301. Voicing your personal brand
What makes a personal brand truly memorable? In this episode, I'm joined by branding expert Karen Osorio for her very first podcast interview.
We explore why your personal brand is about far more than logos and marketing - it's about trust, purpose, and using your voice to create genuine connection.
Karen shares practical insights from more than 20 years in branding, alongside deeply personal stories about leadership, vulnerability, and finding the courage to have the conversations that matter most.
In this episode, you'll discover:
What a personal brand really is (and why everyone has one)
How leaders can create alignment through a shared brand vision
Why women often struggle with self-promotion - and how to reframe it
The power of voice notes for building authentic relationships
How vulnerability and personal stories build trust
Whether you're building a business, leading a team, or simply wanting to communicate with greater confidence, this conversation will leave you inspired to use your voice with greater purpose.
Transcript
Hello, Welcome to Episode 301 of That Voice Podcast. I have a very special guest who's chosen this podcast today, her very first. Her business is called Brand 4 Profit. She's been in the business of branding for more than 20 years, and her voice is quite captivating. I'm talking about Karen Osorio. I first heard Karen speak on a panel, and then we reconnected via voice notes on LinkedIn. And as I'm constantly sharing here on That Voice Podcast, voice is the fast track to connection. If you are not putting your voice out there, if you are not using voice notes, I don't know what to tell you. This is proof of the fast-natured connection that voice can create.
In this episode, we chat about how you can build your brand as an individual and as a company about why it matters, and stick around for the whole chat because the really good stuff comes towards the end. Karen shares vulnerably, and we get into why we need to use our voice to have conversations we're perhaps told we shouldn't be having. And we talk about the importance of leading by example. If you're a leader of any kind who wants to be a great communicator, wants to lead by example, and also learn how to foster those skills in other people, join my brand new program, the Certified Voice Print Leader. It's eight weeks. We start in October, places a filling. Come and join us, the Certified Voice Print Leader, and enjoy this powerful conversation with Karen Osorio as she makes her podcasting debut.
Sally:
Karen Osorio, welcome to That Voice Podcast. I know people can't see you right now. You are in a beautiful shirt, beautiful earrings, which is not surprising because you are in the world of personal brand. Tell us, what is a personal brand?
Karen:
Thank you for having me, first of all. It's interesting because a lot of people don't really understand what personal brand is. And we all have one whether we realize or not, but it's about being intentional. And I think in simplest terms, it's the way that people come about to understand you, remember you, and how they come to trust you.
Sally:
Yeah. And how did you get into this kind of work?
Karen:
It's been a natural evolution and progression. I've been in strategic business branding for over 20 years. It's all I've ever done. I live and I breathe brand and design for businesses. But what was interesting was, as I was going through this journey, I would meet the founders, the CEOs, the entrepreneurs that would start these organizations and companies. And it was really about highlighting their story, their vision, their connection.
Sally:
And I'd imagine that's more challenging when the organization is larger. So as organizations grow, how do you keep that, that one voice, that one purpose, that one way of showing up in the world?
Karen:
Yeah, absolutely. And that's when you need to have engagement as well, because we all know that with an organization, it's not just one person. So it's about sharing that vision. So when I work with organizations, it's really about getting the, the leadership team together and doing that workshop. And I talk a lot about brand essence. So that's the heart and soul of who you are, but why you exist. So essentially, when we look at brand, I call it head and heart. So you need the strategy, you need all of the intelligence, everything that happens up here, you know, in the mind and in the head, the experience. But it also comes from the heart. You know, it's that why. Why do we get up in the morning? What's our purpose? And making sure that everyone has their say and has their voice as well, because it's not just one person.
Karen:
And then once we get that communal voice, then it, it trickles down to the rest of the organization and we make sure that everyone gets involved as well. When I work individually with leaders and with founders, it, it's incredible because they believe that their work stands for itself, because I work a lot with women in leadership. And a lot of women don't want to be seen as promotional, as sales-y, as trying to, you know, make a deal. And so it's really about extracting their value and communicating it in a way that creates the impact that they want to have.
