Análisis de “marca personal” de la influenciadora colombiana ‘Epa Colombia’, coherencia entre su propósito como marca y el imaginario colectivo.

Abstract

The process of change from the analog to the digital era has brought a systemic crisis, which has reshaped the psychological, philosophical, educational, economic, ecological, labor, professional, communicational, and even interpersonal relationships and all systems and subsystems that make up the established social order. This unstoppable virtual boom not only transformed reality but also extrapolated it, migrated it to an online universe that is to say to multimedia, hence the importance and necessity of personal branding to adapt and emerge in this new era, because "the university degree was to the twentieth century what personal branding is to the twenty-first century" (Vilaseca, 2019). Now, what is personal branding? "personal branding links your personality, your passion and your talent with a value proposition for a given niche, making it clear what exactly differentiates you from others" (Peters, 2019). The personal brand is the essence that manages to make unique and significant any type of proposal, of any type of entity, building it under fundamental communication criteria becomes necessary for the success of the organization. And then, the personal brand comes from the English "personal brand"; it is the perception that people who know us have of us. It is what the people we relate to think and say about who we are. And ultimately, the imprint we leave on others when we interact with them (Vilaseca, 2019). For such reasons in this expository essay a fact, its results and conclusions with respect to the aforementioned criteria are presented, for this the personal brand of the Colombian influencer

"Epa Colombia" will be used as an example to define the relevance of determining communication processes to create, substantiate and strengthen a personal brand. "Epa Colombia" throughout its placement in the social networks scenario has been in the construction of its collective imaginary, an action that defines in many ways the objective of a personal brand, although it is recognized that the digital era has brought with it a series of restructuring in social sectors. Recognizing value criteria to create a personal brand allows it to be part of this era with an insurmountable sense. In the body of this essay we will analyze and expose the pillars that in communication make up a set of elements that give meaning to corporate dynamics. We will work on the positions that "Epa Colombia" has adopted throughout her career as an influencer and businesswoman in the cosmetics sector and how these attributes have been related to the different elements that make up corporate communication. Given that consolidating a personal brand involves a series of tasks necessary to establish a staging that transcends to external sectors.