Personality was a cozy way of saying personal brand. Whereas actual personalities tend to be fickle and elusory, personal brands can be depended upon and easily understood. Personal brands are SEO-friendly and searchable. Personal brands can be keyworded. Of course, the process by which a personality is transformed into a personal brand is a flattening one—but I like to look at it as a distillation, rather than an attenuation. Make no mistake, though, both personal brands and personalities are performative.
