Personal branding expert and content creator Lebo Lion has built a decade-long career online without ever revealing her surname - and now she has explained why. Turning “a nobody into somebody” is the essence of personal branding for her, and Lebo Lion the brand is deliberately distinct from her private self. “That’s why I don’t share my government name online, because Lebo Lion is a brand. I’m Lebo Lion to them, and that’s what I’ll continue to be.” “You see it offline, right?… you’re not just Lebo Lion online, you’re Lebo Lion offline, and you will meet your community and they will tell you stories about how your presence has changed their life or their perspective,” she said.