Mandana Karimi opens up about building her brand and shares what it really takes to separate the self from the story.
In recent years, a growing number of content creators have ventured into launching their own brands, and while the immediate assumption might be that having an established social media following makes it easier to gain traction, the reality is far more nuanced. On one hand, having a strong personal presence can give a brand a quick boost since there’s already an audience, trust, and a familiar voice that people connect with. On the other hand, there’s also a worry whether building a brand around a person can backfire, especially if the person's personal ideologies clash with those of the brand. It's a tricky balancing act where creators are constantly figuring out ways to be real and careful without losing their own credibility that made people care for it in the first place.It makes us curious about what it’s like from the perspective of someone like Mandana Karimi who built a brand after first building a personal social media presence.
Mandana Karimi, an Iranian actress and model, is a digital personality who has a significant following on social media. She went on to start her own brand, OCD (Organized Closet Design), a boutique styling and design company that she founded with the vision of creating homes that are both practical and beautiful. Through her experience, we explore what it means to build a brand while managing the line between personal identity and professional storytelling, and how she approsches the challenge of letting a brand speak for itself while still being rooted in something deeply personal.
Also Read: Diipa Buller-Khosla's brand Inde Wild being a reflection of herself
Here is what she shared:
As someone with a significant following on social media, do you feel it gives you an edge when promoting a business or a brand?
Oh, absolutely! Having been in the public eye for years, I already had a platform. That definitely helped open doors in the design world. But at the same time, people knew me as an actress and model first, so proving that I was serious about design took time. It wasn’t just about posting pretty pictures—it was about showing up at exhibitions, meeting brands, and proving my credibility through my work.
Was there ever a concern that people would see your business as an extension of your social media persona rather than a standalone brand? How did you address that?
Oh, 100%! And to be honest, that’s something I had to actively work on. Being a foreigner, a woman, and someone with a public persona, people often assumed I was getting into fashion or styling clothes just because of my background. It took me four years of learning, interning, and networking to show that, no, this isn’t just a hobby—I know what I’m doing.
How do you think being a public figure with a large audience influences the perception of your entrepreneurial ventures?
Of course! Everything has its pros and cons. Some people were welcoming, while others questioned, “Oh, can she actually do this?” It wasn’t a clean slate—I had to reshape the way people perceived me. But that’s the thing, right? Perception is powerful. I knew that I had to be in the right places, do the right things, and let my work speak louder than any preconceived notions.
Do you feel that having a strong online presence puts additional pressure on maintaining a certain brand image?
Absolutely! It’s not like I started from zero—I already had a strong personal brand as Mandana Karimi. But transitioning into the design world meant unlearning certain things and building a new image from the ground up. It’s been five years now, and I finally feel like I’m getting close to the brand image I envisioned for myself. It’s a process!
How do you handle criticism or backlash when it comes from your social media audience and could potentially affect your business?
Oh, let’s talk about this! I’ve had stalkers, emails sent to my clients saying, “Don’t work with her, she’s just an actress,” and all kinds of nonsense. And guess what? Those emails STILL come in! But I’ve learned to tune out the noise. Constructive criticism? I take it seriously. But anonymous hate? I don’t waste my energy on it. My focus is on my work, my business, and the people who believe in what I do.
Do you ever feel the need to separate your identity as a public figure from your identity as a business owner? How do you achieve that balance?
Nope! My business is me. OCD isn’t just a company—it’s an extension of my personality. I love art, travel, music, and design, and that reflects in my work. When people hire me, they’re hiring my vision, my experiences, my passion. So I’ve never felt the need to create a separation—it all flows together.
What advice would you give to other creators who want to leverage their social media presence to build a successful brand?
The most important thing? Have a story. Your brand has to connect with who you are. For me, OCD—Organise. Consulting. Design—came from my own personality. I’m a total OCD person, and while a lot of people see OCD as something negative, I took that energy and turned it into a brand. What people think is a flaw, I used as my strength. And that’s what I’d tell any creator—own your quirks, your so-called “negatives,” and build something out of them. If your brand doesn’t resonate with you, it won’t resonate with anyone else. And don’t let negativity slow you down. Take the good criticism, ignore the noise, and just keep building.
Do you think a brand can ever truly stand apart from the person who created it? Share your thoughts in the comments below.
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