We caught up with the brilliant and insightful Carolina Cordoba a few weeks ago and have shared our conversation below.
Carolina, appreciate you joining us today. What’s something you believe that most people in your industry (or in general) disagree with?
I genuinely believe most people think branding is just a logo and a name; and that couldn’t be further from the truth. That’s like saying a person is just their outfit and a nickname. Cute? Maybe. But meaningful? Not really.
To me, branding is your DNA. It’s your legacy. It’s the feeling people get when they hear your name or walk into your space. It’s what they whisper about you when you’re not in the room (in the best way). Your brand is what sticks after the transaction is over.
I realized this the hard (and beautiful) way after working with creatives and small businesses who were doing all the right things (beautiful logo, gorgeous website, catchy tagline) but still feeling like something was missing. That something was alignment. Their values, voice, vision, visuals, and vibe were all speaking different languages.
I’ve learned that true branding happens when your mission, your design, your message, and your heart are all saying the same thing; consistently and clearly. Whether it’s your business or your personal brand, everything should feel like it came from the same soul.
So yes, I’ll happily spend an hour talking about fonts and colors. But I’ll always ask first: “What do you want people to feel when they experience your brand?” Because that’s the part they’ll remember. That’s the part that builds legacy.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m someone who truly believes that brand is the soul of any business. Whether it’s an artist putting their heart into their craft, or a global powerhouse like Coca-Cola—your brand is your essence, your identity, and your legacy.
My journey into branding started back when I was studying advertising in Bogotá, Colombia. That’s when the spark first lit up. I went on to launch my first business—Colombia’s first private daycare for elders, which was a completely new concept at the time. We were profitable in our very first year and kept growing steadily. It was through that experience that I discovered just how deeply branding impacts people’s trust, connection, and loyalty. That business wasn’t just successful—it had soul. And that was because the brand was aligned with its purpose.
Later, I moved to the U.S. and continued building my path. I earned two master’s degrees—one in International Business and another in International Marketing—where I got to blend everything I love and am good at: strategy, creativity, human connection, and growth.
I then joined a fintech startup that let users round up spare change and donate to causes close to their hearts—like your kid’s school fundraiser. It was in that startup world where I saw how branding is built in real time—shaped, refined, and adjusted as a product grows. That experience taught me how to create brands from the ground up while keeping them rooted in their original mission.
Eventually, I found my way into the beauty industry, and let me tell you—it’s a space I adore. Ever since I was 15, hiding in the bathroom to play with makeup, I’ve been obsessed with the power of beauty. But what I love most now is how this industry empowers women. It’s not just about looking good—it’s about claiming your power. If a woman wants to spend $1,000 on her hair, she can, and she deserves to—because it makes her feel radiant and confident. It’s a community of women lifting each other up, and I’m so proud to be part of that.
Now, I use all of this knowledge and experience to help other women—and especially CEOs and business owners—bring their vision to life. I’m a sucker for growth. I love helping others build something meaningful, something rooted, something aligned. I know how to listen deeply, translate a big idea into something structured, and anchor it in a brand that feels true and powerful.
So if you’ve got a dream but need someone to help shape it, organize it, and bring it to life with clarity and soul—I’m your person. I believe in the magic of branding, and I believe in helping people grow businesses that feel aligned with who they are.
Can you tell us about a time you’ve had to pivot?
My biggest pivot happened in 2015.
I had just graduated with my degree in advertising and was working at one of the biggest TV networks in Colombia. From the outside, it looked like a dream job. But inside? I felt completely out of alignment. It wasn’t fulfilling me the way I had hoped. I wanted more—more purpose, more impact, more joy.
So, I made a bold decision: I left that path behind and became an entrepreneur. I co-founded a business with a friend—Colombia’s first private daycare for elders. It was brand new territory for both of us. She was a nutritionist, and I came from an advertising background, so we dove in headfirst with a lot of heart and very little business experience.
I built our brand, crafted the marketing campaigns, and handled all our social media. And it worked—people were talking about us, the press noticed, and the phone wouldn’t stop ringing. My partner handled the operations and made sure our clients were genuinely cared for. But behind the scenes? We were winging it. We didn’t understand forecasting, budgeting, or even how to measure our growth. It was exciting… but also terrifying.
And even with all that success, something inside me still felt unsettled. I realized I wanted more than just building a brand—I wanted to learn how to build a business. Like, really understand the numbers, the strategy, the structure. So, I made another brave choice: I moved to the U.S. to start over.
It was a complete 180. New country, new language, new everything. I pursued not one, but two master’s degrees—in International Business and International Marketing—because I wanted to marry my passion for branding with the skillset to run a successful company.
It was hard. There were language barriers, cultural differences, and moments of deep doubt. But I kept going. Eventually, I found a company that believed in me and even sponsored my work visa—an incredibly difficult and emotional process for any immigrant. But I made it through. And I’m proud of that.
My business in Colombia is still thriving today, run beautifully by my partner. And I’ve stayed here in the U.S. to chase a new dream—helping other entrepreneurs grow brands that are soul-aligned and successful.
That pivot taught me everything: patience, resilience, humility, and the power of betting on yourself—even when you’re scared. Especially when you’re scared.
What do you think helped you build your reputation within your market?
I believe my reputation has been built on a foundation of growth, fun, and resilience. I bring those values into every space I enter—whether I’m working with a brand, leading a team, or building something from scratch.
But if I had to name the real secret? It’s consistency with humility.
I’m very open with my team and clients about the fact that I’m always learning. I see growth as a lifestyle, not a goal. I’m constantly feeding my mind—whether it’s through audiobooks (I’ve probably listened to all of them), my guru Jen Sincero, or anything that helps me level up as a woman, a leader, and a brand expert. I’m also deeply connected to my values. I know what keeps me grounded—from how I take care of my body to how I run my business—and I make sure everything I do aligns with those values.
The turning point for me was when I finally started believing in myself. I realized I wasn’t just selling branding—I am a brand. So I started treating myself the way I treat my clients: with strategy, intention, love, and alignment. That mindset shift changed everything. I stopped taking things personally and started seeing myself as the powerful, badass woman I am—and people felt that. That’s when things clicked.
So, if you ask me what built my reputation, it’s this: I live what I teach. I am my brand, and I walk in alignment with it every single day.
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Image Credits
Amber Leilani Photography