Your personal brand is not just what you want it to be or create it to be online. It must be a reflection of your authentic self regardless of what that self is. Rachel Dolezal, the 37 year old, blue-eyed, Caucasian woman from western Montana now identifies as “Black.” Her desire to be perceived as a Black woman does not supersede her authentic White self. It appears that Dolezal’s personal brand changes dependent upon her needs. When she sued Howard University for reverse-discrimination, she was a pregnant White woman seeking a teaching position. When she pursued the NAACP leadership position in Spokane, Washington, she was a Black mother, wife and community activist. So what is she now? What is her personal brand? — Confusing.
