In an era where social media reigns supreme, personal branding has become not just a professional asset but a cultural expectation. From meticulously curated Instagram feeds to strategically crafted LinkedIn profiles, individuals are encouraged to package their identities into marketable narratives.
But what does this mean for authenticity? Is personal branding a tool for self-expression, or does it reflect a culture that commodifies identity? I have been reflecting on this, especially as tools like AI now play a role in polishing our bios and cover letters. We are moving away from authentic representation toward something curated for consumption.
The Historical Roots of Self-Presentation
The practice of self-presentation is far from a modern invention. Long before the rise of social media, humans shaped their identities through storytelling, attire, and controlled public perception. Oral traditions allowed storytellers to craft their legacies, while Renaissance elites commissioned portraits and autobiographies to cement their status.
Today’s digital landscape has transformed self-presentation into something omnipresent. It’s fascinating how this shift reflects deeper cultural movements, particularly Western societies’ growing emphasis on individualism. As communal identities have eroded, the pressure to define and distinguish oneself as a unique individual has grown.
Michel Foucault’s idea of the “entrepreneur of the self” resonates here. When I think about how we refine our online personas, it’s hard not to see ourselves as small businesses, constantly marketing our skills and personalities for validation.
The Paradox of Authenticity
A paradox lies at the heart of personal branding: the pursuit of authenticity through calculated self-curation. We’re told to “be ourselves,” yet how often is that “authentic” version of us carefully filtered and optimised for public consumption? Richard Handler’s work on authenticity sheds light on this contradiction. He argues that authenticity is not an inherent quality but something we construct—and often perform.
This hits home when I think about the effort that goes into making social media content feel effortless. Platforms like Instagram and TikTok reward a specific kind of “authenticity”: candid photos that aren’t quite candid and captions designed to sound heartfelt but algorithm-friendly. It makes me wonder—are we genuinely expressing ourselves or just performing what the system wants from us?
Personal Branding as a Modern Ritual
When you think about it, personal branding is almost ritualistic. Anthropologically, rituals aren’t just religious or ceremonial; they’re everyday practices that reflect and reinforce cultural values. In this sense, personal branding is a modernity ritual steeped in values like competition, individualism, and self-optimisation. Social media platforms act as the ritual spaces where these performances unfold. Each post, like, and comment becomes part of a larger self-narrative shaped by social norms and expectations. Erving Goffman’s idea of life as a stage feels especially apt here—digital spaces magnify this performance.
Algorithms, acting as invisible gatekeepers, decide which narratives are celebrated and which are ignored. I find it fascinating (and a little unsettling) how this creates a feedback loop: we adapt our performances to what the system rewards, often without realising how much of ourselves we’re changing in the process.
The Commodification of Identity
Perhaps the most unsettling aspect of personal branding is how it turns identity into a product. In a world where everything can be monetised, even our personalities are on the table. This constant need to stay “on-brand” demands significant emotional labour—endlessly refining our online presence to meet the expectations of followers, peers, or employers.
I’ve noticed how this pressure often leads to feelings of burnout or imposter syndrome, something Eva Illouz has written about in her work on emotional capitalism. She explains how our identities become intertwined with economic value. When I think about this, I’m struck by how uneven the playing field is. Those with resources—like access to professional photography or social media coaching—are often better positioned to succeed, while others struggle to compete.
It’s a stark reminder of how personal branding commodifies identity and reinforces broader inequalities.
Personal Branding Across Cultures and Contexts
Of course, personal branding isn’t universal—it means different things in different cultures and contexts. In more collectivist societies, where communal identity often precedes individualism, the pressure to self-promote might feel less urgent or take on entirely different forms. Instead of highlighting personal achievements, people may emphasise how they contribute to the group’s success.
I’m also fascinated by those who resist personal branding altogether. Some people embrace anonymity or messy, unpolished self-expression to resist the system. Others lean into collective identity-building, rejecting the idea that their worth should be tied to how well they can market themselves. These examples remind me that personal branding isn’t inevitable—it’s shaped by the values of a specific time and place.
Reimagining Personal Branding
So, can personal branding and authenticity coexist? I still grapple with this question. Personal branding often feels like a way of reducing ourselves to neat, marketable packages. On the other hand, it can be a powerful tool for self-expression, helping us articulate our values and passions.
The key might lie in approaching personal branding critically. Instead of chasing external validation, we could use it to align our external expression with our internal truths. That shift requires self-awareness and a willingness to step back from what the algorithms reward. For me, it’s about finding a balance—using personal branding intentionally without letting it consume my sense of self.
Ultimately, personal branding is a reflection of our culture. By examining it through an anthropological lens, I hope we can better understand the forces shaping our identities and maybe even reclaim a sense of authenticity in the process.
