brands, increasingly personal

Every time brands more personal?

I know a headline and a very focused blog personal brand You can give more than one reading. And has.

Big brands, which come, that convinced, They will be directed only to persons who are not looking for products or services. people seeking ethics will be addressed, brands and businesses that defend the values ​​that abanderamos.

I recently saw a video of an interesting initiative of the firm Ecoalf: Asked fishermen trawling various brotherhoods that collect plastics for recycling networks and remove them from the seabed.

With those plastic, a group of entrepreneurs get recycled to manufacture sports shoes and other clothes. A second chance. Recycle, re-use, increasingly sustainable, increasingly personal.

Not catastrophism, time is running out

Climate change and its consequences is not a lie, It is a reality that requires conscious businesses and consumers. Consumption by end use our planet as we know it.

The responsibility is twofold, On the one hand we, as consumers, we must ask before purchasing a product or service:

  • Do we really need?
  • Do you need it again? Is there a recycled version?
  • It is manufactured in accordance with our values? That is to say, without child exploitation, without abuse small producers, avoid greenhouse gases in production, that is easily recyclable, that have a price according to its performance, duration, without obsolescence, that does not contain harmful or unnecessary chemicals ...

The producers, by his side, must understand that not only buy products or services, but to defend our values ​​brands. brands increasingly personal. John Galiano, of the fashion Maison Margiela it's direct:

Ethics brands

Source: The Future 100 JWT

On the other hand, Enrique Dans He warns in one of his articles: "A part of humanity is too busy making money to raise that something as insignificant as saving the planet and human civilization". tremendous notice.

Values ​​indicate that not everything is

Like people, every time we will be more aware of our values. Many test or self-image as DISC How To Fascinate They help us identify.

But What about businesses and brands? who defines their values? who defines its purpose? In recent years managers have entrusted to external consultants (often not specialized in branding) the definition of "corporate statements”. It's a mistake.

In my judgement, the values ​​and Purpose of a company and its brands they must be agreed by professional. I often do exercise to define the purpose and values ​​to a group of professionals, personal branding courses. And I assure you that the results far exceed what written in a section “official” hidden from the corporate website to which few ever.

A company has the potential strength of the sum of personal marks of their professional. But few know, and least advantage.

Humanize is to connect

Organizations should be aware of this dual challenge: on the one hand, identify Values of consumers. That will help them to generate a human branding (human branding), a human marketing, of connection, empathy. It's not about competing on price, but to attract generating confidence, real confidence based on ethics.

On the other hand, identify the values ​​and purpose of the organization and each of its brands. And do it from within, from home, having talent who best knows the company and its brands: professional.

With these two premises, the marks will be increasingly personal, and therefore will generate greater trust and empathy. managers, the the changemakers (change agents), They have an enormous responsibility to consider their people as emotional shareholders, as true connectors with something called "consumers", and we all know that they are people like us.

Girl photo by WAYHOME studio on Shutterstock.com

How do we manage an overdose of goals in the absence of PURPOSE

Each new start of the year or season is an ideal time to claim for overdose of goals that end up falling (mostly) in the pipeline. The new intentions will remain in that if we do not put them two basic ingredients: direction and action plan.

Giving meaning to everything: the PURPOSE

Beyond the overdose of goals we think of “the big one”, the motor of our life, what it gives meaning. Now it has become fashionable to talk about Ikigai (Your reason for being), but I prefer to keep the original name: PURPOSE, yes, In uppercase (to distinguish it from the more specific actions that mistakenly call “goals”).

To enter fully into the PURPOSE, I invite you to read What is the positive impact on society want to leave? You got it? It called purpose. In the background a capital purpose is not a toy those who get tired after three days. It's like a good friend, very durable, sometimes eternal.

One purpose is why, It is an achievable dream, is the contribution or legacy we want to leave humanity. Is, as it says Sinek, why we get up every morning, beyond happiness or money.

Imagine a world in which many of us wake up inspired us, We feel safe at work and return home satisfied at the end of the day. Simon Sinek

Overdose of goals? We need to focus

As I said, the classic early season goals are not really goals, but small gaps or unmet opportunities in the past. Dieting, do sport, study music, do such or such other course not pose the driveshaft of our life. We talk about wishes, plans, Projects, wills, intentions.

Far from downplaying these small projects, we consider them as such, and provide them with an objective, a period of achievement and an action plan. The methodology S.M.A.R.T. it may be useful to try to bring order and focus to all this.

