Your personal brand: Marketoon of the Week

What’s the right way to use LinkedIn?

In the latest Marketoonist, personal branding meets the digital age on LinkedIn.

Fishburne’s take: Tom Peters ushered in the age of personal branding with a 1997 cover story in Fast Company titled “The Brand Called You.” This was a liberating shift in thinking at the time.  I still have a copy of that Fast Company issue.  This was six years before LinkedIn launched in 2003.  

And yet thinking of ourselves too much as brands can take away from what’s human and real.  If everyone acts too much like a personal brand manager, all communication can start to feel like marketing. There’s a line between personal branding and self-promotion.  I think it’s less about what you say about yourself and more about what you do.

Why we care. LinkedIn is a top B2B marketing channel, in addition to a personal career booster. Communications that “feel like marketing” is something that marketers work to avoid all day, every day, regardless of channel. They do this by using data strategies that help make the messaging personal, when appropriate, and also relevant and of value to the recipient.

The post Your personal brand: Marketoon of the Week appeared first on MarTech.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.


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