PERSONAL BRANDING OF INSTAGRAM SELEBGRAM @RIANIOND THROUGH SOCIAL MEDIA

Abstrak

 Instagram has become the primary platform for individuals to build their personal brands
through visual communication and digital interaction. Through consistent fashion content and a
distinctive visual identity, Rian Iond has successfully established himself as a male fashion influencer
specializing in the “quiet luxury minimalist” niche. This study aims to analyze how Rian Iond shapes
his personal brand on Instagram based on Peter Montoya’s concept of “The Eight Laws of Personal
Branding.” The study employs a postpositivist paradigm using a case study method and a qualitative
approach. Data were collected through semi-structured interviews, non-participant observation of the
Instagram account @rianiond, and digital documentation, and were subsequently validated using source
triangulation. The results indicate that Rian Iond’s personal branding is strategically built through a
consistent visual identity, with “The Law of Distinctiveness” as the most dominant element. This study
concludes that visual differentiation and aesthetic consistency are the primary factors in shaping men’s
fashion personal branding on Instagram.