Personal Branding and Digital Marketing

Two hot topics, and that is a good reason to research them.

I am involved in doing just that, with a journal paper on Personal Branding with my co-author Bhagylakshmi, due soon, and a case on which I am working as a precursor to offering a course on Digital Marketing in the next academic year.

Personal branding is about how you as a person can become a brand that is polished and well-known, in a systematic manner- using all available media, including word-of-mouth, social media and any other mainstream media (of course, the last may be too expensive for most). Other avenues to build a brand could be to write books (assuming people will read these!), and becoming known as an expert in a given field. Red Adair was a guy known for his expertise in capping oil-well fires, for instance. So find out what you are good at, become an expert through honing your skills, and brand yourself accordingly.

Digital marketing is about using any digital media to advertise, promote or market your brand (personal or corporate). It may include organic and inorganic methods, including creating a buzz without paying for it, and paid advertising and marketing where you need a budget. In either case,  the likelihood of measuring the response is higher than for traditional media. Of course there is much more, but this is the gist of it. As preparation for teaching the course in the near future, I am on the lookout for stories about successes and failures in Digital Marketing. If you have some, email them to me at can disguise the names if you wish to protect identities.


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