Justin Oberman Argues for ‘Unforgettable’ Over ‘Personal Brand’ on LinkedIn

In a recent LinkedIn post, Justin Oberman challenges the conventional wisdom surrounding personal branding, arguing that the focus should shift from merely building a “brand” to becoming “unforgettable.” Oberman contends that the term “personal brand” has been diluted to the point of meaninglessness, leading many to imitate corporate branding rather than embracing their authentic selves.

Oberman highlights a paradox in modern marketing: while brands strive to appear human, individuals are often trying to project a manufactured brand image. He posits that true impact comes from leveraging one’s personality and, more importantly, the actions taken with it, to create memorable moments.

“Forget everything you’ve been told about “building a personal brand.” Seriously. That phrase has become so watered down it means nothing anymore.”

The core of Oberman’s argument is that the goal should not be to “sound like a brand,” but to “sound like humans.” This distinction is crucial, as he points out that while everyone is inherently human, the execution of that humanity in a public-facing context is what differentiates genuine connection from artificial projection.

The Shift from Branding to Being Unforgettable

Oberman contrasts the traditional approach to personal branding with his proposed alternative. He suggests that the pursuit of a polished, brand-like image can be counterproductive. Instead, he advocates for creating “moments” rather than just “content.” This implies a strategic focus on experiences and public interactions that leave a lasting impression.

“Everyone’s out here trying to look like a brand. But brands are out here trying to look like people.”

This perspective invites individuals to consider how their actions and interactions can generate publicity and create memorable instances, moving beyond the repetitive cycle of content creation that often characterizes personal branding efforts. Oberman frames this approach not as a risk, but as a necessary antidote to the peril of obscurity.

Engineering Memorable Moments

According to Oberman, the key differentiator is not just having a personality, but actively utilizing it. He encourages a move towards engineering “moments worth writing about.” This involves a more proactive and perhaps daring approach to public engagement, aiming for impact rather than mere visibility.

“So what wins? Your personality and not just your personality. But what you do with it.”

Oberman’s post also includes an invitation to a session on January 13th at 3 PM ET, sponsored by Ainsworth Gorkin and hosted by CHYE Small Business, to delve deeper into how to “engineer moments worth writing about.” This suggests a practical application of his philosophy, offering guidance on how to transition from traditional branding tactics to a more impactful, unforgettable approach.

Ultimately, Justin Oberman’s message on LinkedIn serves as a call to action for professionals to re-evaluate their strategies. He urges them to stop focusing on the superficial aspects of “branding” and instead concentrate on cultivating authenticity and creating meaningful, unforgettable experiences that resonate with others.