We’re all talking about personal branding, right? Well, back in 1959, Sociologist Erving Goffman basically wrote the playbook. He didn’t use terms like “feed” or “followers,” but his core idea, ‘Face’ is still the ultimate guide to self presentation today.

So, is Goffman’s theory published too archaic, or is it still the secret sauce for social success?

What’s in the theory?

For Goffman, “face” goes beyond physical features. It’s the positive social value people claim through how they act, talk, and present themselves. People invest emotionally in this image, feeling pride when affirmed and anxious when it is not. He observed social interaction as a performance of life in which people are actors, and “face” is the persona they present.

Our face and brand in the digital era
In today’s TikTok and Instagram-dominated world, “face” extends to our online personas. Every post is an expression or presentation of us. We think, curate and create posts which represent our persona and stories which connect.

Today, authenticity has emerged as critical. Audiences prize realness over perfection, valuing those who confidently present their true selves. The contest between crafted presentation and genuine personality defines success in this digital era.

Going deeper : The real life

Think of “face” as the image a modern urban man wants to show at work, on dates, and on social media. The attributes here are being competent and put-together such as being well-groomed and detail-oriented. As well as being modern, minimalist, clean and effortless.

Nex & Byond helps men “stay in face” in all the moments, interviews, presentations, first meetings, night outs or just another day. Its products are tools for “face-work”, ensuring we are always face ready
by offering quick fixes and solutions.

Going beyond products: An Intelligent Social Proposition

Nex & Byond respects that face is about authenticity, not wearing a mask. It empowers men to put their best face forward, a genuine best. This approach elevates grooming into a meaningful accessory to aid confidence, social success, offline or online, in every sphere of life.

So, what do we feel, is Goffman’s theory published too archaic, or is it still the secret sauce for social success? Today’s world is driven by authenticity, putting a mask is not cool, a layer applied which feels a natural extension of ourselves brings out our best version, it certainly is the playbook of our personal brand, which is us.

#mensgrooming #personalbranding #confidence #menssuccess #ervinggoffman #selfpresentation