Wanjiru & Friends: A Conversation on Personal Branding

Korede is the Founder and Principal Strategist of Ko Concepts, a multidisciplinary studio specializing in branding and communications. Having worked at agencies, in-house and as a consultant, Korede has extensive experience across the spectrum of branding and communications. As a storyteller and strategist, Korede has supported large financial institutions, small nonprofits, global philanthropies, influencers, tech founders, and many more. Most recently, Korede led marketing and communications for Rise – a global philanthropic initiative that finds and supports young global talent. Under Korede’s leadership, Rise’s marketing campaign received an Honorable Mention at the prestigious PRWeek Awards. As a writer, Korede covers music, art and culture with a keen focus on Africa and its diaspora. Her writing has been featured in ESSENCE, Blavity, OkayAfrica, The Republic Journal and AMAKA Studio. Raised in Lagos and based in Brooklyn, Korede’s career path reflects her global mindset, curious spirit and purpose-oriented ethos.

Why does personal branding matter today and why is it especially important for Black women navigating leadership?

Personal branding matters because if you don’t define your narrative, someone else eventually will.

We are living in an attention economy where opportunity is closely tied to visibility. The platforms you’re offered and the resources you’re trusted with are often influenced by how clearly people understand who you are and what you stand for.

For Black women in leadership, this becomes even more important. Historically, we’ve been over-scrutinized or flattened into archetypes. Personal branding is the discipline of documenting your voice, intellect, and contribution in your own language. It allows you to shape perception instead of reacting to it.

For someone just beginning to think intentionally about their personal brand, what are the three most important pieces of advice you would offer and why?

1. First, get clear on your throughline.

Your brand is not a list of achievements. It is the thread that connects them. Ask yourself, “What question am I consistently trying to solve?” That clarity makes your message cohesive and memorable.

2. Second, build before you broadcast.

Substance should precede visibility. Develop your ideas and sharpen your point of view. A strong personal brand grows from depth, and depth takes time.

3. Third, own your voice.

It’s easy to mimic what performs well online. But when your voice is intellectually honest and culturally grounded, the right audience finds you and stays with you.

What are some of the most common mistakes you see people make when building their personal brand, and how can they avoid these mistakes?

The biggest mistake I see is over-curating perfection or showing up in ways that feel disingenuous. People connect with well-formed, thoughtful perspectives. More importantly, you won’t burn out if you’re sharing something real. When your brand is built around performance or likes, it becomes exhausting to maintain.

To avoid this, slow down and define what you actually want to be known for. Once that foundation is clear, everything else becomes more focused and sustainable.

For those who would like to engage your services, what is the best way for them to connect with you?

The best way to connect is through our website, www.thekoconcept.com, or by sending me a note on LinkedIn.