The action plan

The midset to practise sports, for example, It is a first step. We got there by a trigger (bad health) or near examples (good health) that inspire us to initiate a plan. The problem or feature of any plan or project is to work must be strategic, and not as tactical as “I have gained weight 5 kilos and I'm going to a gym”.

S.M.A.R.T. helps us realize what we want, the deadline and the possibility of measuring success. Recall that the initials refer to Specific, Measurable, Achievable, Relevant, Timely, which we would translate into Spanish as específico, medible, realizable, relevante y limitado a un tiempo.

An example:

I will start a health program walking pace 3.650 km per year and reducing carbohydrates from my diet on a 50% in a year to maintain a balanced BMI and avoid problems and diseases resulting from low physical activity.

Specific is the health program, measurable are the 3.650 Km (supposed 10 Km / day) and reducing sugars, timely is one year, what is achievable is to keep the IMC and relevant is to prevent diseases.

Activation is OK, but with a horizon

The format S.M.A.R.T. it is useful if you write it, if placed in a very visible wall, and if it is provided with tools to ensure success. With the above example, I'd buy a watch with heart rate monitor to measure distance walked. I study the routes that allow me to walk with minimal disruption. Reduce the use of motor vehicles. Visit a nutritionist to give me some guidelines. And do not forget the annual check-ups.

You see?, we can have dreams, Projects, but not an overdose of goals, because there is only one PURPOSE, and is very long-term.

Photo by ESB Professional on Shutterstock.com

Events

TEDxEixample Salon

TEDxEixample TEDx Salon is a small format (a single talk). It will be the 22 January at 19pm in the old factory Damm Barcelona. Free admission if you subscribe on this form.

As an appetizer of what we see, here's this video:

 

#BrandingWeekRD

From 4 to 8 February will take place the Branding Week in Santo Domingo (Dominican Republic). This is an event organized by QUIFER Consultores full dedicated to Personal Branding. Among the workshops that will be held I feature:

  • Employee Advocacy
  • Healthy organizations
  • Political Personal Branding
  • HR Digital Transformation.

Branding Week RD

I will be part of the group of trainers and speakers together with Eva Collado, Paula Fernández-Ochoa and Nancy Vazquez. For registration, contact Anabel Ferreiras at www.madi.digital/brandingweekrd.

 

Ebook Personal SWOT

I am preparing a book on the steps to create a personal SWOT. It will be exclusive to subscribers You're not yet?, cheer up!

When the main threat becomes an opportunity for our personal brand

I guess you wonder…

What is the main threat?

When we work our personal SWOT (If you haven't done it, I encourage you to go for it), we consider threat as an external factor. We do not have direct control, as it may involve changes in laws, technological changes, regulations… but it does have a direct impact on our business and our personal brand.

Among our threats rarely we consider the lack of creativity, but it is certainly the greatest of all. It's like a disease inching, when it reaches its peak is already difficult to react.

Creativity, divine treasure

Many associate creativity to a great idea, but really all we apply creativity in routine processes of daily life. The problem is that creativity is a resource that can be exhausted if we do not remedy.

Youth is no longer the divine treasure, nowadays it is creativity. Bad future may we expect without creativity, because it is a fully human trait, a way of thinking that makes us unique and valuable.

Creativity is not only inspiration, It can be planned and organized. In my early years as an independent pro (wow, that sounds great) I worked thoroughly discipline lateral thinking, from Edward de Bono. Stirring the trunk of memories, the first post of this blog, from December 2007, was called Lateral Marketing: the pleasure of rereading Kotler.

What threat is blocking our creativity?

From the perspective of professional skills, It has always advocated the need for specialization. This is and will remain so. But it has its drawbacks. Let expose a case I read a few months ago on the blog Branding Insider.

In 2015, a group of researchers from Austria and Denmark conducted an important experiment. They found that when people were too familiar with specific expertise, it blocked his creativity. That was because they stopped looking for ideas outside their area of ​​expertise.

The experiment

The researchers interviewed hundreds of roof roofers, carpenters and inline skaters. The three categories are chosen because although completely different fields- share a similar problem: encourage the use of safety equipment to prevent injury. Roof Repairers wear seat belts, carpenters use safety masks and inline skaters use knee pads and elbows.

The researchers conducted 306 interviews. participants to contribute their best ideas on the theme was requested: improve safety equipment for the market in which they are experts and for the other two categories. A panel of experts evaluated the safety gear responses. The results were extraordinary: the more distant was the field, most creative was the solution proposed by participants. In other words, the members of each group were better at finding an innovative solution to a different field to yours. The experiment gave an idea of ​​how creativity works.

Conclusions

Creative people are not smarter; simply they are open to connect ideas from different fields.

