Texas State students learn about branding

By Amanda Forbes

Publisher Bruce Bendinger spoke to Texas State students Tuesday about how to create a personal brand to network and land a career.

Bendinger’s presentation for the university’s Mass Comm Week explored how to brand oneself in an evolving environment. As the mass communication field progressed from print to broadcast and eventually to the internet, people working in media professions had to change the way things were done.

The audience at Bruce Bendinger's panel listens to him speak about the rules of personal branding.
The audience at Bruce Bendinger’s panel listens to him speak about the rules of personal branding.

Technological advancements have forced those in the field to invent new jobs and find new ways to brand themselves. Bendinger said this has created plentiful opportunities.

“The media is evolving,” Bendinger said. “The things we watch, the things we read, is evolving, and when you have evolution, you have revolution.”

Despite the opportunities, it’s not simple. Bendinger said advertisers and public relations workers can no longer stick strictly to one medium to get their message out.

“Nobody gets to be a one trick pony anymore, and if you are, you better be a good one,” Bendinger said.

Bruce Bendinger gives a lecture on the importance of personal branding to career advancement.
Bruce Bendinger gives a lecture on the importance of personal branding to career advancement.

Bendinger stressed that to shape a personal brand, you must have message windows, databases, parties and presents, and an online presence. He said that branding is a team effort and to get started it’s best to start small and reach out to who you know.

“It’s important to remember that whatever you do to start out you’re going to get better,” Bendinger said.

Junior advertising major Andrew Peters, who was in the audience, said branding will be important to his future.

“I’m going to have to know how to sell myself to get hired, so these tips were helpful,” Peters said.

Assistant professor for advertising Mike Devlin, who attended the event, said he hoped students were able to start thinking about what their brand could be.

Bruce Bendinger ended his presentation on branding by opening the floor to student questions.
Bruce Bendinger ended his presentation on branding by opening the floor to student questions.

“The days of submitting a resume to get an interview are long gone,” Devlin said. “You really have to do something special to stand out. If you don’t brand yourself as something unique then you’re never going to rise to the top of the pile.”

Bendinger is the author of several books, including “Advertising and the Business of Brands” and “The Copy Workshop Workbook.” More about his branding advise can be found in his works.

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