Forget the "brand," concentrate on the person

Brand recognition. Personal brand. Create your personal brand.

I'm sure you've heard these phrases before, and since they've been used so much, they're probably coming off like a brand-ing iron to the ears. Even in the non-profit and academic worlds I frequent, I have heard these phrases more times than I could count. Develop your "personal brand," we professionals are told. Little, everyday things contribute to one's "personal brand," like how you dress, who you're seen with, and how you come across to people. Rather than achieving success through working to expand your mind and improve your life, this suggests that success, instead, comes from the way you, your career, and life are packaged (like a brand). When someone sees you or hears your name, they immediately (if you're lucky) think about what you've created your brand to be.

As acclimated as I've become to the business world (both non-profit and for-profit, being the grant manager and all), this is one concept I'm not at all sold on. Sure, I can understand the importance of creating a good reputation and becoming someone that people can trust right away. But a brand? That sounds waaaay too simplistic to really encapsulate who a person is!

Brands, the way I see them, apply to inanimate products, like say, cleaning solutions or foods. When I open up a bottle of Lysol or Soft Scrub to clean my bathroom, for example, I have an idea of what I've gotten and what I expect it to do. I know that I can get tough stains out of my sink and tub with the Soft Scrub and that Lysol works better on my toilet. That's part of their brand and part of my own experience with them. But here's the thing. I use the cleaning products. I certainly don't seek to get to know them, find out how I can relate to them, or establish a connection with them. They exist to serve one specific purpose--to make my home clean and sanitary. They're inanimate objects, not sentient beings with personalities or desires.

A person is a person. Not a brand. We are way too complex to really boil things down to just a little package and nothing more. We have desires and interests and idiosyncrasies that can't all fit into a little package. What does one do if all of those interests don't fit into their brand? Leave those out? Hide them? I mean, people are FULL of contradictions and quirks--even the most normal among us! You've read on this blog, for example, my interest in "buying local" and supporting my local, namely Lake County, community. However, one of my favorite things to do is to visit the ethnic enclaves in the huge cities I visit, get horrendously lost, and come back after 8 hours with a dozen new friends I made and stories to tell. (Last time I was in Armour Square, the docents at the Chinese-American Museum let my family and me in after hours, turned on the lights and videos, showed us how to play some of the games on display, and gave us our own private tour!) However, as much as that made an AWESOME day and birthday, that is not patronizing Lake County. Armour Square is a neighborhood of Chicago. Which is not in Lake County. Does that affect my "shop local" interests? Do I have to turn in my Lake County Chamber of Commerce membership? No, no, and no. That's because I have more interests than some silly narrow definition.

So maybe the focus isn't to develop your "personal brand." Maybe what we need to do is to understand and appreciate the complex, multiform human beings that we all are. A brand can't possibly cover all of that.