Personal branding also plays a crucial role in building reputation and trust, which are fundamental in both professional and personal relationships. According to Srihasnita and Dharmasetiawan (2018), personal branding can position individuals in leadership roles and enhance their authority and trustworthiness among others. By showing consistency between what is said and done, individuals can create an image that others find reliable. Thus, personal branding can serve as a strategic tool for building mutually beneficial relationships.
Effective personal branding should be authentic, relevant, and aligned with personal values and goals. Authentic personal branding, which reflects one’s values and integrity, encourages others to feel comfortable collaborating with or entrusting important responsibilities to them. It makes personal branding more than just a tren, it’s a long-term investment. Experts emphasize that personal branding can support one’s authenticity if done honestly and in line with personal values. Montoya and Vandehey (2008) state that personal branding is about controlling others’ perceptions of us without sacrificing authenticity. They argue that personal branding should present the “best version” of oneself without creating a completely different personal.
However, there is a critical perspective that suggests personal branding can lead individuals to create an idealized image or even a "mask" to meet social or professional expectations. Mobray (2009) emphasizes that personal branding often focuses more on managing others’ expectations. This can risk leading someone to concentrate on projecting an image that doesn’t truly reflect their authentic personality, which in the end could cause discomfort because they have to pretend to be someone they are not.
Maintaining a balance between building an image and being true to oneself is crucial. Authenticity is key to gaining others’ trust, as people tend to appreciate those who are genuine rather than those who focus solely on image management. Additionally, being true to oneself reduces social pressure to always appear perfect. When the image presented aligns with one’s true personality, it is easier to maintain and feels more natural. This also helps in creating more genuine relationships, as people will appreciate and support us honestly. On the other hand, being true to oneself increases happiness and self-satisfaction because we do not have to meet expectations that do not align with our personal values. Therefore, it’s important to remain authentic while also adapting and building a positive image according to our needs.
However, on the other hand, personal branding can also become a source of pressure. Some view it as a forced trend, especially when done without clear purpose or when it does not reflect one’s true personality. As a result, individuals may sometimes feel trapped in the effort to "appear perfect" in the public eye. Furthermore, while effective personal branding can help individuals stand out and achieve their goals, previous research has shown that an obsession with building an ideal self-image tends to increase feelings of inferiority, anxiety, stress, social media addiction, and a decline in interest in offline activities (Sharma et al., 2020, in Soewandi et al., 2021). Therefore, it is crucial to understand that effective personal branding must remain authentic and aligned with personal values. With the right approach, personal branding is not merely about "selling oneself" but serves as a tool to strengthen one’s position and create a positive impact in both professional and social environments.
Meanwhile, it is equally important for individuals to use social media wisely as a tool for building their personal image. Excessive personal branding can have negative impacts, particularly the loss of privacy. Individuals often tend to share personal information with the public, such as their location, daily activities, and personal opinions, which should ideally remain private. This increases the risk of crime, as such information becomes accessible to many parties. Therefore, individuals need to carefully filter what they share as an effort to minimize risks and protect their privacy.
Building personal branding is facilitated by the rise of social media platforms. Various personalities are showcased for their popularity and visibility among the public or other Instagram users. Instagram allows its users to take photos, edit them, apply digital filters, and share them across social networks like Facebook, Twitter, Foursquare, Tumblr, Flickr, Posterous, and Instagram’s own network (Miles, 2014). Many public figures have successfully built their personal branding through consistency and creativity. For example, Fadil Jaidi uses social media to highlight family humor in his content, which has successfully attracted attention and created an emotional connection with his audience. Similarly, Ria Ricis became a phenomenon thanks to creative content like squishy and slime that went viral in the past. By following relevant trends and staying authentic, they demonstrate that personal branding is not just about popularity, but also about building strong relationships with the audience. This shows that social media can be a strategic tool for achieving success through solid personal branding.
Personal branding is not merely a trend or a means to gain popularity; it has become an essential need for building a positive social and professional life. Through personal branding, individuals are encouraged to create and maintain a good self-image while fostering behaviors that have a positive impact on their surroundings. An effective personal branding process must be authentic, relevant, and aligned with reality, as it reflects the individual's values and integrity. This approach not only helps establish harmonious relationships within society but also ensures sustained trust and a long-lasting, impactful self-image.
In the digital era, personal branding has become even more relevant and can be considered a valuable long-term investment. Technology and digital platforms make it easier for individuals to expand their reach, build a reputation, and create a lasting impression across various aspects of life. Through personal branding, one not only becomes more recognizable but also leaves a positive legacy in the form of values, achievements, or inspiration that future generations will remember. With its role in supporting personal success and sustainability, personal branding is no longer just a trend but an essential requirement for the present and the future.
However, excessive personal branding can also have negative consequences. Obsession with crafting an ideal self-image may lead to low self-esteem, anxiety, stress, social media addiction, and decreased interest in offline activities. Additionally, the loss of privacy due to sharing personal information on social media can increase the risk of crime. Therefore, individuals need to be wise and selective in sharing information to protect their privacy and minimize potential risks.
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