Gilang Herlambang’s Personal Branding in the Campus Police Content
Personal Branding Gilang Herlambang dalam Konten Polisi Kampus
DOI:
https://doi.org/10.21070/ups.11437Keywords:
personal branding, Instagram, Content creator, Gilang Herlambang, Peter MontoyaAbstract
The development of social media has encouraged content creators to build personal branding in digital spaces. This study analyzes the personal branding of Gilang Herlambang through his “Campus Police” content on Instagram based on Peter Montoya’s eight concepts of personal branding: specialization, leadership, personality, distinctiveness, visibility, unity, consistency, and goodwill. This study employs a descriptive qualitative method by observing content, captions, and audience interactions on the @gilang.her Instagram account. The findings indicate that Gilang has successfully established a strong personal brand through the “Campus Police” character, which is unique, humorous, consistent, and educational. These findings demonstrate that social media can serve as an effective medium for developing authentic and sustainable personal branding.
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