Branding seems increasingly important as advertisers sell lifestyles and feelings more than products. People return to well-known brands because they trust them to be consistent in quality, taste, price etc. To brand someone is to permanently mark them with something, with negative connotations.
So why are we increasingly branding ourselves and what does this mean?
I found this article, Rebranding yourself, in The Times. Some of it is convincing and logical, for example Louise Mowbray, “personal branding guru”, states that the desire to work less and earn more is achieved through increasing your value. This does make sense, although for me it works better coupled with spending and desiring less. She also says that your personal brand is “is something that is unique and compelling about you. It has to be authentic”. This was sort of my understanding of the CV writing tip “work on your personal brand”, find your strengths and focus on them.
However, she also mentions the importance of “recognising your market value”. Though this does seem relatively logical, I just find the suggestion of thinking of myself as a brand, something marketable, sellable…..buyable….a little perturbing. Yet for working purposes perhaps this is an unavoidable fact.
What I find more intriguing is personal branding in everyday life. People will instinctively, subconsciously judge on appearances, so first impressions count. But a lot of energy and money seems to be spent on portraying yourself consistently through possessions and clothes. I must confess now I have never had particularly strong personal style, or even sense of style at all! I am a lazy dresser, jeans and t-shirt does me just fine. I appreciate that some jobs and lifestyles do often entail more effort than this!
However, I think there are a few problems with this idea. Firstly, there are many magazines and shows that sell, particularly to women, the idea that you must wear the latest fashions. This becomes an expensive, wasteful habit that I think can be harmful to self-worth. I have never really been one to follow fashions but at times I have wished I could.
Even if you are not following fashions as laid out by the industry, having a very strong personal style can lead to the ‘it was so me, I just had to have it’ excuse for buying. There isn’t an intrinsic problem with this, one of my favourite tops I bought on this principle about 6 years ago and still love. In fact, for me, part of the appeal of minimalism is really loving and appreciating all the things you have. But if it overrides logic, for example budget or even need, it could become an issue. Plus, ‘it’s so me’?! It’s not you, it’s a jumper or a pair of jeans or whatever. I am not my clothes!
I guess my main gripe though is that branding is about consistency, reliability, and I am still very much trying to find myself. Yes, it is quite ironic that I am writing this on a blog which probably brands me, by my own hand, as many things, would-be-minimalist/environmentally friendly/hippy… but to me these are all still quite flexible terms, they are not rule-bound ideas. I like being able to be many things and wear many things and question who I am. So there is no brand me and, except on my CV!, there probably won’t be one for a long time.
Next: how do I get beyond ‘checking the boxes’?