Reinventing Personal Branding Building a Personal Brand through Content on YouTube

2017 ◽  
Vol 3 (1) ◽  
pp. 29-35 ◽  
Author(s):  
Veronika Tarnovskaya
Keyword(s):  
Social Media ◽  
Qualitative Content Analysis ◽  
Complex Nature ◽  
Brand Meaning ◽  
Personal Brand ◽  
Product Service ◽  
Service Brand ◽  
On Line ◽  
Personal Branding ◽  
Tone Of Voice

The study explores the phenomenon of personal branding on social media and in particular, examines how YouTubers create their personal brands online. The explorative and inductive approach has involved qualitative content analysis of a total of 72 videos produced by four successful YouTubers during several years of their social media presence. The findings reveal three major stages of the personal branding process, which are not sequential, but rather, were found to run in parallel over time: loyalty to personal brand profile, promotion of multiple social media accounts and addressing the audience and encouraging co-creation. The personal brand content is found to comprise such elements as the personality of the YouTuber, typical topics, the tone of voice, environment (setting) as well as product brands. Among its key features are clarity, consistency, and authenticity, resembling those of a product/service brand. The study proves the applicability of classical principles of product branding and typology of consumer-brand relationships as well as brand meaning co-creation to the personal branding phenomenon, while at the same time highlighting the complex nature of this phenomenon as being “born global”, purposeful and highly interactive. Thus, personal branding might be seen as a re-invention of the traditional branding but on a completely different level of interaction and visibility. Among managerial recommendations is the need for managers to closely monitor and analyze what is being said about their brands by the famous personalities on-line as these individuals are capable to influence the consumers’ perceptions about brands and companies.

Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110302
Author(s):  
Nor Hasliza Md Saad ◽  
Zulnaidi Yaacob
Keyword(s):  
Social Media ◽  
Building Blocks ◽  
Media Content ◽  
Fashion Industry ◽  
Personal Brand ◽  
Branding Strategies ◽  
Social Media Presence ◽  
Personal Branding ◽  
The Masses

Social media is a new platform for CEOs to build their image and create a strong personal brand to represent themselves and their company. This research examines an outstanding Malaysian fashion icon and social media–savvy businesswoman with over a million followers on Instagram, Vivy Yusof, the youngest Malaysian e-commerce mogul and an example of a successful CEO who has used personal branding to build an empire in the fashion industry. The objectives of this research are to identify the type of messages Vivy Yusof communicates to her audience through her personal Instagram posts and to identify the ways Vivy Yusof’s audience engages with her posts on Instagram. Her Instagram post content is classified using the Honeycomb framework that comprises seven functional building blocks, namely, presence, relationships, reputation, groups, identity, conversations, and sharing. In this study, the content of Vivy Yusof’s Instagram posts is categorized by how she focuses on the various functional building blocks in her posts and the implications these blocks have on how her audience interacts with the posts. Her social media presence confirms the importance of CEO personal branding because of her role and influence on the masses evidenced by the willingness of her followers to interact (through likes and comments) and engage with her posts on any subject matter, relating either to her business or personal life. The study contributes to a growing body of literature on personal branding strategies by shedding light on the association between content strategies and engagement with social media content.

scholarly journals Membangun Personal Branding melalui YouTube

2020 ◽  
Vol 4 (2) ◽  
pp. 61-69
Author(s):  
Widya Nur Bhakti Pertiwi ◽  
Arum Wahyuni Purbohastuti ◽  
Enok Nurhayati
Keyword(s):  
Social Media ◽  
Research Method ◽  
Positive Image ◽  
Personal Brand ◽  
The Subject ◽  
Personal Branding ◽  
And Performance ◽  
Descriptive Method

This research generally aims to develop personal branding research with social media. The previous research took Instagram, Facebook, or Twitter media, but this research focuses on personal branding on YouTube. This research method is a qualitative and descriptive method by observing Raditya Dika YouTube Channel and interviews with several Subribers Raditya Dika. The study describes the situations or events and does not seek links, hypotheses, or make predictions. In this research, the indicators of personal branding are authenticity,  integrity, consistency, specialization, authority, distinctiveness, relevance, visibility, persistence, goodwill, and performance. The subject of this research is Raditya Dika's YouTube channel, and the object of this research is a personal brand Raditya Dika through a personal YouTube channel. The results show that Raditya Dika can form, even enhance a positive image by establishing personal branding through YouTube.

scholarly journals “Kang Pisang”: Personal Branding of the Jokowi’s Youngest Son in the Microblogging Media

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Marshelia Gloria Narida
Keyword(s):  
Social Media ◽  
The Public ◽  
Brand Building ◽  
Public Figures ◽  
Personal Brand ◽  
Good Will ◽  
Twitter Account ◽  
Personal Branding ◽  
High Level

