Необходимостта от изграждане на личен бранд в социалните мрежи за израстването на творците
The need to develop a personal brand on social media for the growth of creative individuals

Summary/Abstract: In the digital environment, creators can no longer rely on the image of the isolated genius, because business and art operate through similar mechanisms: PR, social networks, advertising, and active positioning. Creativity, traditionally associated with art, is now a key resource for business as well, highlighting the deep connection between the two spheres. The history of the term „entrepreneur“ – from early French sources, through Say, to its appearance in Bulgarian literature in the works of Vazov and Aleko – shows that entrepreneurial activity inherently contains a creative element. „Personal branding“ means building recognition and trust, and social media marketing means presenting creativity and forming sustainable communities. After Covid-19, consumers are looking for a „human face“ in brands – a quality inherent in art. New business practices such as SEO, email marketing, content, and video content are fully applicable to creative work. Thus personal branding is establishing itself as a necessary prerequisite for the development of the contemporary artist: clear value, consistent presence, unique advantage, and active engagement.

• Details
• Contents