Concept of Advertising Yourself

In my work as a lecturer and consultant, I often meet new entrepreneurs or professionals who trash their credibility by making statements like, "My marketing strategy is to advertise online."

Misunderstanding and mixing the concepts of marketing,advertising and often branding as well, will make any entrepreneur look inexperienced and can give observant clients a reason to question your ability.

Understanding marketing, advertising and branding is not that difficult. Peter Gasca, startup consultant, explains these concepts considering a human being as a product to be marketed. This can thus be simple guideline to "Brand Yourself"; keeping in mind the renowned principles of Management.

Marketing

Marketing is the message that your business gives to others. 

You control how people perceive you by controlling what you present to the world. It is your first and ongoing impression.

For instance, 'the way you dress'. 

What you choose to wear in the morning is a reflection of how you want others to view and judge you throughout the day. Yes, you have to be presentable when you go for a job. But you need not worry much if you are going for groceries.

Advertising

Advertising is the message about your business that others are receiving -- again and again and again. 

It deals with when and where of the propagation of the message that you pass. Each human mind understands the concept with respective situation. Thus to target people in your desirable state of mind you have to consider where and when to declare the message.

Wearing cargo pants while going for groceries will not be as wired as wearing them to work. Similarly usage of slang may seem cool in college but that charm hardly works among the relatives..! Knowledge of where and when is the world of advertising.

Branding

Branding is the message that you receive from others. 

Branding is the happiness and value proposition people put on you. Good reviews, the willingness to pay attention to your opinions, vision, interpretation and the general goodwill; in short, the exceptional value that you create for people is your brand. You can guide your branding proposition with a well planned marketing strategy and a well executed advertising strategy, but ultimately your brand is controlled by your consumers.

A guy wearing cargo pants in a Grocery store is perceived as 'responsible'; may seem 'careless' while going to work, if observed in same attire. Picking up any instance, to build an impression about you, is solely in hands of the observer. 

Thus, Personal Branding is a slow but ever evolving process of creating your worth in the Society.