A personal brand goes well beyond a clever URL and a logo made up of your initials. 

In an online world we are presented with this ideas of an avatar, a kind of costume that we don when we share our work, our thoughts, or our best selves in digital spaces.

Since we are (obviously) unable to be online in the physical, tangible way that is the organic stuff of reality and a million years of social evolution, what we then present online is necessarily a construct. After all, we cannot know the subtleties of our own personalities like the ticks and quirks we give off when sitting across from a real person, so all of it is fabricated as some kind of manicured self image if we like that idea or not.

Embracing this idea, leaning into it, is the notion of personal brand: shaping that avatar to fulfill a purpose, and perhaps to be more than—or at least a more refined and controlled version of—our real world selves.

The notion this implies is that we are all somehow emotionally mature enough to construct these online characters in a way that presents us in a positive and beneficial way. 

What this implies is skill and nuance. 

What this notion misses is that not all masks well made.

To brand oneself, one puts on a mask and becomes someone or something else, which can be useful and necessary, but can be a difficult illusion to maintain. 

This doesn’t make it impossible or ill-advised, but rather perhaps something that is done with care and purpose and not just because it seems to be a fad.