#chamberlaincoffee

During Module 1, there is an importance when distinguishing self-presentation and self-branding. Erving Goffman’s concept describes self-presentation as how we adapt our behaviour depending on the social context, similar to an actor/actress when they are on stage. This means showcasing different aspects of our ourselves based on our audience without necessarily being inauthentic (Goffman, 1959). For example, an influencer such as Emma Chamberlin represents a relatable, authentic personality on her YouTube channel, yet maintains a polished, business-oriented image for her brand Chamberlain Coffee. This kind of adaptability aligns well with Goffman’s idea presented in the module, that shifting our presentation is a legitimate strategy.

In contrast, self-branding is a more specific process of marketing yourself, often used for personal gain. Emma Chamberlain showcases this through her approach to personal branding. By building a distinctive online presence and utilizing her platform to promote her coffee business, she embodies these examples of self-branding, promoting authenticity while also strategically positioning herself as a relatable yet aspirational figure (Marwick, 2015).

Throughout Module 1, there is an emphasis on building a personal brand, which involves several key strategies. As mentioned through the steps for personal branding, it’s essential to be involved, engage with others, post frequently, and manage your image. Emma Chamberlain’s success reflects these practices. She actively engages with her audience across various social media platforms, consistently posts content that resonates with her brand’s identity, and also maintains a strong, cohesive image across her social media and business endeavours. As explained in the strategies for personal branding, this continuous engagement and careful management of her online presence is pivotal for sustaining a robust brand.

Emma Chamberlain’s approach emphasized the balance between self-presentation and self-branding. While she presents different aspects of her personality depending on the platform, her expansive brand remains authentic and engaging. This reflects how effective personal branding requires not only presenting yourself in varied contexts but also maintaining a consistent and compelling overall image.