Today, a brand is not just a company that provides a product or service. In today’s business, personality becomes a brand.
Personal branding is the image that emerges about you in the professional community. And behind this image can be anything: belonging to a certain company, having skills and abilities, strong personal qualities. Firstly, a personal brand consists of reputation, this is the basis. Secondly, it is important coverage. That is, it is important that you are talked about well and often. According to statistics, the most willing to invest in building a personal brand are employees in the financial sector (86%), science and pharmaceuticals (84%), business services (82%) and retail (81%).
In the U.S. business context, the term personal brand has been actively used in a practical sense for a long time, and more specifically since 1997, when the concept was first used by journalist Tom Peters for his Fast Company article. Since then, the U.S. business market has actively “supplied” personal brands – Jeff Bezos, Elon Musk, Donald and Ivanka Trump, Oprah Winfrey, Richard Branson – any successful professional in his field, who competently managed to develop and sell his image.