Kimono Mom’s Strategy to Build Personal Branding in YouTube Video Content

The digital era encouraged individuals to express themselves through creative content published on social media. The development of the creative industry urged content creators to form distinctive and unique personal branding to compete with others. Personal branding is an individual's effort to provide a certain image in society. Kimono Mom is a Japanese content creator who has shown self-image as an ideal housewife through cooking and parenting video on YouTube. This study obtained primary data from video content and secondary data from publications containing interviews with Kimono Mom. Methods that are used to analyze strategy of the personal branding are content analysis and literature review. Based on the research results, the personal branding built by Kimono Mom through her contents fulfilled 7 of the 8 laws of Peter Montoya's personal branding theory: Specialization, Personality, Distinctiveness, Visibility, Unity, Persistence, and Goodwill. The prominent characteristic of Kimono Mom's branding is the Law of Goodwill as proven by the benefits given to the viewers