On April 9, we gathered at PALCO a small group of business owners and entrepreneurs who had traveled from all over the country to hear André Carvalhal speak about how to build a purpose-driven personal brand.
“A look inward and a look outward” was the guiding principle behind the three-hour workshop with the Brazilian bestselling author. The workshop was highly educational for everyone in attendance: as André spoke about his experiences as a brand, participants were taken on an immersive journey through his new book while simultaneously working on their personal brand canvas.
We know that this gathering sparked many reflections and emotions in the restless minds of those who participated in this event dedicated to personal brand positioning.
“I often say that everyone has a personal brand, even those who don’t think or act strategically in this regard. A personal brand is how others see us, how they recognize us, and how they talk about us when we aren’t there. Those who think strategically about their personal brand have the opportunity to build a career that aligns their essence, their truth, their identity, and their causes with the needs of the market and the opportunities that have emerged following the digital revolution.”
BOOK LAUNCH: “A MARCA IMITA A VIDA”
The book presentation took place at the end of the workshop, followed by a special moment during which the author signed copies for each member of our community who attended this special event.
In his sixth book, the author explores—from the basics to the strategies—the process of building a purpose-driven career, helping readers understand what sets a memorable personal brand apart from an ordinary one—and how to become that memorable brand.
At a time when brands are increasingly seeking to humanize themselves and people are becoming brands, *The Brand Imitates Life – How to Leave Your Mark on the World* (Ed. Estação das Letras e Cores), André Carvalhal’s sixth book, explores the process of building a purpose-driven career, covering everything from the fundamentals to the strategies. Carvalhal discusses new career formats, the importance of a personal brand with well-defined values, and effective communication. Above all, he aims to help reveal each person’s purpose—the element that distinguishes a memorable brand from an ordinary one.
The inspiration to write this book stems, once again, from Carvalhal’s keen and thoughtful observation of contemporary behaviors and trends. “I’ve always heard people say they used my branding books, Fashion Imitates Life and Fashion with Purpose, to help build their personal brands and guide their careers. That’s when I began to realize that, since I wrote those books, organizational brands have undergone a process of humanization, seeking a place on social media, a tone of voice, a personality, a cause. And, at the same time, people began, thanks to social media and self-publishing platforms, to become brands as well. That’s why, after nearly 10 years, I decided to revisit my first book, now focused on building careers and personal brands,” explains the author.
Among many reflections, André Carvalhal noted how social media and self-publishing platforms have expanded communication possibilities, bringing a range of personal and professional benefits. “Professionally, it’s a way to generate new business, reach new people, and establish a position. And, through that, create a career more aligned with the needs and possibilities that exist in today’s world.
Now, how to go about it will vary from person to person. The aim of this book is also to show what the possibilities are and how to discover what each person can do,” he says, emphasizing that the book is relevant to everyone, regardless of their professional background.
“The book discusses the importance of charting a unique path, finding an authentic journey, creating real connections—not just social media content—informing the community, and fostering gatherings. I became independent from companies and organizations, creating my own brand under my name and transforming myself into a writer-teacher, writer-communicator, and writer-consultant, expanding the possibilities of writing into areas I hadn’t even imagined when I first dreamed of writing.”
This book is intended for professionals in all fields, entrepreneurs, people who work in organizations, and influencers/content creators. It is not specifically aimed at those who want to work with the internet and social media, but it draws on the developments and lessons learned from the digital revolution and self-publishing tools.
“I adapted the methodology I had previously used for organizational brands and companies and began applying those strategies and that mindset to myself and my career. In this way, I was able to develop a methodology focused on personal branding, which is what I present in this book”
“Do all professionals need to be on social media?”
“What are the new work and career models?”
“How can you balance purpose and financial gain?”
“What is the best platform to work on?”
“How can you find a sense of purpose?”
These are some of the questions the book seeks to answer.
Throughout the book, you’ll find research findings and inspiring case studies, suggested exercises, and summaries of conversations and interviews with inspiring individuals.
ABOUT ANDRÉ CARVALHAL
Bestselling author, marketing and behavioral expert.
Two-time TEDx speaker. Over 20 years of experience working in marketing and branding. He has worked at the agencies JWT and Publicis. He served as marketing director for the fashion brand FARM RIO. Advisor and consultant on projects and initiatives for major brands such as Coca-Cola and Disney. Author of six books, including “Fashion Imitates Life,” “How to Save the Future,” and the 2019 Jabuti Award finalist: “Long Live the End: Almanac of a New World.” Professor of marketing and branding, having taught at ESPM, FGV, and IED. Host of the show “Se essa roupa fosse minha” on GNT and the NatGeo Podcast by National Geographic Brazil.
SPECIAL THANKS
We would like to thank all our partners who welcomed André Carvalhal during his trip to Braga, making this a special occasion.
Thank you to our partners at Rua da Restauração for the home-cooked lunch they treat us to on every visit. To O Filho da Mãe for the wonderful dinner and for sharing unique flavors worthy of a Michelin Guide. To SUT ROOMS for providing a relaxed and inspiring stay right in the heart of the city. To the Portuguese brand Nazareth for accepting the challenge of dressing André on this tour in Portugal.
These partnerships are consistent synergies that align with our values.
