Steve Jobs, Peter Faberge, Estee Lauder, Albert Einstein, Walt Disney… Everybody knows these names, but these people are from different spheres and different periods of time. Do they have anything in common? Absolutely! Their names have become a brand. The terms “brand persona” and “personal brand” appeared not such a long time ago, but have already firmly settled in our minds. Many people who want to achieve something special in life dream of becoming someone who is more than just an expert in a certain field, someone who can be a speaker, a motivating leader, a role model for other people. After all, having a well-known name makes it is easier to build and boost a career, to promote a business, to establish the right contacts and set ideas as trends. The development of social networks makes it possible for anyone to build a personal brand; the main thing is to choose the right strategy.


So what exactly is behind the concept of a personal brand? As a marketing term, the word “brand” has first become widely used in America. However, this word was used in the English language in the X century and meant nothing more than a “stamp”.

A modern interpretation is the following: a brand is a system that allows the identification of a product so it can be easily distinguished from all the competitors. In turn, a “personal brand” is an artificially created or naturally formed image in the minds of other people, designed to engage the target audience in order to achieve their goals; an image that creates additional value; a person that the audience can trust.


– Established mutually beneficial long-term relationships with partners;
– Transition from being an individual to the public market format;
– Loyal target audience / consumer attitude;
– Quick career boost;
– Increased level of professional services;
– Increased importance in the perception of the target audience.


Developing a personal brand is especially beneficial for actors, musicians, sportsmen or other celebrities, for experts and teachers, for those selling their products or services, or for representatives of the citizens’ interests when it comes to politics.

Read the full article in PMU International №7!

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