Personal Branding – A Strategic Communication Instrument for Freelancers

Abstract

The paper presents the main findings regarding the role of personal branding as a strategic instrument for the development of small businesses, especially those led by women, taking into account the growth of services sectors where women are managers or owners and also the development of female entrepreneurship within Europe and Romania. The main results show that even though the role of small businesses is well known as an economic growth factor, and that women conduct mainly such businesses within service sectors, personal branding is far from being seen as a strategic instrument for business development.