The idea of a personal brand came into the spotlight via the 1997 Fast Company article, The Brand Called You, and has remained as a celebrated – nay, revered – concept in the business world. The article’s author, Tom Peters, asserts that “you’re every bit as much a brand as Nike, Coke, Pepsi, or the Body Shop.” As a matter of fact, you need to consider yourself CEO of Me, Inc. (That’s your me, not mine.)
Last night I was speaking on a panel geared toward young professionals in the midst of career transition and this very topic of personal branding came up. I listened to the other panelists give credence to the concept and the language and then I weighed in. As a business-owner who loves all things marketing and branding as it relates to my business, let me recap my perspective.
I think it’s dangerous to consider ourselves brands. Using language that positions human beings as consumer goods for sale or for trade undermines the value inherent in being a living creature. It also sponsors the already damaging cultural overemphasis on money and work. Or, as this New York Time article from earlier this year asks:
Is the society always better off with the undigested utterance, the instantaneous attempt at positioning? And in marketing ourselves, will we neglect the pursuit of actually improving?
Part of my perspective on personal branding is connected to my perspective on job searching and employment, in general. I view both as a mutual courtship that must lead to collaboration. Yes, we have to be clear on who we are, what we want and what we bring to the table. But always seeking to sell to one another detracts from the experience of true community.
There were a few nods in the audience last night, but I came away with the impression that my perspective is a minority one. Indeed, many of my respected colleagues and peers are big proponents of personal branding and the internet is awash in programs and trainings designed to help you be a better CEO of Me, Inc.
I’d like to know your perspective. Is creating a personal brand something you believe must be done in order for you to be successful? Does the idea make you uncomfortable? Does it connect with your truest sense of self and your deepest spiritual beliefs? Have you articulated what you believe is your personal brand?
Tags: career, collaboration, integrity, marketing
I think at your forum last night, yours being the minority opinion isn’t really a surprise. I’m going to guess you were surrounded by corporate heads and professionals who may value work and career and “getting ahead” above other aspects of life. In this case, it’s fairly obvious why they’d prefer personal branding – it’s a way for them to differentiate themselves (just like a product) and hopefully get ahead. For me personally, yes, it makes me uncomfortable and no, it’s most definitely not my priority. In this case, I feel that my work ethic and my achievements in the working world would prove to future employers that I’m a great employee. But being an employee isn’t entirely “me”. I think personal branding would have to incorporate my entire life (meaning all my abilities, interests, etc.) all of which doesn’t necessarily appeal to my line of work, and none of which I want to divulge to the world. Personal branding makes it all seem so formal and superficial.
Nicole – I appreciate so many things that you shared here, especially that “personal branding makes it all seem so formal and superficial.” I agree, and I also resonate with your understanding of yourself as more than your line of work and how nice it is to keep that private.
I’m not sure if I was surrounded by corporate heads or not, to be honest. The most compelling argument for a personal brand came from an easy-going, thoughtful attendee. In general, I think we tend to not think critically enough and so those who were pushing the imperative of personal branding were, to some degree at least, espousing what has become the philosophy du jour. I can only hope it passes!