As soon as anyone uses the term "personal brand" I instantly lose respect for them. The reason is obvious: it's cringe. But more than just being cringe I think it's very close to evil. It's a framing thing. You're not a person, youre a product, and you need to improve your marketing. Of course people who say you need to work on your personal brand are just being honest, grown-up, realistic. But it's reality seen through a specific lens. It's only "realistic" within a particular world view. What's funny to me is it's an almost Marxist world view. You **are** a prole. Your society **does** see you as a commodity. Your only value **is** your labour. But rather than recoiling in horror, the personal branding folk *lean-in*. Hellyeah, I'm a fucking tool. Here's my core competencies, and my value-add. The thing is though, a product's marketing is only important when it's for sale. Your personal brand only matters when you are either looking for a new job (even a promotion), or looking for customers. A need for personal branding is only realistic in a world where gig work is standard, and being content is unimaginable.