The Architecture of Influence: The Power of Personal Branding in the Digital World
DOM3 held its second event of the year with an inspiring training session led by Daniela Luque, widely recognised as the leading Spanish-speaking expert on LinkedIn. Under the title The Architecture of Influence, the session highlighted the importance of building a strong personal brand in the digital environment—one that reflects each professional’s values, mission and career path—especially in the high-end residential sector.
This new event in the DOM3 calendar was sponsored by members Aalto Exclusive Design, Manuel Burgos Arquitectos and Illusion, and offered attendees a highly practical approach to becoming an authority in their field through authenticity, consistency and strategic communication.
“Silence is not elegance; it’s invisibility.” With this statement, Luque opened her talk to stress that in today’s world, it’s not enough to simply do good work—you must communicate it with clarity and purpose. The expert analysed the digital profiles of several attendees in real time, revealing the potential many have as industry leaders and how this value is often not reflected in their digital presence.
She emphasised that modern authority is not about self-promotion, but about sharing knowledge, inspiring others and creating impact through experience. “Personal branding is the natural vehicle for contemporary authority,” she explained.
From Emotion to Impact
Throughout the session, business leaders explored how to define their professional purpose and unique value proposition—both key to achieving honest, relevant and distinctive communication. “What truly connects with people is authenticity. It's not about being an influencer; it's about being influential,” Luque said.
She also shared her personal journey, which began with her move to Sweden and the challenge of building her digital brand from scratch. Today, she is recognised as LinkedIn’s 2025 Global Top Voice in personal branding and audience growth—a distinction that places her alongside leaders such as European Commission President Ursula von der Leyen and bestselling author Mel Robbins.
LinkedIn as a Strategic Tool for the Sector
One of the session’s key insights was the analysis of LinkedIn’s potential as a professional platform. Luque explained that 80% of B2B business opportunities originate from LinkedIn, and encouraged DOM3 members to use the network as a tool to showcase their projects, forge partnerships and strengthen their positioning both within and beyond the Golden Triangle.
With this event, DOM3 continues to promote excellence, innovation and strategic communication as key pillars of business leadership in the high-end residential sector. The organisation’s events calendar will continue with new talks, networking events and debate forums focused on the challenges and trends shaping the present and future of the luxury property market.
