We’re excited to introduce you to the always interesting and insightful Fatima Barnes. We hope you’ll enjoy our conversation with Fatima below.

Fatima, appreciate you joining us today. Let’s start with a fun one – what’s something you believe that most people in your industry (or in general) disagree with?

One thing I strongly believe in that many people in my industry (and in general) often disagree with is the idea that personal branding only matters if you’re already famous, a celebrity, or an influencer. There’s a misconception that branding is about projecting a perfect image to the world and hiding your true self. But in my experience, personal branding is all about being authentic—not perfect.

When I first entered the coaching industry, I tried to portray a very polished, corporate image. I used corporate language and fancy jargon because I thought that’s what people would expect. The clients I attracted reflected that – they’d join my program and be like, “Whoa, I didn’t know you were like this.” Not in a bad way, but many were surprised by how down-to-earth I was and how much I was willing to challenge them to grow. They didn’t get that from how I was showing up.

That’s when I realized I had to break down that barrier. I started getting more comfortable showing up as myself, dropped the corporate jargon, and just started talking to people like they were my friends. I became more real and transparent. And the magic happened: I began attracting clients who were exactly aligned with who I was. They knew exactly who I was when they decided to work with me, and they felt confident I was the right person to help them reach their next level.

It taught me that branding isn’t about trying to project perfection—it’s about showing up authentically and being real with your audience. When you do that, you attract people who are aligned with your energy and mission, and that’s when the real magic happens.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

II’m Fatima Barnes, the founder of CEO Charm School, where I help visionary leaders, entrepreneurs, creatives, and disruptors build authentic, intentional personal brands that connect with their ideal audience and propel their missions forward. My journey into this work began after years of navigating my own personal transformation, transitioning from a perfectionist, people-pleaser, and former “hustler” to someone deeply connected to my purpose and authenticity.

When I first started in the industry, I was known as the Beauty Brand Whisperer. I worked specifically with beauty brands, helping them develop strong online identities and strategies to attract loyal customers. It was a fulfilling journey, but over time, I realized that my passion had shifted to something broader: I wanted to help visionary leaders and creatives not just in the beauty industry, but across all industries, build brands that were deeply authentic and aligned with their purpose. That’s when I made the transition to become a personal brand strategist.

At CEO Charm School, I now specialize in personal brand strategy and marketing. I help clients with everything from clarifying their message and creating their vibe (brand identity) to developing custom marketing strategies that are authentic to them. My four-pillar approach focuses on:

Finding their tribe – Identifying and connecting with aligned soulmate clients.
Crafting their message – Ensuring their message resonates with their audience while staying true to their essence.
Creating their vibe – Developing a brand identity that speaks to their true self and attracts the right people.
Custom marketing – Aligning marketing efforts with their brand identity to make sure they attract the right attention without feeling salesy or inauthentic.
What sets me apart from others in my field is my combination of business expertise (marketing, operations, e-commerce, etc.) and spiritual guidance. I use my intuition and spiritual gifts to help my clients not only build businesses that thrive financially but also to connect deeply with their authentic selves and purpose. This allows them to attract the right clients and create an impact that aligns with their soul’s mission.

I am also a speaker and am currently writing my first book, Homecoming: Confessions of an Ex-People Pleaser Returning Home — for curse breakers, perfectionists, and black sheep, helping them break free from people-pleasing, ditch the “bullsh*t,” and embrace their inner unicorn because normal is boring. The book is set to release in June 2025 and is a guide for those ready to step into their authenticity and leave behind the limiting beliefs that have held them back.

One of the things I’m most proud of is helping hundreds of women transform their businesses and step into their power. I’ve worked with entrepreneurs from all backgrounds to help them create brands that feel good and are profitable, and seeing them confidently step into leadership is incredibly fulfilling.

The main thing I want potential clients, followers, and fans to know about me and my brand is that authenticity is key. I’m here to show you that you don’t have to fit into a mold or be perfect to make a real impact in the world. You can build a personal brand that aligns with who you truly are, and through that authenticity, you will attract the right people who will resonate with your mission.

If you’re ready to build a brand that’s truly aligned with your deepest truth, then I’m here to help you make that happen. Whether it’s through one-on-one coaching, branding strategy sessions, or my various programs, I’m passionate about helping visionary leaders and creatives create brands that feel like home.

What’s a lesson you had to unlearn and what’s the backstory?

One of the most significant lessons I had to unlearn was the idea that success had to be tied to perfection—especially in how I showed up in my business. Early on, I believed that to be taken seriously, I had to appear polished, flawless, and “corporate.” I thought that using fancy jargon and projecting a perfect image would attract clients and help me succeed. I also assumed I had to hide certain parts of myself to fit the mold I believed people expected.

I went even further and spent thousands of dollars investing in things that I thought would make my brand more perfect—like fancy branding, expensive funnels, and tech tools. I thought these things would make me look more professional, and I was convinced they were the key to success. But despite all of these investments, nothing really moved the needle. The fancy tools, funnels, and polished image didn’t bring the connection or the impact I was looking for.

The breakthrough came when I realized that all the fancy stuff wasn’t what my clients actually needed. It wasn’t until I started to embrace my true self—complete with my quirks, authenticity, and vulnerability—that I began to attract the right clients. They didn’t want a perfect, tech-heavy, sales-driven brand. They wanted someone who was real, relatable, and genuinely invested in their success.

That’s when I let go of the need for perfection and stopped relying on all the fancy tools and tech I had invested in. I began to show up authentically, and my brand started to resonate with people on a deeper level. The change worked without all the things I thought I needed. It worked without fancy funnels, without tech overload, and without trying to be perfect.

This experience taught me that authenticity, not perfection, is what truly connects with people. And now, I teach my clients the same thing—how to unlearn the myth of perfection and build brands that are true to themselves and aligned with their mission.

Can you open up about a time when you had a really close call with the business?

I had a very tough season in my business a couple of years ago that really tested me. Despite how hard I was working—exhausting myself posting, showing up, and doing everything I could—I noticed a drastic shift in my clients. They were changing, and no matter how much effort I put in, I wasn’t seeing the results I expected. Looking back now, I realize that the reason for this change was that I was out of alignment. I was trying to show up as someone I wasn’t in the industry, and my clients—and my income—reflected that.

During this time, I unfortunately faced the reality that I wasn’t going to make payroll. It started with just being late a few times, and thankfully, my team was amazing. I had always paid them above the average salary, and they enjoyed working with me, so they were understanding. But eventually, I did miss payroll a couple of times. That’s when I had to have the toughest conversation of my career: I had to temporarily lay off my team until I could get things back on track.

It was a humbling experience. It really forced me to look within and face the fact that I wasn’t operating from a place of alignment. This season of struggle made me realize that I couldn’t continue pretending to be something I wasn’t. I had to listen to where I was being led, and that’s when the shift happened. I knew I couldn’t end up in that situation again, so I made the decision to focus on aligning my business with my true self and purpose. It was a hard, difficult season, but it taught me invaluable lessons that I carry with me today.

Contact Info:

• Website: https://www.ceocharmschool.com
• Instagram: @iamfatimabarnes_
• Facebook: https://www.facebook.com/fasaan
• Other: Join the list for the book launch to stay in the know: https://forms.gle/QX7uD1oEY4AX59WVA

Image Credits

Stephanie Ramirez
Antione Lever