Personal Branding - A Strategic Communication Instrument for Freelancers

AuthorLupsa-Tataru D. A.
PositionTransilvania University of Brasov
Pages15-20
Bulletin of the Transilvania University of Braşov
Series V: Economic Sciences Vol. 12 (61) No. 2 - 2019
https://doi.org/10.31926/but.es.2019.12.61.2.2
PERSONAL BRANDING - A STRATEGIC
COMMUNICATION INSTRUMENT
FOR FREELANCERS
Dana Adriana LUPȘA-TĂTARU1
Abstract: The paper presents the main findings regarding the role of
personal branding as a strategic instrument for the development of small
businesses, especially of those led by women, taking into account the growth
of services sectors where women are managers or owners and also the
development of female entrepreneurship within Europe and Romania. The
main results show that, even though the role of small businesses is well
known as an economic growth factor, and that women conduct mainly such
businesses within service sectors, personal branding is far from being seen as
a strategic instrument for business development.
Key-words: women, small business, freelancers, personal branding
1. Introduction
Within an economy dominated by competition and extreme changes in technology
and communication, every professional, small business owner, freelancer or even
student has to create a good reputation and a management of professional presentation
in order to achieve financial objectives and professional recognition.
According to al l the scientific papers related to the topic of freelancers and women
written in the last few years – very few we may say, the subject of personal branding is
not one of interest for researchers, being seldom used by freelancers and sm all
entrepreneurs. Even though there are many examples of great entrepreneurs that made
a fortune out of t heir names, even women entrepreneurs, there are very few lessons
learned from all of their journeys.
If we talk about the public interest regarding this topic, one may find over 182000
results, but as we refer to academic papers, there are only about 100. This shows that
the subject is highly approached by professionals and rarely by researchers, even though
there are many ways in which personal branding may help a business and a freelancer
evolve and obtain greater financial results.
1 Transilvania University of Braşov, lupsad@unitbv.ro

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