Branding strategy finds its way into Istat's sphere: a calculated image is crucial
In the digital age, personal branding has become a significant trend in Italy, with nearly half (46.8%) of Italians making online purchases in the last year, showing a significant increase from 2023. This shift towards digital consumption is reflective of the growing importance of personal branding in the country.
Gianluca Lo Stimolo, Italy's leading personal branding expert, attributes the rise of personal branding to the spread of social networks. Lo Stimolo reiterates that in the competitive market, reputation is the main differentiating factor, making personal branding essential.
Marcello Albergo, an expert in Italy for personal branding and author of the book “NOMEA – The Code of Fame,” has become the leading expert in the field of personality branding in Italy. Investing in personal branding is now considered a standard budget line, on par with education and technology.
Professionals are not just seeking visibility, but are aiming to build a trust ecosystem around their name, focusing on digital channels, message consistency, and communicating personal and corporate values. Every detail in a personal branding strategy becomes crucial in the quest for recognition.
Italians are treating their image as a strategic asset, measuring its return in professional and relational opportunities. Micro-influencers, individuals with a smaller but dedicated following, have the potential to play a significant role in revitalizing traditional media. These micro-influencers who invest in growing their authority could revitalize traditional media, making them spaces for qualified credibility and visibility again.
The trend of personal branding continues to grow, with more and more individuals recognizing its importance. The Italian creator economy, which includes personal branding, is worth over 4 billion euros and generates over 18,000 jobs. This growth is mirrored globally, with the personal growth market, which includes coaching and soft skills training, worth over $48 billion.
In 2025, over a quarter (27.5%) of Italians online have participated in digital training activities. The expenses related to personal branding, such as professional photographic and video shoots, public speaking courses, social media management, and micro-advertising campaigns, are now affordable for professionals, freelancers, and young people.
The rise of artificial intelligence is making content increasingly homogeneous and standardized, emphasizing the importance of a strong and authentic personal brand. Even in the United States, 2 out of 3 Gen Zers consider having a personal brand essential. Personal branding is no longer a luxury, but a planned investment for many Italians.
In conclusion, personal branding is transforming the Italian landscape, with individuals recognizing the value of their image as a strategic asset. The trend is expected to continue as more and more Italians invest in their personal brand, seeking visibility, trust, and credibility in the digital age.
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