A recent workshop hosted by The CATALYST focused on the importance of authenticity in building a personal brand. Mindy Jones of the Amy Jones Group and Mark Newman of the Newman Realty Team, Powered by Realty One Group, led the session titled “Speak Up, Show Up: Building a Brand Through Purposeful Communication.”
During the event, attendees discussed how being genuine can shape public perception. One participant told Mindy Jones, “I have seen you on social media and when you walked in the door I felt like I already knew you. Sitting here today, you match exactly what I see online.” This comment was used to highlight that authenticity is central to establishing trust with an audience.
The presenters introduced a framework called the Four Lenses of a Brand: visibility, credibility, authenticity, and availability. They encouraged participants to consider whether people notice them, trust them, see consistency between their words and actions, and know how to work with them.
Jones and Newman also outlined Five Pillars of Personal Branding: personal branding itself; community engagement; storytelling and content; collaborations and partnerships; and experience and exposure. They emphasized that a brand goes beyond visual elements like logos—what matters most is how people remember interactions.
Communication was described as key to connecting these elements. The speakers noted that every interaction or post shapes others’ perceptions. Emotional intelligence was also highlighted as important for business relationships. According to the presenters, acknowledging others’ experiences helps build loyalty.
They further discussed aligning personal values with company branding for greater trustworthiness. Inconsistencies between individual behavior and organizational messaging can lead to confusion or loss of credibility.
At the end of the workshop, participants were asked to reflect on what they want their brand to be remembered for—and whether their current actions support that vision.
