In today's online-driven industry, you'll need to do some form of personal promotion to expand your brand and keep it relevant. However, over-the-top personal branding frequently exceeds its limits, sometimes to the point of absurdity, and this holds true across all media and online outlets, especially social media sites.

There is, of course, a difference when it comes to artists, actors or musicians, where the individual is the product and visibility forms part of the craft. But in many other industries, the line between professional presence and ego-driven performance becomes blurred.

We see this happen all the time, despite the fact that it seems apparent that ego should not be a component of a company's social business or an individual's personal branding. This is where you end up with a scenario that borders on the absurd because of the overblown boasting about how fantastic the person is who delivers the service.

All the maybes

All of a sudden, everyone is making videos about their brand, camera held high, talking into the void as if it’s the only way to be seen. And maybe they’re right, they are making money after all, or so it seems. Maybe I should be doing the same, but if I’m honest, it feels forced, and more than a little cringe. Maybe I should give it a try at least once, just to see if the cringe doesn’t get replaced with actual leads, but the thought alone irritates me. I would honestly rather do stand-up comedy, something I’ve wanted to do since childhood, or do dork-dancing, no planning, completely spontaneous, and share those videos with only my 90 friends on Facebook, and I do sometimes, but that’s just me. I don’t feel bad irritating family and friends, they should know me by now, "agge foeitog, agge siestog, agge shampies, nê?" This personal branding thing, however, is something I can’t do. And maybe, just maybe, it’s only me, a hardegat Gen X. Highly likely.

The long and the (very) short of ego-driven personal branding (in that order)

Long: According to Wikipedia, personal branding is "the conscious and intentional effort to create and influence the public perception of an individual by positioning them as an authority in their industry, elevating their credibility, and differentiating themselves from the competition, to ultimately advance their career, increase their circle of influence, and have a larger impact."

It is all well and dandy if they can put their money where their mouths are, but it is awkward if you are acquainted with the person and, while reading their web portfolio, you know that some of the statements they make about their professional expertise are blatant fabrications.

Short: To put it politely, there is a fine line between ego and business success when building a brand. Ego-driven personal branding is a load of crap.

All of these uplifting remarks are getting old

In addition to the ego-high, you will also find motivational sayings posted each day. Let us be blunt about this. We are a multifaceted species. It is virtually impossible to maintain an optimistic and upbeat frame of mind all of the time.

Don't sugar-coat your dung every single day, as I have now done twice already with the synonym of manure. Do it only now and then, “then” more than “now.” Just be genuine. It is not necessary to constantly bombard the world with inspirational quotes and the idea that we can all do anything we set our minds to. The latter is a very broad statement. "Nee Koos, jy kan nie alles doen wat jou verbeelding jou vertel net omdat jy 'n podcast geluister het nie!"

In order to convey my point, I would want to emphasise that transparency should be valued above egotistical displays. A dash of drama and good-natured boasting to your personal brand is never a bad idea, provided that it is based on the truth, of course, but avoid going overboard. When individuals make an excessive effort to be noticed, they are more likely to wind up discrediting themselves in the process.

There is nothing wrong with letting go of the desire to direct all the attention to yourself. Instead, concentrate on your abilities, or on the experience and the abilities of your team, if you have one, and take a step back from your ego-driven efforts.

For the benefit of everyone, please pay attention to the following:

• No, you are not the most dominant player in every facet of your game in the entire world
• No, you do not have the finest product or service on the planet
• No, your brand is not the only mega brand that everyone wants to have
• No, doing business with you does not ensure that one will never be disappointed
• Yes, you may be vanquished at any point in time.

"There is no greatness where there is no simplicity,"
- Leo Tolstoy.

Know your value, showcase your abilities, be proud of your brand and accomplishments, but remain humble. Always.