Formation of a Personal Brand in the Digital Environment as a Strategic Resource for Business Development

The article examines the theoretical and practical aspects of personal brand formation in the digital environment as a strategic resource for business development. It analyzes the evolution of the concept of a personal brand, the mechanisms of digital identity, and the role of social media algorithms in the process of reputational positioning. The significance of media representation, digital authenticity, and positioning tools in enhancing audience trust and loyalty is emphasized. Particular attention is paid to the integration of personal branding into corporate communication strategies and its impact on the marketing, reputational, and financial performance of a company. The study concludes that a personal brand in the digital environment functions not only as a tool of self-presentation but also as a sustainable strategic asset of a modern organization.