When Steve Jobs were asked what made the Macintosh a revolutionary computer, he answered: “Part of what made the Macintosh great was that the people working on the project were musicians, poets, artists, biologists and historians.” They also knew computer, Jobs added. Jobs's goal was not to be average. His goal was to be great. And greatness, he said, comes from connecting ideas.

If you feel the latent threat that creative qualities are missing and everything falls apart, remember these three tips:

  1. Put yourself in the shoes of another professional from another perspective to analyze your business model
  2. Enlists the help of professionals from other sectors and have an open mind and out of limiting beliefs
  3. Connect Ideas

Have a great 2019!

Domino photo by Jakub Krechowicz on Shutterstock.com

Events

Guillem Recolons / TWENTY magazine

Veinte / January 2019

Veinte

It was just released the January 2019 from revista Veinte, edited by Mario Lopez-Guerrero, a platform with less than one year of life has become an indispensable in HR. I have had the honor to collaborate (and being cover) with colleagues as Almudena Lobato, Celia Hil, Juan Carlos Cubero, Isabel Bonmatí, among others. I explain the importance of relationships Person-to-Person (P2P) in the context of communication. I encourage you to read it for free on the website by subscribing www.revistaveinte.com.

#BrandingWeekRD

From 4 to 8 February will take place the Branding Week in Santo Domingo (Dominican Republic). This is an event organized by QUIFER Consultores full dedicated to Personal Branding. Among the workshops that will be held I feature:

  • Employee Advocacy
  • Healthy organizations
  • Political Personal Branding
  • HR Digital Transformation.

Branding Week RD

I will be part of the group of trainers and speakers together with Eva Collado, Paula Fernández-Ochoa and Nancy Vazquez. For registration, contact Anabel Ferreiras at www.madi.digital/brandingweekrd.

recommended TED

Finally, and since today we talk about creativity, what better than one of the most acclaimed TEDx 2018 in the world:

Personal Branding Lab Day 2018 y Personal Branding 4.0

Personal Branding Lab Day 2018

The 1 December took place the 4th edition, the Personal Branding Lab Day 2018, marathon personal record of about 12h was online, directed by Nilton Navarro and conducted himself with great Alicia Ro. If you could not follow, I advise you to connect to the Part of Personal Branding Lab Day 2018 (5h 34′ duration) and the Part of Personal Branding Lab Day 2018 (6h 07′ duration). It aired from Barcelona, Madrid, Valencia, Alicante, Saint Sebastian, Bilbao, Oviedo, Sevilla, Valladolid, Huelva, Israel, Mexico, Colombia, Brazil, Peru, and Dominican Republic.

I think there was a high quality content covered. It was expected, considering the strength of the speakers. he was there (in order of appearance) Jane Rodriguez Trunk, Celia Hil, Claudio Inacio, As Bondia, Elena Arnaiz, Josep Rooms, Silvia Saucedo, Monica Mendoza, Isabel Muela, Eva Collado, Meme Romero, Enrique Cejudo, Fabián González, Alfredo Vela, María A. Sánchez, Cristina Mulero, Andrés Pérez Ortega, Neus Arques, Jordi Collell, Arancha Ruiz, Nancy Vazquez, Ilana Berenholc, Oianko Choperena, Paula Fernández-Ochoa, dew Ames and such Guillem Recolons. Alongside videos David Barreda, Pablo Adán says, Daniela Viek, Raquel Gómez and Vladimir Estrada.

I warmly thank Infojobs, Blanquerna Communications and IR, Lid Editorial and TelePizza your help to celebrate the event.

And beyond the Personal Branding Lab Day 2018

Indeed, there were not all. Gladly would have included people who constantly inspire me as Xavi Roca, Élia Guardiola, Ivan Diaz, Helena Casas, Fran Segarra, Joan Clotet, Laura Ferrera, Oscar Del Santo, Ruth Rios, Marco Tomasone, Mireya Trias, Kike Mingo, Ylse Roa, Francisco Alcaide, Laura Girl, Enrique F. Brull, Natalia Gómez del Pozuelo, Ecequiel Barricart, Anton angels, Javier Zamora, Lucena Africa, Johnny Durán, Carola Morato, Alexis González, Alicia Linares, Fernando Rios, Veronica Sanchez, Alex Duran, Raquel Roca, Daniel Iglesias, Yrma Sánchez, Gabriel Patrizzi, Amalia Lopez Sidewalk, Hector Jimenez, Alexia Herms, Arturo González, Deize Andrade, Patricia Dalpra, Rubén G. Castro, Diaz-Aroca emerald, Ronald Durán, Adriana Motta, Alan Urbina, Veronica Rivera, Alfonso Alcántara,Eva A. Castillo, Sergeant Fabi, Santo Carmen, William Arruda, Brenda Bence, Dan Schawbel, Catherine Kaputa, Luigi Centenaro, Nance Rosen, Jason Alba, Seth Godin, Tom Peters, …

Personal Branding 4.0

Fear. That's what dominates when it comes to the fourth revolution industryl. In my talk in this Personal Branding Lab Day 2018 I tried to highlight the positive side, the technology at the service of people and not vice versa.

