Welcome to a special episode of the Kaffeen Authority Builder podcast, where Charlotte Ellis Maldari sits down with Zayna Rose, a personal brand strategist and communications consultant. Zayna has spent over 20 years helping founders, leaders, and aspiring leaders present themselves confidently and strategically, both online and in person. In this conversation, we explore the nuances of authenticity, personal branding, and the journey to becoming a visible authority in your field.

Meet Zayna Rose: A Journey in Personal Branding

Zayna’s career began with an interest in psychology and a passion for helping people communicate more effectively. Over the years, she’s developed a unique approach to personal branding, coining the term “profitable presence,” which combines intentional authenticity with image intelligence. For Zayna, the key is aligning external presentation with internal truth—helping clients become who they want to be, while making their professional path easier and more enjoyable.

The Challenge of Authenticity

Authenticity is a buzzword, but as Charlotte points out, it’s not always easy to identify your authentic self, especially for those early in their personal growth journey. Zayna agrees, noting that many clients come to her at a turning point—when they feel unprepared for a new level of visibility or are seeking a makeover that often leads to deeper work on communication, presence, and self-understanding.

Why Visual Presence Matters

Both Charlotte and Zayna emphasise the power of visual presence in establishing authority and credibility. It’s not about dressing up for the sake of it, but about choosing self-presentation that supports your goals and feels true to who you are. Zayna introduces the idea of “casual power looks”—outfits that make you feel comfortable and confident, whether that’s a suit or jeans and a t-shirt. The right colours, shapes, and fabrics can have a profound impact on how you feel and how others perceive you.

Nonverbal Communication and Cross-Cultural Nuances

Nonverbal cues—posture, facial expressions, and even colour choices—play a huge role in communication. Zayna shares stories about the importance of understanding cultural differences, especially for clients working internationally. The goal is to ensure your appearance and energy support your message, rather than distract from it.

Helping Quiet Visionaries Become Visible

Many of Zayna’s clients are what Charlotte calls “quiet visionaries”—experienced professionals who are ready to step into greater visibility but may be held back by self-limiting beliefs or uncertainty about how to present themselves. Zayna’s process often starts with the external (makeovers, media training) but quickly moves into deeper work on communication style, digital presence, and building confidence to show up authentically and consistently.

Consistency, Confidence, and the Ongoing Journey

One of the key takeaways from the conversation is that personal branding and authority building are ongoing journeys, not one-time projects. As Charlotte notes, understanding yourself is always evolving, and showing up consistently as your authentic self is crucial for long-term impact. Zayna adds that even the most accomplished clients appreciate the boost in confidence and recognition that comes from refining their presence.

Visibility Strategies That Work

Zayna shares her own approach to visibility, focusing on podcast guesting, writing, and building relationships with journalists and editors. She highlights the importance of resilience and patience in pitching to the media, as well as the value of repurposing unused content for other platforms. Old-fashioned networking remains one of the most effective ways to connect with ideal clients, especially when approached with authenticity and a willingness to build genuine relationships.

Choosing the Right Clients and Enjoying the Work

As her business has evolved, Zayna has chosen to focus on clients who are excited, action-oriented, and able to commit time to the process. She finds the most satisfaction working with small to medium business owners and leaders who are ready to make meaningful changes. Both Charlotte and Zayna agree that the most profitable and enjoyable clients aren’t always the biggest accounts, but those who are the best fit for your energy and expertise.

Final Thoughts

This episode is a reminder that building authority and visibility is as much about inner work as it is about external strategy. Whether you’re a business owner, leader, or professional, embracing your authentic self and presenting it confidently to the world can open doors to new opportunities, relationships, and personal growth.

Listen to the full episode of Zayna Rose on Authentic Visibility for Business Growth