How a personal brand can build (and sustain) a company: the story of Karolina Latus of Super Source Me
Karolina Latus is one of the most recognisable faces of Polish HR on LinkedIn: 15,000 followers, hundreds of hours of training, the Super Source Me brand and her own podcast, "HR on Fire"… Karolina shared the lessons from building a brand based on authenticity, choices that were not always comfortable, and prices that stirred up controversy.
Watch the conversation (in Polish).
Full episode of the SUURowo o marketingu podcast.
You won't build a strong brand if you're not yourself
For a year Karolina ran communication that converted well… but was completely inauthentic. Her persona - positive, smiling, almost an "American girl" - brought in clients but gave her no satisfaction. A meeting at a bank where she heard "we don't want someone that smiley" became a turning point.
Takeaway: personal branding has to be consistent with your personality, otherwise it will burn you out emotionally. Authenticity works in the long run, even if it hurts at first.
Self-publishing? Yes, but wisely (and with a brief)
Karolina and Katarzyna Tang published a workbook that cost… 250 złoty. The first print run (1,000 copies) sold out in 2 months. The decision was strategic: they didn't want to work with a publisher, as they cared about profit and full control.
Takeaway: a high price positions the brand and… raises the value of other products. Your own community (and communicating value) is the most effective sales channel.
Training prices? Transparent and non-negotiable
After the book's success, Karolina and Kasia started raising their training prices, eventually reaching 20,000 złoty for a group of 10. Their transparency meant that… other trainers raised their rates too.
Parting ways with a business partner? It can be done without drama
When Kasia Tang decided to leave the Super Source Me board, many people expected a public announcement. Karolina chose a different approach: not everything has to be announced, and you can part on good terms if the relationship matters more than the business.
You can't avoid hate… but you can learn to live with it
Karolina hosts the "HR on Fire" podcast. In the first episode, to protect the guest's anonymity, she altered his voice. The result? A wave of hate and… a case at the prosecutor's office. Despite this, she went back to creating content and still bets on authenticity.
What works in Karolina's marketing?
Values-based personal branding, educational content marketing (e-books, webinars, podcasts), LinkedIn as the main communication platform, no chaos - a well-thought-out strategy based on goals and a UVP, and long-term partnerships (e.g. with Mindgram).
Karolina's final advice: "If you are consistent with your image and with what you show to the outside world, that is the most important thing you can do in marketing."
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