I dared to list the various advantages that the big data, the yacht, the blockchain or offer us deep learning from the point of view of managing our personal brand.

To achieve technology serving people, we need people serving technology

I do nothing spoiler. Here's the video:

Believe it or not, an entrepreneur is a person

Yes, the businessman He has had a bad press as a collective. Likely due to the opacity in how they communicate (communicate in the). Fortunately, something is changing. And those beings who like iron now show their vulnerabilities, His emotions, human condition.

The entrepreneur is like you.

The businessman It is like you; it's more, you, You may not know, also you are an entrepreneur.

A company no longer a task involving some difficulty. And I wonder daily affronts not many of these difficulties? You did not take complex decisions that can harm a few to benefit a lot?

And reminiscing Tom Peters, each of us is a businessman your YO, S.L. We have the ability to manage many small departments that depend on us: I+D, production, branding, marketing, finance, RH, Logistics… You are like the entrepreneur, with the difference that you will auto-you manage and businessman managed for many.

Our superpowers have always been there, but now we transmit without fear

Our Superpowers (Our values) now they make us proud, not shame us. It was a time to show certain values ​​such as solidarity, empathy, the intuition, the imagination… It was considered a sign of weakness businessman. competences soft They were not taken into account. It was what I learned, not how we applied and what we broadcast.

Hence that some were baptized as empresaurios. If we remember Gordon Gekko (Wall Street, 1987), all that mattered to businessman yuppie of those years was the success at any price, the luxury unleashed the accumulation of money. Was far concern for employees and partners or actual corporate values ​​that go beyond hierarchical and authoritarian leadership.

Values ​​are seeking values, power connection

The businessman, and that includes you, It begins to be interested in how that confidence is transmitted. The strategic vision of the business is no longer enough. Executives need to achieve a humanised vision. As claimed by the surgeon and writer Atul Gawande, “hires attitude and skill training”. The skills can be acquired, but the attitude (whose engine are our values) They come with us.

The profiles millennial They have understood like no idea, the prioritization Values ​​on competence. This allows the businessman have better integrated teams, shirt bearing the brand and proudly wear. It is no longer leads, with what-Lider. Do not believe it, if co-creates. And that is possible with integrated teams, motivated and related values.

Values ​​matter and purpose. More than ever.

Entrepreneurs Region Murcia

4th in full digital revolution, remember the words of futurist Gerd Leonhard “…anything that can not be scanned or automated be considered an outlier”. And I assure you that the values ​​and purpose are not robotizables. So every time, the businessman, It should take into account these two factors.

Anything that can not be scanned or automated be considered an outlier. Gerd Leonhard.

The purpose It will help all who work behind a project to find the meaning of it. A place to see where they go, They know why they should get out of bed in the morning.

The values, meanwhile, will act as vectors emotional connection between those involved in the projects and their grupos de interés, its stakeholders.

This week I had the opportunity to share this powerful triangle Purpose / Values / Connecting with a group of entrepreneurs Business Forum Murcia. Thank humanist friend Juanma Egea for having me. I checked live: a businessman It is also a person.

Executive woman photo by Nariz on Shutterstock.com

Agenda

  • 28N. Update Zaragoza. 28 November in Zaragoza active. free event. Registration on the website soon Zaragoza Activa. Do not miss my colleagues Victor Candel, Meme Romero, Elena Arnaiz, Eva Collado, and Juan Martinez (organizer and speaker).
  • 28, 29N. Workshop Personal brand and Relationship Management. Ferrovial, Euroforum II in San Lorenzo del Escorial. You can follow the hashtag #MarcaPersonalSumma
  • 1D. Personal brand 4.0. Personal Branding Lab Day. Since YouTube, 11 Personal Branding conducidas hours followed by Nilton Alicia Navarro and Ro collaboration with the Blanquerna Communication and International Relations and Infojobs. From 10 a 21h (GMT+1). Free. You can follow the hashtag #PersonalBrandingLabDay Personal Branding Lab Day 2018

 

¿Humanize is Connect? An unresolved business issue

Create an ecosystem that promotes human connection is technologically and strategically complex, but the benefit is great: to humanize is to connect.

