Daily Creative · DIGC335 · Digital Media

Discussion on Personal Branding

*This is a continued conversation from the discussion about Online Branding*

Branding doesn’t necessarily have to relate only to corporate identities, meaning it can apply to personal identities as well.  Each of us are a part of our connected, digital age, partaking in different forms of social media, creating an online presence documenting what we want others to see – essentially curating our own personal branding.  This is an important aspect in our digital age, to the point where celebrities have a publicity team who help them to collate their online presence in order to further their personal brand.  This can also mean that the online personal brand does not necessarily match up to the reality of the person, as you are presenting, a part of, or an idea of you in order to further the presence.  This is because we focus on strengths rather than a full picture which includes flaws, in order to sell ourselves (Labrecque, Markos, & Milne 2011).  This can build upon the idea from the wk4 lecture, where online culture becomes separate to our physical identity, and although this can be utilised for “the purpose of trolling, doxxing, and fraud” (Moore 2016), it can also mean that we can utilise it to further personal branding.  Perhaps the crossover we currently experience through our digital/physical lives means that we need to be more authentic, brand and consumer alike, or risk being called out and/or held accountable for false representation.

The internet as a disembodied medium also means that fake identities can be constructed without much effort.  Whether it be to pretend to assume someone else’s brand/identity, or to avoid the worries of online surveillance, or for more sinister ideas, a false brand can be just as powerful as one which bears more reality.  Impersonating celebrities or popular brands seems to be a popular thing to do, and perhaps it is because of this, the need for the ‘verified’ symbol on twitter and other social networks was born.  Although we have a lot of control over how we present ourselves online, it also opens up easy avenues for our identities to be impersonated.

However a fake account can also be used to create alternate personas, alter egos, or fake identities for use online.  I personally remember when I was first partaking in activities on the internet, the strong emphasis on ensuring anonymity.  The ability to share personal information was everywhere, and as such, we were told to be cautious.  It is for this reason that my past self told friends on internet games that my name was actually Kate.  It was the first step at hiding my identity.  I still have close online friends, whom I have known for years, whose names I don’t know; I may know a lot about them in terms of personality, and passions, but they have made an effort to conceal their identity enough so that they are not easily found.

“The expansive opportunities of the internet for expressing identity were celebrated because the virtual world of cyberculture means the body is no longer the central means for locating identity, gender and race” (Moore 2016).


 

Labrecque, L, Markos, E, & Milne, G 2011, ‘Online Personal Branding: Processes, Challenges, and Implications’, Journal of Interactive Marketing, vol.25, no.1 pp.37-50

Moore, C 2016, Week Four – Experiencing Cyberculture, Cybercultures Blog, viewed 30 March 2016, <https://cyberculturesblog.wordpress.com/week-four-experiencing-cyberculture/&gt;

Advertisements

5 thoughts on “Discussion on Personal Branding

  1. A good example of what you mention towards the end of the post is the TV show and movie CatFish. The hosts and people featured show just how easy it is to live as someone else online for multiple years without anyone really questioning it. It’s kind of freaky to think about. When it comes to false representation, I think we’re all a little guilty of it. People only post certain things on certain sites. I know for me, Facebook is more personal, Instagram is more of the curated version of me and Twitter allows me to have little barriers. It’s so easy to get lost on social media and lose sense of our personal brands.

    Like

  2. In class this week someone in my class presented their idea on identities on social media and if they are real or fake. This led to a huge discussion of celebrity personalities and if what they post is real, fake, etc. We essentially got to a point of saying that it is real, because how can you not be your if you are posting it? I guess it reflects on who you are in a way. Unless, obviously, you are catfishing, but still, that reflects on you in a way. It was a big conversation, probably would’ve been great for you to hear. Here is the link to Alec’s blog (as I’m linking it I see that you have already commented on it, but I’ll still put the link in), but there are many more comments on this post so it could be cool to check those out if you haven’t already 🙂 https://cyberculturesblog.wordpress.com/2016/03/30/identity-in-social-media/

    Liked by 1 person

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s