Features of the Personal Branding of a Business Coach in Social Media

Business owners do not always have full knowledge for the successful existence and development of their business. In this case, they seek advice from specialists in certain areas who are able to assess the situation and implement business solutions. This study examines the phenomenon of personal brand as an asset of a business coach in the struggle for customer attention. Interviews with experts helped to deeply assess the importance of a personal brand for a business coach. It was analyzed how exactly business trainers are engaged in self-presentation in the media space, and using content analysis, the types of positioning in the Instagram social network were identified. An online survey yielded data showing audience perception of certain types of positioning. The practical significance lies in the use of the obtained data to improve the personal brand of a business coach and a successful existence on the Instagram platform and other social networks. The hypotheses advanced in this study were confirmed.