Personal Branding 2020 trends

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First of all, I warn that these trends are a very personal estimate. I haven't spoken to world gurus before.. Simply, I try to observe the branding trends 2020 and understand which ones are best applicable to people.

Trends have an air of myth, like the Cretan myth of Pasífae, daughter of the moon, who married King Minos. Legend has it that Pasífae prevented Minos, unfaithful by nature, had children with other women. Eventually she fell in love with the Cretan warrior Taurus and had a son who was called Minotaur, since it was not known if it was her husband Minos or her lover Taurus.

If you have little time, here I summarize the trends 2020 in a minute:

1.- The impulse of social consciousness

Beyond some ephemeral trends, social conscience takes on a permanent meaning. It's partly logical. It's a human trait, and that's why some brands are adopting it (*Ikea It's a good example).

If companies are adopting it it it's not for manners. We're moving from prioritizing benefits + people to people + planet + profits.

People care about the environment, peace, diversity, The education, social justice, resources, pensions, conciliation, health, equality… It is good that we commit to these causes and make it known to promote the contagion effect. Contagion to other people, and above all, corporate brands.

The millennials and centennials have given us a lesson. They have always argued that companies, brands, have the ability to alleviate some of society's biggest problems.

*IKEA is one of the brands fighting for a sustainable future. They control the use of water in their stores, use solar panels and buy all the cotton they use from sustainable sources. They're working to use energy 100% renewables and get all their wood from sustainable sources.

2.- Experience. Facts are imposed on the said

It's not new., but it's going to more. Experience trumps marketing. The important thing won't be just what we say., It will be, essentially, what we do. In the midst of the economy of care, the content and ideas we can create or share should focus on real experiences, not in conjecture.

Our customers will be more interested than ever with items that transmit "do" above "saying". Some examples of formats that convey action:

  • Real cases
  • Statistics turned into stories (the data to account)
  • Testimonies
  • Feedback
  • Infographics showing indicators of success
  • Live broadcasts

An example: In 2009 I decided to report a case from a professional, a customer 55 years that after a dismissal as CEO of a company saw his career stalled. A personal branding process re-positioned him as the best director "interim" to project, and thanks to a solid value proposition, and using the web, blog and social networks managed to re-enter the world of work in a more autonomous and results-oriented way.

The communication of that case attracted new customers who empathized with this situation. Customers like to understand that a personal branding process not only mentalizes or empowers, it also generates income and provides a reasonable degree of freedom.

3.- From influencer to influential

Many would kill to live a day of glory as one of the Youtubers of the moment. But look at the trajectories, in its contribution of value and in its duration:

Some have retreated because of the pressure of contenting millions of fans daily (and don't forget that "fans" come from "fanatics"”).

Others have been more comet than star, his time for our lives has been short-lived because his house had no foundation, the message was not supported and everything was based on the way.

What's interesting is to really influence, transform, add value. Personal Branding is based on net contribution of differential value. It's better to be influential, transformer, than illusionist. And if it's not better, at least guarantees a longer run. If a shoe cleaner fails to move from one dirty shoe to a clean, shiny shoe, you'll simply have to change your trade.

4.- Don't think about Google, think about your customers

Google tries hard, but its algorithm is imperfect. Why don't the real experts in a subject appear until the page 4 or 5 de Google? Will we have to get used to going to the last pages of a search to find what really works well?

Few days ago, the "father" of the personal brand in the Spanish language Andrés Pérez Ortega reported that the first three pages of Google do not include any specialists in "personal branding". Those who are there, ahead of everything, are the ones who know Google's algorithm, not the secrets of personal brand strategy.

If Google doesn't help you, forget and think of alternative formulas for your customers to find you. To me, for example, I'm doing really well on Linkedin (at B2B is unbeatable). If you sell holsters smartphone it's better Facebook, if you sell cooking courses you might want to look at Instagram and if you sell a course for journalists you may need to go to Twitter.

Empathize. Think about your customers' needs and the sources they consult. Question. Ask again. And you see there, and create value, And it attracts, and convinces, and persuades, And it shines, and conquest. If Google doesn't humanize its algorithm, sooner or later someone will show up to do it. However, get into your customers' minds and look for creative and useful solutions to their problems.

5.- Don't let technology step on you. Use it to your advantage

In the trends 2020 could not miss the technology. I'm a big advocate for the "Human Branding" philosophy., to take advantage of human traits such as empathy, the creativity, imperfection, improvisation, intuited herN... It's something innate in human nature.

But I also think that technology makes us better, faster, Accurate, helps us eliminate the idea of time (on the Internet our brand is awake 24 hours a day) and space (our online messages go beyond the local level).

We must act as digital humanists, as Joan Clotet, taking advantage of the best of the human condition and the best of technology. It's not against each other, it's the one with each other.

