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).”.

 

Subscriptions button blog guillem

 

Cover Stock Photo from chattanongzen / Shutterstock

 

Your digital identity is not created, it reflects

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I try here digital identity from the point of view of our management, no techniques to verify our identity on the network. This, so, will focus not record, key, blockchain ... Va identity and the metaphysical sense with career-related.

Clarified this point, I must confess that this post is the result of fatigue in reading and rereading articles about us incessantly to "create" our digital identity.

If you do not have much time, here is a video-summary of 1 minute:

personal brand is perceived identity, for oneself and for others

Do not forget that our management It is something that we, not to believe. Creating a brand is in the field of branding, and If you create a personal brand from scratch, It will be the mark of a character.

Therefore the identity is already, it already exists, is there, It is perceived by one and others. And digital is a means, as it is the real world of atoms, meat and bone.

There are businesses like Amazon have created their identity from the digital and then are reflected in the real. But we're not business people. Our identity is, or should be, a.

Reflect the identity in the digital environment is difficult, but we did not start from a blank page

formations, Many people ask me why not just give a button to move to the digital world our identity? I also wonder I. But that's how it is, a button is not enough. Have to work.

The advantage is not to create that digital identity, must reflect it. Creating it means we would be manipulating or falsifying reality, creating an environment Matrix. Here it is what is to be as faithful and authentic as possible.

If a person projects a different image in the digital environment that projected in real life, You are misrepresenting your personal brand.

3 Key steps to reflect your real identity digital identity

  1. Show yourself as you are
  2. Show yourself as you are
  3. Show yourself as you are

What do not expect it to be so simple? Well it is. Maybe you need an expert to help you to launch digital environments: social networks, web, blog, or, Working in the cloud, productivity applications ... Outside the technical aspects, otherwise called coherence.

Some time ago I wrote a post titled Show yourself as you are, in person, paper and online. So that the paper is patient is not true. If you lie on a CV, you expose yourself to no more opportunities to deliver your CV. It's like lying in an interview. It's like lying in "digital". Remember, your digital identity is not created, it reflects.

Kitten mirror photo by Eve Studio on Shutterstock.com

Do you dare to subscribe?

I'm sure you will, as I include the exclusive gift of a free ebook on employee advocacy programs to all subscribers. As the offer is limited, I encourage you to take action.

ebook brand ambassadors

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Politics, Religion, Sports, Sex: PRSS and #PersonalBrand

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For some time now I have been reflecting on whether politics unites us or separates us, if religion unites us or separates us, and the same with sports and sex, the group I call PRSS.

What do you think? Do the PRSS aspects unite us or separate us? And what does that have to do with our personal brand?

If you have little time, I invite you to watch this one-minute video (in Spanish):

PRSS: Politics, religion, Sports and Sex, they all belong to beliefs, affiliations and values

Indeed, political, religion, Sports and Sex (PRSS) belong to our group of beliefs, affiliations and values, for that reason they unite us, and for that reason they separate us. The problem with this is that politics as well as religion and sports as well as the treatment around sex become polarizing (or you're with me or against me) and discrimination factors.

If we add the race SDNP, which is neither belief nor value, we would have the answer to most of the conflicts on our planet.

Throughout history, there have been many wars caused by territorial (political) and religious disputes. And many people have been killed because of sports affiliations or mistreated and killed because of sexual discrimination.

#Politics "There is only one rule: hunt or be hunted " Frank Underwood in House of Cards

In politics, the centre seems to have disappeared, and the world tends to polarise towards extreme positions. Hunting or being hunted means that there is no place to flee, hide or be a gun maker, only to be an executioner or a victim.

"Healthy" political discussion is giving way to silence or confrontation between equals. On a personal brand note, it's not forbidden to talk about politics, but to ask these questions:

  1. Am I respecting the opinions of others, even if I don't share them?
  2. Does what I'm about to say, share, or comment bring anything to anyone?

Investing those 10 seconds in the answers to these questions can be the salvation to a disciplined dismissal, to the end of a professional career or even to being expelled from a forum or social network.

#Religion Believer and non-believer are human, they deserve great respect. Dalai Lama

With the second SDNP, the problem, in my view, is that many religions are exclusionary, not inclusive. I was educated in the Catholic religion, which for centuries was exclusionary, and now has evolved and respects other beliefs. Unfortunately, there are still many exclusionary religious currents.

Of course, we can speak of religion but with the two premises of the Dalai Lama:

  1. Respect those who believe in other religions
  2. Respect those who don't believe in any

Nietzsche prejudices

#Sports In football everything is complicated by the presence of other team. Jean-Paul Sartre

The first "S" in PRSS cannot be applied to all sports. Fortunately, fairplay prevails in most sports. Golf, tennis, Athletics, motorcycling, skiing, rowing … In others, unfortunately, affiliations can be extreme, especially in Football, basket, baseball and some others.

Extremism is often due to local rivalries. The "derby" between the two major cities pits clubs, but also citizens.

