A Personal Brand at the Price of a Gap: A Market Study of Services
Only 11% systematically develop a personal brand, almost 80% have missed opportunities due to low visibility, and the gap in service prices reaches tenfold, a study by Newsroom and It Makes Sense showed.
Professional personal brand support costs 150–500 thousand rubles per month, while clients are willing to pay 50–150 thousand rubles per year — a tenfold gap. These are the findings of a joint study by the agencies Newsroom and It Makes Sense, which involved 457 respondents and 15 experts from in-depth interviews.
Who actually needs a personal brand?
The study refutes the claim that everyone needs a personal brand. Three quarters of the experts surveyed believe that the necessity depends on one's goals. The key condition is a combination of a business objective, substantive expertise, and the ability to back it up with results.
The authors specifically emphasize that visibility without a clear purpose quickly becomes a waste of time and energy. Working on a brand starts not with a content plan and choosing platforms, but with the question "why."
Many want it — few act
Only 11% of respondents systematically work on developing their personal brand. At the same time, almost 80% admit that they have already missed professional opportunities due to insufficient visibility.
Lack of time is not always the main problem:
- about 35% of those who want to start are afraid of how others will perceive them;
- 27% did name lack of time as the main problem.
The study also records a positive correlation: people who can clearly explain their expertise engage in public activity three times more often.
Why is the services market stalling?
There is demand for professional help, but the economics of services do not match it. 62% of respondents want specific help — consultations, support, or outsourcing. However, specialists' prices and clients' expected budgets differ by an order of magnitude: hundreds of thousands of rubles per month versus tens of thousands per year.
The study's authors suggest that AI assistants could close part of the gap. The figures confirm this:
- 83% of respondents already use neural networks when creating content;
- among market experts, 100% of participants use AI.
Study methodology: a survey of 457 respondents and 15 in-depth interviews with experts and people who are already developing a personal brand or are just starting to do so.
Source: AdIndex
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