The 3rd gathering of the Global Filipino Excellence advocacy movement was made special with the Personal Branding session facilitated by Lalaine Chu-Benitez of Illustrado at the Ras Al Khaimah Economic Zone (RAKEZ) Compass Coworking Centre.
The session last Saturday, July 19, disrupted our mindset and it made us question our intentions in what we are currently doing and what we intend to do. It was worth the trip to RAK where we reconnected with Lalaine and husband Mon who were one of the first couples we met in 2001 who remain good friends. Our then 3-year-old son Yuji studied at Lalaine’s mother’s De La Salle Montessori International Nursery from 2001 to 2003.
Lalaine offered these tips to build your personal brand: 1. Start with the why and define your goals, 2. Define who you are, 3. Create a unified theme, 4. Tell your story through strategic content, 5. Deliver value, and 6. Be human – warm, engaging, and authentic.
“We talked about why it’s not enough to be great at what you do. You have to make sure the market knows it, feels it, and remembers it. Because branding isn’t about decoration – it’s your business strategy in action. Because trust isn’t optional – it’s the foundation of every successful sale. Because if you’re not different, you’re invisible,” she explained.
Lalaine further said that we should have a digital footprint to create an impression when people search about our background. I asked Perplexity –https://www.perplexity.ai/ – who Lalaine is, and this is what I got:
“Lalaine Chu-Benitez is the Co-Founder and Managing Director of Illustrado FZ LLC, a Dubai-based publishing and creative brand development agency serving the international Filipino community. Born in the Philippines and raised in the UAE, where she has lived for over 30 years, she initially pursued a successful corporate career in marketing and public relations before launching Illustrado Magazine in 2006 with her husband.
Chu-Benitez is recognized for her entrepreneurial vision, marketing expertise, and commitment to social impact. Illustrado Magazine was established to challenge stereotypes and elevate the image of Filipinos abroad—especially women—by showcasing their achievements and providing empowering role models. The magazine and its associated brand agency have since grown into a leading platform for the Filipino diaspora, celebrating its culture, talent, and professional contributions to global society.”
The gathering was also attended by Sheryll Bacay Cathy Ordoñez, Robie Gonzales, Agnes Briggs (with husband Trevor), Melon Perez. Bethoven Filomeno, Julie Pearl Merlin, LJ Merlin, Paz Calaguian, Joan Liberato, Ellaine Siruelo, and Rachel Salinel.
Here are some comments after the event:
Melon Perez: Still smiling from this weekend’s gathering of the Global Filipino Excellence movement. Grateful to Lalaine Chu-Benitez for her powerful brand talk and to Cleo Eleazar for warmly hosting us at the beautiful RAKEZ Compass Coworking Centre. I’m always amazed at how many Filipino professionals are not just thriving but lifting others along the way.
Bethoven Filomeno: Such an honor to be part of this gathering of Filipino professionals, shakers, movers, and thought leaders in various industries in the UAE. The session with Lalaine Chu-Benitez on personal branding truly resonates with everyone.
Julie Pearl Merlin: It was more than just a meeting – it was a fruitful exchange of stories, strategies, and shared dreams. From career shifts to community building, it was a powerful reminder: we don’t just survive abroad, we thrive and uplift each other.
Thank you, again, Lalaine for the session and Cleo for hosting our gathering. To know more about the Global Filipino Excellence advocacy movement, please check my column on May 12- https://theglobalfilipinomagazine.com/a-new-chapter-of-the-filipino-community-in-the-uae-is-unfolding/. The second gathering was held on the sideline of the 15th anniversary of the Filipino Human Resources Practitioners Association – UAE or FiLHR. Check my column on June 30 – https://theglobalfilipinomagazine.com/the-filipino-hr-practitioners-and-architects-are-unstoppable/.
Now ask Perplexity about yourself.
Note: The columnist is a 24-year resident of Dubai and is currently working as Head of Corporate Communications of a global energy logistics company. He used to be a former Filipino Community Leader and can be reached at: artlosbanos@gmail.com
