self-branding

From self- +‎ branding.

self-branding (uncountable)

1. The process of developing one's brand.
   • 2018 September 18, Rebecca Lewis, “Alternative Influence: Broadcasting the Reactionary Right on YouTube”, in Data & Society‎^[1]:

     They engage in self-branding techniques that present traditional, white, male-dominated values as desirable and aspirational.