Sally:
Yeah. I'm in the world of a Voice Print. So it's the mark you leave on the world when you speak. And as an individual, you want to be able to do that. And also as an organization, you want to have that voice print that is going out clearly and going out strongly. And I have a lot of people who share similar things with me, Karen, of, "I don't wanna be too sales-y. I don't wanna be too promotional." But it's like if people don't know who you are, how can the people you help know where to find you? With women I work with when they're saying, "I don't wanna be too promotional." I say, "Are you a, are you selling something false? Like, is it a lie? Is it a scam?" They're like, "No, of course not." I'm like, "Okay, well, we've got no problem with sharing it for people to come along and find."
Karen:
Yeah. It's so interesting, Sally, because my business is called Brand 4 Profit. And that at times, even with women have, it has been a bit confrontational. Oh, well, if you're in business, you should be profitable. And if we're not profitable, then maybe business isn't for you. So I'm a big believer in that, but it's about how do you translate what you do into value? It needs to be authentic. It needs to be intentional. And it needs to come from a really good place in which you know you could help the other person. I honestly believe that, you know, founders and entrepreneurs, they see a gap in the marketplace or they have a passion or they have a purpose and they're stepping into that. So it's about helping them extract that and making it more visible to have that greater impact.
Sally:
Yeah, I totally agree. And there are those systematic structures that do encourage women to live out their purpose for free. They're expected to do things out of the goodness of their heart. We need more money in the hands of more women. I really believe the whole world would be a better place.
Karen:
Absolutely. And it's been so interesting as I've watched the evolution of these women. And they primarily have started in corporate roles and they've climbed the corporate ladder to get to the top, to have the title, to have the position, to have the money, and they're feeling completely unfulfilled. They wake up and go, "I've lost my purpose, my passion." These women wanna step out and do bigger things and become independent. So your personal brand really is about your reputation and who you are on the inside, not this title or this role that we've been conditioned or pushed into. And so the women now that I work with are ones that wanna step into boards or bigger rooms or start up their own not-for-profits or charities or really make a difference. But they have that business acumen and savviness to go, "Okay, it also needs to be profitable because when we have that income coming in, when we have that profit, we can make a bigger impact.
Karen:
We can actually have choices. You can't help the poor if you're one of them.
Sally:
Yeah. And one of the best ways to show who you are is through using your voice. There is so much story and information that comes through someone's voice that will never come through a written form. And Karen, the reason that you're here today is because I saw you speak on a panel. Your voice captivated me. You speak so beautifully. And then we reconnected and you voice noted me on LinkedIn. Is voice noting something you do a lot in your business?
Karen:
I do. I do. And I love the voice note. And I started to do it when I became a mother. You're breastfeeding. And there are days where I remember one day it was eight hours where I was just breastfeeding and it was impossible to have, and normally when you're a mother too, you're up at two o'clock in the morning and you can't fall asleep because you have a newborn. And so it was really difficult to have conversations with my friends and with my family in real time. And I didn't have the time or the hands to sit there and to text. So while I would have my little one breastfeeding or on my lap or with me, I would pick up the phone and I would just have a quick conversation instead of sending a text to my family or to my friends.
Karen:
And then obviously they'd be working during the day, so they couldn't have a conversation with me. They would text me on the weekend or at night. So that's how it started. But I love it on LinkedIn because it is really different and it's personal. And I feel that when you speak with your voice, people pick up the personality, but more importantly, the energy and the passion. And it's personal. And so I don't do it all the time, but it's when I already have a connection with someone or when I really want to develop a deeper relationship or connection with them. And it certainly helps you stand out. I know in my LinkedIn, I get on and you have 101 messages. You don't have time. Are you gonna read? But someone that's taken the time to, you know, leave you a voice note or a little message intrigues you.
Karen:
And so I've had much greater response and engagement when I do that.
Sally:
Yeah, I can definitely vouch for that as well. Instagram, LinkedIn, even WhatsApp, anywhere where you can leave a voice message, it has a much bigger impact. So you've had the big impact with the voice notes. Are you, , thinking about now doing more voice content online? Like videos, more podcasts? I'm so grateful you're on this podcast. What's the, what's the plan?
Karen:
Well, you were my first podcast. So yes, I have started on the journey.
Sally:
Yes. Oh, I feel so honored.