My friend and colleague Arancha Ruiz has included a chatbot on its website to better target its potential customers. Her name is Maria José, and the important thing is not whether it exists or not. The important thing is if it solves our problem. Technology at the service of the person, and not vice versa.

6.- Watch. Brevity is effective but short-lived

And the depth does not epata but gives results drop by drop continuously. Choose your format. It's not black or white. But keep in mind that a long content, even if it may not give short results, can bring more value than an inspiring phrase or an ephemeral genius.

Don't be in such a hurry. Good stew takes time. And even a Maki perfect salmon requires the experience of a master "sushi" who has needed a year to select the best raw material, another year to cut it and another to prepare it. Sometimes, the tip of the iceberg looks like the whole, and we don't see what's underneath.

We're willing to watch a three-hour movie just because tarantino is directed and we're not able to read a double-page article from a newspaper.. Formats tempt us, we're looking for the quick tweet, the easy headline, the book of 100 pages or one-minute video (And that goes for me).

7.- I am the content... but I'm still the King

José Alfredo Jiménez Sandoval wrote my mother's favorite ranchera, "The King". I love that verse.:

"With money and no money

I always do what I want

And my word is the law

I have no throne or queen

Or anyone who understands me

But I'm still king"

I never knew who he meant.. But you can imagine. Content remains the KING. And his prince is the blog. If you want to position yourself well, and simmer, do like friend Ivan Diaz, the soul of Branzai and Grávita, the transphomator of brands. Demonstrate what you know, Write, share, creates value, and waits for the harvest of its fruit. And do it from your digital home, you blog. Social media will never be yours.

By the way, set to choose a version of "The King" I stay with that of Maria Dolores Pradera, a gem.

Editorial news

Fourth and Half Contacts and The Four Steps

Fourth and Half Contacts, by Juan Martinez and The Four Steps, by Jordi Collell

This week I had the opportunity to look (at the moment) two editorial news that has a lot of relating to the personal brand.

Fourth and half contacts

The new book of Juan Martínez de Salinas, edited by Rasche and dedicated to networking in great detail.

The four steps. Climb to the top of your personal brand

Second book Jordi Collell, this time edited by Profit Narrative and that tells the personal branding process through Martin's story.

Is there a recession coming? It's the best time to stop being a white mark

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After a few years hammered by the acronym VUCA this is (Volatility, Uncertainty, Complexity, Ambiguity) now we know that what comes to us is a recession of good caliber.

If you have little time, here's a one-minute summary video:

What we mean by recession

They used to talk about recession if there was negative GDP growth (Gross Domestic Product). Now the recession just comes when we don't grow as much as previous years. It is one of the servitudes of capitalism. You have to grow anyway. And that "whatever" hurts us., to employment, environment and political and social stability.

Case P & G (Gilette, Ariel, Tampax, Dodot, H&S, Max Factor, Fairy...)

Those of us who come from the advertising industry will have read and heard a thousand times that in times of recession, brands that keep or increase investment are those that survive the chaos.

Procter was set an example & Gamble (Q&G), than a time of deep recession in the US, the us is going to have to USA (I think during the crack of the 29), while many brands opted for a conservative position, Company P&G maintained and in some cases increased investment in its brands. And that made them leaders. I don't know how much legend the information will have, But it makes sense, or at least had it in radio and press times as virtually unique means that were used at the time.

White brands and their reputation

For a long time we advertisers despise the power of White brand. There was a time when the only brands that mattered were the ones they saw on TV. And it may stay that way., but now "importing" is relative, because we know that many white brands are manufactured in companies with well-known brands.

As Ogilvy said, "the consumer is not foolish, she's my wife.". The phrase may sound sexist today, but I think we all understand the meaning. If a white mark gives me the guarantee of the dealist who sells it and I also know that it may have been made by one of the great, And it's cheaper, why not include it in the basket?

The Desirability doesn't always materialize in purchase. If I ask you about three brands of sneakers, you may not consider any white marks. You'll think about Adidas, Nike, Reebok, Asics and some more.

But when it comes to buying, we distinguish the buying "commodity" (the slippers for a young child that will last him two months) or buy "premium" when we want to reward ourselves as adults with the best product to run without breaking our legs.

infographics: In which regions do executives believe that the economy is worsening? | Statista More infographics in Statista

 

A different point es a white-label person, beware of that

Despite this peaceful coexistence of "premium" brands with white, in the case of people the thing doesn't work the same. The added value of a professional is no longer just his value proposition, and neither does its price. It's also your "findability" and visibility, and their values as a person.

Here, be white-label is to be nobody, not to be found, not to be selected for a promotion, not to be considered to form a team, to lead a project. The white-label person it's invisible, leaves no mark, And that also leaves a mark, but negative.

I must admit that if someone does their job very well, enters the tern of candidates for improvement. But today "doing" is not enough, you also have to "put in value", and that has a lot to do with a conscious process of managing management, what we know as personal branding.

