Management of Imagemaking Technologies for Personal Brand Building on Social Media

The article explores the relevance and key aspects of managing imagemaking technologies to create a strong personal brand in the digital environment. In conditions where human capital becomes a unique competitive resource, the purposeful formation of an image and the creation of a ‘human brand’ are of paramount importance. The essence of the ‘personal brand’ concept is revealed as an intangible asset based on unique qualities, professionalism, and their public demonstration, in contrast to an image, which is a purposefully formed representation. The purpose of the research is to theoretically substantiate and systematize imagemaking technologies for personal brand building on social media, as well as to identify effective tools for their management and monetization.
The multi-component structure of an individual’s image is systematized, including the habitus (visual), kinetic, verbal, environmental, mental, and objectified elements. A universal four-stage algorithm for building a personal brand is analyzed in detail: 1) diagnostics and goal setting; 2) strategy development and selection of communication channels; 3) content creation and distribution;
4) audience interaction and analytics. The role of digital technologies, such as Big Data analysis and artificial intelligence-based tools, in modern imagemaking is highlighted.
The application of imagemaking technologies in various fields is considered: in HR management for shaping the employer brand, in marketing for building brand trust through social media, and in political communications for creating a leader’s image. Special attention is paid to practical tools for monetizing a personal brand on social media, which are grouped into four areas: direct payments from platforms, selling one’s own products and services, collaboration with other brands, and direct financial support from the audience. Case studies are provided to illustrate the conversion of media capital into financial, political, and social influence. The importance of authenticity and ethical standards for building long-term trusting relationships with the audience as the foundation of a successful brand is substantiated.