Recently, The CATALYST had the pleasure of hosting a powerful workshop facilitated by Mindy Jones of the Amy Jones Group and Mark Newman of the Newman Realty Team, Powered by Realty One Group. Together, this dynamic duo led attendees through “Speak Up, Show Up: Building a Brand Through Purposeful Communication.”
At the heart of their message was one key theme: authenticity.
One participant captured it perfectly when she told Mindy, “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.”
That moment highlighted the essence of personal branding: being your true self and intentionally shaping how others experience you. Authenticity builds trust, and trust is the foundation of any strong brand.
The Four Lenses of a Brand
Mindy and Mark walked participants through the Four Lenses of a Brand, providing a framework for thinking about how you show up in the world:
- Visibility – Are people even seeing you? If not, how can they know you exist?
- Credibility – Are you trustworthy? Do people believe what you say?
- Authenticity – Do your words and actions align?
- Availability – Do people know how to work with you? (Often the hardest part!)
The Five Pillars of Personal Branding
The workshop also reinforced that your brand is more than just a logo. If the logo disappeared tomorrow, what would people still know and feel about you?
The Five Pillars of a Personal Brand help answer that:
- Personal Branding – Who you are as a person.
- Community Engagement – How you are rooted and involved in your community.
- Storytelling & Content – Consistency and intentionality in what you share.
- Collaborations & Partnerships – Who you align with and the audiences you share.
- Experience & Exposure – The impression people leave with after interacting with you.
The Power of Communication & Emotional Intelligence
Communication is the thread that ties it all together. Every social media post, client interaction, or networking conversation communicates something about your brand. The key is being intentional about how people see, hear, and feel when they engage with you.
The presenters also highlighted the role of emotional intelligence in branding and business. Sometimes the most powerful thing you can do is pause, acknowledge what someone is going through, and show them that you truly see them as a person—not just a client. Those moments of humanity build loyalty, strengthen relationships, and often lead to future referrals and opportunities.
Aligning Your Personal and Business Brand
When your personal values and your company’s brand align, it creates a powerful sense of trust. People know what to expect, and their experience with you feels consistent. But when those don’t align, it can create confusion and damage credibility.
The challenge—and the opportunity—is to make sure both sides of your brand tell the same authentic story.
Final Reflection: What Do You Want to Be Remembered For?
As the workshop came to a close, participants were invited to reflect on a simple yet powerful question:
“What do you want your brand to be remembered for?”
Are your current actions supporting that vision—or is it time to shift the way you show up?
At The CATALYST, we’re proud to bring workshops like this to our community. They spark reflection, encourage growth, and equip entrepreneurs and leaders with the tools they need to thrive—both personally and professionally.