The concept of self-branding, popularized in the 1990s by Tom Peters, has gained significant traction in academic and business circles. It involves individuals creating a distinctive public image for commercial gain or cultural capital, often mirroring the branding strategies used by companies. This article explores how self-branding has become prevalent, linking it to the growth of digital technology, particularly social media, and the broader context of neoliberal individualism. It argues that self-branding is a problematic distortion of key branding principles, with implications for its practitioners and advocates. The article examines three social media influencers (SMIs) whose fame and following were achieved through self-branding practices, highlighting the tensions and ironies inherent in this concept. Self-branding is problematic because it distorts the core principles of branding, which rely on consistency, distinctiveness, and value. Applying these principles to individuals is challenging, as consistency is difficult to maintain. The article discusses how the rise of social media has made self-branding more accessible, enabling individuals to build a following and cultivate a personal brand. This has led to the emergence of "micro-celebrity," where individuals gain fame through strategic online presence and engagement. The article also explores the cultural and economic implications of self-branding, noting how it reflects the rise of consumerist ideologies and the increasing individualism in society. The article highlights the role of social media in enabling self-branding, with platforms like Instagram, YouTube, and Twitter allowing individuals to create and promote their personal brands. It discusses the phenomenon of "Instafame," where individuals gain a large following through social media, often through visually appealing content. The article also examines the impact of self-branding on society, noting how it can lead to narcissism and a focus on image over substance. Despite these issues, self-branding remains popular, driven by the promise of fame and the ease of digital communication. The article concludes by emphasizing the complex relationship between self-branding, social media, and the broader cultural and economic landscape. It argues that self-branding reflects the increasing individualism and consumerism in society, and highlights the challenges and opportunities that come with this phenomenon. The examples of Anscough, Gibson, and Hari illustrate how self-branding can lead to significant success, even in the face of controversy and scrutiny. Ultimately, the article underscores the importance of understanding the cultural and economic implications of self-branding in the digital age.The concept of self-branding, popularized in the 1990s by Tom Peters, has gained significant traction in academic and business circles. It involves individuals creating a distinctive public image for commercial gain or cultural capital, often mirroring the branding strategies used by companies. This article explores how self-branding has become prevalent, linking it to the growth of digital technology, particularly social media, and the broader context of neoliberal individualism. It argues that self-branding is a problematic distortion of key branding principles, with implications for its practitioners and advocates. The article examines three social media influencers (SMIs) whose fame and following were achieved through self-branding practices, highlighting the tensions and ironies inherent in this concept. Self-branding is problematic because it distorts the core principles of branding, which rely on consistency, distinctiveness, and value. Applying these principles to individuals is challenging, as consistency is difficult to maintain. The article discusses how the rise of social media has made self-branding more accessible, enabling individuals to build a following and cultivate a personal brand. This has led to the emergence of "micro-celebrity," where individuals gain fame through strategic online presence and engagement. The article also explores the cultural and economic implications of self-branding, noting how it reflects the rise of consumerist ideologies and the increasing individualism in society. The article highlights the role of social media in enabling self-branding, with platforms like Instagram, YouTube, and Twitter allowing individuals to create and promote their personal brands. It discusses the phenomenon of "Instafame," where individuals gain a large following through social media, often through visually appealing content. The article also examines the impact of self-branding on society, noting how it can lead to narcissism and a focus on image over substance. Despite these issues, self-branding remains popular, driven by the promise of fame and the ease of digital communication. The article concludes by emphasizing the complex relationship between self-branding, social media, and the broader cultural and economic landscape. It argues that self-branding reflects the increasing individualism and consumerism in society, and highlights the challenges and opportunities that come with this phenomenon. The examples of Anscough, Gibson, and Hari illustrate how self-branding can lead to significant success, even in the face of controversy and scrutiny. Ultimately, the article underscores the importance of understanding the cultural and economic implications of self-branding in the digital age.