Features of using advertising tools in the process of personal brand building

Abstract

Abstract: The purpose of this study is to identify the specific features of using advertising tools in the deliberate process of personal brand building in the digital environment, to systematize key approaches to personal branding, and to substantiate effective personal brand promotion strategies based on contemporary advertising technologies. The study employs systematic analysis of domestic and international scholarly literature published between 2011 and 2025, comparative and typological methods for classifying advertising tools and personal branding strategies, and synthesis methods for formulating practical recommendations. The empirical base consists of the analysis of 15 academic publications from leading international journals in marketing, branding, and digital communications. It has been established that a personal brand is a strategic asset of an individual, formed on the basis of unique values, competencies, and a purposeful communication strategy. The role of digital advertising tools — content marketing, targeted social media advertising, search engine optimization, and video advertising — in the process of forming a recognizable personal brand has been defined. It is demonstrated that authenticity is a system-forming factor in the effectiveness of all forms of personal brand promotion: consumers and recruiters significantly rate brands based on genuine self-expression higher compared to overly polished images. It is revealed that Personal Brand Equity includes three dimensions: recognition, differentiation, and appeal, each requiring specific advertising tools for targeted development. Effective personal brand building requires an integrated advertising approach that combines strategic positioning, platform-oriented content, and systematic performance analytics. The key success factors are message consistency across all channels, balance between self-promotion and authenticity, and adaptability of the strategy to dynamic changes in the digital environment.