Steve Jones - SSC Editor (4/16/2013)
DavidL (4/16/2013)
Am I the only one who finds this idea of 'me as a brand' demeaning and de-humanizing? It seems to me to represent all the worst aspects of crass commercialism, where even people are 'commodit-ized'. In this case we are doing to ourselves! I'm not opposed to working, to working hard, taking pride in fine craftmanship, and when necessary selling my services to a new buyer. But I really do resist treating myself like a new salsa trying get space on a supermarket shelf.I think you're confused about what branding means. It's about making statements about who you are, which aren't necessarily a point in time effort with a resume or an interview. Branding displays what your skills are, how you think, how you solve problems and what you've accomplished. It's not so much about advertising as a push mechanism, but making information available when it's needed. I don't necessarily expect most people's blogs/LinkedIn/etc is viewed except when someone is looking to give you a job, or maybe trying to decide if you get a raise/bonus.
I'm not sure why you think this is de-humanizing. I would say that it's the opposite. It provides a richness that shows individual people are different, with different skills and fits with different jobs. I think the lack of showing who you are ends up de-humanizing and commoditizing each person.
I understand from your description above that for you, branding is an approach a person might take to finding their next job. It sounds like a series of smaller, incremental efforts that in aggregate may result in an easier time finding new employment. Is that accurate?
I also suppose that the label branding has been borrowed from marketing, as the 'personal brand' idea as proposed closely resembles how Purina might work to keep one of their dog foods in the consumers' mind, to use just one example.
Thinking of me as a consumer product is what I find distasteful.
This does not mean I think it is not valuable to be active professionally, etc. etc. It also does not mean I am opposed to showing who I am, or that I do not appreciate the richness and variety of people.
I think the tendency (in this country, particularly) to see life through the lens of commerce is growing, and is very limiting. That is what I find de-humanizing.