Um profissional liberal enquanto marca: construção de um plano de branding

Abstract

This paper proposes a constuction and management brand plan for independent professionals. Thus, it sought to understand the brand role in marketing strategies and the branding process development nowadays. At first, were analysed successful cases of independent professionals who are already developing their brands, resulting in a categorization of these into three diferent positioning: product; channel and aggregator. The brand plan conception to independent professional starts from Andrea Semprini’s presuppotions, who understand the brands as an eminently semiotic instance which is based on a project and its manifestations, which, in turn, generate their identity. In addition, the business modeling concepts of Osterwalder and Pigneur. Lastly, reflections about the peculiarities and specificities found in the construction of a branding plan for independent professional are shown, like ethical issues in each professional, the diference between public image and personal life, integrated communication and content production.