When it gets dark, it's time to shine

When difficult times come, comes our “moment P&G”, And it's time to shine. Shining is "do" but leaving a reflection of what has been done, so that it is valued to be perceived without nuance by the stakeholders or interest groups responsible for an improvement.

Stop being white-label person it's possible. In this blog there are many clues how to do it. Don't stay off the list, please value. Have a nice week.

Stock Photos from Mohd KhairilX / Shutterstock

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Is it good to hide information to boost your personal brand?

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Humanity never ceases to amaze me: Now it turns out that to find work you need to hide relevant information in your digital profiles (and also in analogues).

If you have little time, I invite you to see this summary a minute (in Spanish):

Hiding academic information, the latest fashion

I don't know from which country you read this article, but in Spain it's happening. People who eliminate complementary trainingas as important as a master's or a university postgraduate degree. And they do it so as not to force companies to better pay. That's right, I live in a low cost country, that penalizes merit, training and experience (I tried this last topic two weeks ago in the post What's going on in Spain with the seniors?)

It seems that good training is understood as over-qualification, And that's punished. A shame. And the paradox is that on the other hand, the same companies that hire demand broad academic training. In a nutshell and for us to understand each other, they demand it but they don't pay it. And that's why, the candidate has no choice but to hide information.

Privatizing social networks, another way to escape the headhunter online

hide information on social mediaIt also turns out that many job seekers start hiding information and privatizing their social media profiles to escape the jaws of e-recruiters, nethunters or headhunters online.

I don't advise having a private profile, just missing. But getting to the extreme of having Facebook, Twitter, Instagram private and not to appear by Linkedin for fear of exposure seems to me sincerely absurd.

If you intend to share photos with family, there are other options, how to create a private board on Pinterest. Having private profiles is equivalent to a recruiter that we have something to hide. And that's not well perceived, even if we have every freedom to do it.

Social and professional networks are a window into the world of networking and an opportunity to explain what we can do for others (value proposition), to explain how we are (values) and who we are (Profile, Cv...). Not to take advantage of that is to go back to the last century.

Avoid your superiors or company team, another way to hide information

Another current: I also see that many people do not admit or invite their bosses or team on social media to avoid being "spied".

Almost all social networks have mechanisms for hide certain posts certain people. There's a lot of literature about that on the net.

Does it make any sense to hide information to progress or not to be disqualified? We're in troubled times., but also in times of fake news when truth and authenticity are appreciated. It's clear that not everyone thinks the same.

Me for my part, I think everything leaves a mark, and what we don't do and we don't show it also leaves it. It's very personal., but I like working with open people, who have little to hide and who behave similarly on and off the grid. If you're introverted off the grid, you don't have to pretend not to be within the network.

And you, What do you think?

 

Stock Photos from Rogistok & Prostock Studio / Shutterstock

 

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ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

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What would happen if companies were like human beings and human beings were like companies?? The World Upside Down

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Today I woke up provocative and seeing the World upside down. It sounds crazy, but it makes more sense than it looks.

If you have little time, I invite you to watch a one-minute video summary.

Personal branding is understanding the world upside down

This statement "personal branding is understanding the world upside down" is based on a simple observation. On one side, Businesses need to humanize in order to connect better. And on the other side, it would be good for us people to manage ourselves as companies. The latter was anticipated by Tom Peters drawing an imaginary Me Inc. (translatable in spanish as Yo, S.L.) in his article "The Brand Called You" from 1997.

Businesses lack humanization

Some companies would do well to humanize themselves. In the post Goodbye Customers, Hello People: Branding to People (B2P), Ivan Diaz (Branzai) clearly says:

From birth we are able to recognize other humans. We are programmed to interact with people

Many companies insist on calling us customers. From sociology they call us individuals. Many brands insist on calling us users, consumers, patients... They also call us citizens, pedestrians, drivers, sportspeople, participants…

The truth is our main singularity happens to be people, human beings, and not the role we play for a particular brand or product. I usually say that branding, if it's not human, is not branding. And Businesses (not all) have a pending issue that we can help solve from the corporate applications of personal branding:

The fact that a brand is humanized makes it a connector. And this requires the sender of the message and the receiver to be people. It requires the message to add value. And it requires that there be a story. That's it, traditional advertising based on mass ad bombardment no longer succeeds.

It would be good for us people to manage ourselves as companies

You see, the world upside down. If it would be good for the company and its brands to be humanized, it would be good for us to learn how to manage ourselves in a more organised and effective way.

Let me try to break some limiting beliefs:

  • If you analyze the competition of corporate brands, why not do it from people who may be occupying your branded territory?
  • If a company has a purpose, mission and values (something profoundly human) doesn't it make sense that a person has it as well?
  • Organizations work on the basis of Business models for each of your brands do you know that there are business model canvases for people?
  • Every mark moves around a value proposition can people survive (professionally) without a unique value proposition?
  • Brands often have a "claim", a Slogan And why couldn't a person have it?
  • Brands and their products are made known through communication plans have you heard of the communication plan personal?

