“the reason why I can't stand the word personal brand is because when I think of brand I feel like I'm productizing myself and when I think of productizing myself I think of the Bros... they all use the same hooks they're all selling the same thing... what you're really building is a platform in itself that stands maybe slightly on top but at least with many different legs on all these other platforms”

Replace "personal brand" with "personal platform" — brand productizes you

"Personal brand" frames you as a product — same hooks, same templated personality, same Drop Shipping aesthetic. Reframe what you're building as a personal platform: a thing with its own substance that has multiple legs into Twitter, LinkedIn, newsletter, podcast, cohort — and that survives any one channel going dark. The brand metaphor pulls you toward the Bro template; the platform metaphor pulls you toward durable substance you actually own.