While I produce two podcasts, have a blog, am on twitter, Facebook etc., I cannot accept the Orthodoxy of Social Media in full; in particular, every time I hear the phrase “Personal Branding” I grit my teeth.
To me, the phrase smacks of artifice and insincerity, as if one’s personal brand is a virtual mask to be donned, a persona to be foisted on unsuspecting members of the social cloud the Internet is becoming. I don’t care about my brand, if I am forced to put it in these terms. I’m more concerned with being genuine, and honest with myself, and I am not going to second-guess every step I take online, worrying if it is consistent with my brand.
I see branding as the creation of a burn scar via the application of hot metal. No thanks.
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