A Brand New You?

I grew up thinking that “branding” was something Rowdy Yates did to a herd of cattle. I never planned to have a ranch, so it never occurred to me that I would have to design a brand. But here we are in the new millennium and branding is something we do to people and companies and products, and if you don’t brand yourself cowboy, you’re nobody.

To survive the fatal virus of anonymity we are encouraged to swallow the medicine of constant self-promotion. Some of us are better at this than others, of course, but this daily push toward fame and acceptance has an inner impact on all of us.

We are living in a time of mass commodification. Everything and everyone must be part of the market place. Whether you want to succeed in business or love, you’ve gotta have a good head shot and snappy copy. My question is: what’s happening inside of us with this continuous push to expand our number of “friends” and contacts? We are bombarded with the message that we are not enough, and we are not doing enough. If one is an adult meeting this new age of marketmanship, then a sense of pre-existing inner equilibrium could help counter balance a healthy identity and sense of innate value. But imagine being thirteen!

Between mass media and social media young people and women, especially, are taught to  be thinner, younger, and/or sexier. Everything from mascara to face cream is sold as the magic elixir or potion to ‘make you shine’. Men should be “winners”, a goal that apparently counteracts both age and girth.  

We all want to look and feel our best, but with the constant professionally-powered force of Madison Avenue, it takes an extraordinary personality to maintain a fully self-determined identity. Even the most polished players in the fame game are criticized and dissected, in fact that dissection is big business, too. “The 10 Worst Dressed.” “Who’s got cellulite in Hollywood?” Who are the top A-Listers this year? The Ten Wealthiest in the World? The Sexiest Man? All these meaningless headlines will reach you even without a television, unless you grow all your own food, wash your clothes at the river bank, and don’t have access to a computer.

I’m not against fashion trends or Hollywood headlines, I just want every person to be optimistic and joyful, to find their own style, and to express themselves without bashing or being bashed. We can look great, we can be healthy, we can even be ‘fashionable’ on our own terms. But in this mass media driven society, that’s not just a choice, it is a process. Look forward to my next blog to learn more about it!