An abbreviated version of Branding & Self-Image was printed in the June 6, 2021 issue of Georgia Voice

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For more than 10 years, it has become a “thing” to think about and talk about oneself as a brand. You are encouraged to protect your brand and grow your brand and promote your brand, especially in regard to business relationships. I bring my brand and its services to your business, and I expect us to be on a more or less equal footing.

In addition to this being total bs, I find it deeply offensive and unhealthy.

Brands refer to things like the brand of toothpaste you use or the mayonnaise you like. And when you are done with it, you throw out the old tube or jar and go buy a new one. Humans are neither disposable nor interchangeable. Humans are not things. We are complex, sentient beings and each of us is unique and multi-faceted. We are not a thing engaged in a series of transactions. The idea that all interactions are transactional, that we are each supposed to “get” something out of the transaction each and every time precludes the higher parts of our nature like altruism, compassion, understanding, caring, intimacy, even love.

Back in the late 80s and early 90s we heard the idea that, especially in personal relationships, we were to become the right kind of product that “people would want to take off of the shelf.” Become the right product and you will succeed. People will want you. You’ll find the relationship or job you are looking for.

I like the products I buy at the store. Whether bagged lettuce, nice shirts, comfy shoes, or sliced deli, I like and use certain products regularly. Is that the way I would want myself to be treated? A bought and paid for product that is then used by the purchaser however they see fit? “I got someone to take me off the shelf.” Well, that’s nice. Did you get to have any input into the transaction? Did it work out well? The problem herein is that people begin twisting and distorting who they are, or completely losing who they are, in order to be the “right” product or the right brand. Who sets these rules? When it comes to what the “right” product is, everybody will never all like or want the same thing(s). Right? Nevertheless, I am willing to lose myself to become a desired product.

The right product/brand wears the right clothes, goes to the right places, knows the right people, watches the right TV shows, likes the right music, and has the right kind of thinking, whatever. No dissent or divergence or diversity of thought is tolerated. The danger here is that these things that we are supposed to do and be begin to warp our self-image. “Well, I’m a yoga pants wearing, paradigm-aware, synergy of best practices augmented and informed by my core competencies.”

Heinz is a brand of ketchup. Tide is a brand of clothes detergent. Dial is a brand of soap. A brand is nothing more than the name of the maker of a product. The product has a very specific use but no matter how good the ketchup or the all-beef franks or the paper towels are, they are objects, things, and once used or consumed, I move on. Is this how you want the relationships in your life to be?

My identity – what I do, what I say, what I think and what I feel. If my identity is that of a product or brand, then I am focusing only on what I need to do or be to please other people – professionally or personally. What this leaves out are important questions like - Who are you? What are you about? What really matters to you? What brings you joy? Mentally, emotionally, spiritually, who are you? Who are you becoming? What fulfills you?

My self-image is about how I see myself. And that starts with the components of self-value. Self-awareness. Knowing who I am. Knowing my beliefs, attitudes, thoughts, feelings, decisions and choices. Giving myself a sense of agency in my own life, rather than being something that others use to fulfill their purposes. My self-worth, acknowledging and honoring my emotions and the complexity of them. My self-esteem, the esteem that I earn from myself. Self-love. When I learn to love myself, no one can take that away from me. Self-confidence, knowing that I can handle what life throws at me on a daily basis. These are some of the important things that influence and inform my image of myself.

When I relate to other people, whether in a business, personal, or intimate relationship, I need to have a real good idea of who it is that I am asking them to relate to. If I have fallen into trying to be the right product or the right brand, then the potential trap here is I am letting others define who I am. I may be a good brand for making your teeth whiter and stronger but what about my own teeth? Problem with being a tube of toothpaste is that the tube never gets to refuse being squeezed.

Self-image and self-identity are big and important issues in our lives and should not be trivialized. Yet in the “brand” way of thinking, that is exactly what we wind up doing to ourselves – trivializing ourselves. Why am I making an issue of this? Because next time we are going to talk about another popular buzzword circulating right now – authenticity. Product and brands don’t ever reach the level of authenticity. They may be good or bad quality. I may or may not like them. But they are only good for one purpose. They work or they don’t. We are all so much more than that. You are so much more than that.

If you have to play the Brand Game at work, OK for now. But don’t let those narrow confines define who you are and are becoming.

Living Skills offers positive psychology counseling, spiritual counseling, and life coaching services in Atlanta, and online. We are sensitive to the needs of the LGBT community. Sessions available by Skype. Please email us at livingskillsinc@gmail.com or visit www.livingskills.pro. Podcast: “The Problem with Humans” now available on Apple Podcasts, Buzzsprout, Google Podcast, Amazon Music, and Spotify, Overcast, Castro, Castbox, and Podfriend, as well as on my site. Follow us on Twitter - @livingskillsinc