Why Humans Are Not Brands: Embracing Complexity in a World Obsessed with Personal Branding
In a world that emphasizes standing out, fitting in, and making an impact, the notion of a "personal brand" has become a modern mantra. The term has become so ingrained in our culture that we’re encouraged to think of ourselves as brands, polished and positioned, with clear and consistent "messaging." But let’s be clear: humans are not brands. While the idea of a personal brand can be helpful as a shorthand for identifying core qualities or strengths, humans are far more complex, fluid, and multidimensional than any brand can—or should—ever be.
1. Brands Require Consistency, Humans Require Freedom
Brands are built on consistency. The world’s most recognizable brands—Nike, Apple, Coca-Cola—are instantly identifiable because they embody a particular message, aesthetic, and set of values that never wavers. Nike is about performance and athletic empowerment; Apple is about innovative technology with sleek design; Coca-Cola is about classic refreshment. Their strict adherence to these identities is what gives them brand strength and recognition.
Humans, on the other hand, are dynamic. We change, grow, and evolve in response to our experiences, relationships, and internal growth. If we were to force ourselves to embody a single, unchanging image, it would be stifling and counterproductive. Personal growth demands the freedom to experiment, make mistakes, change our minds, and embrace different facets of ourselves. Real human connection isn’t built on consistency but on authenticity, and true authenticity involves complexity, contradiction, and evolution.
2. Humans Contain Multitudes, Brands Are Monolithic
When we speak of “personal branding,” we risk reducing ourselves to one-dimensional caricatures. Branding implies that there’s one primary aspect of ourselves to highlight, amplify, and project. But humans contain multitudes. We are artists and accountants, dreamers and doers, adventurers and homebodies, skeptics and believers. These seemingly conflicting qualities coexist within each of us, contributing to the rich, layered identities that make us unique.
By reducing ourselves to a brand, we risk losing the nuances that make us whole. Imagine a person with a passion for painting, a day job as an engineer, and a weekend hobby of rock climbing. Which aspect of this person’s life defines their “brand”? Is it even fair to force them to choose? Our lives are defined by our breadth of experiences, our diversity of passions, and our capacity for change. Embracing these facets is not only more truthful but also liberating. It’s an acknowledgment that we don’t have to fit into a pre-set mold or remain unchanged over time.
3. Personal Branding Promotes Performative Authenticity
The rise of personal branding has shifted how we view ourselves and others, often pushing us toward performative authenticity. Social media, where personal branding is most prevalent, encourages users to carefully curate what they show to the world. The push to cultivate an online persona that’s “on-brand” can lead to a type of self-editing that prioritizes consistency over honesty. Rather than allowing for a natural expression of our lives and interests, we feel pressured to present a polished, strategic version of ourselves, whether it’s real or not.
This performative approach to authenticity can be exhausting. Rather than exploring who we truly are, we become consumed with managing how we’re perceived. And if there’s a difference between the persona we present and who we really are, the gap can lead to feelings of disconnection and even impostor syndrome. People are messy, complex, and inconsistent—and that’s what makes us relatable. Authenticity doesn’t mean projecting a single, idealized version of ourselves; it means showing up as we are, in all our complexity and imperfection.
4. Human Value Shouldn’t Be Defined by Marketability
Brands exist to sell something. Whether it’s a product, service, or ideology, branding is ultimately about making a particular entity more marketable. When we start viewing ourselves as brands, we begin to view our worth through the lens of marketability: What can I offer? How can I appeal to others? What’s my “unique selling proposition”? But human beings shouldn’t be evaluated based on their ability to sell themselves.
By framing ourselves as products to be sold or marketed, we risk reducing our value to external validation—our ability to gain likes, followers, and attention. This can create a sense of self-worth that’s entirely contingent on others’ approval, a fragile foundation that can crumble when external validation isn’t forthcoming. Real self-worth isn’t based on marketability or popularity. It’s an intrinsic sense of value that comes from knowing, accepting, and honoring ourselves, regardless of what we can “offer” to others.
5. We’re Meant to Evolve, Not Just Reinforce Familiarity
A brand’s strength often lies in familiarity. People turn to brands for reliability, for a consistent experience they know they can trust. For humans, however, growth and evolution are vital. We’re constantly learning, adapting, and reshaping who we are. To be boxed into a single identity or persona for the sake of consistency can be limiting and confining. We’re not products with a single function; we’re living beings meant to adapt to new ideas, beliefs, and identities as we encounter new experiences.
Moving Beyond the Personal Brand
The popularity of personal branding is a response to real pressures, like career growth and social visibility. However, it’s crucial to remember that our worth is not defined by how well we fit into a “brand” identity. Instead of focusing on creating a brand, we can focus on building meaningful relationships, engaging in work that feels fulfilling, and showing up authentically, even if that means we sometimes contradict ourselves.
In the end, humans are not brands, nor should we try to be. Let’s honor our multitudes, our growth, and our rich, varied identities. We’re not products to be marketed; we’re people. And that’s infinitely more valuable.
