When Brand Trumps Compassion

Impeached President Trump is more concerned with his brand then the Americans who have been adversely affected by the COVID-19 pandemic including the more than 50,000 (at this time) Americans who have died.  Are the benefits of branding monetary or for building up a low self-esteem? Many people today seem overly concerned about building up their brand which is contrary to how I was raised.

I was admonished for bragging and being uppity and rewarded for being humble, modest and reserved as a child (I was not always successful and am still working on these virtues).  Consensus was the overriding dynamic of group activities and not domination.  But today, one can find a multitude of resources online for building up one’s personal brand.

One of the articles I found was Five Steps to Brand Yourself in 2020 by Tareq Samara on entrepreneur.com.  The five steps are as follows (the clarifications are a bit cherrypicked on my part, sorry).

  1. Upgrade your mindset – show off your true skills on social media.
  2. Define your expertise – even if you  have zero experience.
  3. Be everywhere – use all platforms even ones you hate.
  4. Share Knowledge – help everyone benefit from your unique experiences.
  5. Engage with others – attract more eyeballs and get recognized, get lots of views and followers.

It seems to me that some people who are trying to build their brand may be or become conceited, self-absorbed, arrogant, pretentious, egotistic, insolent, pompous, self-important, stuck up, vain, and self-aggrandising.  Sadly, these characteristic seem to squeeze out room for compassion, empathy, grace, kindness and concern for others.

The mindless pursuit of appearance, affluence and accomplishment should not trump authenticity, service and loving compassionate relationships with our fellow human beings, even the brand-less ones.  Find the balance and exercise compassion.  If you need to be out in front be a servant leader.




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Concerned Citizen

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