A personal brand is a performance for an imagined audience

Curating a personal brand online is about exaggerating parts of yourself that people want to see while dampening parts they may not want. Often, it is about finding one or two traits and repeating them to become your ‘brand’. Being-online-flattens-your-personality In this way, the idea of a personal brand can be seen as a performance. Even when it is most ‘authentic’, it is your curated self.

References

This idea is explored in Doppelganger-by-Naomi-Klein-2023