In the borderland between personal and corporate brands – the case of professional bloggers
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A common feature of studies in the fields of personal branding and self-marketing hasbeen the use of a labour market setting as their point of departure. As a result, studieshave identified several challenges in the borderland between personal brands andcorporate brands. However, more knowledge is needed concerning personal brandingin an entrepreneurial context. This article seeks to explain how personal brandsmaterialise in a process in which individuals engage in entrepreneurial ventures overtime. Studying three professional bloggers in Sweden, the paper shows how theseindividuals have all engaged in personal branding efforts and, over the years, havebecome entrepreneurs operating several business ventures. This article shows howpersonal branding efforts can generate competitive advantages for individualsundertaking entrepreneurial ventures. Furthermore, it argues why conditions forindividuals to engage in personal branding might be more favourable in anentrepreneurial context than in a labour market setting.
Abstract
A common feature of studies in the fields of personal branding and self-marketing hasbeen the use of a labour market setting as their point of departure. As a result, studieshave identified several challenges in the borderland between personal brands andcorporate brands. However, more knowledge is needed concerning personal brandingin an entrepreneurial context. This article seeks to explain how personal brandsmaterialise in a process in which individuals engage in entrepreneurial ventures overtime. Studying three professional bloggers in Sweden, the paper shows how theseindividuals have all engaged in personal branding efforts and, over the years, havebecome entrepreneurs operating several business ventures. This article shows howpersonal branding efforts can generate competitive advantages for individualsundertaking entrepreneurial ventures. Furthermore, it argues why conditions forindividuals to engage in personal branding might be more favourable in anentrepreneurial context than in a labour market setting.
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