4Brand You
In earlier chapters, we explored the origins and meaning of branding—what it is and where it came from. In this chapter, we explore the question of why we do it and how we personalize it. Branding may make perfect sense when we’re talking about dish soap or cereal. But how does it apply to people? And how can we talk about branding people without turning them into objects?
These are all good questions that lie at the heart of this book. To many, the idea of branding human beings rankles. It can sound a bit dehumanizing. Perhaps someone—a teacher, a boss, a career counselor—advised you to launch a personal branding campaign as a career strategy. Why? Isn’t it good enough to have a solid resume, great skills, and a good start at experience? ...
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