Although most speeches in the Metaworld Congress (Madrid, 2025) were about artificial intelligence, cybersecurity or Web3, there was also room to remember how to actually use the tools that have been among us for a longer time. Apps like Instagram or Facebook could be already considered as legacy social media, since they have been alive for many years by now, but still, many entrepreneurs keep unaware of the ways to exploit their maximum potential to drive sales.
To take care of that, Guille Collado, Spanish social media expert with experience in TikTok and Rebook and 250+K followers on Instagram, shared some of the best advice you can have about how to build your personal brand in the digital landscape, something that is now not optional, but a “necessity”, for any aspiring entrepreneur, as he stated.
“If you don’t have a personal brand you don’t exist”, declared strongly one of Collado’s slides. Citing the clothing brand Nude Project, a success case very well-known in the Spanish online sphere, Collado stated how important was the building of the personal brand for their directives, as it was their presence online what was able to later drive many people into their store. A personal brand, Collado remembered, is not just a “logo” (although he loves the one he created for himself, this is, a cap with a relaxed expression), not even a “moodboard”, but a feeling that people get when thinking about you.
Guille Collado in the Metaworld Congress 2025. Image credits: Enterprises&More.
To construct that feeling, there are several aspects you need to take into account, but the marketing expert began by citing the common solutions that are actually not so much: funnels, publicity, incredible landing pages or professional photos are not enough to build a personal brand online, he said. Instead, Collado proposed the creation of a feeling or vibe through the “3 P’s” (for their initials in Spanish): Character (or Persona, to make the P rule fit also in English), Perception and Personality.
Entrepreneurs need to think about what will be their character (and of course a fixed style or moodboard can help with that); also about the perception (how will they be visible), and personality, this is, the attributes or values people will connect to that online persona.
Things to avoid
Collado signals that the worst mistake someone can do trying to build a personal brand are: not taking care of the 3 P’s, focusing only in followers (which is not the most important thing, as he remembers), speaking too much about your product or service, being unoriginal, and wanting to be perfect.
People like to connect with other people, not with businesses, as he declared, so it is important to not only be talking about the product when making content for social media. These networks are great to actually communicate the good things that our product or service produce in society, to link it with the culture and to show the ways our mission has a sense in everyday life.
Guille Collado in the Metaworld Congress 2025. Image credits: Enterprises&More.
Then, he also cited the “deinfluence trend“, that we have been seeing in the last few years, and that has influencers saying goodbye to the high production, huge makeup and luxury aesthetics, to start showing instead a more personal, natural and down-to-earth vibe, which makes relatability easy. That is why looking for perfection can come out as unnatural or artificial, driving people away.
Taking all of these into account, we see how businesspeople need to establish a brand online, and how the personal brand can be even more important than the brand of the company itself, as we as people will be the ones driving clients to our services.
