I specialize in branding, but refuse to brand myself.

When I first started studying and working in branding — which I define as the strategic process of identity creation — the word “brand” was foreign in some sectors, and carried a negative connotation in most. When I wrote my master’s thesis on re-branding art museums to increase accessibility and grow audiences, museums would only refer to branding as “transformation” or “reimagining.” These were the days when Facebook and Twitter still felt fresh and innovative, and maybe even a little bit dangerous. But now, branding is a widespread term, adopted by nearly every field and industry. And what’s more — branding is a concept that has spread far beyond corporations and organizations, now adopted by the individual.

It seems that nearly everyone with a social media account takes pride in their personal “brand.” These days, we are painfully self-aware. We are the curators of our own public perception, in a world where we are constantly watching each other. As the lines between reality and self-portrayal blur, I’ve started to hear more creators, artists, and influencers refer to themselves as a brand. While I’m not surprised that we’ve all become more adept and savvy in shaping our image, I am surprised and concerned when I start hearing people refer to themselves as a strategy.

Here’s why branding people, and referring to people as brands, is a problem: People are not one-dimensional. People are complex, dynamic, dualistic in nature, and emotional. Organizations and companies use branding to clearly communicate a promise to their audiences and to distinguish themselves among their competitors , to be instantly recognizable and perceived as trustworthy. While people want to shape their public perception, to be known for something, and to be trusted and respected, people do not have a unique selling proposition. Your business can be a brand. Your social media feed may be selling something, or represent the idea of yourself that you want to portray. You may tailor your resume to emphasize your particular skillset and value proposition. But you are not a brand. You are a living, breathing, human person. And you are not just one thing.

You are more than your work, more than your platform, more than your area of expertise. All of us are capable of being an infinite number of things. We’re lovers, mothers, sisters, children, friends, professionals, artists, makers, leaders, innovators. We are emotional and full of walking contradictions. I’m an introvert who loves a great party, a traveler who thrives in the city but also at the beach, a counter-culture enthusiast who enjoys mainstream films and TV, a rocker and a quiet type, a classicist who studied ancient history for many years but looks toward the future, a humanist who thinks AI can benefit society, and the list goes on. Branding is about making a single unique promise about what you can offer to the world. I refuse to brand myself because I’m not contained to one thing, one path, one promise. Yes, brands can evolve, but they do so slowly over time. Humans change every day. And I wouldn’t have it any other way.

So please, please, please don’t call yourself a brand. Brand your work. But celebrate your humanity.

Stacey Ingram Kaleh holds a BS in Advertising and MA in Museum Studies, with a thesis that focuses on using rebranding as a tool to increase accessibility and grow audiences. She has worked in communications for over twelve years, and has led branding and re-branding strategies for nonprofit organizations and government agencies.