Personal Branding in the Digital Era

Personal Branding in the Digital Era

The impact of technology, specifically the Internet, on individuals and organizations is a widely studied topic. For business organizations, the Internet has significantly revolutionized key functions such as strategic planning, marketing, and communication (Mazurek & Tkaczyk, 2016). In the digital era, it has been realized that individuals and organizations alike need to be keener on how they brand themselves. According to Mazurek and Tkaczyk (2016, p.13), the digital world “changes the way we perceive brands in general and the way we build them”. This suggests that as compared to the pre-digital era, the digital era calls for persons to have strong, specific personal brands.

The above statement is true for a number of reasons. For example, most employers in the digital era tend to rely on social media for learning more about job applicants (Castrillon, 2019). For this reason, a strong, specific personal brand helps to enhance chances of securing employment. Secondly, the digital era is one in which the number of businesses being transacted online is far much greater than during the pre-digital times. Consequently, maintaining a strong, specific personal brand helps entities to sell themselves out to potential clients.

Branding plays an invaluable in creating and strengthening one’s professional as well as personal identity. By definition, branding refers to “the strategic process of building a positive set of experiences for the people who need to know about you” (Chritton, 2014 p.25). This is to say that branding creates a personal and professional identity that speaks about him/her to the people around. This also highlights the relevance of branding when launching a job search: a personal brand showcases a jobseeker’s skills, qualities, competencies, and unique abilities.


Castrillon, C. (2019). Why personal branding is more important than ever. Forbes.

Chritton, S. (2014). Personal Branding For Dummies. John Wiley & Sons.

Mazurek, G. & Tkaczyk, J. (2016). The impact of the digital world on management and marketing. Warsaw: Poltext.

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