Personal Branding From The Marketing Concept To The Professional Dimension

Abstract

This study explores personal branding as a modern concept gaining prominence in communication and career management. It clarifies the theoretical foundations and traces its evolution from a marketing tool to a comprehensive professional approach linking identity, competence, and communication. Using a descriptive-analytical method, the study reviews classical and contemporary literature, comparing related concepts such as professional identity and self-marketing. Findings reveal that personal branding now serves as a strategic tool to manage professional identity by helping individuals create a coherent identity based on values, uniqueness, and reputation. The digital transformation emphasizes digital trust and authenticity as critical to personal branding’s value in virtual spaces. Success depends on the alignment between one’s internal identity and others’ perceptions. The study concludes that personal branding is no longer optional but essential for professional growth. Investing in its development builds symbolic capital, enabling individuals to achieve success and distinction in a competitive, dynamic work environment. This underscores personal branding’s role as a vital career management strategy.