Don’t be a brand; be brand new

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Why your personal brand may be limiting

By Elliot Chan, Opinions Editor
Formerly published in The Other Press. May 4, 2016

At a young age, we created an identity for ourselves. This identity follows us like a shadow throughout our academic, professional, and even romantic endeavours. We become this persona of what people see us as, and we measure ourselves by our accomplishments within that scope.

While establishing a personal brand for yourself may be useful if you are marketing your services to employers, I don’t believe it should be a strict guideline for you to live by. As human beings, we should be allowed to have the freedom to explore. This exploration nurtures growth, a type of metamorphosis that can only happen when new experiences are injected into our lives. You cannot experience anything new if you live your life as a brand.

Let’s say you love rap music. It’s your thing. It’s your brand. Everyday you wear your headphones and you listen to rap. People know you for that and you wouldn’t be caught dead listening to anything else. That sounds like a pretty limiting life, doesn’t it?

It’s important for us to put aside our preconceptions once in awhile and be open-minded. Your brand shouldn’t be rap music; it should be music or art. While you can specialize in rap, you will have a more diversified understanding of music if you listen to the whole range. Rap can be your passion, but if you want your brand to grow and mature—and not just be a pretentious shadow that throws shade at other people who don’t like what you like—you have to broaden your horizons and explore.

It’s easy to establish a brand for yourself and live within those boundaries. People expect you to dress a certain way, talk a certain way, and act a certain way. We like when things are predictable. After all, that is why McDonald’s, Starbucks, and Wal-Mart are so popular: you know what to expect. However, unlike billion-dollar corporations, we as human beings need to have the flexibility to shift gears without upsetting the shareholders.

You are not a brand. You are a person. You might have followers, you might have employers, and you might have friends that will expect you to behave in a way that fits their branding, and that’s fine. You can wear a persona like a uniform. You can be professional and friendly, but you must also be pushing yourself beyond those that are already around you. While those within your vicinity will influence and support you, they also act as a black hole that is pulling you deeper and deeper into a character that is merely their expectation of you. Don’t be that character. Don’t be a brand.

When you wake up tomorrow, be someone who dares to do something different.

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