POSITIONING AS A BASIS OF COMMUNICATION AND PROMOTION OF A PERSONAL BRAND

The article discusses topical issues of personal brand positioning and the basics of communication through it. Everyone has a professional brand, whether it is an elaborate expression of who they want to be or just the impression they make on others. The brand communicates the value of a person and provides guidelines for personal learning and development. A brand that identifies and distinguishes a person's best qualities is essential to achieving career goals — and to showcase their accomplishments to potential employers and current colleagues alike. The purpose of this study was to summarize the methodological and practical aspects of the process of creating the correct positioning of a personal brand, both in personal and professional spheres. Based on the information obtained from scientific sources, the effectiveness of each approach was assessed using the method of observation, comparative analysis and abstraction. Various options for defining a personal brand as an effective management tool and a key intangible asset were also considered. Additionally, key elements of a personal brand have been identified that include authenticity, a clear value proposition, history, experience, consistency, visibility and connections. In this regard, the article isolated the need to identify 5 different strategies that underlie the correct positioning in the market, among which the classic strategy, differentiation strategy, audience strategy, execution strategy and ability strategy are highlighted. The analysis also examined various social networks that can be used in promoting a personal brand. It was revealed that a personal brand is not static — it must develop throughout life. Since most people develop new skills and play different professional roles, they will have to rebrand several times. To better outline the basics of positioning, three main steps have been outlined to help position your personal brand, which are also used in traditional product marketing.