Personal Brands - Insights From a Motivational Speaker

Is the Concept of Personal Brand Built on a Flawed Premise?

Personal branding is a modern buzzword, but is it built on a foundation of authenticity or just another corporate-style illusion?

Think about the most powerful brands in the world—Coca-Cola, Apple, Nike. These brands aren’t just products; they represent feelings, lifestyles, and carefully crafted narratives. But behind the branding, the reality can be very different. As Steve Jobs once said about Pepsi, it’s just “sugared water.” The mythology of a brand often overshadows the truth.

So what happens when we apply this to individuals? Is a “personal brand” just another layer of manufactured perception? Are we shaping our identities based on what looks good rather than who we actually are?

Are You Trying to Be Someone or Do Something?

There’s a growing divide between those who focus on personal branding and those who dedicate themselves to mastering a craft. Ian Fleming didn’t set out to build a personal brand—he wrote great stories. Vincent Van Gogh didn’t wake up thinking about content strategy—he painted because he had to. These people spent years honing their skills, often struggling, often failing, but always pushing forward.

Today, it often feels like the focus has shifted. Instead of doing remarkable work, many are consumed with the appearance of being remarkable. Social media rewards visibility over value, and in this era, simply being someone can be more lucrative than doing something worthwhile.

The Real Question

If a personal brand is just a polished version of reality, does it disconnect us from real progress? The best leaders, creators, and innovators aren’t obsessed with how they are perceived—they are busy creating, building, and improving.

So ask yourself: Are you crafting an image, or are you actually doing something remarkable?

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This idea was prompted by a discussion on

The James Altucher Show: My First Exit: How Anyone Can Make Their First Million, 14 Feb 2025