What is a brand asset?
Actually you are your most important brand asset. An asset that nobody can take away. Your knowledge, skills, performance, looks and experiences you make you a single person, unrepeatable.
But do not be fooled: Personal branding, managing your your personal brand Is NOT about finding your best YOU. That's a very nice phrase, but unrealistic, or at least incomplete. It's about finding, developing and making visible your real YOU. And measure it. And modify elements of your strategy as needed.
If I had to list here my resume of mistakes, I would need an ebook. And almost always these errors have come from self complacency, sometimes to believe that a pat on the back or like on a social network could be assimilated as signs of success.
What do you want your brand assets to represent ?
As mentioned, your brand asset is YOU. Now you need to do an exercise in empathy to understand what positioning, the brand territory you want to occupy in the minds of your stakeholders.
I emphasize the word "brand" for something important. If only you embrace a proposed generic value, not unique, you're closer to represent a product that an active brand. I always like to remember the old definition of brand used by most advertisers: unique value proposition.
If you bet on functionality (hard skills) not related to emotional intelligence skills, you just compete by price. Low price. We are always willing to pay more for a brand, its field of meaning is very rich, and it solves rational and emotional needs. Ask yourself if you meet these types of needs, and if you do differently: you've identified your value proposition.
Surround yourself with unconventional people
If you surround yourself with gray people, you will not be better than those people, you will be gray. Jobs told the Stanford students "Stay hungry, Stay foolish". I could not agree more. Only curiosity and desire to try new things save us. And the gray people are conformist, who prefer to live in a safe mediocrity to risk and go every day the roller coaster of life.
It has always been my best when I have met with exceptional people. They spread curiosity, enthusiasm and a point of madness.
Do not ask those people what they do, asks how and why they do. Ask them for their purpose, looking for that utopian side, irreverent it is having an impossible dream and go after it. Their brand asset will be yours. Someone said we are the average of people we dealt with. I do not know how much truth is there in that, but just in case, better surround yourself with people who are paid to my insight of the value proposition: “If you don´t add value, you don't matter”.
Personal Branding news on books
We are having an unbeatable 2019. First it came Andrés Pérez Ortega with his fifth book “Monetízate” (Alienta). Then it followed Eva Collado with his second book “El Mundo cambia, ¿y tú?” (Alienta). And now I am pleased to announce the imminent release of the second book of Ami Bondia “Mundo de Valientes” (Círculo Rojo) and the third edition (Not just printing) which was the debut of the mother of the personal brand, Neus Arques, with his “Y tú, ¿qué marca eres?“(Alienta).
Personal Branding World, the personal brand specialists GeoLocator created by Fran Segarra
My friend Fran Segarra had a great idea: put on the map to personal strategy specialists worldwide. A complex task “non stop”, but very useful to know where “the tribe” of personal brand is placed. A great post I invite you to read and “manipulate”: Personal Branding World.