Companies can take advantage of this complex environment to build lasting relationships. How? With a customer-oriented mindset and a technology platform that promotes a closer branding (human branding) than the present one.

Here I list five ways to help marketing and IT professionals on their way to building a solid human foundation with its customers:

Humanize is to connect, not treat the customer as a number

The great publicist David Ogilvy said “the customer is not stupid, it's my wife“. Too many brands treat us like on a first date, asking the same cloned questions to know us better. The customization does not mean that we hounded by internet random recommendations based on our purchase history and searches. It is frankly frustrating. Even after buying a smartphone, the damn remarketing we will be showing us ads until the end of the world (you know, the cookies...).

Brands must find a way to find our uniqueness, as if they were a personal assistant. This particular customer view means extracting information from each online and offline system, and integrate that into a database. Are we different inside and outside Internet? Probably not in our attitude, but in our behavior.

A commitment to simplicity

Why I like Apple products and services? Because, despite its rapid obsolescence, they are simple to use, they work faster and give less problems. Brands need a clear view of the experience that your customers need. And then apply technology to enable and improve. It may seem that customer focus is obvious, but many companies start with technology first and end up investing in services that are not provided. Humanize is to connect, don't forget.

A co-creation, for example, helps generate experiences that reduce barriers and facilitate customer interaction. I advise reading this post the expert Montse Peñarroya called Do you really know what you want your client? Just ask him/her! that icludes excellent examples of co-creation of Lego, Alain Affelou or Banco Sabadell.

Omni-Channel

Following the definition of Mercedes Fuster from the blog of José Facchin, omni-channel is not working environments with multiple channels, but to do so simultaneously.

The same article highlights three key advantages of omni-channel:

  • Online sales complement those in physical store
  • The Omnichannel trade promotes cross-border sales
  • The Omnichannel strategy is key to reach the "super buyers"

In this HubSpot article We can inspire us with omni-channel examples of companies like Disney, Starbucks…

Security, stability and reliability

Let us not deceive ourselves, multiple exposure of personal data may pose a significant risk to customers if security is not foolproof. We have seen recent cases of information leaks:

Successful brands linking platforms seamlessly to create an ecosystem that allows a complete customer experience. To make it thrive a scalable design is needed. Strength scalability and security offer reliability expected by consumers.

Integrated technology

CDP (Customer Data Platform) is an easy way to connect with a customer, since you can immediately implement that strategy without complex technological transformation. Marketing professionals and IT can no longer work with incomplete data separate and isolated.

This is, on my view, the most complex part, professionals with disparate skills should come to understand frictionless. Difficult but not impossible, you just have to take seriously the idea: to humanize is to connect.

Sources consulted: AdWeek, Hubspot, Blog José Facchin, Cyberclick, Montse Peñarroya Blog

Girls photo by gpoinstudio on Shutterstock.com

 

Dialogue on personal branding, the pre-#BrandingWeekRD

My colleague Paula Fernández-Ochoa and I offered a dialogue on branding staff we entitled “It's distingues a extingues“. It was part of a webinar organized by QUIFER Consultants (Dominican Republic) as warm up or heating of the events taking place in the #BrandingWeekRD in early February 2019 In Santo Domingo.

We leave the video of the webinar, and if you have little time, We've left a summary of the dialogue in text format you'll find after video.

It's distingues a extingues (dialogue about personal branding)

 

Paula: William, We started the dialogue on personal branding. What does the title you distinguish or you extingues?

William: The generation of our parents argued for discretion. Today is the disappearance discretion. Paula Where was the discretion of lawyers?

Paula: That I know well ... I'm a lawyer and I have seen the evolution: confidentiality of the profession, advertising ban… Many do not see the need to become visible, a mistake.

William: Going back to the title "I distinguish or extingues you", Paula, Why do you think it's important to do things differently?

Paula: In today's market there is excess supply and demand, We are saturated and information professionals, so it is necessary to differentiate, have a proposal that makes you unique and really add value

William: A factor that makes sense of the difference is the relevance. In other words, the difference alone is not a factor of choice. What you do, besides being different, It should bring value.

Paula: This is what we know as Value proposal,… But go to parties.

