The personal brand trap: Why humans shouldn’t think of themselves as brands

The author argues against the notion of humans treating themselves as personal brands, emphasizing that personal identity is fluid and evolves over time. Recounting a childhood aspiration to be a fireman, the author highlights the uncertainty of career paths, contrasting it with the '90s pressure to secure a "proper job." The author now identifies as a designer and educator, a role that aligns with their current self, but acknowledges a diverse past including roles like barman, factory worker, waiter, and even a "failed businessman." This journey underscores the author's belief that human potential is not fixed and that individuals are constantly becoming who they are. The author suggests that the concept of a personal brand, which implies a static and curated image, is antithetical to the organic and often unpredictable nature of personal growth and self-discovery. The piece implicitly critiques the modern emphasis on self-branding as potentially limiting individual exploration and development, suggesting that embracing uncertainty is a fundamental aspect of being human.