Against personal branding

I couldn’t care less whether anything that I publish here or anywhere else is “on brand.” What does that even mean? Aside from the troubling (and faintly ridiculous) livestock connotations of the term “brand” to begin with, what is my personal signal or signature anyway? It’s precisely whatever interests me and wants to come through me in this moment, without fundamental regard for its fortunes or reception. In this sense, on this level, I am ardently and fundamentally against personal branding, or more specifically, on burning up much or any of my precious creative energy on it.

Well-crafted communiques tuned for clarity of expression in the context of the total rhetorical moment—yes.

Manipulative, extractive attempts to maximize some preselected outcome based on egoic notions of success—no.

The inbuilt serendipity of this dream of me-plus-world will serve as a kind of synchronicity machine, making the right connections manifest. All I have to do is show up and cooperate with what happens to be my deepest identity and impulse in the first place. Any apparent “effects” are really just side effects—things to observe and enjoy along the way without grasping at them, assigning them presupposed value, or turning them into a programmatic goal aimed at controlling how they land and what they do or don’t accomplish in rounding out some image of me in my own or anyone else’s mind.

Perhaps needless to say, if you are a writer yourself, I recommend adopting a version of this same attitude, appropriately tuned and calibrated to your own sensibility. Branding as such is actually fine for practical purposes in the commercial arena. But its potential to breach its rightful limits and invade our core self-sense at the fundamental creative-motivational level is real, and also something we should seriously guard against. Your inner genius is too valuable to be sacrificed on the altar of marketing.

(For sage advice on finding the organic connection between your deep creativity and the matter of communicating your work to other people, see Dan Blank’s excellent book You Are the Gateway.)