If this is all about online expression, why borrow something from advertising with this horrid neologism, then? We can use regular english, like "persona". We don't need this, and I think it's harmful.
I hear you. "Brand" itself is a horrible term and the awful connotations of course go way beyond advertising.
But if whatever this term should be were a horse, it left the barn ridden by "personal brand" a long time ago.
I don't discount the success of terminological improvement movements- for pronouns, most notably- but a compelling story about disadvantage -> solution -> improvement to create an alternative remains to be told, at least from my perspective.
"Persona" is not the solution. It's creepy, imprecise, and unownable. It needs to be able to become a term of art.
"Profile" also unusable, is taken for dating.
"Avatar" I think is successful, but incomplete.
Part of the problem is that the "branding" platforms are themselves universally awful, both in being hard to use, and in failing to elevate their users. It is never more clear that one is working for the machine than when one is configuring one's "profile" in LinkedIn.
It definitely seems like there is room to create a successful professional platform, with a named product- like "Highlights"- and that term could take over for "personal brand."
If you have thoughts about it, please do it! We need it!
