ABOUT BLANCA
Inspiring EXPERTS to turn their expertise into their greatest asset: their Personal Brand.
I'm Blanca Melendez del Castillo. I help established executives, founders, and consultants close the gap between their expertise and their visibility — through strategic positioning, visual identity, and thought leadership content.
Personal Brand Strategist | Visual Brand Expert | TEDx Speaker | Creator of the S.H.I.N.E. Framework | Founder
I understand your world
Before I built PeopleBrands, I spent over a decade in the corporate world — working at companies like Nestlé, Gates Corporation, Siemens.
I led teams of up to 15 people, managed international projects, and worked across Sales, Marketing, and Distribution in industries from Automotive to FMCG and the Service Sector.
I studied Business Administration and hold a Master's in Marketing and Sales from ESIC Business School in Spain.
I've lived and worked in five countries — Costa Rica, Spain, USA, Germany, and Japan. I speak English, German, and Spanish fluently.
I know what it's like to build a career inside big organizations. And I know what it takes to walk away and build something of your own.
That's why I understand both worlds — the corporate executive building visibility within their company, and the founder building a business around their expertise.
Things you might not know ABOUT ME
Authenticity
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Impact
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Creativity
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Fun
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Authenticity | Impact | Creativity | Fun |
“Your life is a story that deserves to be told”
Ready to create the impact you know you're capable of?
You've built the expertise. You've done the work. Now there's a pull to do more — to reach more people, to leave a legacy, to finally step into the visibility your work deserves.
I know that feeling. That's why I stepped onto the TEDx Nuremberg stage in 2025 to deliver "Hack Your Brain: Turn Your Dreams to Reality with Visual Identity."
I am available to speak at conferences, corporate events, and workshops on:
Personal branding and the courage to own your authentic self as a professional
The connection between visual identity and goal achievement
Building a business from scratch — the entrepreneurial journey
Owning your personal brand in the era of AI
Visit my speaker page
I used to tell my mom I wanted to work for National Geographic. I didn't own a camera then — and wouldn't for another 15 years.
But those magazine photos transported me to places I never thought I'd see. Growing up in Costa Rica, everywhere felt far away. I dreamed of traveling the world. What I never imagined was that I'd end up living abroad for most of my adult life.
A winding path took me through business school, years in corporate roles I liked but never loved, and eventually — in 2011 — the leap to start my own business. Alone. In a foreign country. With no customers and no roadmap.
I've learned a lot since then. I've built, failed, rebuilt, and grown. I've faced challenges that tested everything — including my health. And I'm still here. Not because it was easy, but because I don't give up.
That resilience is what I bring to every client I work with. I know what it takes to step into visibility when it feels uncomfortable. And I know the transformation that happens when you finally do.
Ready to start working on a PERSONAL BRAND that will make you STAND OUT?
WHY you should work with me
I understand both worlds. A decade in corporate & 15 years as a business owner. I speak your language.
Your time, well invested. My S.H.I.N.E. Framework gives you clarity and a plan you can actually implement.
I'll challenge you. Visibility means stepping out of your comfort zone. I'll push you to show up bigger than feels safe.
We'll have fun — that's a promise. Building your brand should feel empowering, not exhausting.
Don’t wait another wait any longer, the right time is noW!
The gap between expert and recognized thought leader isn't knowledge — it's strategic positioning.
Take the 5-minute Personal Brand Scorecard and find out where your visibility gap lives.
