Building a Brand with Stories that Sell with Loren Nelson

Personal Branding Podcast

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3d ago 31:14

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Welcome to another episode of Your Personal Branding Podcast. Bernard Kelvin Clive here. Today, I have a special guest with me — Loren Nelson. Loren, welcome to the show!

Loren:
Thank you so much for having me. I really appreciate it.

BKC:
Let’s dive right in. We often talk about personal branding, digital marketing, and all things in between. From your perspective, what is personal branding really all about?

Loren:
For me, personal branding is tied to self-worth. It’s about knowing who you are — being self-aware enough to show up in the world as your authentic self. That’s where true authenticity lies: in self-knowledge and the courage to be seen clearly by others.

BKC:
I love that. Many people begin their personal branding journeys by jumping on digital platforms — LinkedIn, Instagram, TikTok — and putting out great profile pictures, fancy bios, and avatars. While that’s common, I often have issues with that approach. You mentioned something critical: self-awareness is the starting point.
So let’s go there — how does one begin building personal self-awareness as a foundation for branding? How do I get to know myself and then build a brand in the right direction?

Loren:
That’s such an important question. First, we need to understand that becoming self-aware is a process. It’s not instant. It often involves unlearning things we’ve been taught since childhood — beliefs, expectations, behaviors.

A lot of people think personal branding happens overnight: “By tomorrow, I’ll have this amazing brand.” But the truth is, it takes time and deep reflection. We need to look at how our experiences have shaped us — how certain situations formed our character and values.

One way I’ve developed my own personal brand is through journaling. I reflect on past experiences, how they’ve impacted my worldview, how I show up, and the kind of impact I want to create. Journaling has been a key tool for me — and I’d highly recommend it to anyone on this journey.

BKC:
Let’s talk more about journaling. Someone listening might say, “Loren, journaling sounds hard. I’m not trying to write a book or script my life!” They may also worry about oversharing. What would you say to someone who finds journaling intimidating? How can they start — and use it to grow while also bringing their audience along on their journey?

Loren:
I completely understand that concern. Personal branding isn’t about telling the world everything about you. It’s not about exposing yourself. It’s about clarity and relevance.

You start by getting clear on the industry or space you want to be known in. Then, ask yourself: What experiences or lessons have I learned that are relevant to this space?

Deep introspection is great for personal growth, but when sharing publicly, you only need to share what adds value and builds credibility within your niche.

Here’s how I approach it: Imagine you’re preparing for a job interview. You’d list the skills, experiences, and achievements that are relevant to the role. Do the same for your personal brand — list experiences that reflect your credibility and give you authority to speak in your space.

And yes, that includes moments of failure or hurt — those are powerful when framed as lessons. Write them down. Reflect on the stories behind them. Go deep.

Most people shy away from depth because it’s uncomfortable. And in a world of short attention spans, it feels easier to stay surface-level. But depth is where the real connection happens. If you want to build a strong personal brand, it’s absolutely worth the effort.

So, begin with your stories — the experiences, lessons, even losses — and shape them into valuable content for your audience. That’s how you build with purpose and authenticity.

BKC:
Let me add a little something to that. One thing I often recommend is starting with the FAQs — frequently asked questions — in your field.

Just list out the questions people regularly ask you in your area of expertise. These could be related to your career, business, or industry challenges. Start sharing insights and responses to those questions. It’s a practical and relatable starting point for content creation.

By doing this, you not only offer value to your audience but also begin to build confidence in yourself and your authority in that space. Over time, it helps you gain traction and credibility as you grow your personal brand.

Now, Loren, here’s something that comes up a lot:
Let’s say someone is transitioning from one career to another. For example, maybe they’re currently in HR but are developing a strong interest in AI technologies. How can they make that transition effectively — from one clearly defined field into another — in a way that helps their audience buy into their journey, trust their voice, and recognize their evolving relevance?

Loren:
That’s such a great question. Career transitions can be beautiful, and in many cases, necessary for our growth and evolution.

There’s this outdated idea that we need to pick one lane in life and stick with it forever — become an expert in just one thing. But the truth is, we’re multi-dimensional. We have the freedom to evolve, to explore, and to pivot. That’s something to celebrate, not suppress.

Now, when it comes to transitioning, one of the most powerful things you can do is bring people along for the ride.

Here’s what I mean: People love watching a journey unfold. They connect more deeply when they see someone start from somewhere familiar, go through the process, and grow into something new.

If you suddenly show up claiming to be an AI expert, but your audience only knows you as “the HR person,” there’s a disconnect. But if you say, “Hey, I’m currently in HR and I’ve recently developed a strong interest in AI. I’m starting this transition, and I want to share the journey,” people will relate to that. They’ll be curious, supportive, and more likely to engage with you.