I welcome you to the exciting world of Personal Branding (or if you prefer, Discovery, development and projection of the personal brand). It's not exclusive to celebrities, nor super-executives, nor gurus. It's for you, whoever you are, wherever you are, whatever you think, whatever you do. If you still have doubts, I invite you to read the answers to 20 recurring questions that I have received over the last 10 years old . If you look at the world upside down, you're on the right track.

Stock Photos from Nikolas_jkd / Shutterstock

 

podcast: We'd be better off if people thought like businesses and companies were like people (Interview by Julio Muñiz)

If you want to delve into what's covered in this post, click on the image to listen to the podcast of an interview that was done to me a few days ago the expert in digital marketing and entrepreneurship based in Florida Julio Muñiz unmistakably in your program.

podcast guillem recolons

 

Are you one of those people who confuses self-esteem with selfishness?

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To love oneself is not bad, the bad thing is believe; believe yourself the center of the universe. Yesterday I was talking to Julio Muñiz, on his podcast Inconfundiblemente, among other things, about the differences between self esteem and selfishness. There are, and bigger than we think.

If you have little time, here's a one-minute video-summary.

The self esteem it's a habit, at least for me

Among the habits I confessed to Julio that help me a lot to focus my work and my life there is one that stands out:

It helps me a lot to get up early and spend some time walking and meditating. I've been doing that for a long time. 20 years old , And the truth, it's a precious time to sort out ideas, prepare for the day and, since I'm more early bird, take advantage to create and write down or record ideas on my smartphone. I'm not saying that getting up early was the only habit I practice., but thanks to that I can and meditate, keeping myself in physical and mental shape and thinking about new things, content, Name (s, Projects,…

It's a moment of encounter with yourself, it's not loneliness, on the contrary, is self esteem. It is an essential inner dialogue to face the day that comes.

Investing in you is not selfishness, is self esteem

One of my definitions of Personal Branding is: the art of investing in you based on the value you bring to others. Investing in you is not selfish if you then turn knowledge and experience into ideas that improve the lives of others.

Instead, would be selfish if what you learn you use for your own benefit only. I very much agree with Chris Litster, CEO of Buildium, i referred a few weeks ago in the post Leadership, vulnerability and personal brand: Our priority should be to serve people to the planet and the benefits (in that order). When you reverse the order, that's selfishness.

Not seeing beyond your beliefs, the worst manifestation of Selfishness

Among the many manifestations of self-admiration, from Selfishness, is certainly the one that I think does the most harm to humanity. It's about not seeing beyond your beliefs. To think that your way of understanding the world (religion, political, industrial relations, values, Customs, sports affiliations,…) it's the only one possible.

This is doing more damage than all the natural disasters in the world. When you can't put yourself in the shoes of someone who thinks differently from you, when there is no empathy, yes, Selfishness takes over the situation and creates the conflict.

You see a woman wearing a burka at a mall in your city. You have two ways to react: the tolerant (even if you don't share it, you understand and accept it) and the bigoted (you don't accept it because you think outsiders should adapt to our customs).

self esteem

If you don't understand, don't criticize it

Applying such a philosophy would do us all better. And for the most not been the, without realizing it, I prejudge too fast. Sometimes we talk with contempt for things we don't know. And that's also selfishness, or in this case egocentrism.

If it turns out that you reject everything that doesn't agree with your values and principles and also what you don't understand, your ecosystem is frankly small. You can't travel, you can't talk, relating to others becomes difficult, even as a family... Anyway, a calamity.

A word of advice if you are Selfish

I don't think there's a 100% selfish or selfish 100% non-selfish. We will all have sinned at some point in selfishness. So I propose (if you have outbreaks of selfishness) change them to habits self esteem.

Take a pilot: test for a week that get up early, walking alone, watch the sunrise, reflect, write down ideas.

I assure you that you will avoid creative problems, you'll plan your days better, you will improve your mood and give yourself wonderful moments of tranquility and self-encounter.

The tool I use for this is called acostarsetemprano.ly (Just kidding), but it's true that I don't need an alarm clock because I go to bed early, at about 10 and a half of the night. Sleep is sacred. Look at Trump's case, sleeps up to 4 Daily hours. And that's how our hair looks (it's also a joke). Have a nice week, and remember, invests in self esteem.

