Personal Brand as a Manifestation of Leadership in a Digital Society

• Main Author: Koliada Svitlana P.
• Format: Article
• Language: English
• Published: Research Centre of Industrial Problems of Development of NAS of Ukraine 2019-11-01
• Series: Bìznes Inform
• Subjects: personal brand; leadership; strategy; digital society; digitalization
• Online Access: https://www.business-inform.net/export_pdf/business-inform-2019-11_0-pages-401_406.pdf

The article is aimed at substantiating the need for conscious personal brand formation. The special importance of developing a personal brand is emphasized for those who want to prove themselves as a leader or expert. The importance of this phenomenon is stipulated by the rate of growth of the digitalization of economy and society in general. Personal brand is increasingly becoming the driving force that leads to significant changes in the economy, science, formation of modern views. The difference of the proposed research lies in the orientation of the use of a personal brand in the modern dimension, i.e., digital. The publication presents the paradoxical rule of digital society: People choose People. The most important components of personal brand are analyzed, at the same time the attention is focused on its contradictions and shortcomings. It is found out for what category it is important and why it can lead to a cognitive dissonance. The importance of developing leadership in a digital society through a personal brand is also emphasized in the «Economic Strategy of Ukraine 2030E». Considering Ukraine’s involvement in the third stage of digital revolution - which is the active development of social networks and messengers - the relevance of development of a personal brand is growing. The undeniable economic effect of comprehensive development and implementation of personality soft skills has been proved. The author allocates the aspects that prevent the systematic introduction of modern technologies in all spheres of activity of Ukrainian society. The result of the carried out research is the reasoning of target scenario for the development of Ukraine’s digital economy with support of the concept of lifelong learning as the basis for a substantial personal brand and providing skills and competencies for the rapid adapting to new social processes.