They might ask, “Oh, what sparked your interest in AI?” or “How’s the transition going?” You create space for conversation, connection, and growth.

And as you go deeper, share the process:

What courses are you taking?
What books are you reading?
Who are you connecting with in the AI space?
What insights are you learning?

This is also a golden opportunity to network, seek mentors, and build new relationships. Showcasing the journey — not just the destination — is one of the most authentic and effective ways to rebrand during a career shift, especially on social media.

BKC:
Yes, exactly. To add a bit more to that — we are in what I often call the “Me Era.” Everyone wants to show up as an expert. But what really resonates today is vulnerability.

When you openly admit, “This is a new field for me — I’m not yet an expert. I was an expert in HR, but I’m now transitioning into AI,” that honesty draws people in.

You invite your audience to journey with you. You say, “Come along with me. I’ll share my successes, my failures, and my learnings.” That openness builds trust. People begin to say, “Wow, this person is genuine — I can relate to that.”

Personally, about 15 or 16 years ago, when I started writing and publishing books, I began teaching others how to do the same. And one of the first things I did “channeling” — was create a simple pathway. I gathered a core group and began offering value for free.

No charge. No paywall. Just impact.

I would host free virtual sessions to teach them how to write and publish. From there, I received lots of frequently asked questions — that helped me refine my content. Eventually, I introduced low-entry paid versions of those sessions.

But by that time, I had already built trust. These people had seen my growth, been part of my learning journey, and now believed in the process.

So what happened? They trusted me. Because they saw where I started and where I was going. I didn’t hide my flaws. I was vulnerable. But I also showed I was evolving. That’s what allows people to say, “Okay, this person can help me grow too.”

Loren:
Yes! And I’d love to share a bit of my own story to build on that — just so our listeners can appreciate the power of that growth process.

And you’re absolutely right, Bernard. Starting for free is so important. But I know, especially for people who are trying to position themselves as high-value, it can feel uncomfortable. Like, “Shouldn’t I be charging for this?”

But the key is understanding why you’re doing it. You’re building credibility, gaining experience, and creating opportunities.

Now, my story — whew! Where do I even begin? [laughs] I’ve done quite a few things, but let’s go back to the very beginning.

My first ever business was a haircare company called Levore. I started it when I was just 18. I had no experience — none — in haircare. But I was ambitious and willing to learn.

You see, my mom used to make homemade hair products for us. One day I thought, “Why not try branding this and turning it into something real?” So I began using my personal brand to talk about the products, showcase results with my own hair, and just put myself out there.

It was uncomfortable. But that discomfort was essential to my growth.

I started going door-to-door in Milwaukee where I was schooling — literally knocking on business doors, salons, and retail stores asking to speak to the manager. I’d say, “Hi, I’d like to place my products here. What’s the process?”

I had no idea what I was doing. I didn’t know I needed barcodes. I didn’t understand the logistics. But I was willing to try. And eventually, I got my products into four retail locations. That was a big deal for me back then.

That experience taught me the importance of confidence — and of showing up, even when you feel like you don’t have it all figured out.

Then came my next pivot. Through all of that, I discovered that I really loved marketing. I loved storytelling, inspiring others, and building campaigns. So I leaned into that. But again, I didn’t have formal experience in marketing yet.

So I started doing what I knew best: I gave value for free. I hosted free training sessions. When I moved to Atlanta, I started working with local Black-owned businesses — completely free of charge.

I handled their entire campaigns: photography, videography, strategy, execution — all of it. Most people would say, “I’m not doing all that for free!” But I knew I needed the experience. And I strongly believe in creating your own opportunities.

Why wait for someone to give you a chance, when you can create that chance for yourself?

Most of the entry-level jobs I saw would only give me access to one slice of the marketing pie. But I wanted the whole thing. So I made it happen.

Some of the campaigns I ran were highly successful — but sadly, I had to move shortly after, which meant I couldn’t fully commit long-term. That’s also around the time I began traveling more to Ghana.

Now fast forward: today, I’ve worked with major Christian hip-hop radio stations, record labels, and global brands. And I can honestly say that everything I’ve built in my business and career today started with doing the work — even when it meant doing it for free.

So if you’re listening: create your own opportunities. Don’t be limited by what’s in front of you. If you know where you want to go, don’t wait for a seat at the table — build the table.

From literally zero dollars — actually, negative dollars — I’ve come to a place where I can only thank God for how far I’ve come. And you can do the same.

BKC:
That’s amazing, regarding your growth and your brand journey. You know, one of the challenges many young people face today is this: they want to see the money, but they don’t want to put in the effort. They want to look like the big brands or operate like the major players, but without doing the hard work that got them there.

