Whether we promote ourselves on Instagram or not, we all already have a unique brand of our own — because Hashem made us that way.

T

hese days, the term brand isn’t just used for companies. With the complete cultural shift of influencers as key players in the marketplace, people are turning themselves into public personas, making themselves into a “brand” of their own. I go back and forth on my feelings about this. Sometimes it feels weird to see people describe themselves in this way, and I’m grateful to be an observer. Other times, I fret over the fact that I don’t have my own personal brand nailed down yet (or ever?).

Of course, when it comes to business, it’s no secret that chiseling out a specific strategy and personality is of utmost importance. In this issue, Tzivia Cohen, founder of marketing company 14Minds, discusses in-depth how to do so, dissecting how to get your service-based business up and running. In another piece, Jordan Odinsky, venture capitalist at Ground Up Ventures, discusses the company’s decision to invest in Neighborhood Goods, a completely new type of retail shopping experience. He goes into detail about how the unique aspects of the brand are what pulled Ground Up to get on board.

When it comes to Judaism, things get more interesting. With increasing numbers of people straying from their roots, kiruv organization Olami has had to think really big about how it can attract young people today. They “sell” the idea that Judaism is worth fi ghting for and that each person’s voice and participation matters. (See how they’re working to do so on page 16.) Jumping from that approach, I started thinking about the fact that whether we promote ourselves on Instagram or not, we all already have a unique brand of our own — because Hashem made us that way.

Isn’t a personal “brand” just another way of describing our individual neshamos? Each person walking around is a compilation of his or her very own mission, personality, look, and feelings, and that is exactly what we need to remember when deciding what to do in this world. I hope the articles in this month’s issue inspire and encourage you to look inward and define that even more.

Alex Abel, Editor in Chief

(Originally featured in 2.0, Issue 6)