Stock Photos from Ipatov & Prostock Studio / Shutterstock

Ah, I forgot: two reminders

Master of Digital Marketing 100% Online (with Personal Branding module)

Yes, I must thank Montse Peñarroya, Helena Casas and Alba Espejo for counting on me for the third year in a row. The UVic (UVic) It presents its different formats online training in Digital Marketing, Social Networks and Personal Branding, and does so in Spanish and in three formats, everybody 100% online:

  • master online: Third edition. Home October 2019. 60 credits. Includes Personal Branding module
  • graduate online: First edition. Home October 2019. 30 credits. Notice: does not include the module Personal Branding.
  • Specialization course online. Second edition. start in February 2020. 23 credits. Includes Personal Branding module.

As I am one of the teachers, If you enroll for me get a 5% discount can be added to other discounts prepayment.

Let me here your data and we will send a proposal from the UVic and a 5% least in your registration.

 

Face-to-face postgraduate degree in Social Media and Digital Marketing (with Personal Branding module)

For the fifth year in a row, I will take a back responsibility for the Personal Branding area in this Postgraduate UPF Tecnocampus. I must thank Pedro Rojas and Maria Redondo for keeping their confidence.

The postgraduate degree consists of 5 Modules, all in Spanish.

  1. Social networks, tools 2.0, management employability in the sector 2.0
  2. Development and implementation of strategic digital marketing
  3. Creation, management and dissemination of digital content
  4. Orm, measuring and monotorizing our image on the Web
  5. Entrepreneurship in digital environments

More data:

  • Dates: from 17 October 2019 to 21 July 2020
  • Duration: 30 ECTS/ 300 hours
  • Days and hours: Tuesdays and Thursdays from 6.30pm 21:30h + personalized tutoring
  • Place: Tecnocampus, Mataró, Barcelona
  • Methodology: presential
  • Orientation: professional
  • Languages: Spanish
  • Price: 2.500€ + 150Fees

Preregistration: up to the day 20 September 2019

It is a luxury to share a poster with professionals like Peter and Mary themselves, Dolors Reig, Jeroen Sangers, Alex Lopez, Liussi Command, Christian Delgado Von Eitzen, Ari Vigueras and Gay Victor Zaragoza, among others.

Request for information and registrations: formaciopermanent@tecnocampus.cat / Tel. (+34) 93 70219 59

You don't have a brand. The corruption of the term "Personal Brand"

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Those of us involved in personal brand management, known as personal branding, have been trying for years to avoid misunderstanding; and I'm afraid we haven't succeeded. .

The Chief Operating Office of Facebook, Sheryl Sandberg, made that very clear a couple of years ago. It was within the framework of an interview by Jessica Holand on the BBC entitled "The case against personal brands”. She saidYou don't have a brand, so don't pack yourself like a brand. ".

If you have just a minute, here's a video summary (in Spanish):

You don't have a brand. You leave one (or many) brand/s.

Sandberg referred to the personal brand as a limited version of the person. In her own words:

What we each have is a voice, which can be complex, contradictory and sometimes wrong. Don’t package yourself. Just speak honestly, factually and from your own experience.

I couldn't agree more with her. A few days ago in this same blog I was talking about personal brand and vulnerability. We are wonderfully imperfect, and vulnerable. That sets us apart from machines (for the moment).

Contradiction, empathy, honesty, facts and experience are part of the rich and complex personal brand we print on others. You don't have a brand, Starbucks has, and Zara, and Audi. Dali did not have a brand, he left a brand, a great legacy. Churchill did not have a brand. He left several brands.

Each person will interpret you in a different way, and that's why one can leave a personal brand that's not homogeneous between different people.

The misunderstanding: to think personal brand is created as if it were a trademark

When someone speaks of "create" your personal brand begins the confusion. I know no one talks about "creating" with malicious intent. But if you create brand, It will be packed, designed in a unique way, as a commercial product. We have fought hard against this. The issue is not to create a character. Personal branding is more complex, as much as the personal brand. The corruption of the term personal branding comes from far away and people who have university doctorates.

trademarks / William Recolons

The first American evangelists (William Arruda, Dan Schawbel, Tom Peters, Catherine Kaputa, Seth Godin, Brenda Bence, Jason Alba…) They spoke of 'create'. But for me, creativity is to start from scratch, or as the publicist says Toni Segarra, is 'do not copy'. And personal branding not part of zero, because it is, according Jeff Bezos, "what say you others when aren't on your side".

Another confusion: personal image with personal branding

Sandberg also equates to personal image personal brand. In his words:

The emphasis on presenting a strong public image is especially pronounced in these times of economic uncertainty; a “giant economy” growing and fiercely competitive has made digital profiles a crucial part to take advantage of work opportunities.

He's right, at times VUCA, If you are one more, disappear. But it is not a strong public image. It is your own public image, without further ado: that you already differs from those who do not. But please, Deletes the word "strong" from your vocabulary, because it can lead you to modify your image.

I do not advocate that at any time we communicate with our failures, but it is absurd to introduce ourselves as infallible beings. Just explain in this blog the difference between personal image and personal branding, and also the difference between personal branding and reputation. Language creates reality, so they say the coach.