Awareness in using the technology for building a self brand through personal branding can appear in anyone, whether from the public figures, nor from the society in general. The youngest son of Presiden Joko Widodo (Jokowi), Kae Sang Pangareb (Kae Sang) is known as an person who has a high level of awareness on her social media.  This study examines trends in shaping the content of microblogging as a personal branding of Kae Sang. Studies conducted on the accounts twitter Kae Sang (@kaesangp) by looking at twitter account contents and personal branding process through microblogging. According to personal brand buildings theory by Peter Montoya, this research take 8 personal brand building category, specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and good will. It can be conveyed that the personal branding of Kae Sang on twitter complies with the criteria of the forming of personal brandingKeyword : Personal Branding; Microblogging; Twitter 

scholarly journals EFFECT OF PERSONAL BRANDING EFFORTS ON JOB PROSPECTS OF A LINKEDIN USER

2021 ◽  
Vol 9 (2) ◽  
pp. 323-332
Author(s):  
Arghyadeep Basu, Et. al.
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Job Search ◽  
Social Networking Site ◽  
The Internet ◽  
Handheld Device ◽  
The Core ◽  
Personal Brand ◽  
Personal Branding ◽  
Job Prospects

In this article, the authors examined the relation between Personal Branding efforts in LinkedIn and their job prospects. While there are other social media sites which can be taken into consideration for the study, LinkedIn is deemed to be a purely professional social networking site with content relevant to jobs, industry, economy etc. The authors found that sizable LinkedIn users do not post, share or visit content with the intent of “Building Personal Brand”, however wishes to attract the attention of potential recruiters on the platform. While the term “Personal Branding has been discussed in numerous papers, journals and articles, broader clarity is guaranteed on the same. Additionally, it was duly noted that a person looking for a job doesn’t trust LinkedIn entirely and thus signs up on various other established job portals or seek suitable referrals at the same time.   “Your brand has moved online. That means you need to translate who you are in the real world into a congruent bits-and-bytes version of you. First impressions are important to your career success, so whether they take place with a handshake or on a handheld device, you need to make sure yours is authentic, compelling, and relevant.”, said Mitch Joel in his book ‘Ctrl, Alt, Delete’.   “It is much more than a style of dress, a particular degree or credential, or the associations to which you belong. Mainly it is the unique “stamp” you put on everything you say or do. Because no one will do things and present themselves in exactly the same way that you do, your uniqueness is what people notice”- Annabelle Reitman and Caitlin Williams on Personal Branding in their periodical journal ‘Distinguish yourself and excel in the profession’.   Author Neal Schaffer in his journal “LinkedIn or Left Out” shares his view on LinkedIn by stating- “It is much more than a style of dress, a particular degree or credential, or the associations to which you belong. Mainly it is the unique “stamp” you put on everything you say or do. Because no one will do things and present themselves in exactly the same way that you do, your uniqueness is what people notice.”   Further legal trainer Avery Black feels “The most effective way to start your job search is by developing relationships with people. The Internet, through professional websites like LinkedIn and social media sites like Face-book and Twitter, allows people to start a dialogue with each other.”   The above quotes individually bring out the core pointers of this literature- “LinkedIn” and “Personal Branding” and “Job Search”. “Branding” which audiences still relate to tangible products have slowly seeped into individuals. Individuals are making informed decisions and suitable actions in order to attract the attention of a specific set of people which in this case are job recruiters.

scholarly journals Using LinkedIn to Teach Students How to Build Their Professional Network and Enhance their Personal Brand

2021 ◽  
Vol 4 (2) ◽  
pp. p83
Author(s):  
Katryna M. Johnson
Keyword(s):  
Job Applicants ◽  
Long Term Effects ◽  
Essential Information ◽  
Hiring Managers ◽  
Professional Network ◽  
Personal Brand ◽  
On Line ◽  
Short And Long Term ◽  
Personal Branding ◽  
Student Reflections

The majority of hiring managers use social media to find, screen, and eliminate job applicants. Students need to understand the short- and long-term effects of what they post on line. Instructors need to teach students to actively promote and curate a positive image in an online environment. Personal branding focuses on portraying oneself, one’s competencies and experiences in a positive light. Since LinkedIn is the most used professional networking platform, it is essential that students not only create a profile but learn to include the essential information that employers are seeking. The author performed a literature review on personal branding, social networking and factors needed to have a successful LinkedIn profile. Based on these findings, a LinkedIn assignment was developed for students to help them build their personal brands and increase their visibility on the web. The author conducted a content analysis of over 150 student reflections on the LinkedIn assignment and found the top three benefits of the LinkedIn assignment to be: building a network, designing a great profile, and finding/receiving job and internship offers. This paper contributes to research by providing a specific assignment that any faculty can use to teach students how to brand themselves on LinkedIn.

