From Blogger to Brand Builder
Five years ago, Diana Sonina’s career took an unexpected turn. At the time, she was a well-known blogger with Instagram and TikTok as her main platforms, serving as both her creative outlet and primary source of income. But everything changed when Instagram was blocked and TikTok stopped working in Russia. Overnight, she lost the career she had built online.
Instead of seeing this as a setback, Diana looked at it as the start of something bigger. People around her began asking for help in creating their brands and growing their social media presence. This moment marked the birth of her agency, I’M BRANDS, which has since grown into a project that goes beyond business, representing her mission, passion, and global vision.
Passion for Media and Branding
Diana’s love for branding and media began early. As a child, she was fascinated by television, music videos, and visual storytelling. She recalls how she would break down videos into pieces, noticing small details others often overlooked. That curiosity grew into a lifelong passion for branding, media, and filmmaking.
For her, developing brands is an exciting, diverse, and ever-changing journey. The industry continuously pushes her forward, motivating her to stay ahead of trends while embracing new challenges. She believes branding is never static it evolves every day, teaching her new lessons and fueling her creativity.
Achievements and the Dubai Chapter
One of Diana’s proudest achievements is discovering her true mission and turning it into an international success. Opening I’M BRANDS in Dubai was more than just a professional milestone it was a personal triumph.
Moving to a new country without knowing the language, without friends, and without the support of employers could have felt overwhelming. But for Diana, it was an adventure, part of a bigger journey. She built her company step by step, relying on discipline, creativity, and hard work. Today, she is proud to see how her idea is supported, appreciated, and recognized by people around her.
She describes I’M BRANDS as more than an agency. It is a large-scale project with many directions, which she plans to reveal gradually. Each step reflects her commitment not only to her clients but also to her larger vision of contributing to the growth of the Emirates.
A Journey Built on Experience
Diana’s professional journey began at the young age of 14, working part-time after school to pack advertising banners and send them to stores. Later, while studying at university, she took on promoter roles. These small jobs became her first steps into the marketing world, where she began understanding consumer behavior.
She soon became an analyst in a marketing agency, where she learned how consumer data was used and applied. This experience taught her the foundations of sales, data analysis, and process optimization. Each role, no matter how small, was an opportunity for Diana to gain insights, refine her skills, and grow.
Unlike many entrepreneurs who focus on challenges, Diana sees her experiences differently. She never felt difficulties only adventures. Her approach has always been to dive deep, master details, and execute tasks at the highest level.
Building a Community of Talent
Today, Diana is focusing on developing communities and partnerships with other agencies. She strongly believes that the more talent and resources she brings together, the better her company can serve its clients.
Her vision for I’M BRANDS is not just about delivering services but about creating a platform where highly skilled specialists and talented individuals can thrive. She wants her agency to be a place where people can explore their potential, work on exciting projects, and realize their dreams together.
For Diana, success is not an individual pursuit. It is about building a community of creators who collaborate and innovate to bring unique ideas to life.
Lessons in Leadership
One of the most valuable lessons Diana has learned in business is the power of trust. As a leader, she emphasizes the importance of delegation. She believes entrepreneurs must learn to trust their employees, build systems, and allow others to take responsibility.
In her company today, all processes are regulated and structured to function without her direct involvement. This structure gives employees the opportunity to grow within their specialization, take ownership, and contribute to the overall efficiency of the team.
Her leadership philosophy rejects the traditional idea of competition. Instead, she believes that collaboration and unity can create something far more valuable and unique. Through her work, Diana hopes to inspire a new way of thinking in the marketing and branding world one that focuses on building together rather than competing.
Vision for the Future
Looking ahead, Diana’s goal is to be remembered as someone who changed the way people think about branding and development. She wants to set new trends, build new tendencies, and encourage businesses to embrace innovative approaches.
Her dream is for I’M BRANDS to become a space where brands are not only built but redefined, where people come together to create impact, and where everyone involved feels proud of their contributions.
For Diana, Dubai is not just a place to do business it has become her second home. She feels deeply connected to the Emirates and believes her journey has unfolded at exactly the right time and in the right place.
A Message to Herself
Reflecting on her journey, Diana would tell her younger self only one thing: “Well done, you are going in the right direction.”
She believes every step, every small detail, and every puzzle piece has been part of a bigger picture. She has no regrets and no need for advice she didn’t receive earlier, because she has always worked from the heart, with discipline, and with a commitment to excellence.
Her story is a reminder that setbacks can be opportunities, that passion and perseverance open doors, and that building something meaningful requires vision, trust, and courage.
Do follow her on Instagram | Linkedin | Website
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