 

The Iceberg Method Personal Brand

Paula: Where do we start our management of personal brand or personal branding plan? The Iceberg personal brand

William: I like to think of the simile home = Iceberg, do not start with the roof. Iceberg parts are self-knowledge. Strategy. Visibility

self-knowledge, the diagnosis of our personal brand

Paula: Autonocimiento is a diagnostic phase to know what brand we project

William: There are different tools to meet: DISC, Crystal, How to Fascinate, IE, 90º test…

Paula: The final exercise of self-knowledge is a synthesis we know as SWOT, DAFO, SWOT…

Personal strategy, where we are going and how we

William: The next phase of our diagnosis is to know where we want to go, what we do and how we can do. It is what we know as personal strategy. Paula, Where would you start a strategy?

Paula: To define a objective. Without that we can not assess the process, The success or failure.

William: The advantage is that we focus on Personal Branding a target: Reference being something, with a defined specialty, in a particular geographical area and a differential value proposition.

Paula: Not be easy, even one, but it is true that this marks everything we do next, so you have to give top priority.

William: It is important not to confuse the target, It is concerning us, with the purpose the purpose, which it refers to our contribution to the world.

Paula: He said Nietzsche if we find our why and find how, and he was right. After Nietzsche, leading specialist Simon Sinek (Theory Golden Circle) He invited us to generate our speech beginning with why, following the how and ending with what (product, service), and not vice versa as it is being done forever.

William: define the purpose is not easy, but there is an exercise, you may not like, that can help. What would you like to put on your epitaph?. Well, if you know, It changes the way "I" for "will" and you have your purpose.

Paula: Others use that formula that combines 1. What you love 2. What can you do 3. That what they pay you (Market + Passion + Talent)

William: In any case, the purpose might consider as View. All you get moving toward that goal will be our Mission.

Paula: Important to consider values. Guillem calls "Superpowers"And we as emotional and educational heritage from very small.

William: Surely feedback to work to reach the SWOT have emerged some of them, but a formula to identify them is to look for a list of values (there are up 200), preselecting 10 values ​​that are important to us and then stay there with 3 O 4, these are our superpowers.

Paula: Defined the objective, the vision, mission and values, It comes the moment of truth, define our value proposition and our business model. We are at the peak time of the strategy. David Barreda He says that is a value proposition that makes a particular customer or company decant for you.

William: Strongly agree. In fact I define it in one sentence: Why the hell should you choose to you? If you don´t add value, do not mind ...

Paula: And that's it going, to provide. The value proposition focuses on your customer, not you. And your client may be your boss, do not forget.

William: So is, is not talking about yourself, but how we can improve the situation of who we hire. Whether alleviating a problem (pain) or detecting an opportunity (gain).

Paula: The interesting, and how difficult, is that this proposal, Besides, is only. If your proposal says the same as the neighbor, It will not be differential, and the factor of choice is in the air.

William: Let me give an example. Marta. It was defined as Senior Manager and after working with it placed on your LinkedIn profile “Auditor specializing in real environment. Auditing with a smile”

Paula: And another example: the lawyer who wrote a postscript after specialty “never me laughing”. That can be the difference.

William: We see that in both cases, Marta and the attorney, the proposal addresses the customer, It creates value and is unique- In the case of Marta, solves a problem, but way nicer than the rest ...

Paula: in the other case, an opportunity to explore new revenue thanks to value resilience opens.

William: It is important not only set ourselves in our rational attributes. Attitudes have, and values ​​also. Something like a smile, as a "never give up", can be a differentiation factor. Paula, Why do not you explain your own case, that of a lawyer, brander staff and ambassador of the sport and health?

Paula: The case VivirCoRiendo > (Take a look at Instagram)

William: great case! We have the hardest thing to start with our business model, the value proposition. Now we need to complete our customer segment ...

Paula: Define who they are and -very important- Who you can grow our value proposition

William: Define relationships with our customers ...

Paula: If we are troubleshooters, If we are creative or innovative, consultants, trainers, researchers ...

William: List what our channels are ...

Paula: Our channels are the ones we help bring the value proposition to our customers ... what we should add or delete?

William: Define our activities…

Paula: activities would be what appears on our business card, is our catalog of services or products.

William: Detailing our key resources…

Paula: In a nutshell, What we need to do our work: office, Languages, awards, certified, human team…

William: Very important, define our key partners ...

Paula: And here does not refer to legal partners, but people who can validate our value proposition towards our potential customers

William: And to finish the model, I referred to income and expenses

Paula: Without that calculation it would not be a business model.

William: This model, and instructions for completing, It called Business Model Canvas and you can find it on the web Strategyzer.com

Visibility. How to present ourselves

Paula: With the business model, we have defined a strategy: you have to keep what works and create an action plan for what we do not have. And with this move to the next level: Visibility.