Karen:
And I would absolutely love to step into that space. I know Elio, we were just having a conversation that my whole business has revolved around referrals, relationships, word of mouth. I have never marketed myself until this year.
Sally:
And how long have you been in business? This is extraordinary.
Karen:
24 years. I couldn't believe it.
Sally:
Wow. Congratulations.
Karen:
Thank you, because well, even before I finished university, I got an internship, , with one of the best, , branding agencies in Brisbane. And then from there, I've always worked in, in branding. In this day and age, there is so much content out there, so much choice. There's so much noise. There are so many people doing what I do. I was talking about brand essence 10 years ago when no one even knew what the word essence is. Now everyone uses that word. So how do you differentiate yourself? How can you connect on a deeper level? And I do think that it is through, you know, voice and through video, because when people have access to all the other senses, it's that compound effect, and it helps build trust faster. So I need to sit down and have a look at what that would look like.
Sally:
Oh, I hope you do. Yeah, because there will always be people who speak about the same thing as you. Nobody can speak about it in the way that we do. I even look at lots of other speaking coaches who are out there, fantastic, wonderful people. And if you look at our content side by side, it's so different. And it's just different because we're different people. And so it's a good message for anyone thinking, oh, yes, somebody else might have used brand essence. But you can come on, Karen, and be like, "Well, I was the OG. I was the OG on the essence."
Karen:
Absolutely. And what you just said to me actually reminded me something my mother always used to say. She said, "Karen, it's not what you wear. It's how you wear it." And I apply that to, it's not what you say, it's how you say it as well. Because people can tell when you're being sincere. People can sense that energy. People can sense the passion, the excitement in your voice. And so I think that is also very powerful, and it makes you unique.
Sally:
Yes. And Karen, you have a very distinct voice. We're both in Brisbane, right? So it's not very Queenslander. You've got a slight accent. It's quite rounded. When people hear you speak, or when I heard you speak, you can't quite place where it's from. And, learning that you were born in Chile, and then you came out here when you were two and married to a Colombian and speak Spanish with your son. And so having a voice like yours that does invite intrigue is very powerful.
Karen:
It's so interesting you said that because my whole life, my whole adult life, people ask me all the time, "Where are you from?" And I joke and I say, Kangaroo point. And they go, "No, no, no, no, no. That's not what I meant." And it's interesting because I say, "Where are you from? 'Cause I can't pick your accent." And I think I have lived in Australia for 42 years. I don't think that I have an accent.
Sally:
You do. You speak much more nicely than most people around Brisbane.
Karen:
Well, maybe I speak a different language, so I speak fluent Spanish and I teach that to my son, Benicio. I'm not sure where it is, but my mother always taught me to speak well, to articulate my words, to take time, to pause. And I feel that that has been incredible advice because it makes people just stop and listen. And especially in this world where everything is just rush, rush, rush, rush, rush, rush, rush. And you know how sometimes people feel like they're talking at you rather than with you? It's about just taking a step back. And maybe sometimes the most powerful thing you can do is not talk at all until they engage with you.
Sally:
Karen, your mother sounds like a very wise woman. And I definitely noticed that intentionality and that slower pace of your speech, which is really beautiful. What do you wish more women knew about personal branding?
Karen:
I wish they knew that it wasn't about being louder or promoting yourself. It's about accessing your purpose, who you are, and how to get clarity around that so that they communicate it in a way that feels good. You know, when we feel good, we do good. And it's about loving ourselves, about accepting ourselves, and loving all the parts. It's not about showing up as a constructed part of you or being perfect or always, you know, saying the right thing at the right time or wearing the right outfit. Really, at the end of the day, it's our contribution. Why are we here? What are we doing this life for? And, you know, my husband also gave me some really great advice when I work on big projects or things that really stressed me out. And he goes, "As soon as you start getting stressed, you've lost the purpose.
Karen:
Us as women, we have all these expectations of ourselves to present in a certain way, to be a certain way. And it's okay to be vulnerable. It's okay to be yourself. People will love you more for it." And even talking about topics that are difficult and hard, like, I'll reveal something very personal. When I fell pregnant, I had a miscarriage. And you know how they say, "You're not meant to tell anyone until you're, you know, three months pregnant, till it's secure." It was the first time I was pregnant. I was absolutely thrilled. And of course, I didn't put it on social media, but I shared it with close friends and with family. And then when I went past the mark and it wasn't successful. Yeah, it was difficult to then have that conversation and to tell them.
