THE ROLE OF PERSONAL BRANDING IN THE STRUCTURE OF ENTERPRISE PRODUCT PROMOTION
Abstract
The article investigates the role of a personal brand as a key tool in promoting a company’s goods and services amid digital transformation and heightened competition. It defines a personal brand as a combination of expertise, public image, reputation, and the communication activity of an individual representing the company. The study finds that a personal brand strengthens trust in the company, creates a positive image, and enhances consumer loyalty. It acts as an informal communicator between the company and its audience, forging an emotional bond and fostering deeper customer engagement. The main functions of a personal brand are analyzed, including emotional resonance, information dissemination, and the role of social proof. The importance of authenticity and the active presence of leadership in communication channels is underscored as crucial for building a credible and appealing personal brand. The article highlights that a personal brand not only reinforces the perception of the company’s offerings but also positively influences the overall business reputation, especially in competitive markets. It identifies key areas for integrating a personal brand into the company’s marketing strategy, including content marketing, PR campaigns, social media engagement, influencer collaborations, image-building communications, and B2B interactions. Leveraging a personal brand enables a company to effectively communicate its unique values, competitive advantages, and mission to its target audience, thereby strengthening market positioning and enhancing customer and partner relationships. In today’s dynamic digital landscape, the personal brand of a founder is becoming an increasingly important factor in establishing a strong market presence and sustaining long-term consumer relationships. The findings affirm that personal branding is an integral element of modern marketing and business communication. This strategic use of personal branding empowers businesses to stand out from competitors, build enduring trust with consumers, and foster loyalty that translates into sustained success in an ever-evolving market.
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