Posted by Andrew Butcher on November 12th, 2007
Somebody asked me the other day what my “Personal Brand†was. I had no idea what they were talking about.
After some investigation it, this was their response:
Personal Branding is where the participants will consider how to best represent themselves in a way that is authentic and honest, whilst also ensuring that their goals and passions in life are known/assisted by the people they meet.
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We would like to give the participants some examples of how other people have made their decisions about personal brand (or image or reputation). Accordingly we would be grateful if you could answer the following questions:
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1.      During your working life have you made a conscious decision to portray yourself in a way that you thought would be most beneficial to you? Can you tell us a little about this?
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2.      Did you decide to make Asia part of your personal brand? What was your thinking around that decision?
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Put Personal Branding alongside Facebook and you get an interesting phenomenon that, once upon a time, we would have called narcissism.
Facebook brands us according to how many friends they have, how many ‘pokes’ we have, how many photos we have, how many times we’ve been bitten by a vampire or a zombie, and how often we update our ‘status’ and let our friends, family and others who probably don’t care all that much, that we’re eating a sandwich, or we’re tired, or we’re glad it’s Friday.
It’s like sharing our inner monologue on a large billboard so everyone can read it. It is also, perhaps, a way of trying to find meaning in a life where we need other people to listen and legitimate what we’re doing or thinking. It’s about personal branding: who I am or, more accurately, who I want you to see me to be.
This is the best in self-absorption. No sense of community here – and having 200 friends does not a community make. No sense, either, that our “personal brand†does not come either from within us or from those around us. For those of us who are Christ-followers, we say, assert and believe that our personal brand is through being created and loved by God. There is no alternative. There are things that look like good alternatives, but they’re merely illusions, facades, or a mirage in the desert.
As that great theologian Augustine put it, our hearts are restless until they rest in thee.
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