The Strategy for Building Personal Brand Identity for Digital Marketing Communication: A Case Study of “Judy Jarukit”

Abstract

         This research aims to examine the process of personal brand identity construction of “Judy Jarukit” and to synthesize strategies for personal branding that can be applied to digital marketing communication. It is a qualitative study employing in-depth interviews with four key informants, together with document research based on digital media across four platforms, following the analytical framework of Scott (1990; 2006). The findings reveal that Judy’s personal brand identity construction process integrates authenticity, consistency, and distinct personality traits. These are communicated through image, tone of voice, and behavior, combined with cross-platform identity communication. From the total of over 1,545,800 followers across the four platforms, Instagram has the highest proportion at 41.15%, followed by TikTok at 26.38%, Facebook at 23.29%, and YouTube at 9.18%. The multiplatform communication strategy aims to establish coherence and continuity in the personal brand identity. Judy adopts three key strategies in personal branding: self-expression communication, creative content development, and differentiation.  Her primary positioning focuses on presenting joy, humor, and warmth creating a friendly, approachable, and sincere image. She designs platform-specific content that blends the ordinariness of daily life with special personal elements, positioning herself as a “friend” or “family member” to her audience. This approach fosters credibility and emotional closeness, resulting in a significant increase in follower engagement. Furthermore, the effective construction and communication of her personal identity have enabled Judy to expand her role as both a co-creator of digital content and a brand presenter for various companies. Ultimately, she has also succeeded in developing her own personal product brand.