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But you're also kind of kidding yourself. That perfectly worn-in Sonic Youth T-shirt you wore on your first date with your future husband, the one you thought made you look like the quintessential "cool girl"?

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The way he pronounced the name of the fancy wine he ordered in a flawless French accent? Personal branding — as a concept, if not an annoying buzz term — has been around since Adam met Eve. What, you think she ate the apple because she was hungry? In many ways, that has made romance easier.

From the comfort of pretty much anywhere with WiFi, a person seeking companionship can scroll and click and swipe their way through hundreds, even thousands, of potential partners. Everyone "loves to travel," she says: To stick out, list some specific places you have recently visited. Rather than saying you're a foodie, mention favourite restaurants. Don't say you "love music" — share the last concert you went to. The goal isn't necessarily finding someone who shares your taste in travel destinations, food or tunes, but "giving the other person something they can ask you about," Klepacki explains.

But is there such a thing as too real? What if your current passions include watching television in your track pants, while eating chips out of the bag?

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Creating and updating her clients' dating profiles is a huge part of Marshall's business. After all, humour is the No. Personal-branding strategist Cher Jones mostly works with people looking to leverage their personal brand in a professional context. Lately, though, clients have been asking her about their dating profiles as well.

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She calls it "a view of our personal brand": That means making sure Tinder photos wouldn't be off-putting to a potential client or employer, but also that your LinkedIn page doesn't make you look like a personality-free robot. Toronto copywriter Kennedy Ryan recently quit Tinder after she got tired of continually getting matched with different versions of the same person, who she calls "the Frank and Oak guy": Having seen advertising buys move from broad to microtargeted, Ryan says "I guess it makes sense that the same thing is happening with dating.

Still, if "What's your brand?

Torontonian Gloria Arsenal found herself frustrated that the guys she attracted on Tinder were missing the importance she placed on social activism. That changed after she switched her lead picture to one of her wearing a pink pussy hat at the Women's March last January. And then there's Julie Bogdanowicz, who recently returned home from her honeymoon — a cycling and architectural exploration of Pittsburgh.

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This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe. If you would like to write a letter to the editor, please forward it to letters globeandmail. Are there ethical issues with online impersonation?


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Marshall believes the good outweighs the bad. She said some of her clients eventually tell her partners that they hired her, and usually they have a good laugh about it. The majority of people who use U. Breaking up is hard to do; so these guys do it for you. Step one is getting to know you. For some clients we try to make their career sound as sexy as we can.

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Your photos involve an entire team at the company, which has turned the selection process into a science. An account manager of the opposite sex would narrow it down to Or, at least, have someone pretending to be you message people online. Where do you use yourself in 10 years?

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