That’s why starting for free can be a powerful lever. As you rightly mentioned, you first need confidence in yourself. You need to test the waters with your skill, product, or service—and the easiest entry point is often doing it for free.

Now, that “free” isn’t just free—it’s you paying it forward. You’re preparing yourself and your offering ahead of time. It’s the entry price to becoming a strong brand. You gain feedback, experience, and momentum that you otherwise wouldn’t have if you just waited to get paid.

And you also pointed out something key—many expect instant success. But you’ll knock on some doors and get rejected. People will say, “Who is this girl? Where is he coming from?” They’ll compare you to existing brands. But if you keep showing up, learning, and improving, you’ll get to the point where people say, “Wow, we’ve seen them grow. This is impressive.”

If you use that free period to intentionally build your portfolio, that becomes your proof. Without that, you’re just doing things without substance. So, confidence, consistency, and building your body of work—that’s what it takes.

Loren:
Yes! And to add to that, when you’re doing free work or starting out, you must be intentional about the direction you’re heading in.

Let’s say you’re doing things for free but they aren’t aligned with your ultimate goal—you may wake up a year later and realize you’ve been busy, but not progressing toward your vision. So the free work should be strategic.

BKC:
Exactly. That’s why it’s important to create a roadmap. Know where you’re going from here—what you want to learn, what skills to acquire, and how you plan to move from free to fee.

And even while doing things for free, you can begin to position value. For example, you can say, “This service normally costs X, but because you’re my first client, I’m offering it at this price.” That way, you’re not totally devaluing yourself—you’re framing your growth.

We need to educate people about this balance. If you just give things away without setting expectations, it becomes hard to later charge what you’re worth. So even in your free phase, define your goals, your worth, and your exit strategy from that stage.

Loren:
What have been some major pitfalls or challenges you personally faced when starting, and what do you see young people dealing with now?

One of the biggest things is rejection—it’s real, and it hurts. But honestly, I’m thankful I faced it early. If you don’t learn how to handle rejection, you’ll give up quickly.

I see that a lot—young people get rejected once or twice and say, “Okay, this isn’t for me.” But rejection is part of the process. I learned that especially from going door-to-door, both with my own business and working in sales.

You start to realize: every “no” gets you closer to a “yes.” I actually got excited hearing “no,” because it meant progress.

So it’s all about reframing your mindset—don’t fear rejection. Learn to love it. It builds you.

The second thing is: trust the process.

We scroll online and only see people’s wins, highlight reels. It can lead to unhealthy comparison and make us undervalue where we are. But every part of the journey matters—even the nights you’re crying in bed, unsure if your idea is worth it.

I’ve been there—stressed about how to pay my bills. But I loved what I was doing. I was broke but passionate. And I knew I’d figure it out eventually.

If you’re doing something just for the money, those tough nights will break you. You won’t be able to endure the process of becoming an expert. But if you love what you do, you’ll push through.

So be okay with the process. Know that in the beginning, you might feel like you suck—and that’s okay! We all start somewhere. That early struggle is required.

And never let someone else’s success make you feel behind. You’re not behind. You’re exactly where you’re supposed to be.

BKC:
That’s amazing. You know, about growth and personal brands—one of the biggest challenges many young people face today is that they want the money – which is good, but they don’t want to put in the work. They want to showcase big-brand results – look successful, without committing to big-brand efforts.

That “start for free” phase is a huge lever for any business or personal brand. As you rightly mentioned, it first takes confidence—putting yourself out there and testing the waters with your skill level, your product, or your service. And the only way to do that sometimes is to start by offering your value for free.

But that “free” is really a way of paying it forward. You’re investing in yourself, building experience and credibility. That’s the real entry point for successful brands—getting feedback, learning in real-life scenarios, growing through the process.

Too often, people think success means launching and instantly booming. But there will be rejections. You’ll knock on doors and hear “no.” People will question who you are and what you’re doing. But if you stay consistent—keep showing up, keep learning—you’ll grow. People will take notice.

During the free period, you’re building something critical: your portfolio. Without that, you’re trying to prove value without proof. So, yes, confidence matters, but so does constancy—practicing regularly and building that body of work. That’s what gives substance to your brand.

Loren:
And to add to that, when you’re building your brand and you’re in that free phase, be intentional about your direction. If you’re doing free work that doesn’t align with your long-term goals, you’ll look back in a year and realize you’re no closer to where you want to be.

BKC:
Absolutely. It’s about having a clear roadmap: Where are you headed? What skills do you want to gain? How do you move from free to fee? Even during the free period, it helps to say, “This would usually cost X, but you’re getting it at no cost because you’re my first client.” That way, you’re not undervaluing your service—it’s strategic.

