Ikigai is a powerful concept that can help you uncover your deeper motivation for choosing a career in Marketing and guide the development of your personal brand. If you’re just starting out in the Marketing world or trying to figure out where you belong, understanding your “why” is crucial.
It’s what drives your decisions, fuels your creativity, and helps you stand out in a competitive industry.
This blog will show you how to use the Ikigai framework to find clarity and direction as you build your Marketing journey.
What is IKIGAI?
Ikigai (生き甲斐) translates loosely to “reason for being.” It’s the sweet spot where four elements overlap:
1. What you love
2. What you’re good at
3. What the world needs
4. What you can be paid for
Finding your Ikigai helps align your passion, skills, values, and purpose — all crucial ingredients in both your Marketing career and your personal brand.
Step-by-Step: How to use Ikigai in your Marketing journey
1. What you love: Find your passion
Start by asking:
• What topics or industries excite you?
• Do you love writing, storytelling, strategy, or data?
• Which Marketing campaigns have made you say, “I wish I worked on that”?
✅ Tip: Reflect on projects (school, personal, volunteer) that energised you. Your enthusiasm will show in your work and brand.
2. What you’re good at: Recognise your skills
Marketing requires a mix of hard and soft skills — from content creation and SEO to communication and empathy.
Ask yourself:
• What Marketing skills come naturally to me?
• What do others compliment me on?
• Where have I gotten real results?
✅ Tip: Don’t stress if you’re early in your journey. Skills can be developed. Focus on where you show promise and what you enjoy learning.
3. What the world needs: Understand your audience
Marketing is about solving problems. Great Marketers listen, observe, and serve.
• Which audiences or causes do you care about?
• What gaps do you see in current Marketing efforts?
• What trends or innovations do you want to be part of?
✅ Tip: The more clarity you have on who you want to serve, the easier it becomes to craft a brand and message that resonates.
4. What you can be paid for: Define your market value
Think realistically:
• What Marketing roles or services are in demand?
• What problems can you solve for a company, client, or community?
• Can you translate your passion and skills into value?
✅ Tip: Explore entry-level Marketing roles, freelance gigs, or passion projects to start building experience and a portfolio.
Building your personal brand with Ikigai
Your personal brand is how you present your unique combination of passion, skills, values, and vision to the world.
Once you’ve reflected on your Ikigai, you can translate it into:
• Your online presence: LinkedIn bio, portfolio site, social media
• Your elevator pitch: A clear and confident introduction of who you are and what you bring
• Your content: Whether it’s blogs, videos, or campaigns, your Ikigai can shape your storytelling
• Your career direction: Use it to make aligned choices — jobs, clients, niches, mentors
Real-life example: Meet Maya, a Marketing newcomer
Maya loves fashion and storytelling. She’s naturally good at writing and has a strong eye for visuals.
She notices small fashion brands struggle to communicate their identity online. She starts building a portfolio by helping a local designer with brand storytelling and social media.
Over time, her personal brand becomes clear: She’s the go-to content strategist for emerging fashion labels.
That’s her Ikigai in action.
Conclusion
Marketing is a fast-paced, ever-evolving world. But when you understand your Ikigai, you have a compass that keeps you grounded, authentic, and motivated — even when trends shift and algorithms change.
So, if you’re just starting out, don’t just ask what job you want — ask what kind of impact you want to make.
Your Ikigai will guide you there.