{"id":3650,"date":"2025-08-07T14:44:24","date_gmt":"2025-08-07T19:44:24","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=3650"},"modified":"2025-08-07T14:44:24","modified_gmt":"2025-08-07T19:44:24","slug":"personal-brands-are-stupid-and-we-should-stop-trying-to-have-them","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/personal-brands-are-stupid-and-we-should-stop-trying-to-have-them\/","title":{"rendered":"Personal brands are stupid, and we should stop trying to have them."},"content":{"rendered":"
\n
\"A
Fig. 1: The real me.<\/figcaption><\/figure>\n<\/div>\n\n\n

I\u2019ve been freelancing full-time since 2016. Come July of next year, I\u2019ll be celebrating a full decade of selling myself aggressively as a Person You Should Hire to Do Your Copywriting. (Reasonable rates, inquire within<\/a>.) During that time, I\u2019ve been told personal branding is crucial, personal branding is crucial but we\u2019re all doing it wrong, personal branding is dead, personal branding is back, personal branding is back and never left, personal branding is back but we\u2019re all doing it wrong, and personal branding is different in [whatever year this is] and I will teach you how to do it in my $599 course.<\/p>\n\n\n\n

Two things have remained consistent over all that time:<\/p>\n\n\n\n

1. Whatever it is, you\u2019re doing it wrong.<\/p>\n\n\n\n

2. It\u2019s crucial to be yourself, except obviously better than you really are, because it\u2019s important to look good and clearly you are a garbage person.<\/p>\n\n\n\n

Sometimes, it\u2019s a whole Thing \u2014 a whole aesthetic, a logo, an Instagram filter of choice, a uniform you\u2019ll wear when you\u2019re inevitably invited to deliver a TED talk because your personal brand has become just that powerful. Sometimes, it\u2019s specifically a Not-Thing \u2014 an authentic expression of yourself, your passions, your story, your unique and valuable voice, your you<\/em>, just all neatly polished and packaged so people can find you because the actual<\/em> authentic, unpolished, unpackaged you is a garbage person.<\/p>\n\n\n\n

I\u2019ve never been good at any of it. I\u2019ve worked on campaigns for multimillion-dollar brands, but where my own person and personal business \u2014 as in, marketing myself as a professional \u2014 are concerned, the cobbler\u2019s kids have no shoes. They barely have feet. Because advertising works best when it\u2019s authentic, and I can\u2019t think of anything more in<\/em>authentic than sitting down and trying to distill me<\/em> into a headline and a tagline and an elevator pitch. I struggle to brand myself because I\u2019m, like, not a brand. I\u2019m a person.<\/p>\n\n\n\n

Brands aren\u2019t people \u2014 we see this every day in how annoying and desperate it seems when brands swing and miss at a social media trend, when they start getting into conversations with each other long after the actual humans have abandoned said trend, when you can hear the social media person rolling their eyes at themselves as they publish yet another tortured meme because they\u2019re not a regular brand, they\u2019re a cool brand.<\/p>\n\n\n\n

And the corollary to that is that people aren\u2019t brands. The whole point of a brand is it\u2019s a unified voice and face an entire company can get behind and communicate for in a cohesive, effective way. A person is<\/em> a unified voice, and they don\u2019t need a brand book because the person doing the communicating is, by definition, cohered. We don\u2019t establish brand standards to know ourselves, we go to therapy. And any attempt to establish personal brand standards only erodes authenticity.<\/p>\n\n\n\n

This push for personal branding is how we ended up with influencers still spending two hours crafting the perfect \u201cwoke up like this\u201d shot, just like they\u2019ve been doing for years but now perfectly im<\/em>perfect because Relatable, and their personal image leaves room for messy hair but not for mascara smudges under the eyes when they were too lazy to take off their makeup the night before.<\/p>\n\n\n\n

It\u2019s how we ended up with that obnoxious LinkedIn post style that, I\u2019m sorry, was annoying long before ChatGPT got in on it but everyone uses it because it\u2019s LinkedIn and on LinkedIn, every personal insight has to be presented one sentence per line.<\/p>\n\n\n\n

Or less.<\/p>\n\n\n

\n
\"A
Fig. 2: Also the real me.<\/figcaption><\/figure>\n<\/div>\n\n\n

With bullet points and emojis.<\/p>\n\n\n\n

And a \u201cfollow me for\u201d CTA at the end.<\/p>\n\n\n\n

Like human beings do in a very human way, when having human thoughts that we just happen to share on social media.<\/p>\n\n\n\n

And, yeah, it\u2019s how we ended up using ChatGPT to craft our personal insights, because writing it yourself \u2014 writing it in your unique voice, even writing it badly \u2014 is for people, and we aren\u2019t those anymore.<\/p>\n\n\n\n

It\u2019s the grownup version of trying to fit in as a high schooler, self-consciously tweaking your hair and clothes and interests and musical tastes, trying on identities like Halloween costumes to see which one works. Except when you\u2019re an adult and a brand, we call it \u201cpivoting.\u201d<\/p>\n\n\n\n

But people don\u2019t pivot. Brands pivot \u2014 they expand or shift into a new segment of their industry, they introduce a new flagship product, they start focusing on a different target market, and they need a new brand to represent the new them. People don\u2019t pivot \u2014 they grow, just a little bit every day, changing ship-of-Theseus style with every thought and experience and interaction they have. It\u2019s a constant and continuous process.<\/p>\n\n\n\n

And in that way, an established personal brand becomes just the imperceptibly tiniest bit less authentic the day after it\u2019s launched, and even less so every day after that. Your carefully established narrative and carefully rehearsed elevator pitch represent a person you haven\u2019t been for, like, a month and a half now. And the longer you cling to this polished, packaged brand that all the Theys have insisted you need to have in one form or another, the more effort it\u2019s going to take, because the only you<\/em> that\u2019s going to come easily is the you<\/em> you are right now.<\/p>\n\n\n\n

So here\u2019s my personal brand: I\u2019m someone who utterly lacks chill. (Highly recommend. Life is too short to pretend to not be excited about things you\u2019re exciting about.) I\u2019m someone who clings to new and\/or outdated slang when I find it\u2019s fun to say. I\u2019m someone who\u2019s way better at writing than I am at talking, and yet somehow also absolute fire during client pitches. I\u2019m someone who\u2019s apparently not great at being a team player, because apparently your team isn\u2019t actually your team, but no one\u2019s ever explained to me who else my team is supposed to be? I\u2019m someone who\u2019s fiercely protective of baby creatives and absolutely worthless at trying to protect myself. I\u2019m someone who\u2019d probably keep freelancing even if I won the lottery, because I don\u2019t know what else I\u2019d do with my time. (But I\u2019d love to test that theory.)<\/p>\n\n\n\n

And not only could all that change at any moment, it has<\/em> changed in the moments, minutes, months, whatever since I published this post. I\u2019m not the person who wrote the first post on this blog in (good God) September of 2019, and she\u2019s not the person who first stepped out into the unknown in July of 2016. And there hasn\u2019t been a pivot to be found that entire time. Just me growing to be the authentic me I am today and will be for the next, I don\u2019t know, ten minutes and thirty seconds or so, at least.<\/p>\n\n\n\n

That\u2019s it. That\u2019s the post.<\/p>\n","protected":false},"excerpt":{"rendered":"

I\u2019ve been freelancing full-time since 2016. 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