SERVICES FOR PERSONAL BRANDING REPRESENTATION AND SOCIAL INTERACTION OF GRAPHIC DESIGNERS

Abstract

The aim of this article is to analyze the thematic focus and functional capabilities of social networks in the context of a graphic designer’s professional activities. The study examines both general-purpose social networks (such as Instagram, Facebook, and others) and specialized platforms (UpWork, Behance, Fiverr). It explores the functional possibilities of each social network in comparison with how designers actually use these services in their professional work. The author highlights the importance of the concept of «personal branding» as a crucial element in a graphic designer’s career, noting that insufficient attention to this aspect can slow down career growth and hinder further professional development. In this context, the ability to present oneself, market oneself as a specialist, integrate technical innovations into one’s work, and utilize all available means to maintain visibility are new realities that ensure a graphic designer’s competitiveness in the market. The article includes an analysis of theoretical works by domestic and foreign authors, which indicates that the use of social networks in the context of a graphic designer’s professional activities and the formation of their personal brand has not received sufficient attention. The existing information is mostly scattered across various fields of study, including sociology, marketing, psychology, and social marketing. The presence of a graphic designer on social networks, with the aim of forming a personal brand and enhancing professional activities, has not been adequately addressed, highlighting the need for further structured research in this area. The study identifies a range of needs that a graphic designer seeks to fulfill in their work: essential needs (which enable professional activity) and additional needs (which contribute to the growth of one’s expertise and influence over others). These needs are compared with an analysis of social networks and their ability to meet them, with the goal of identifying the social networks that offer the greatest benefits for positioning, promoting, and building a graphic designer’s personal brand.