William: the tip of the iceberg, our communication and networking plan. Like everything plan, here we need goals, with focus placed on precise indicators audiences, people who reach ... does not it, Paula?

Paula: So is, William. We know them as SMART goals, which stands indicate that must be specific, measurable, achievable, relevant and related to time.

William: for example, Imagine this goal SMART: We will increase the activity and frequency of publication on Twitter and Facebook for a 500% followers (from 100 a 600) during the following 12 months, in order to increase our online reputation and have a community of active followers.

Paula: Here specifics are our followers on Twitter and Facebook. The measurable is to move from 100 a 600. What is achievable increase activity and frequency. What is relevant is to increase our online reputation and have a community of active followers. And as regards the time are as follows 12 months.

William: Agree, SMART define our goals with the highest possible accuracy, only then can we measure the evolution of results. The next step is to define our public goals.

Paula: The advantage is that if we worked well the business model, we know customer segments.

William: Yes, but here we need to better define their demographic and behavioral profiles then fine-tune the media and supports vehicular our messages to them.

Paula: With a profile neard We not talk by phone, and a senior lawyer would not use Snapchat. Why is key to clearly define our target audience.

William: Defined our target audience, it's time messages and keywords. How can we be found? Today the marketing that works well is the Attraction marketing, better than the classic based on the interruption. Define specific messages and keywords is paramount

Paula: To work the message will use the basis of the value proposition, but adapted to our public and to channel the different formats we use.

William: There is. Not the same coldness of a chance encounter in an elevator warmth lunch or a video conference an hour.

Paula: The elevator pitch calls for a strong first impact to attract attention, kind You know that your company fidelizaría one 50% more professional with an internal health and fitness program?

William: That's a message tailored to a segment of customers. Nevertheless, when we turned up on social networks we should draw up a more generic speech, and that we can harness the basis of the value proposition. For example, in the case of Paula could be > "I help to improve the health and motivation in organizations", or better "Healthy boost through sports organizations and personal branding

Paula: Could be, could. Notice that no value proposition is very difficult to get the message. And a message like this could lead our social networking profiles. Where does the most emotional part of the message?

William: You are talking about the personal account or storytelling personal. Today we know that what connects us is more related to our values, our history, our purpose, that on our care professional.

Paula: And that trick there is to know to take advantage. The story wants to generate empathy, try to get in the skin of the user account, experience and live what has lived. In the field of personal brand, a story can be a video duration 1h, one of 10 minutes, one one simple Tweet. My partner Guillem see define a Twitter as "Version S. I love, I like working for others shine ". That's a story in itself, It is transferred to an account of presentation purpose.

William: Another short story is the question before "Living Running", an evolution of the first "Living Laughing" Paula adapted to their new sporting environment. as LEVELS, not needed 20 folios to explain a little story that defines us, what we need is the basis, and both in the case of Paula and mine, is the purpose behind.

Paula: Agree, our personal communication we plan objectives, the target audience and the message What are we missing?

William: Something important, and measuring the average thereof. As account brander Andy Stalman, Today the world is OFF and ON, a symbiosis, and he is right.

Paula: They say that today there is no one without the other. The real world needs to virtual and vice versa. Here, If we have worked well our business model, We already know what channels we need is to move our value proposition to our customers.

William: There fused means "mirror" as radio, Analog and digital, TV, press, magazines. These means work wonders, since they are become an ephemeral interview in a newspaper in an almost eternal digital link.

Paula: And then there means necessary for networking OFF, as a business card. There are also pure digital media, such as social networks and blogs. William, Do you recommend a blog on a personal brand plan?

William: Clear. If you regularly publishes, It will be the first thing you find us on Google. Not only looking for our name, but looking for keywords. A challenge > seek "Personal Branding Empresa"On your PC or smartphone. If I go out I, It is that something will have done well, is a keyword Important for me. Cast, what makes a blog. As Alfonso Alcántara, “we are blog without digital sintechos”. Paula social network What would you choose?

Paula: Personal interest with Instagram, definitely, Although each network reaches a type of audience and allows message format. Instagram I like because it's so visual, very immediate (stories). B2B business but works great Linkedin, for B2C Facebook, and to meet people Twitter. To search for images Pinterest. And I left the N1, the most comprehensive network what I speak?

William: I missed it and that YouTube take to appear. From personal brand, YouTube is the network that best allows us to communicate, with verbal and nonverbal language.

Paula: Other means to consider would publish or co-publish a book, use the webinar as this, the podcast, conferences, workshops, Wikipedia. I ignore everything and mix Stalman.

William: Paula, and how do we measure the success of this?

