Sell sell sell
I was text chatting with a friend via skype and he said something to me that made me think. He said he was working on his “online branding.” It made me pause, and I almost questioned him on it but it wasn’t a conversation that one can easily have over text chat.
It made me pause for a moment because I don’t quite understand it. When I thought about it a little it recalled to me all of the reading I’d done on the “straw man” stuff. (See: here, here, and here for instance). The idea that one has a “brand” implies that one has something to sell. Branding was only created to protect profits and or property, which in itself is an asset and that is really just stored profit. Think of the poor horse getting branded in the westerns or the even poorer slave getting marked as proof of purchase by a master.
I came to the conclusion that I think the idea of “online branding,” while certainly useful for some ends does not agree with me. Intent is my concern. What is the purpose of “online branding?” Why does one need to work at creating a brand for oneself? I’m of the opinion that you can let your actions/writings/online dealings speak for themselves and that will be your legacy. What intent motivates one to work on their “online branding?” It could just be a buzzword or noun to describe a series of actions/productions any of which could be encompassed by terms from anything like “online persona” to something as simple as “online profile” or even more simplistically “website.” After all a website is a type of brand. I attempt to protect the writings of this site because I don’t want them used against me, thus I “brand” them in a sense as mine.
But to return to “online branding,” it’s about intent. Is it just another buzzword? Or is it an attempt to fashion an individual in the online world that does not have the flaws and foibles (I hate that word) of our real person? If so, I think that’s being dishonest and something I cannot abide. No one wants others to see their failings (at least I don’t) but to actively work at it and then some by creating a perfect persona just seems shallow.
I haven’t a problem with protecting our profits. After all, everyone needs to eat. Hopefully one day we can all profit honestly and thus avoid “Conrad Blacks,” “Bernard Madoffs,” or “Enrons,” but if working at “online branding” is an attempt to mask the truth or create an alternate truth I don’t like it. I’m also not criticizing this friend of mine, he’s one of my best (which is a very small list). Everyone has their own reasons and those are probably far and away different than anything I’ve listed here. I learned long ago not to judge but I cannot wrap my head around the point of this kind of activity. Although, I also don’t understand facebook…
Whatever “online branding” is and whatever motivates it I don’t participate and I have to say I’m happy I don’t. It sounds complicated.