FORMATION OF A «ROADMAP» OF A PERSONAL BRAND AS AN ELEMENT OF PERSONAL MARKETING

The roadmap is a strategic document that defines the goal and the desired result, and includes the main stages necessary to achieve the planned indicators. This document contains the problems and tasks that need to be solved, the necessary actions, options for developments and the main features of the product strategy [1].

Thus, the roadmap presented in the article is intended for specialists, experts or managers who form a personal brand with the help of personal marketing tools. Note that the roadmap will be relevant for marketing directors in companies providing professional services in education, medicine and finance, which face the task of making the brand of the organization and employees more visible and competitive.

The foundation for building a personal brand and building a roadmap is having genuine expertise in their field. Thus, the subject of personal marketing must have expert knowledge in their field.

A personal brand is a combination of a person's recognition and reputation among his or her clients and peers. Personal marketing or branding is a program of activities designed to increase a person's recognition and reputation. As the object of branding becomes better known and respected, it becomes more influential and more attractive in terms of financial valuation.

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