We are not our Brand
What is personal brand? Simply put, it is what others think we are. It’s the collection of perceptions, assumptions, and conclusions that others form about us, based on behaviors they witness repeatedly. Every interaction, every decision, and even what we choose to leave unsaid contributes to the mosaic of our brand.
When a brand is authentic, it feels effortless, like it developed organically, without force. An authentic brand will shift over time because, as humans, we shift. Our understanding of the world evolves, and so does the way we interact with it. While the core of our brand will retain its energetic essence, the details—our interests, passions, and even the way we articulate our values—will naturally evolve. The key to building an authentic brand is embracing this fluidity, allowing it to move with us rather than resisting change out of fear of losing the familiarity we’ve cultivated.
Our brand is something we have, not something we are. It's a simplified reflection of certain facets of our identity that we choose to project, a distillation that people recognize, but it can never capture the full complexity of who we are. We are multi-dimensional beings, with layers of emotions and contradictions that a brand can never fully contain.
Too often we get caught up in fulfilling the expectations of our brand that we forget we are the original creators of it. We run the risk of becoming controlled by it, especially if we transfer ownership of the brand to others—allowing public perception to dictate how we show up in the world. In doing so, we may feel constrained, trapped by the very image we’ve worked so hard to build. Authenticity gives us the freedom to evolve without feeling we’re betraying our image.
It’s crucial to remember that we define our brand; it does not define us. We hold the executive power over every aspect of our personal narrative. In a world that often pressures us to constantly perform a version of ourselves for public consumption, the challenge—and the beauty—of maintaining an authentic brand lies in remembering that it’s a tool, not an identity.
