Self-branding
“Self-branding is primarily a series of marketing strategies applied to the individual” (166). In other words, this is the idea of creating a specific identity for oneself and promoting it in a way that catches the attention of others, specifically potential employers. It is about creating an image and making yourself a “salable commodity” (166). Someone who aims to self-brand will need to find something that they identify with, are exceptionally good or talented at, and / or aim to be known for. Someone’s self-brand needs to separate them from the rest of the competition in order for the self-brand to be considered successful. The point of self-branding is for outside individuals to associate you with your specific identity any time they hear or see something about it. This person will focus in on that on identity in order to make it big, make it clear, and make it noticed. Self-branding is a marketing technique that takes time, dedication, and a creative outlook. Self-branding can also be known as personal branding.
Self-branding is increasingly seen as an “essential Web 2.0 strategy”, and has become an established part of today’s business models in order to address common problems associated with business failure (164). Social media and other online media platforms such as YouTube play a large role in an individual’s construction of their “brand”. The digital log of information makes it possible for individuals to communicate their “brand” to others (185-7).
Self-branding sometimes can be seen as “inherently contradictory” because it aims to have the person seen as authentic, or relatable and real while they are also trying to sell themselves in a promotional way that be can seen a trickery or false advertisement (167). This contradiction demands a clarification between “self-branding” and one’s actual self; self-branding is a technique one uses to market themselves to a specific audience, and not a reflection of their true identity (199).
Self-branding in order to be successful relies on a person's ability to interact with others on a daily basis, as well as make connections. There is no one specific way in which a person should follow in order to self brand themselves. It depends on the daily interactions you encounter as well as the way people relate to you and or whether they are interested or not in what you are selling. Self-branding although it relies a lot on the internet and social media, it does not solely rely on the internet. Meeting people face to face is also important for your self branding campaign.
Works Cited
Marwick, Alice E. Status Update: Celebrity, Publicity, and Branding in the Social Media Age. London: Yale UP, 2013. Print.
