The “branded self” is the idea that people shape their online identity as if it were a product, something to design, maintain, and market. Instead of simply being ourselves online, we build a version that fits a recognizable image: polished, consistent, and appealing to an audience. Whether someone is trying to grow a following or stay socially relevant, they are encouraged to think of themselves as a brand.
This concept is prevalent on social media platforms like Instagram, TikTok, and LinkedIn. These platforms reward visibility, consistency, and engagement. Users are encouraged to post content that fits a particular “aesthetic,” stick to a theme or niche and promote values that align with their desired image. These strategies, once used by businesses, are now applied to individual identities, turning people into content creators and personal brands.
The idea of the branded self is tightly linked to neoliberalism, a system that promotes individualism, self-promotion, and market logic. In this view, everyone is an entrepreneur, responsible for turning their identity and lifestyle into something profitable, or at least something that gains approval. Social media platforms reinforce this by trying visibility to success. More likes, followers, and comments mean more social capital. Even authenticity is treated like a branding strategy: people curate their “realness” to fit a specific image.
In their article Micro-Celebrity and the Branded Self, Senft and Marwick (2013) explain how users create and maintain online personas using the same strategies as small brands or influencers. They argue that even those who don’t consider themselves influencers still adopt similar habits: managing their image, tracking metrics, and engaging with followers strategically. This turns everyday online behavior into a form of micro-celebrity performance.
Understanding the branded self is key to digital literacy because it helps people see how much of online life is shaped by performance. When we feel pressure to look put together, be interesting, or stay relevant, it’s not just a personal issue, it’s the result of a digital culture that treats identity like a product. Recognizing this gives people the power to step back and ask; Am I sharing this because I want to or because I feel like I have to?
It also helps explain why social media can feel draining. Performing a branded version of yourself takes energy, planning, and constant attention. What used to be simple interactions, such as sharing a photo and writing a post, now feel like unpaid labor. Knowing this helps people create better boundaries and use digital spaces more intentionally.
Digital literacy isn’t just about knowing how to use technology. It’s about knowing how technology shapes us and learning how to resist when it starts to define who we are.
Works Cited:
Senft, T.M., & Marwick, A.E. (2013). Micro-celebrity and the Branded Self. Retrieved from:
https://www.academia.edu/3775110/Micro_celebrity_and_the_Branded_Self
Hearn, Alison. “Meat, Mask, Burden: Probing the Contours of the Branded `self.” Journal of
Consumer Culture, vol. 8, no. 2, 2008, pp. 197–217.