Personal branding as an emotional communication tool

This research article is entitled “Relevance of personal branding as an emotional communication tool”. It is part of the Cuaderno del Centro de Estudios en Diseño y Comunicación number 188 of the Faculty of Design and Communication of the University of Palermo (Buenos Aires, Argentina).

The personal brand is the main asset of any professional. In a highly competitive environment at an individual level, finding an adequate positioning is full of complexities. Whether we want it or not, each and every one of us is a brand that must be cared for, built and evolve, adapting it to the circumstances of each moment and scenario.

Personal branding has become a first-class loudspeaker thanks to the numerous existing digital channels, an opportunity that we must maximize.

We can define personal branding as “the mark we leave on others, especially when we are not present”

Its conceptualization in English, personal brand, gives rise to the management process, which we will define as personal branding.

Precisely this concept, personal branding, which in Spanish we will refer to as personal brand management, originates from a relevant author such as Tom Peters. It was in 1997 when Peters developed a very interesting and innovative article in Fast Company magazine. Under the title “Toe Brand Called You”, the author projected the enormous importance of competing as individual brands at a professional level, in the so-called “era of the individual”.

The truth is that, whether we want to or not, we are obliged to defend our personal brand, since we are so by nature. In this sense, it is important to emphasize that no one but us is responsible for the fierce defense of the personal brand, since no one will ever force us to work for it. It is a lifelong responsibility that belongs only to us.

Photo credit: UP

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