Since I am writing my thesis, did I mention this once before?..he he.. I wanna let you know what the issues are I am tackling during the process.
The first one (some time ago now) was to clearly differentiate Self-marketing and Personal Branding. I started out by reading the book of Dan Schawbel about Personal Branding called “Me 2.0″, in this he gives a definition for Personal Branding:
“Personal branding describes the process by which individuals and entrepreneurs differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leverage it across platforms with a consistent message and image to achieve a specific goal. In this way, individuals can enhance their recognition as experts in their field, establish reputation and credibility, advance their careers, and build self-confidence.” p.4
Well, that’s a lot to digest. Let’s look at the definition of Self-marketing in contrast to that (the German Wikipedia supplies one):
“Self-marketing or Ego-Marketing are called all systematic and intentional approaches of commercialization / marketing oneself. This is realized by self-critically assigning all findings of Product and Service Marketing to the own persona.”
Since contrasting these two definitions not yet helped me much with the issue of seperating Personal Branding and Self-marketing conceptually, I went to the library again to find more definitions of these two and maybe a book contrasting them.. but besides more definitions, I couldn’t find any book assigning importance to outlining this connection in detail OR in general.
Then finally I came to the conclusion that I have to plainly simplify the whole problem. So I dropped the “Self” of Self-Marketing and the “Personal” of Personal Branding and just studied the connection of Marketing and Branding. Then it hit me! Damn.. it’s so easy and I won’t blame you if you knew it all the way.
I opened a book called Internet-Marketing by Dave et al Chaffey and looked at the schema of the marketing mix. Branding is included as one part of the elements product and communication, which makes total sense.
In one way does Self-Marketing help you line out an extensive marketing concept and on the other hand does personal branding as a part of the whole, as a special tool, help you to better differentiate yourself from the other “products” and go deeper when it comes to product definition and the communication of it’s benefits. Intensify.
I could go on deduce correlations from this, but I just wanted to give you an idea about the things I am working on. Because in my opinion it’s not only important to understand how business works and suggest effective marketing measures, it is equally important to keep the big picture in mind. Know where each measure belongs ….well, that’s just me.