While a lot of young professionals and entrepreneurs are no stranger to the necessity of self-promotion, a lot of us have difficulty with the language of self-branding. Does building a brand make us inauthentic? Are we thinking too much of ourselves? And then there's the dilemma of whether or not to protect our social media accounts if we want to share personal details. I'd argue that we should shift our thinking to a different business concept that lives behind the brand: st