Personal Brands as the New Business Model: How Experts, Coaches, and Freelancers Can Leverage Social Media to Grow

Ekaterina Kobzeva

Citation: Ekaterina Kobzeva, "Personal Brands as the New Business Model: How Experts, Coaches, and Freelancers Can Leverage Social Media to Grow", Universal Library of Innovative Research and Studies, Volume 02, Issue 01.

Copyright: This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

This article examines the transformation of marketing strategies in the context of the digital economy, where the personal brand of a CEO has emerged as a key tool for building trust-based relationships with the audience. The evolution of the personal branding concept is analyzed, tracing its development from historical examples to contemporary digital practices that are prevalent today. Special attention is given to the significant role of social media platforms in shaping a leader’s image and reputation, as well as the various functions that personal branding serves within a company’s overall marketing strategy. Additionally, the article discusses the associated risks and challenges that come with cultivating a personal brand in an increasingly connected world. Through detailed case studies of prominent figures such as MrBeast, Emma Chamberlain, and Chris Brooker, various models of monetization and scaling personal brands are explored in both global and local contexts. These examples illustrate how different strategies can be employed to enhance visibility and engagement. The conclusion drawn is that in an era characterized by rapid digitalization, a CEO’s personal brand transforms from being merely an optional element into a strategic asset that is capable of defining a business’s competitive advantages and fostering long-term success. This shift underscores the importance of effective personal branding in today’s marketplace.


Keywords: CEO Marketing, Content Monetization, Digital Strategies, Personal Brand, Social Media.

Download doi https://doi.org/10.70315/uloap.ulirs.2025.0201009