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?
