User:Lchoww/sandbox

= History = Branding has reached a new level of imperative because of the rise of the Internet. The growth of the virtual world created the necessity of managing online identities. Despite being expressly virtual, social media and online identity has the ability to affect the real world. Because Individuals want to portray themselves a certain way to their social circle, they may work to maintain a certain image on their social media sites. As a result, social media enables the creation of an online identity that may not be completely true to the real self. (See: online identity)

= Social Media = Social media can be “roughly defined as ‘a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content’”. Social media extends beyond just Facebook and Twitter and into the professional world as well. There are general professional profiles like LinkedIn and company or industry-specific networks. Because of these professional networks, self-branding is useful in finding a job or improving one’s professional standing.

Building a brand and an online presence through internal corporate networks allows for individuals to network with their colleagues, not only socially but professionally as well. This kind of interaction allows for employees to build up their personal brand relative to other employees, as well as spur innovation within the company, because more people can learn from more people

Some social media sites, like Twitter, can have a flattened, all-encompassing audience that can be composed of professional and personal contacts, which then can be seen as a more “’professional’ environment with potential professional costs”. Because of its explicitly public nature, Twitter becomes a double-sided platform that can be utilized in different ways depending on the amount of censorship a user decides on.

Personal branding focuses on “self-packaging,” where “success is not determined by individuals’ internal sets of skills, motivations, and interests but, rather, by how effectively they are…branded” (Lair); it is more about self-promotion rather than true self-expression. The difference between the two is that self-promotion is deliberately intentional in all aspects because the individual is purposely shaping their image or persona, while self-expression can even be a byproduct of promotion.

Aside from professional aspirations, personal branding can also be used on personal-level social networks to flare popularity. The online self is used as a marketing and promotional tool to brand an individual as a type of person; success on the virtual platforms then becomes “online social value [that could transform] to real rewards in the offline world.”

= Criticisms = Personal branding offers promises of increased success in the business world. Thousands of self-help books, programs, personal coaches, and articles exist to help individuals learn to self-brand. These strategies emphasize authenticity but framed as becoming “’more of who you are’ as well as who ‘you were meant to be.’

The other side of these ‘strategies for success’ is that this is very subtle self-commodification. Because personal branding is basically pointing out, and in some cases, glorifying, certain positive characteristics of an individual, it is not unlike traditional branding of products and companies. This puts individuals in the place of products, in which their efforts to appear more human are subverted.

This possibility is exploited by celebrities and politicians, as “marketing individual personalities as products” is an effective way to gain millions of fans not just online but in real life as well (van Djick). For celebrities of all types, online personas are their brands. Public relations for Justin Bieber and Barak Obama alike can easily control the “brand” and maximize exposure and profitability.