Identifying the Process of Personal Branding for Entrepreneurs

Personal branding is an emerging phenomenon in the field of marketing which has enjoyed considerable growth. Defined as set of traits that distinguishes the person from others and used to achieve goals and increase value for person's effort, personal branding has turned into a crucial skill for progress and is applied widely by prominent artists, athletes and increasing number of managers and politicians. Since many are turning to entrepreneurship to generate value for themselves and others and considering the critical role of personal branding for their success, this study seeks to identify the process of personal branding specifically for entrepreneurs. This study qualitative study deploys narrative research method. Data are collected via semi-structured interviews with entrepreneurs that possess successful personal brands in various contexts. The main phenomenon of the study which is the process of personal branding for entrepreneurs is discussed along causal conditions, contexts, intervening conditions and consequences.