personal brand?
Joanna Julia Checińska: Social media plays a fundamental role for several reasons. Nearly 28 million Poles—84% of people aged 18–64—use social platforms. These platforms have a significant impact on consumer decisions: over 50% of users rely on social media to inform their buying choices, and 71% are more likely to purchase products recommended by others.
Social media also allows us to build a community around our brand—people who support, promote, and buy from us. I used to run a traditional offline business: I took out a bank loan, rented an office, hired staff, purchased inventory, and sold products. Today, I don’t need an office. Thanks to social media, I can reach clients who not only follow me but also become ambassadors for my brand. That’s how I’ve built a global community of over 100,000 people.
Additionally, social media gives us full control over our brand image and enables us to clearly communicate who we are, how we help, and what we offer. It helps position us as experts and builds trust and credibility.
What advice would you give to someone who wants to build a strong personal brand?
Joanna Julia Checińska: First, treat your personal brand as a serious business project—not just a side activity. Second, have a clear vision and a solid action plan. A strong personal brand must be authentic, consistent, and aligned with the needs of a specific target audience.
Despite strong market competition, is it still possible to build a successful personal brand?
Joanna Julia Checińska: Absolutely. In fact, it may be easier today—as long as you have the right knowledge, support, and a clear strategy. Ironically, competition pushes us to grow faster and raise our standards. For clients, it provides greater choice and a better chance of finding exactly what they need.