Welcome to another episode of the Kaffeen Authority Builder podcast! Today, I’m joined by Jasmine Haitalani, founder, CEO, and Creative Director at Highflier Powerhouse. Jasmine’s journey from Syrian-Brazilian immigrant to leading a seven-figure agency is nothing short of inspiring. In this episode, The ROI of Being Seen: How to Brand Yourself Without Feeling Cringey, Jasmine shares her story, insights on personal branding, and practical advice for founders, coaches, and consultants navigating the world of visibility and brand strategy.

From Medicine to Branding: Jasmine’s Unconventional Path
Jasmine’s story is a testament to the power of reinvention. After moving to the US 12 years ago, she initially pursued a career in medicine, working as an EMT and majoring in biology. But a pivotal moment led her to pivot into branding, first as a brand marketing manager at Kendra Scott, and later as the founder of Highflier Powerhouse. Despite having no formal design education, Jasmine leaned into her strengths in creative direction and brand strategy, building a business that now helps service-based entrepreneurs set the standard in their industries.

Imposter Syndrome and the Power of Results
Many agency founders and creatives struggle with imposter syndrome, especially if they lack formal design credentials. Jasmine’s advice? Focus on commercial results. “You cannot argue with return on investment,” she says. For her, confidence came from knowing her strengths—creative direction and strategy—while building a team to handle the design execution. The key is to create a balance that serves clients best and delivers tangible results.

Personal Brand vs. Business Brand: Where’s the Line?
One of the biggest challenges for founders is deciding how much of themselves to put into their brand. Jasmine explains that whether you’re a solo operator or leading a team, the strategy process is similar. The real question is: how visible do you want to be as the founder? Even in larger teams, the founder’s ethos often remains central. But as companies grow, the brand can become more about the collective than the individual.

Jasmine also addresses the rise of personal branding—even big corporations are now putting faces to their brands. The human connection is more important than ever, especially in a world that can feel increasingly impersonal. However, she cautions that being personal doesn’t mean sharing everything. “Personal and professional can go hand in hand, but you can still be private,” she notes. The key is to curate what you share, focusing on what’s relevant to your audience and your business goals.

Navigating the Discomfort of Visibility
For many, the hardest part of building a personal brand is the sense of exposure. Jasmine acknowledges that most of us are used to being “just another number”—a student, an employee—not the star of the show. Stepping into visibility can feel daunting, especially for introverts or those who haven’t been in the spotlight before. But branding allows you to control the narrative. By showing up consistently and intentionally, you shape how your audience perceives you, rather than leaving it to chance.

Defining Your Brand Personality
If you’re unsure how to infuse personality into your brand, Jasmine suggests starting with client feedback. Ask those you’ve worked with to describe your style or what they value about your approach. Look for patterns in how you show up when you’re in your element—on client calls, leading meetings, or delivering presentations. This feedback, combined with your own aspirations for your brand, helps you decide which traits to amplify.

Jasmine also recommends looking at brands you admire and analysing what draws you to them. Is it their authenticity, their energy, their directness? Use these insights to inform your own brand strategy.

When Is the Right Time to Rebrand?
Branding is a journey, not a one-off investment. Jasmine emphasises that it’s never too early to start thinking about brand strategy, even if it’s just a strategy intensive at the outset. Signs you might be ready for a rebrand include repositioning to a new market, stagnant sales, disengaged audiences, or significant changes to your offer suite.

A rebrand can unlock new levels of growth by boosting your confidence, clarifying your message, and making it easier to take action on marketing ideas. Jasmine has seen clients recoup their investment quickly—sometimes immediately after launching their new brand—especially when they keep their audience engaged throughout the process.

Branding as Emotional Work
Branding isn’t just about visuals; it’s deeply personal, especially for women founders. The process often brings up questions of identity, confidence, and self-worth. Jasmine notes that rebranding can feel like stepping into the version of yourself your clients already see, but you haven’t fully embraced. It’s a chance to reflect on your journey, celebrate your growth, and set the stage for what’s next.

Final Thoughts and Next Steps
If you’re considering a rebrand or want to build a more compelling, authentic brand, Jasmine’s advice is clear: start with strategy, seek feedback from those who know your work best, and don’t be afraid to show up as the face of your business—on your own terms.

Ready to dive deeper? Listen to the full episode of The ROI of Being Seen: How to Brand Yourself Without Feeling Cringey, with Jasmine Haitalani on Buzzsprout for more insights, practical tips, and real-world examples.

Listen now on Buzzsprout.