We do not sell us. Buy transformation.

Another common confusion about personal branding is the need "to sell us". Isn't it?, Personal branding, will not be. It will be self-conscious, understand if that project (the brand) is aligned with what we are (the identity), you will create a plan clinging to a value proposition, a relevant difference. And of course, Finally there is a marketing stage, We should let us see, without that our potential customers will not see us to an aggregator of value, a transformer.

What we sell is our job. But not the time that we spend, but the value that we add. Unfortunately, many companies still pay their employees by heat Chair (weather). That will change to results, transformation, to value. My daughter will see it. Fortunately.

In summary, personal brand is corrupt, but not dead

A long time ago that among colleagues we are talking about the need to change the term "personal brand. Several ideas have emerged. Daniel Romero-Abreu, "Thinking Heads of President speaks of"Personal positioning”. Andrés Pérez Ortega prefer"personal strategy”. I speak of human branding"Human branding”. The term marks staff is corrupt, especially if people as relevant as Sandberg understood it in a unique sense of marketing.

Accepted proposals. At the moment, and leave misunderstandings, I consider myself to be a strategist of personal branding that also applies in training and conferences.

Remember, you have an identity and leave a rich brand, complex varied... and only. Discover it, working on it, shape it, understand it and always with moderation, project it. Or not.

 

Stock Photos from Iko / Shutterstock.

Leadership, vulnerability and personal brand

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The vulnerability human, and for us it makes a powerful difference to robots (at least for the moment). A few days ago I read a fantastic text published in Fast Company by Chris Litster, CEO of Buildium, a platform to help property managers streamline their businesses..

I'm not going to translate the article, but I am going to try to extract some lessons on management. If you have little time, I invite you to see this summary a minute (in Spanish):

Promotion to CEO

Chris Litster was promoted to CEO within his company, and set out to be an empathetic, listening, close leader. Ready to "let down his guard at work and create a space for real understanding and empathy" , something really risky in a traditional organizational model.

For me, there is a key question that Litster asks: Wouldn’t we all like to live in a world where people were honest about their insecurities and needs, rather than projecting overconfidence and aggression, especially in business?

Lesson 1: The binomial Leadership + Vulnerability is not easy to exercise

In his early months as CEO, Litster was so focused on "not being a dictator" that he went the other way. By not taking a more vertical approach, he ended up leaving his senior team in a leadership leadership .

His team doubted what Litster expected of them, did not feel that they had their support, and that generated uncertainty and stress.

Vulnerability and clarity are not mutually exclusive

It was only when he made things clear that he began to move in the right direction. As a lesson, vulnerability and clarity are not mutually exclusive. Being vulnerable means being clear about needs and expectations and receiving feedback.

Lesson 2: honesty yes, but under a leadership of service

We agree: being very honest with your team is the cornerstone of good leadership. But honesty must be accompanied by an offer of help, support and guidance.

It's okay to reprimand someone for not fulfilling their part of the bargain or not achieving their goals, as long as you have the resources at hand to help them overcome their obstacles. As a lesson, let's not forget that leadership must be about service.

Lesson 3: A Thin Line Separates Coherence from Ingenuity

Litster wanted to improve the elements that make an organization 100% integrated in the 21st century: This is diversity and inclusion. To this end, he organised an event for women to discuss the major technological challenges.

Without realizing it , the event, which sought to be inclusive, became exclusive. The lesson learned is that you don't always have to step back and regret a decision. Litster shared the process of reflecting on that position with a new philosophy: Agreement is not necessarily the goal; understanding is.

At this point, I think it takes some courage to justify an apparent contradiction. The author calls it leadership from vulnerability.

Lesson 4: All Superpowers Must Be Activated

Those of you who know me from previous readings know that for me our Values are our superpowers. Litster adds a new superpower: that of asking.

And he adds it as a result of an anecdote: he found on his desk a paper with a drawn bird and the word "vulture". Initially he attributed it to a possible criticism of his leadership .

Asked, Asked, the vulture was the mascot of a team in which Litster was named an honorary member. End of speculation. Key lesson: ask before you reach misleading conclusions.

Lesson 5: Rely on Other Leaders, Avoid Manager Loneliness Syndrome

Litster's previous CEO, who gave him the reins of the company, was beside him at all times . Kind of an executive consultant. .

True, CEOs, because they are CEO's, don't have all the answers. In her words "true leadership is knowing what you don't know and what you won't know". Therefore, having a point of support gives a deeper and more realistic view of things.

Litster is doing very well, and so is his organization. He admits that living in vulnerability as a leader has given him the set of tools to start improving: recognizing mistakes before they become lethal and correcting the course as soon as possible.