On a personal brand note, it is advisable to act with a certain amount of common sense:

  1. Of course we can celebrate our team's triumphs, but without humiliating the other
  2. As a fairplay, we will break new ground if we are able to congratulate the opponent when things are going well or encourage him when things are going badly.

#Sex What a sad time! It is easier to disintegrate an atom than a prejudice . Albert Einstein

The 2nd "S" of PRSS is not a belief, nor affiliation or value. And dealing with sex issues is delicate, because it can discriminate. Social networks are in charge of censoring- sometimes exaggeratedly - the photographs they consider "unseemly".

And the networks themselves can not control certain forms of sex discrimination, referring to groups such as LGTBI (Lesbians, Gays, Bisexuals, Transgender and Intersex). And also the heterosexual collective.

Prejudice is based on issues related to sex, so the personal brand would be about:

  1. Recognising the right to honour and privacy
  2. Respect anyone regardless of their status

The Robbers' Cave experiment

A few weeks ago I addressed the subject of social influence with Solomon Asch's experiment on social conformity.

Continuing with the topic, and related to what this post about PRSS is about, I leave you this magnificent video with an experiment by one of the founders of social psychology, Muzaffer Sheriff, called "The Robbers' Cave experiment".

What do you think? Are you surprised? After watching it, don't you think that flags separate us? Don't you think that symbols, filiations, some cultural beliefs act as prejudices?

Be very careful about PRDS politics, religion, sports and sex. Especially in print media (and that includes Whatsapp, Messenger, in addition to social networks). Your personal brand is a result of what you do, but also what you say, the way you say it, who you say it to, and also what you keep quiet about.

 

Angry man photo by Alphaspirit on Shutterstock.com

Is this a good time to subscribe to this blog?

I'm sure you will, as I include the exclusive gift of a free ebook on employee advocacy programs to all subscribers. As the offer is limited, I encourage you to take action.

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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Los embajadores de marca de la casa: the secret of trust

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Guillem: Let me ask you a question, Nancy: Who you trust more, In a influencer you recommend a product or service, a convinced user, or the expert who created it thinking of you (Employee Advocate)?

Nancy: good question, Guillem. For me the ideal is the combination of "Brand lover "o"Brand advocate" with the most knowledgeable and expert of that product or service, what we know as the internal brand ambassador or "employee advocate”.

Guillem: For easier understanding about the different profiles, let's define better the motivations, behaviors and communication skills of each group of brand speakers.

If you do not have much time, We invite you to view a summary of this post on a one-minute video.

The three types of brand ambassadors

External brand ambassador 1: the influencer profile

You can represent a brand, always in exchange for financial remuneration. his communication range It is important, as they are often people with strong level of influence and with very large communities. They are attractive to brand. maybe his weakness is his lack of service or product. David Ogilvy said "the consumer is not stupid, is my wife", and consumers are increasingly better informed and to be convinced by someone solely because of their fame.

External brand ambassador 2: yes, brand lover or brand advocate

Unlike the previous, their motivation is the positive experience with the brand, product or service. They are convinced that is the best brand, recommend it naturally your friends, family, colleagues… They are gold for brands, sometimes they are not easy to identify because they use more word-of-mouth, and They do not always use social networks to project its recommendations. Their communities are small (compared with the influencer), but its credibility is high, and make more than influencers.

The employee advocate: In-company brand ambassador

It is the domestic brand ambassador. The internal brand ambassador is a professional profound knowledge Product or service. Is the technical expert, a profile that includes R & D, marketing, sales, production ... and who knows more than anyone the benefits of using the product or service. They are influencers qualitative and experts, their communities are small, but its ability to multiply the scope and "engagement" of corporate communication is proportionally the highest. Are nurses and hospital doctors, are the engineers and mechanics of a car model, It is the designer and the guide of a tourist route, He is the architect and real estate specialist retailer. About his technical knowledge, others for their knowledge of the motivations and needs of its customers.

Your first customers are indoors

So says Richard Branson: the first is the one who convinced tested and improved the product before releasing it to the market. Y that is the maximum transmitter public trust, above advertising, public relations, promotions. The person-to-person communication is unbeatable. And there is now the perfect ecosystem for an insider, a internal brand ambassador, contact a prospective client out, talk you, reassure, will ensure your decision.

El ebook “Employee Advocacy: The power of the brand ambassadors of the house "is here

Nancy: Guillem, What information gives us this free ebook we have worked together since Integra Personal Branding with you?

Guillem: after a Foreword and one introduction, We can get into the context which favors the implementation of programs Employee Advocacy, with clear statistics. Then they analyzed one by one advantage of these programs for professionals in the organization and the brand name of the organization. Follow the content program, in a workshop of between 12 and 16 Hours of duration. Analyzes key data on the ROI or return investment. And ends with the keys when, how, where and who you can implement programs.

Nancy: Plus is free, you need only subscribe this blog using this form. that subscription, Besides this free ebook, will provide in the coming months new content on specific cases, Training formats, Main applications monitoring and much more. If you're in America, Also you can subscribe to Blog Integra Personal Branding and you will receive the same free ebook.

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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