YOUNG CONSUMERS’ BEHAVIOURS IN SOCIAL MEDIA AND THEIR IMPACT ON PERSONAL BRAND DEVELOPMENT

2019 ◽  
Vol 20 (2) ◽  
pp. 57-72
Author(s):  
Mateusz Grzesiak ◽  
Katarzyna Bilińska-Reformat
Keyword(s):  
Social Media ◽  
Target Market ◽  
Young Generation ◽  
Value Contribution ◽  
Brand Development ◽  
Personal Brand ◽  
Young Consumers ◽  
Personal Branding

Aim/Purpose–The aims of the paper are 1) to show the preferences of young consumers related to using different social media and 2) to identify the process of establishment of personal brand in social media. Design/methodology/approach –results of a direct study performed on the young generation in Poland and a case study showing activities of chosen celebrity developing his personal brand targeted at young consumers. Findings –The research examines some relevant questions in the field of personal branding. It is showing the role of social media in developing a personal brand. The presented study brings several contributions to marketing professionals, gives examples how to develop personal brand using social media. Findings of this study indicate that using social media can lead to successful personal branding effects. Research implications/limitations –The possible results of the further research could significantly influence the understanding of young customer’s behaviours that are the target market for celebrities developing their personal brands. A key limitation of this study is describing social media where the changes take place very rapidly. Secondly, it was only considered limited aspects of developing a personal brand. Originality/value/contribution –The paper applies current and important topic, that is not well recognized in the literature. It shows that well developed personal brand in social media supports the financial success of celebrities.

Personal branding on Instagram: an examination of Iranian professional athletes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zahra Sharifzadeh ◽  
Natasha T. Brison ◽  
Gregg Bennett
Keyword(s):  
Social Media ◽  
Professional Athletes ◽  
Specific Situation ◽  
Structured Interviews ◽  
Content Type ◽  
International Perspectives ◽  
Personal Brand ◽  
Branding Strategies ◽  
Challenges And Opportunities ◽  
Personal Branding

PurposeThis study investigates the personal branding strategies utilized by Iranian professional athletes. It also examines the challenges these athletes face in attempting to create a personal brand. For example, unlike their global counterparts, Iranian athletes’ access to social media is limited to only Instagram, due to a ban in Iran on the use of Facebook and Twitter. This specific situation provides unique opportunities and interactions in the personal branding process.Design/methodology/approachUtilizing a criterion purposive sample of Iranian professional athletes, the authors conducted in-depth, semi-structured interviews to understand the branding strategies and challenges of these athletes.FindingsTwo categories (branding strategies and cultural/societal challenges), along with Six themes emerged. The categories were derived based on the literature review and the subsequent research questions.Originality/valueThis paper provides valuable information on challenges and opportunities for athletes' personal branding from international perspectives. Also, the results of the study broaden our understanding of how athletes' personal branding can function in different countries and contexts. Findings will provide governing bodies and sport marketers have a better understanding of athletes' social media usage.

scholarly journals Strategi Personal Branding Perupa Melalui Media Sosial

2020 ◽  
Vol 6 (2) ◽  
pp. 67-76
Author(s):  
Rusdi Hendra
Keyword(s):  
Social Media ◽  
Fine Arts ◽  
Analytical Techniques ◽  
Branding Strategy ◽  
Personal Brand ◽  
Literature Reviews ◽  
Character Code ◽  
Qualitative Descriptive ◽  
Personal Branding ◽  
Descriptive Method

