two distinct aspects of marketing that are often compared [and confused] are that of conversion marketing and brand marketing. whilst both have important relevance to personal branding strategy, the intent of each is vastly different.
it could be said that conversion is about 'effecting actions' and branding is about 'building familiarity'. that said - they are not both mutually exclusive. these two approaches can be used in alignment.
in the personal branding sphere, 'brand marketing' is usually the core of an individuals strategy. it is the frame of what is being created, and the direction in which marketing strategy is intended to evolve. it is the [usually] long push to develop an authentic identity that creates awareness in the mind of our target audience, and relatability to your offering. brand marketing is ongoing development of your core message and values. its the communication that reflects the essence of who you are in a consistent form.
'conversion marketing' can be a long-term strategy, but generally supports a short-term goal or result. usually the intent is to encourage steps towards adoption of or purchase of the brands offering. conversion campaigns are more often than not direct and designed to evoke responses from consumers to take prompt action. these can be consistent, simple strategies or they can be complex and diverse strategies. often they are exploratory and a challenge to master.
in comparison, the conversion marketing strategy is the trigger to explore or buy into brand 'you' and the brand marketing strategy is the reason to align or stay with team 'you'.
so, strong conversion in you personal brand marketing means giving great reasons to pick up what you are putting down. its the reason to participate and the reason to consider your brand within your chosen space. effective branding is the stickiness that retains and holds your audience for future interaction.
