Ilse Struweg, Nicole Cunningham
Abstract
This study examines alumni reflections on personal branding development after completing a university personal branding assignment during their BCom Honours in Marketing Management. Using a qualitative grounded theory approach, the experiences of nine alumni were analysed to understand how personal branding develops as a lived experience and impacts professional identity formation. The findings identify personal branding as a complex, five-stage process of authentic professional identity development rather than just strategic impression management. The Authentic Professional Identity Development (APID) model shows that sustainable professional success comes from integrating personal authenticity with professional impact. Results challenge existing frameworks by demonstrating that effective personal branding depends on authentic integration rather than strategic impression management and competitiveness. This research presents an initial, process-oriented theory of personal branding development, building on Social Cognitive Career Theory and rethinking Self-Presentation Theory. Implications include curriculum design suggestions that focus on process-based approaches, confidence-building strategies, and authentic integration methods for higher education institutions and career development professionals.