ИСТИНА

Creating a personal brand is a tricky issue. With a global shift to “look-at-me” culture and Instagram-obsession, personal branding might be perceived as irrelevant and superficial for scientists and academicians. But personal branding is not about bragging but about clear and targeted communication, focused approach, and a Big Idea found and delivered in time. It’s both helpful and necessary to stand out when applying for a job or launching a new project. That a scientist might shape and cultivate a personal brand is a relatively new concept but one that is finding increasing acceptance in this new age of rapid communications and social media.