Personal Branding in Uncle Roger's YouTube Content on Channel @mrnigelng

Abstract

Personal branding is one of the tools used in public relations (PR), where almost every individual carries out the activity through the internet media. Personal branding activities can be done in the form of food vlogging through a social media platform, YouTube, which is also often used by many influencers. Uncle Roger is one of the characters that appear on the YouTube channel @mrnigelng, created by Nigel Ng. By analyzing Uncle Roger's personal branding by Peter Montoya, namely The Eight Laws of Personal Branding, which consists of specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill on the YouTube channel @mrnigelng. The research method used is content analysis with a descriptive quantitative approach that analyzes what personal branding is in Uncle Roger's video content on the YouTube channel @mrnigelng from January to December 2024. Based on the results of personal branding by Peter Montoya, there are the most common appearances in video content namely unity (57.1%), difference (43.8%), and good name (38.7%). These three laws of personal branding strengthen the image of Uncle Roger's character on his YouTube channel, @mrnigelng.