In the borderland between personal and corporate brands – the case of professional bloggers

Abstract

A common feature of studies in the fields of personal branding and self-marketing has been the use of a labour market setting as their point of departure. As a result, studies have identified several challenges in the borderland between personal brands and corporate brands. However, more knowledge is needed concerning personal branding in an entrepreneurial context. This article seeks to explain how personal brands materialise in a process in which individuals engage in entrepreneurial ventures over time. Studying three professional bloggers in Sweden, the paper shows how these individuals have all engaged in personal branding efforts and, over the years, have become entrepreneurs operating several business ventures. This article shows how personal branding efforts can generate competitive advantages for individuals undertaking entrepreneurial ventures. Furthermore, it argues why conditions for individuals to engage in personal branding might be more favourable in an entrepreneurial context than in a labour market setting.