You don't get to opt out of having a Personal Brand.

A brand isn't built. It's audited.

Jeff Bezos said your brand is what people say about you when you're not in the room. Branding expert Guillem Recolons updated it: it's what people know about you before you enter the room. Both are true. Recruiters search your name before the meeting. Clients scroll your profile before the call. The opinion is being formed whether you're paying attention or not.

What this means in practice is uncomfortable. Perception is continuous. The brain is always interpreting what it sees, hears, and feels about you, even when no one is consciously trying to. Every interaction adds to the file.

The three moments where your brand is being formed:

• Before they meet you, through whatever they find online
• The first time they encounter you, in the early seconds of presence
• Every interaction after that, where the opinion gets revised

In this video, Sophie reframes both Bezos's and Recolons's definitions, and explains why ten years of headhunting taught her that recruiters check your digital trail before they ever pick up the phone.

The brand already exists. The question is whether you know what it says.

That's where this work begins.