If you’re building a personal brand, you need to understand this: Visibility is not neutral.

In this episode, I sit down with Sonja Woolff to unpack the real cost of putting yourself out there online. We talk about the attention economy, the myth of manufactured authenticity, and why building from the inside out is the only sustainable way to show up.

We also dive into the cognitive load women carry when they’re visible. The expectations. The critique. The comment sections. The pressure to look good and sound good at the same time. The way their male counter-parts don’t have the same cognitive loads.

And then we get practical:

What does reclaiming agency actually look like?

Where is the line between authenticity and oversharing?

How do we balance putting ourselves out there authentically, with protecting our self-image?

If you’re trying to build something online without losing yourself in the process, this one will resonate.

Hosted by: Jomiro Eming (www.jomiro.de)

--------------------

More about this episode's guest:

In her first year of business, Sonja knocked it out of the park. Business was easy. Until it wasn't.

Her biggest client was gone. Lying on the couch staring at the ceiling, she felt depleted.

That painful moment turned out to be pivotal. She realised she'd been exceptionally good at building everyone else's brands throughout her career, but never her own. Hiding behind their success, numbly pacified by the excuse that she played a part in it.

But that wasn't good enough for her anymore. She wanted agency. A name for herself. And in the process of finding her own voice, she discovered her passion: helping women find theirs.

Now, as Founder and Creative Director of HER, Sonja works with women who've spent careers elevating everyone else while staying invisible themselves. Together, they build brands rooted in strategy and storytelling that create magnetic visibility.

At a time when visibility equals opportunity, Sonja treats personal branding for what it actually is: a deliberate act of ownership. A space where women stop waiting for permission and start building the brands that are unmistakably theirs.