Fuente Stories | September 2025

K:

Personal branding is everywhere. Job descriptions, social media, even casual conversations. It’s become a kind of modern currency. But what does it really mean?

Your brand is a reflection of who you are: your values, your decisions, the energy you bring into your work. And, ultimately, you need to build yourself first in order to build your brand.

Whether you post or stay offline, you’re shaping how people
perceive you. 

The world will brand you either way.
The choice is whether you take control of it.

I sat down with Nuno Leiria, founder of Nilo, to explore what personal brand means in practice. We touched on something deeper than aesthetics - how personal growth and self-awareness translate into brand clarity.

For Nuno, building Nilo means building himself alongside it. His story and the company’s story move together and shape each other. Here’s how he sees the connection between himself and Nilo.

N:

One thing I know for sure is that I want people to know about Nilo. And knowing about Nilo means knowing about me - my story, why I built it and why I built a team around it.

If you get to know me, you get to know Nilo.

That’s the connection I want to put forward when I think about personal brand. For me, it’s not about standing out, it’s about staying connected to what we set out to do. To keep building, to keep learning, to focus on our users and to create something that truly resonates with them.

At the end of the day, being true to our vision is what defines
both me and Nilo.

Fuente Stories is a monthly series of conversations with remarkable creatives and entrepreneurs. Each story explores themes relevant to culture, personal development and being true to yourself.