# The Decline of Personal Branding: Embracing Authenticity Online
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Chapter 1: The Illusion of Personal Branding
The concept of personal branding has become increasingly disillusioning, particularly as younger generations see through the facade of online performance culture that seeks validation through superficial metrics like 'likes.'
This perspective reveals how personal branding has morphed into a performance art, where individuals curate their lives for an audience they may never meet.
Section 1.1: LinkedIn's Cringe Factor
If LinkedIn were a person, I would certainly be drawn to its polished professionalism. It offers a platform for business discussions without the usual social pitfalls. However, the platform is plagued by a certain breed of influencers who label themselves as personal branding experts. This trend emerged roughly five years ago, coinciding with the peak of influencer culture.
We’ve become accustomed to seeing flawless models on platforms like Instagram, promoting products while sharing curated lifestyles. Meanwhile, some entrepreneurs have transformed LinkedIn into a space where every business decision appears to elevate them to startup demigods. Yet, the reality is that the personal branding phenomenon feels increasingly outdated.
According to Sean Kernan, the cringe factor on LinkedIn often depends on whom you choose to follow. My newsfeed is regularly cleansed of self-promoters. When I detect a hint of disingenuousness, I swiftly mute them. The pervasive self-promotion can detract from the platform’s value, as many engage in it primarily for personal gain rather than to offer genuine help.
When everyone’s selfishness is on full display, it can feel overwhelming. Many are oblivious to how foolish their antics appear. The culture of personal branding reduces us to mere performers, acting out a narrative for an audience of strangers. It’s amusing to think that if someone had predicted this scenario back in 1996, I would have laughed.
In the video titled "The Power of Personal Branding: From Unknown to Unforgettable [Episode #155]," the nuances of personal branding are explored, shedding light on its implications and transformations in the current digital landscape.
Section 1.2: The Rebellion of Younger Generations
As a millennial, I find myself at a crossroads with the new generation. They have quickly recognized the absurdity of the personal branding craze, leading to a rebellion manifested in Web3. In this new digital realm, anonymity reigns supreme. Users are opting for NFTs and animated avatars rather than attaching their real identities online.
The rise of characters like the Bored Ape Yacht Club epitomizes this shift; they symbolize a rejection of traditional personal branding. These new digital natives are skeptical of employers and strangers online, preferring to keep their online presence low-key. For them, the allure of follower counts is diminishing; a tighter, more intimate circle of connections is what they value.
Having spent time with this younger cohort, I’ve discovered that they thrive in exclusive Discord groups, typically consisting of 100 to 200 members. Here, unfiltered expression and humor abound, a refreshing contrast to the overly curated personal branding narrative.
Subsection 1.2.1: Fun Over Form
Personal branding has become too serious for many. Future generations crave authenticity and spontaneity that resist the constraints of cancel culture. As Deepu Asok aptly stated, "People are trying to become brands. Brands are trying to become people."
For years, corporations have sought to cultivate brands, but many have become uninspiring and generic. The overwhelming quantity of bland advertisements has led to widespread disengagement. In an attempt to revive interest, marketing professionals began to leverage ordinary individuals as brand ambassadors, giving rise to the personal brand phenomenon.
Section 1.3: The Financial Motivation Behind Personal Branding
At its core, personal branding is often tied to financial gain. Many individuals develop personal brands not for altruistic reasons, but rather to generate income. This monetization can distort perceptions, treating every interaction as a transaction aimed at acquiring the next luxury item.
I can relate to this struggle. As a content creator, balancing the business aspect with genuine expression can be challenging. The key question I ask myself is whether my actions are becoming self-serving. This self-centeredness has undermined the original promise of personal branding, which has now lost its appeal.
Chapter 2: Rediscovering Authenticity
As a millennial, I reminisce about the early days of the internet, where anonymity was the norm. We adopted pseudonyms and kept our real identities hidden. The internet was a realm of exploration, where the lines between reality and persona were blurred.
With the emergence of Web3, there is a growing desire to return to these roots. Younger individuals are rejecting the sanitized, overly curated internet experiences promoted by older generations.
Bringing It All Together
Let’s be clear: personal branding is on the decline. Many can now see through the hollow narratives that influencers perpetuate, and the notion that a personal brand guarantees professional advancement is becoming increasingly far-fetched. Employers prioritize individuals who can deliver results, not those who merely present polished facades.
I look forward to a future where we embrace Web3 identities—perhaps even avatar representations that are far removed from traditional branding. The personal branding epidemic has overstayed its welcome, and I encourage everyone to shift focus from branding to being genuinely useful online.
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