Vulnerability is not the Achilles heel

We have grown up thinking that vulnerability is the crack in the boat through which water enters. In leadership it's not like that. Vulnerability is sensitivity, empathy, it is to take the helm of the ship directing the team so as not to run aground, to avoid cracks.

In terms of personal brand, the opportunity lies in modifying the idea of the leader as someone who is unbreakable, who knows everything and doesn't care about the problems of his people.

Today's big bank managers or big companies still run in a zero vulnerability format. We may need the next generation of people like Chris Litster to come along to achieve a business ecosystem that prioritizes purpose, and within it people, yes, planet and profits (in that order).

 

Stock Photos from Professional Bat / Shutterstock.

What to do when disloyalty becomes the norm

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To make things clear, I'm not going to talk about marital disloyalty. The issue to deal with today, very worrying from the perspective of branding, is disloyalty towards brands.

A few days ago I read a preview of the new Nielsen’s Global Consumer Loyalty at Pressroom they Nielsen Europe. I'm translating the most significant data I've found, and I'll relate that data to those of Edelman Trust 2019. The aim is to better understand that disloyalty is a problem for many companies and an opportunity for others, and also to glimpse whether personal recommendations from employee to consumer could change this trend.

If you do not have much time, I'll explain it to you in a minute in this video:

Growing disloyalty: a 92% of consumers are disloyal to their brands

Marks Nielsen Infografia Disloyalty

Download graphics from the complete Nielsen Inc in this link

In other words, only 8% people are considered loyal to their brands favorite, according to the study referenced Nielsen. The fact is global, in Europe and America the figures are less dramatic, but…

Don't you think that's crazy? As an ex-advertiser I can't stop thinking about how badly advertisers and agencies are going to be going through right now. Achieving brand loyalty was ALL in advertising in advertising, the ultimate goal.

We like to try new things: a principle of disloyalty?

The report notes that a 42% of consumers around the world say they love trying new things and almost half (49%) of consumers - although they prefer to stick to what they know - - can be moved to experiment..

The question here is whether this is a problem of disloyalty. I rather see an oversupply. And an ease of acquiring goods and services not seen to date. Joe Ellis, Senior Vicepresidente at Nielsen Consumer Insights, calls it "the Amazon effect”. Now we can shop online and receive an order in 2 hours at home. Trying new things is easier than ever.

And perhaps the most well-founded fear: This is indifference means that very few brands (Coca Cola, Nike, Apple) are able to keep more consumers. Keep an eye on the facts: only 28% consumers are influenced by the fact that a brand is known, recognized and trusted.

Are disloyalty and distrust related?

I wonder. Trying to relate two studies to such different bases and methodologies as Nielsen and Edelman Trust 2019 can be perverse on my part. But there's no doubt that we're more loyal to the brands we trust.

Perhaps one of the problems is that outbound advertising, that of interruption, that witch hate, us away from brands, not about us as two decades ago. Advertisers and agencies are seeking new formulas inbound, with compelling content not to interrupt but we reach virally, Recommended by our peers.

The companies find it difficult to quit repetitive advertising and put their people in charge of providing trusted brands

The study Edelman Trust 2019, I tried a few months ago with the article "Confidence slight recovery"It shows more optimism than Nielsen. being confidence in tatters in countries like Spain, for example, we see that positive technical experts and employees of companies are trusted drivers natural.

The companies find it difficult to quit repetitive advertising and put their people in charge of providing trusted brands. I tried the theme "Hello Business: Do you notice that your People are your Brand?"The article was very successful in areas RR.HH, but rather lacking in responsible marketing and communication. Damn fear…

brave professionals seeking

I understand you, marcom. You have hired a good agency. Have a reasonable budget ... Why take chances with experiments with ROI farthest, not only depend on your department? Let's face, that's getting into trouble. That's why I suggest that you take the reins of this and Plantées a pilot what can go wrong?

Precisely programs Employee Advocacy programs are for this, so you put your value influencers house, to bet on the quarry before hiring famosillos that any day you leave to go to a competitor brand.

If disloyalty becomes the norm, bet the only ones capable of restoring confidence to place, and they work a few meters from your table: Your co-workers.

Cover Stock Photos from TukkataMoji / Shutterstock

Personal storytelling: How far should I expose myself in social networks?

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I often ask myself, how far should I expose myself on the Internet, on social networks? As the singer Alaska said in her most memorable lyrics who cares what I do? who cares what I say?

If you have just a minute, here's a video summary (in Spanish):

Disadvantages of exposing me, the negative side of personal storytelling

I'll be direct: exposing myself is tantamount to undressing. At least in a metaphorical sense. It means revealing moments of my life that perhaps many people do not know. It means showing vulnerabilities, fears, doubts, failures, weaknesses. Yes, exposing myself requires courage .

Perhaps for those of my generation, exposing myself is unnatural. They told us to be discreet, that information is power, and that it had to be managed well. The children of the Cold War grew up with spy movies. The spy was no more than someone who knew how to obtain information at the risk of his life for it. Well, and it still is...

