The concept of “personal branding” has become popular in recent years, with experts suggesting individuals create a distinct image with which to promote themselves in the job market. But other experts argue the idea of a “personal brand” is a myth, and that focusing too much on creating an inauthentic image is not only impossible but can be detrimental to one’s career.

One issue with a “personal brand” is that it implies a level of control that isn’t realistic in the real world. After all, a “brand” is a manufactured and carefully maintained image developed by marketing professionals to give products “personalities” that are attractive to buyers. People, on the other hand, are complex and multifaceted, they change over time. It’s not possible to consistently maintain the elements of an image that encapsulate all of who you are and what you stand for, for all time. Plus, the idea of personal branding implies that an individual should only present one version of themselves, which can limit the opportunities they have to present their personalities, talents, and skills.

Another important issue facing the idea of “personal branding” is it can encourage individuals to focus on self-promotion rather than building authentic relationships. In the business world, building a network of personal contacts and developing real connections is crucial to finding new opportunities. But a focus on self-promotion can create the impression the person is solely interested in their own career advancement, rather than the collective success of their colleagues, company, or team.

In addition, the concept of “personal branding” is also divisive and exclusionary. It implies many people who don’t relate to the “personal brand,” or whose personalities aren’t consistent with a particular brand image, are not valuable or worthy of consideration. That can lead to discrimination and bias against individuals who don’t conform to a certain image, and it can also perpetuate harmful stereotypes. Experts on diversity maintain the work product of diverse groups and their dissimilar thinking and experiences is generally superior to monolithic work groups.

Other experts argue the idea of “personal branding” can impact one’s mental health, as it can create a sense of pressure to always present themselves with an image different from who they really are. That pressure can lead to feelings of inadequacy or self-doubt, and can also discourage people from being their authentic selves.

The idea of “personal branding” implies a level of control and predictability that isn’t realistic. Instead of focusing on creating a specific image, experts recommend individuals focus on building a diverse network of contacts, developing their skills and talents, and being authentic in their interactions with others. That way, individuals can show the value they bring to a company, team, or organization, in a more genuine and holistic way.