THE CONTRIBUTION OF GESTURES TO PERSONAL BRANDING

Abstract

A form of (self-)promotion but also an authentic strategic choice, the personal brand has become a topical preoccupation of marketing specialists. Personal branding or self-marketing represents an innovative concept that associates the efficiency of personal development with the effectiveness of communication and marketing techniques adapted to the individual and that comprises the entire collection of techniques allowing the identification and promotion of the self/individual. The main objective is a clear communication with regard to personal identity, no matter by means of which method, so that it gives uniqueness and offers a competitive advantage. Although online promotion is increasingly gaining ground for the creation of a personal brand, an individual’s verbal and nonverbal behaviour represent very important differentiating elements. Starting from the premise that gestures often complement, anticipate, substitute or contradict the verbal, we will endeavour to highlight a number of significations that can be attributed to the various body movements and that can successfully contribute to the creation of a powerful personal brand.