Personal branding is a strategic process aimed at creating, positioning, and maintaining a positive public perception of oneself by leveraging unique individual characteristics and presenting a differentiated narrative to a target audience.[1] The concept draws from two main theoretical foundations: marketing theory and self-presentation behaviors. Marketing-based definitions frame personal branding using terms such as “product,” “added value,” and “promise”,[2][3] likening it to the branding of products and focusing on differentiation and market positioning. In contrast, self-presentation definitions emphasize personal identity, reputation, and image management, highlighting how individuals project themselves to shape public perception.[4] Success in personal branding is viewed as the result of effective self-packaging.[5] It is more about self-promotion rather than true self-expression. The difference between the two is that self-promotion is deliberately intentional in all aspects because the individual is purposely shaping their image or persona, while self-expression can even be a byproduct of promotion.[6]
^Lair, Daniel J.; Sullivan, Katie; Cheney, George (2005). "Marketization and the Recasting of the Professional Self". Management Communication Quarterly. 18 (3): 307–343. doi:10.1177/0893318904270744. S2CID144085909.
^Dijck, J. Van. "'You Have One Identity': Performing the Self on Facebook and LinkedIn." Media, Culture & Society 35.2 (2013): 199-215. Sage Journal. Web. 19 May 2014.
