Welcome to the era of self-branding, where even your identity is a commodity.

“You could argue that self-branding is used as a strategy by these tech platforms to make sure that we are datafying ourselves. These platforms can only exist if they are able to obtain data from us in a way that is never our own. Users cannot always be logged in on a platform; therefore, there needs to be an incentive for them to provide data. And... See more

In the age of neoliberalism, you as an individual are in charge of your success and happiness (not the government or the economy) — and this is where self–branding comes into play. Self-branding is marketed as a tool everyone can use to construct their identity in a way that grants them connections and opportunities. Having a strong personal brand... See more

Self‐branding encourages workers to continually promote themselves, ensuring the worker is always “on,” exploiting their personality and lifestyle in the chase of producing branded value (Whitmer,2019). The fact that the “entrepreneurial self” is always consistently working and improving is obviously useful for employers, but is it as useful for... See more