Why being you is good for business
Have you noticed how many brands are starting to feel the same? In a world increasingly shaped by AI, we’re all asking: What’s real? What can I trust? Who’s actually behind this? As marketing becomes more automated, the risk of blandness grows – and that’s exactly where personal branding becomes a small business superpower.
This relaxed session explores how showing up as you – human, relatable, and sometimes vulnerable – can do what AI can’t: build genuine connection. Whether you’re starting out or ready to step up your personal presence, we’ll look at how being visible as a founder or team member helps connect you to those who matter most. Because in a sea of sameness, being yourself isn’t just okay – it’s powerful.
Meet the speakers
Real people, real businesses, real stories.
Sophie Milliken MBE
Moja Group
Sophie is founder and CEO of Moja Group, helping entrepreneurs and executives build standout personal brands. An award-winning businesswoman, podcast host and author, she also chairs Smart Works Newcastle and co-founded City Ladies Networking. Recognised for her services to business and education, Sophie received an MBE in 2023.
Helenlee Wilkinson
Style Code
Helenlee is a Style Coach and founder of STYLE CODE™, guiding individuals to define their unique style and elevate their personal brand. With nearly a decade’s experience, Helenlee empowers business owners to harness style as a powerful branding tool, cultivating wardrobes that reinforce confidence, credibility, and authenticity in every room.
Herb Kim
Thinking Digital
Herb is founder of Thinking Digital, TEDxManchester, TEDxNewcastle and the Bright Ideas Gathering. A curator, speechwriter and speaker coach, he is passionate about helping people craft compelling narratives. Best known for creating large scale thought leadership events across the North, Herb’s work has taken speakers from regional stages to the global TED platform.
Alfie Joey
The Speak Easy Guy
Alfie is an award-winning communicator (CIPR’s Communicator of the Year), TEDx speaker and former BBC Newcastle breakfast presenter. Artist, actor, writer, singer and impressionist, Alfie has performed everywhere from Coronation Street to the Comedy Store. He coaches individuals to use any speaking opportunity – from podcasts to panels – as a personal branding tool, helping them make every appearance unforgettable.
Meet the hosts
John Forth and Debbie Simpson
Business Advisers, North East BIC
Having run their own successful businesses, Debbie and John are passionate about sharing their experiences to help others reach their goals. As trusted business mentors, they meet dozens of entrepreneurs every week – and no matter where you find them, they show up the same way: relatable, grounded, and genuinely themselves.
Their personal brands are a natural extension of who they are offline – whether that’s at a networking event, on LinkedIn, or in the supermarket aisle. As hosts, they’ll share how staying true to themselves has helped them build lasting connections in the business community for the BIC.
What is Growth Lab Sunderland?
Growth Lab Sunderland is a hugely popular series brought to you by the North East BIC, created to inspire and empower local businesses with ambition to grow.
Held at venues across Sunderland, these events are all about making growth feel achievable – whether that’s personal growth, business growth, or just being one step ahead of where you were yesterday.
What does growth mean to you?
Growth isn’t all about taking on more staff and bigger premises. It means different things to different people. It might mean doubling profits without hiring a single person, taking Friday off to spend with the family or gaining confidence to try something new.
Growth Lab Sunderland is about seeing things through a new lens – discovering tools and ideas so nothing stands in the way of what you want to achieve.
What to expect:
- Learn from other businesses just like yours
- Discover shortcuts to what works (and what doesn’t)
- Ask the questions you’ve been holding back
- Get honest, real-world insights – no jargon, no nonsense
- Connect with others on the same journey
- Explore new ways of working – and thinking
Book your place
Growth Lab: Personal branding as a small business superpower
Date: Friday 3rd October 2025, 9:30-12:30
Venue: Grand Hotel, Queens Parade, Sunderland, SR6 8DB
Costs: Free
This Growth Lab event is fully funded by UK Shared Prosperity Fund and is provided by Sunderland City Council and North East BIC to stimulate entrepreneurial ambition across the City. Thank you!
Join our mailing list
To join the Growth Lab mailing list please sign up here.
This event is supported by Enterprising Sunderland and is funded by the UK Government through the UK Shared Prosperity Fund.
