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Personal Branding

In: Digital Marketing

Author

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  • Klaus Solberg Söilen

    (Halmstad University)

Abstract

Personal branding is a strategic process of establishing and promoting a unique identity and a set of values. It involves three phases: creating a brand identity, developing brand positioning, and evaluating brand image. By continuously learning and gaining exposure, individuals can enhance their human and social capital, leading to financial success. Social media platforms such as Instagram, LinkedIn, and Snapchat play a crucial role in building a personal brand by providing cost-effective ways to connect with a wide audience. Engaging and authentic content creation, consistent messaging, and strategic networking are essential components of successful personal branding. Proactive online presence management and balancing self-promotion with genuine representation ensure long-term credibility and trust. Despite its benefits, personal branding faces criticism for potentially fostering inauthenticity and unrealistic expectations. To mitigate these issues, maintaining authenticity and focusing on professional competence is crucial. Ultimately, personal branding is about being the best version of oneself, consistently and genuinely, to achieve personal and professional goals.

Suggested Citation

  • Klaus Solberg Söilen, 2024. "Personal Branding," Springer Texts in Business and Economics, in: Digital Marketing, chapter 23, pages 255-266, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-69518-6_23
    DOI: 10.1007/978-3-031-69518-6_23
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