Personal Branding: Does It Strip Away the Humanity Behind a Name?

If you search for "personal branding," the top articles you'll find are from Sprout Social, Harvard Business Review, and other business-oriented sources. They emphasize its importance, offering tips on how to build a brand and avoid pitfalls. But what these articles rarely address is the human aspect—the way personal branding can sometimes strip away the very essence of who we are.

The Illusion of Perfection

Jeff Bezos once said, "Your brand is what people say about you when you’re not in the room." But does that mean you are what people say? Not at all. While your brand might shape how others perceive you, it doesn’t tell the whole story. Personal branding often creates an illusion of perfection, where influencers and entrepreneurs present themselves as flawless. This leads others to feel inadequate by comparison, thinking, "I can never be like that," without realizing that these individuals have flaws and struggles just like everyone else—flaws that are carefully hidden to protect their brand.

The Pressure of Maintaining a Brand The pressure to maintain this perfect image can be overwhelming. Steve Robbins highlights this when he says, "Your brand becomes a straitjacket." For those building a personal brand, the constant need to uphold a polished persona can make it difficult to be genuine. This straitjacket not only limits personal expression but also stifles authentic human connections. When people only see the brand and not the person behind it, it can create a sense of isolation and disconnect.

The Challenge of Career Change

Another aspect that often gets overlooked is how personal branding can hinder career flexibility. Robbins explains that once people know you for something, it becomes astonishingly hard to change their minds. If your brand is too narrowly defined, transitioning to a new field or career can be challenging. For example, if you’re known as a “Sales Trainer,” it may be difficult to convince others that you’re now a capable “Project Manager.” Your old brand can act as a powerful magnet, pulling you back into the old identity even as you try to evolve.

The Human Connection

What often gets lost in the frenzy of personal branding is the importance of human connection. According to Sprout Social, 86% of consumers value authenticity when deciding which brands to support. But how can you be authentic if you’re constantly hiding behind a brand? The true essence of being human lies in our imperfections—our ability to connect with others on a deeper level because of our shared experiences and struggles. When we prioritize branding over humanity, we risk losing these connections, leaving behind a hollow shell of who we truly are.

Conclusion: Embrace Imperfection

Personal branding can be a powerful tool, but it should never come at the expense of your humanity. Remember, you are not just a brand—you are a person with flaws, strengths, and everything in between. Embrace your imperfections, connect with others authentically, and let your brand be a true reflection of who you are, not a straitjacket that confines you.