Karen:
And I remember a friend of mine said to me, "Why did you do that? Like, you shouldn't have done that." And I said, "We need to have these conversations because life is the good, the bad, the messy, the ugly. It's all these things. That is life. That is me." And as soon as I shared that news with some of my closest friends, they opened up and they shared stories that they had had a miscarriage or how difficult it was for them to conceive. And I had no idea. And I though, "Oh my gosh, are we having conversations that matter? Are we sharing our voice in situations where it really makes an impact to another person?" So that was an occasion where I found my voice, even though it was difficult and, and challenging, but I realized as soon as I did that, the incredible amount of love and support that I found.
Sally:
Oh, Karen, thank you for sharing. You know, I'm sorry you went through that. It's something that so many women do. And you're going through something so awful. You wanna have connection. You wanna have support. You know, why is it something that we should suffer in silence? I think it's just another way that women's bodies and women's voices are silenced in shame. And the more we speak about things, people have been following me for a long time know that, you know, I share a lot about what's going on in my life, the good, the bad, the ugly, the life experiences. Because you're totally right. If we are not using our voice to advocate for ourselves in those moments that really matter in life, then what is it all for?
Karen:
It made me realize we always talk or, or think of the conversations we're having, but also it's about what are the conversations we're not having? I'm a big believer always to be your word. So what you say is what you do. But when I became a mom, that was really challenging because, for example, I had my son when I was 40, so that's quite late. I didn't meet my amazing husband till I was 37, so of course, I had to wait to have my son when I was 40, but I wanted to have a natural birth. And it was interesting having conversations and how controversial that was. And, you know, even women saying, "Oh, no. Well, I don't think that's the right thing. And you should, you know, get on medication or you should think about getting induced and the safety of the baby." And so before I'd had these conversations, but they didn't affect me directly.
Karen:
And when you're in that situation, I was like, "I have to be my word." A challenging but wonderful time. And it was incredible the growth I went through in realizing how important it was to actually not stay quiet and in the shadows, but step forward and say, "This is what I believe in and this is my choice. And this is okay if you don't agree."
Sally:
Oh, it's really aligned with the work you do in branding, isn't it? I love that. A lot of women say when they've had children, they find their voice. And an interesting anatomical thing is the cervix is actually means neck. It's Latin for neck. So it's like it's our two great portals. So often when women give birth, they do find their voice because the whole expression channel opens up and they're also advocating for another person.
Karen:
It's incredible how voice is one of the most powerful tools that we have to communicate on a much deeper level who we are, how we think. So it is really important. And I love that the work that you're doing through this podcast, you know, through your book, which is fabulous. And I'm seeing so many people writing the amazing comments and feedback after reading your work. And I was really taken back too by your book because in the way in which you wrote it was so personal. It was like a conversation. I didn't feel I was reading a book. I felt like you were there in my bedroom as well as I'm flicking through the pages. Like you were sitting next to me and we were having conversations. So incredible.
Sally:
I love that. Yes. And we need to be vulnerable and we need to trust that our voice will share what needs to be shared in the moment. And I have got a couple of messages that have just said, "Ooh, your book's very revealing. It's very personal." And I've said, "Yes," and then they haven't written back.
Sally:
But I truly believe that, you know, this conversation we've had today, and this is why I was so vulnerable in the book, is because when we use our voice, we give permission for other people, especially women, to do the same. And leading by example is the strongest thing that we can do. So Karen, how can people find you? How can they work with you?
Karen:
I am working on my video and audio, but I am online. And I do have my website. My company is called Brand 4 Profit, with the number four. And yeah, you can find Karen Osorio on LinkedIn. That's a great place just to start a conversation. I do have really exciting, because it's just launched, , this year, but a personal branding program for women in leadership called Amplify Program. So that can be found on my website as well.
Sally:
And we'll have all those links in the show notes. Karen Osorio, thank you so much for joining us on That Voice Podcast.
Karen:
Thank you so much for having me, Sally.
