De-brand

I accept the fact that I’m never going to understand why I fell for this awful concept. But, as with every failure along the way, I prefer to focus on something positive. Building a more authentic self online and offline is an example and the very Mastodon debate that prompted this post is proof that it works. Leaving the idea of a permanent fake p... See more

Inspired by a brilliant debate on Mastodon, I outline the steps taken to remove the concept of personal brand from my online presence.

Brandifying my online life was a mistake

One of the greatest mistakes we’ve ever done was to fall into that trap that we should be promoting ourselves as “brands”. You know, with all the ‘create a persona’ that would reflect your best work on social media and the rest of the crap. Fuck that.

Words are crucial, therefore changing the lexicon was the first step. I stopped considering the web as a place where to find an audience . I quit using the word users , switching to people instead and rewrote my pages to reflect my true self. Eradicating the marketing jargon was also paramount. I don’t produce content , I write and record sounds an... See more