Is Personal Branding Important? Between Trends and Needs in Social Life

Personal branding comes from the words personal, meaning individual, and branding, meaning creating a brand. Therefore, personal branding refers to the actions someone takes to build their personal brand (Franzia, 2018). It is a way for individuals to shape their image so they are recognized in line with the impression they want to convey. For example, if someone wants to be known as a creative person, they will showcase their skills and works that reflect that creativity. In this sense, personal branding can be seen as a "personal brand" that represents who we are.

In the digital era, personal branding has become increasingly common, especially through the internet (Afrilia, 2018). The internet offers various platforms to build a personal image, whether for personal or professional purposes. For instance, many recent graduates use social media to enhance their personal branding, making it easier to catch the attention of potential employers. Social media-based personal branding is accessible to almost anyone who wants to be recognized for their skills, as long as they have internet access and basic digital skills.

Social media can help promote personal branding, open career doors, and bring new opportunities for growth and development. While it's hard to predict what social media will look like in the future or how personal branding will benefit from it, it’s likely that with new technologies, both will evolve and expand, offering fresh opportunities for anyone mindful of their online image and identity (Labreque et al., 2011). If the personal branding presented is relevant and engaging, it can provide significant advantages in securing job or career opportunities.

Furthermore, personal branding in the modern era is seen as a strategic necessity rather than just a trend. In an increasingly competitive world, strong personal branding allows individuals to highlight their uniqueness, build trust, and strengthen their position in a specific field. However, there’s another perspective that views personal branding as a forced trend, especially when it’s done without a clear purpose or fails to reflect one’s true personality.

Previous research has extensively studied personal branding, particularly in the context of social media and the digital era. Afrilia (2018), in her study Personal Branding Remaja di Era Digital, explained that teenagers use social media to build a positive self-image. Their main motivations include seeking social recognition, boosting self-confidence, and creating job opportunities. In the context of fresh graduates, Rachmawati (2022), in her study Pandangan Generasi Z Mengenai Performance Diri, revealed that Gen Z utilizes digital platforms to showcase their skills and experiences. This is done to capture the attention of recruiters amidst the increasingly competitive landscape of the digital era.

In addition, other studies have highlighted the strategies and supporting factors for personal branding. Setiawan (2018), in his research Strategi Membangun Personal Branding Dalam Meningkatkan Performance Diri, argued that personal branding can serve as a strategic tool to create a positive image, improve individual performance, and effectively utilize social media. Anggarini (2021), in her study Faktor-Faktor yang Mempengaruhi Personal Branding Dalam Membangun Citra dan Popularitas dalam Media Sosial, emphasized the importance of authenticity, consistency, and appropriate content in shaping a positive self-image. Meanwhile, Franzia (2018), in Personal Branding Melalui Media Sosial, demonstrated that social media can be a powerful tool for building reputation, creating career opportunities, and strengthening personal image. These studies show that personal branding is not just a trend but a strategic element that supports personal development and professional success.

Personal branding has become increasingly popular in the digital era due to the rise of social media and the need to stand out in a competitive environment. Platforms like Instagram, LinkedIn, TikTok, and Twitter offer individuals the opportunity to showcase their strengths, uniqueness, and values to a broad audience. With features like stories and reels, people can present their identities in engaging and creative ways. Digitalization has also made personal branding more relevant, as a digital footprint now serves as the first impression for recruiters, colleagues, or business partners. By building a strong online image, individuals can shape public perception and enhance both professional and personal opportunities (Pertiwi & Irwansyah, 2020; Anggarini & Kunci, 2021).

Personal branding is sometimes seen as a trend aimed solely at gaining attention or being noticed by others. This perspective often arises because many individuals build their image on social media just to gain recognition or popularity, without considering long-term goals. In some cases, personal branding is perceived as merely a way to showcase a lifestyle or personal achievements that appear impressive, without focusing on the consistency and values underlying that image. This can create the impression that personal branding is more about external appearances and online influence rather than developing an authentic identity aligned with career or personal life goals.

Personal branding is often referred to as self-presentation, where individuals build an image and introduce their identity to the public to be more recognizable. Personal branding is essentially the process through which individuals shape others’ perceptions of their identity by highlighting their skills, personality, and unique characteristics. According to previous research by Rachmawati (2022), some respondents stated that personal branding makes it easier to recognize someone, especially in the context of the workplace. This perspective reinforces the idea that personal branding is not just a trend but a necessity that can assist individuals in various aspects of life.

In the modern era, personal branding is not just about being recognized by the public. Increasing awareness of the importance of digital identity has led many individuals to use social media as a platform to build a positive self-image. With the right approach, personal branding can be a powerful tool to open new opportunities and stand out in today’s competitive environment (Yusanda et al., 2021). Individuals can strengthen their identity, build positive values, and pursue their goals through personal branding. By creating a good image, individuals can feel more confident in expressing themselves and presenting their best selves. This fosters a positive view and adds value to an individual.

On the other hand, in an increasingly competitive job market, personal branding plays a crucial role in helping individuals find and secure jobs. According to Anggarini (2021), personal branding has become a key aspect for applicants when searching for employment. With limited job positions and an increasing number of applicants with similar qualifications, a strong personal branding presence can be a significant differentiator. Individuals with strong personal branding can significantly increase their chances and ease their placement in a position.

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.

References

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Franzia, E. (2018, March). Personal Branding Melalui Media Sosial. In Prosiding Seminar Nasional Pakar (pp. 15-20).

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