Visibility with Intention: Build a Brand That’s Bigger Than Your Business with Marina Byezhanova

Built to Last

In this episode of Built to Last, Levi and Colby sit down with Marina Byezhanova, a globally recognized personal branding expert, entrepreneur, and speaker, for a deeply candid and energizing conversation about identity, growth, and what it means to show up as a leader.
From navigating business failures in public, to building thought leadership that transcends a company name, Marina shares hard-earned insights that resonate with anyone who's wrestled with visibility, reinvention, or the pressure to be “the face” of a business. The conversation touches on the power of personal brand strategy, how to lead without burning out, the evolving role of AI in marketing, and why stacking joy is one of Marina’s guiding principles.
It’s a fast-paced, vulnerable, and insightful exchange. What starts as a professional conversation quickly becomes a powerful connection between peers building businesses with meaning.
Links and Resources Mentioned
Marina on Linkedin: https://www.linkedin.com/in/bmarina/
Marina’s personal branding agency: https://www.brandofaleader.com/
Entrepreneurs’ Organization (EO): https://eonetwork.org/
Ryan Holiday, Ego is the Enemy: https://www.youtube.com/watch?v=ju8WoRcR4Qo
Quotes Worth Sharing
“You didn’t build a personal brand. You were the spokesperson for your business—and that’s a big difference.”
“I only say yes to things that give me energy. If it drains me, I delegate or delete.”
“When you build your brand right, it will always be bigger than your business.”
“We are often building visibility, but if we fail, we fail in public.”
“Stacking is my life philosophy—bringing my whole life together, instead of splitting it apart.”
Segment Breakdown with Timestamps

00:00 – Meet Marina: Life, Travel & Leadership
Introduction to Marina’s story: Ukrainian roots, Canadian immigration, global work
How she started Brand of a Leader and built a remote-first team
Her passion for EO and thought leadership
06:30 – Leading Without Burnout
Marina’s hack: only doing what energizes her
Delegation as an act of self-awareness
Family, parenting, and the joy-centered life design model
14:45 – Finding Your People (and Yourself)
How EO helped Marina feel like she finally “fit” as an entrepreneur
The impact of peer groups on personal and professional growth
Redefining success and shedding outdated friendships
22:00 – The Real Personal Brand
Why most people confuse personal branding with just being visible
How to separate yourself from your business
The difference between being a thought leader vs. a company spokesperson
33:40 – AI, Identity & the Future of Visibility
How Brand of a Leader embraced AI as a co-creator
The rise of Answer Engine Optimization (AEO)
Why storytelling and emotion will always matter more than tech
44:30 – Leadership Through War & Hardship
Marina’s deeply personal account of the war in Ukraine
How her EO Ukraine forum became a source of strength and perspective
Hiring Ukrainian talent as a meaningful business decision
56:00 – Making Decisions Through Joy
Why fun is Marina’s true north
Lessons from speaking, stacking, and leading high-stakes EO events
How aligning to joy creates more energy, clarity, and success
1:06:00 – Thought Leadership and the Power of Perspective
What makes someone truly stand out in a crowded space
Why “just post” is the worst advice for founders
How real introspection creates authentic differentiation