Perkembangan teknologi informasi dan media jejaring sosial saat ini menyebabkan pembentukan personal brand melalui media sosial semakin penting. Masyarakat Indonesia dikenal sebagai pengguna aktif media sosial. Menjadi seorang perupa harus memiliki keunikan tersendiri untuk dapat berbeda dengan perupa lainnya. Dalam membangunnya, dibutuhkan personal branding yang baik untuk dapat maju dan berkembang di dalam dunia seni rupa. Piko dengan akun @iabadioupiko telah melakukannya lewat media Instagram. Personal branding yang dilakukan Piko menarik dengan mengunggah hasil karyanya untuk menarik perhatian galeri dan menggunakan Instagram sebagai alat penyampaian pesan komunikasinya. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data yaitu wawancara dan melakukan observasi terhadap dokumentasi yang dimiliki dan melakukan tinjauan literatur. Data yang didapat kemudian dianalisis menggunakan teknik analisis yaitu mengorganisasikan data, mereduksi data, peringkasan, dan penyajian data. Hasil akhir dari analisis data dapat mengetahui tentang bagaimana strategi personal branding perupa melalui media sosial Instagram dengan indikator yang terdiri dari kesebelas karakteristik authentic personal branding oleh Rampersad. Hasil penelitian menyebutkan bahwa strategi personal branding Piko ialah memiliki nilai, karakter, kode perilaku, berfokus pada satu bidang, konsisten, memiliki relevansi, memiliki visibilitas, mendapatkan pengakuan, menerapkan hal positif, serta menjadi diri sendiri dengan tetap menjaga eksistensinya dan selalu memelihara hubungan yang terjalin baik dalam akun Instagram @iabadioupiko maupun dalam kesehariannya. The Artist's Personal Branding Strategy Through Social Media ABSTRACT The development of information technology and social networking media has made personal brands' formation through social media increasingly important. Indonesian people are known as active users of social media. Being an artist must be unique to be different from other artists. In building it, good personal branding is needed to advance and develop in the world of fine arts. Piko, with the @iabadioupiko account, has done this via Instagram. Piko's personal branding is impressive by uploading his work to attract the attention of galleries and using Instagram to convey his communication messages. This study used a qualitative descriptive method with data collection techniques, namely interviews and observing documentation, and conducting literature reviews. The data obtained were then analyzed using analytical techniques, namely organizing data, reducing data, summarizing, and presenting data. The final result of the data analysis can find out about the personal branding strategy of the artists through social media Instagram with indicators consisting of eleven characteristics of authentic personal branding by Rampersad. The results show that Piko's personal branding strategy is to have values, character, code of behavior, focus on one area, be consistent, have relevance, have visibility, gain recognition, apply positive things, and be yourself while maintaining its existence and always maintaining good relationships. They were established both in the Instagram account @iabadioupiko and in his daily life.

scholarly journals Strategi Personal Branding Musisi Pop Jawa Melalui Media Sosial

2021 ◽  
Vol 3 (2) ◽  
pp. 131-140
Author(s):  
Dadang Dwi Septiyan
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Cultural Models ◽  
Analytical Techniques ◽  
Branding Strategy ◽  
Work Identity ◽  
Daily Lives ◽  
Self Identity ◽  
Personal Brand ◽  
Personal Branding

Advances in information technology and social media are now increasing. This makes it easier for anyone to form a personal brand through social media. Having an attractive identity is a must for a musician, whether it's self-identity or work identity. The purpose of this study is to find out and understand the personal branding strategy of musicians through social media. This study uses qualitative methods with data collection techniques, namely interviews and observing the documentation they have and conducting a literature review. The data obtained were then analyzed using analytical techniques, namely sorting out data, reducing data, summarizing, and presenting data. The findings of this study are that the personal branding strategy of musicians through social media, especially Instagram, uses indicators consisting of 7 classifications borrowed from Mateusz Grzesiak's concept. The results of the study stated that the personal branding strategy carried out by several samples of musicians had values, characters, goals, methods, dialectics, visualizations, media, awareness levels, challenges, cultural models, and strategies each through Instagram media and in their daily lives.

scholarly journals Curbing Social Media Expressions: Fueling Antagonism Among Customers

2019 ◽  
Vol 8 (12) ◽  
pp. 558-562
Keyword(s):  
Social Media ◽  
Research Paper ◽  
The Other ◽  
Other Hand ◽  
Product Service ◽  
The Social ◽  
Service Brand ◽  
Negative Comments ◽  
Social Media Platforms

The customers are increasingly taking to social media to express their opinions, experiences, and expectations from product/service/brand/organizations. While organizations should see this as an opportunity for receiving unbiased opinions/experiences/expectations from the customers, they are also concerned about negative comments/expressions getting snowballed into major catastrophe for their products/services/brands. A significant number of organizations have started moderating content posted on pretext of expressing opinions/experiences/expectations of the customers. Essentially, this content moderation policy adopted by organizations entails removing negative expressions from their social media platforms before they become viral and reach wider audience damaging reputation. On the other hand, they promote positive expressions while acknowledging and thanking the customers for appreciating products/service/brand/organization. A customer who is essentially frustrated with experience of product/service/brand/organizations gets even more agitated when his/her expressions are removed on the pretext of content moderation policy adopted by the organizations. This aggrieved customer then starts searching for more social media platforms, which are unregulated or not controlled by the organizations and starts posting even more negative expressions tagging connections while requesting them to tag their connections as well. The customers understandingly demand to be heard, paid attention to and attended to. Absence of the acceptable grievance redressal mechanisms will further fuel antagonism among customers forcing them to brand negatively. At times, these activities have snowballed into major momentums or movements hitting the organizations very hard. Rather than focusing inward and looking at the problem from the perspective of solutions framework, organizations are doing more damage than good while removing negative expressions from the social media platforms. This research paper attempts to understand the possible repercussions of removing negative expressions from social media on the pretext of content moderation policy.

Sign in / Sign up

Export Citation Format

Share Document