And we need to educate people about that. Because when you’re totally free without defining the free, it becomes hard to switch gears when it’s time to charge.

Loren:
Exactly. So Jenny, what are some of the major pitfalls you’ve personally faced? And what challenges do you see young people struggling with when building brands?

The biggest one is rejection. It’s painful. But I’m grateful I experienced it early. Because if you don’t learn how to grow through rejection, it’s easy to give up. A lot of young people today get rejected once or twice and then say, “Maybe this isn’t for me.”

For me, going door to door taught me that every “no” gets me closer to a “yes.” I’d get excited hearing “no,” because it meant I was closer to success.

You have to reframe rejection—love it. It’s a sign you’re moving.

Second, trust the process. We live in a world where we see everyone’s highlight reels on social media. It can make you feel like you’re behind. But even the nights when you’re crying in bed, wondering if the idea is worth it—it is.

You need to love what you do. I was okay being broke because I loved what I did. But if you’re doing it just for money, you won’t last. Success takes time, and you’ll feel like a failure for a while. But that’s okay. Everyone starts somewhere.

Don’t let someone else’s highlights make you think you’re not enough. You’re exactly where you’re supposed to be.

BKC:
Yes! Progress might be painful, but if it’s purposeful, you can push through it. That’s why loving what you do is so key. But you also need to find where what you love intersects with what the market needs. Because otherwise, you’re just obsessed with your passion alone.

You have to ask: How is what I love helping someone? Is it entertaining, solving a problem, or meeting a need? When you find that fit, it gives you the stamina to endure the tough nights—because you know your product is valuable.

That’s the magic zone: when love meets need. When your passion also serves others.

Loren:
That’s so true. Business is service. It’s about empathy—knowing what people need and why they need it. If you only focus on what you want to do, you miss the chance to bridge that gap.

The more you give, the more you get. That’s where the value and the money are. So yes, love your work—but love your audience too. Solve their problems. Give them transformation.

BKC:
So Loren, let me ask: what would be your billion-dollar advice to the world? Maybe three nuggets. What do people need to know from your experience?

Loren:
Wow, that’s a big question! But okay, here are my three:

Know Your Worth.
How you show up matters. What you accept or reject reflects your self-value. For me, even as an African-American woman, I’ve had to know my value and how my voice impacts my community. Some companies could offer me a million dollars, and I’d still say no—because if it hurts the people I care about, it’s not worth it. So know who you are, where you come from, and let that guide your decisions.
Strive for Excellence.
Excellence isn’t a one-time act—it’s a way of living. Whether it’s customer service, your processes, or your presence, excellence attracts people. When you operate with high standards, others recognize your value—and it helps you stand out.
Trust the Process.
Yes, it’s cliché. But there are no shortcuts. Growth is hard. The farther you go, the more responsibility you’ll carry. So commit to doing hard things. If you’re not ready for that, it’s okay to stay where you are. But if you are ready—then embrace every part of the journey, even the uncomfortable parts. Because that’s what makes you a better leader, business owner, and human being.

BKC:
Incredible. So the billion-dollar nuggets from Loren:

Know your value.
Strive for excellence.
Trust the process.

These are timeless principles for anyone building something meaningful.

Loren:
I’m Loren Nelson — a personal brand and sales coach. I help entrepreneurs turn perfect strangers into paying customers online, using the power of their personal brand. I’m also the founder and CEO of LMM Africa, a digital marketing agency working with brands around the globe. We’re especially proud to support Christian hip-hop artists, radio stations, and other impact-driven brands.

Our mission is to shift narratives — how Africans see themselves, do business, and collaborate. We’re about elevating without tearing others down.

You can find me on Instagram — my favorite platform and where my community thrives — at @thelaurennelson. I’m also on LinkedIn at Loren Nelson.

BKC Final Thoughts:
Community is everything. And so is choosing the right platform. Loren thrives on Instagram. For you, it might be TikTok, LinkedIn, WhatsApp, or Facebook. The key? Choose your lane — and show up with consistency and authenticity.

Remember Loren’s three billion-dollar nuggets:

Know your worth.
Pursue excellence.
Trust the process.

Give your best, serve your people, and stay committed to the journey. That’s how success happens.

Connect with Our Guests and Host:

Loren Nelson:

Instagram: @thelaurennelson
LinkedIn: Loren Nelson

Bernard Kelvin Clive:

Instagram: @bernardkelvinclive
X: @bernardkelvin
Facebook: @bernardkelvin
YouTube: @bernardkelvin
Website: www.BKC.name

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Building a Brand with Stories that Sell with Loren Nelson

Personal Branding Podcast

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published 3d ago