Bunyamin Waris Personal Branding Strategy Through Instagram Account @Benysukasuka18 as a Landscape Photographer

Bunyamin Wari is an Indonesian landscape photographer who has been recognized by the world and has various achievements at the international level. His photos are often uploaded through Instagram social media named @benysukasuka18. To distinguish Bunyamin from other photographers, there is a need for strong personal branding. The purpose of this research is to find out the personal branding strategy used by Bunyamin Wari in his Instagram social media as a landscape photographer. This type of research is qualitative case study research and analyzes it using 8 concepts of personal branding formation according to Montoya. The theoretical framework in this research includes personal branding, the concept of personal branding formation, and Instagram as a personal branding media. The results of the research show that Bunyamin Wari always has a uniqueness in the photos he uploads on Instagram. Bunyamin uses angle, color tone selection, and dramatic impression in each photo. Bunyamin Wari also applies 8 concepts of personal branding according to Montoya. With this, Bunyamin succeeded in forming his personal branding as a landscape photographer on Instagram social media that is different from other photographers. Due to the strong personal branding that he has, his photo work can be recognized by others because of its uniqueness.