The idea that one should think of oneself as a "personal brand"
directs people's
thinking away
from the collective action they really need.
I see two problems in that idea:
- It encourages artificiality and insincerity. No one is exactly
like anyone else, but each aspect of a person probably resembles that
aspect of many other persons. If you decide to change just so that
you will stand out in a crowd, that is artificial and insincere.
- Workers are mostly interchangeable as regards working as a sales
clerk, an assembly worker, a nurse, or a teacher. Two sales clerks
may have different personalities, interests and appearances, so that
as persons they are not very similar, but those differences are
irrelevant to getting hired.
Workers in the past realized that they were interchangeable for
their employers. Rather than trying, each one, to stand out from the
rest of the workforce, they built unions to require employers to
respect the rights of all their workers.
If you try to confront the work situation alone, treating other
workers as your competition, you're aiming for a kind of success that
at best a small fraction of workers can achieve.
I'm an unusual person — I wear, I say, I do things that are
different from most people. If I were trying to have a "personal
brand", you might say I have succeeded.
But I never did anything with that as a goal. I didn't choose any of
these traits to be different from others. Each of my unusual traits,
I have either because I found it fun, or because I found it useful, or
because I resented and resisted a demand to change it, or because
changing it would have involved an insupportable indignity, or because
I have tried to change it but have not entirely succeeded (yet).
Be true to yourself, and be true to society as a whole.