Let me expose bare to troll attacks, Data hunter, advertising algorithms, the same public administration, CEO of social networking without scruple to trade with private data.

Advantages of exposing myself, a way to accelerate empathy

Yes, exposing yourself - properly -- also it has its advantages. It means transmiting personal values, communicating the personal story. Explaining a lot of why, a lot of hows, a lot of whats. Make it clear whether we will fit in with one project or another, with one team or another.

The big question that comes to mind to stage the advantage of exposing me is this: Why should you trust me if you don't know what moves me, what makes me get out of bed every day? Professional relationships no longer only revolve around a value proposition, there is a human being behind it purpose and values that act as pillars.

I have been a naive for a long time; and possibly that will accompany me until the end. For years, I have relied on people guided solely by their skills. And I haven't always been right. Now I'm clear. I buy your personal story, your emotional DNA, your way of seeing the world and wanting to change it. Your way of understanding others. And I hope you do the same with me..

Who cares? Maybe people like you or me

As Sting says, "sé tu mismo, no importan lo que digan” (be yourself, no matter what they say). That way you will connect, you will transmit confidence. Another question is how to expose me. I would say that dozens of selfies in the WC don't matter to anyone. Neither the chronic jinx, the pathological pessimist or the one who replicates what others say without proposing a story and a proposal of his own. Working on the personal story is a nice challenge. I invite you to share it.

Photo by Glen Carrie on Unsplash

PD: Manuel Miguel Hernandez to always Pujadas

Today I learned that he died Manuel Miguel Hernández Pujadas, Coach, consultant, University professor, mentor, adviser, change manager, communicator and strategist. I met him at 2016 as one of the speakers of TEDx Lleida. We shared stage, nerves and laughter.

I can only tell you what you said at the end of your talk, "May the Force be with you". And I can do more, leave here your legacy in the form of a talk about the secrets of good communication. Have a good trip, my friend!

Hello Business, Do you notice that your People are your Brand?

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Well, that's the way it is: your people are your brand. An advertiser says so. The data do not lie: Only 33% of consumers trust brands. Instead, a 90% of the same consumers trust on peer' recommendations (source: Nielsen).

If you have just a minute, In this video I make a summary (in Spanish):

The Mad Men era is over

Many ask me if the agencies were like this, as in Don Draper's fiction in Mad Men. Advertising agencies were very important at that time and until the end of the 80. The reason is that they were providers not only of creativity, but also of research, marketing (many companies didn't have that department then), strategic planning, media buying ... As you see, nothing to do with what they are now, basically creative and strategic "boutiques".

And now advertising is something our millennials skillfully avoid. They use AD blockers, don't watch conventional TV, few listen to the radio and basically consume the Internet without barriers. More info in the study SmartMe Analytics of IAB Spain.

That's right, the Mad Men era is over. Now agencies are looking for alternative formulas to traditional advertising, to that which interrupts what we want to see, read or hear.

People trust people. If it seems logical to you, why don't you apply it?

The Edelman Trust study our top trusted sources are people like us, business technical experts and academic experts. .

So, why do many companies insist on "drilling" us with old-fashioned advertising, with unlikely testimonials (I guess you don't think Rafa Nadal really drives a Kia), with unbearable messages inserted in YouTube videos, with long boring newsletters with corporate blogs that aren't signed and don't admit comments, with the same false corporate values devised by a great consultant, ...?

Is it so difficult to humanize our relationship with the market? The market, according to the Cluetrain Manifesto, is made up of human beings, not demographic sectors. And businesses are made up of people, not demographic sectors. It is crystal clear… The Pope is Catholic: Your people are your brand.

company and brand ambassadors

Photo: Burst in Stocksnap

Empowering your people is vital, that should be the strength of a brand, of a company

There are many companies that are dedicated to creating applications for employees to share corporate content on their people networks. This is good business. But that's not about asking your people to share content. A good internal brand ambassadors program (employee advocacy programs) requires empowering (You do not know how I hate that word) the in-house professionals.

If a company asks me to share content created by someone without a name, why should I? What's in it for me?

Many entrepreneurs are afraid. "If I empower my people, they will take away my best professionals," they say. Of course. And if you don't empower them, they will stay with you forever. There's no choice, it's not just about getting employees to amplify the brand message. It's about giving them tools to understand the purpose and values, to make them their own, to manage their personal brand, to collaborate on the content each brand creates,… Do not forget: Your people are your brand.

Your people are your brand. It's your turn to move

In this game, In this game, if everyone doesn't win, no one wins. You can't ask without giving.

If you want to know more about how to successfully run a program of internal brand ambassadors, , invite you to subscribe to this blog and as a gift you get an ebook that explains it from top to bottom. Have a happy week..

ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

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