Paula: Fortunately there are many indicators. The first is to meet the objectives. But then we have very powerful tools to measure the results of our network and our social networks.

William: To measure results, even sales conversion, our website or blog, there is nothing like the free tool Google Analytics. SEMRush and others also help us track the effectiveness of SEO, our positioning online.

Paula: Social networking, There are many tools, the characteristics of each network, very powerful. A Linkedin el Social Selling Index, and Twitter, Twitter Analytics, YouTube, YouTube Analytics. Instagram and Facebook page need a professional to measure effectively, but we can always count likes and followers.

William: I always say that no matter how many follow us but who. But massive sale, communities need large or strategic alliances or advertising campaigns, from AdWords promotional tools to their own social networks.

#BrandingWeekRD

Here we will refer to post about the event #BrandingWeekRD which will take place between 4 and 8 February 2019 at the Embassy Suites by Hilton Santo Domingo (Dominican Republic). Organized by the team QUIFER Consultants and presence of Eva Collado Durán, of self Paula Fernández-Ochoa, from Nancy Vazquez (from Mexico) and who will write, Guillem Recolons.

workshops and conferences will be addressed:

connect to Anabel Ferreiras QUIFER Consultants to reserve a place or to sponsor the event.

We hope you have enjoyed this dialogue about personal branding, I hope you will be encouraged to participate in Santo Domingo to deepen and put in value.

Non-working skills (short story)

We often think about abilities we acquire long we can be useful lifetime. Unfortunately it is not.

I have been talking a lot about the importance of context. The context is to confirm whether these abilities they are valid or should be updated.

If you study engineering construction and a crisis ensues as there was in 2008 in many countries, possibly this crisis drag you. Unless you have abilities you allow additional output, a plane B.

I will bring a short story (anonymous again) that dramatized the need to adapt well:

The right place

A mother and baby camel chatting under a tree.

Baby camel asked: “Mother, why camels have humps?”

Camel mother considered it and said,: “We are desert animals, so we need the humps to store water and thus to survive with very little reserve”.

Baby camel thought for a moment and said,: “Agree… Why are our legs long and our feet rounded?”

Mom replied: “They are walking through the desert”.

The baby stopped. After a while, the camel asked: “Why our eyelashes are so long? Sometimes in my way”.

Mom answered: “Those long and thick eyelashes protect your eyes from the desert sand when the wind blows.

The baby thought and thought. And he answered: “I see. So the hump is to store water when we are in the desert, the legs are for walking through the desert and these eyelashes protect my eyes from the desert. So what do we do in a zoo?”

Our skills and competencies are useful in the right place and time

So is. Have a Ferrari in the Amazon rainforest is as useless as the hump camel at the zoo, whose utility is only photographic. Of course, our abilities not expire. Our pair of camels could be "liberated" by an environmental group and returned to the desert. Maybe they need to practice then is another skill: that of using a abilities "Rusty". Fortunately, instinct is powerful.

Acquire new skills, a must contest SXXI

My colleague Eva Collado Durán often speaks of "permanent beta status" as one of the professional skills of the XXI century. Permanent beta status means not to drop your elbows when studying, to catch up.

A commercial director is obliged to permanently trained in new ways of approaching customers, new sales channels, social selling… If a crisis comes, the company will always consider those professionals who master these new abilities.

Today we have many resources to not stay "rusty". Among them, the books, the MOOC universities, business courses, workshops, educational websites, postgraduates, Masters (many of them with the ease of being online).

If you are like our camels at the zoo, think what new skills you can develop to not stay as a mere object of exposure.

Camels photo by Paul Michaels NZ on Shutterstock.com

Churchill and the Elephant rope: Never give up #Storytelling

One of the many events that make up the legacy and personal branding Winston Churchill Its the "Nunca te rindas”.

The "Never give up" more popular

To be precise, the words of the great British Prime Minister were:

“Never give in, never, never, never, never, in nothing great or small, large or petty, never give in except to convictions of honor and good sense. Never yield to force; never yield to the apparently overwhelming might of the enemy.”

(Nunca te rindas, nunca, nunca, nunca, en nada, grande o pequeño, largo o corto, nunca cedas ante tus convicciones de honor y sentido común. Nunca te rindas ante la fuerza, nunca sucumbas ante el poder aparentemente abrumador del enemigo”)

Context is everything

The context of the words is important. Many thought that spoke after winning the allied side World War 2. It is not like this, He uttered every day from radio waves to encourage citizens to resist while German bombs smashed the city of London. Awesome, ¿no?

Short story: Elephant rope

Today, following the thread of the short story Don't judge before knowing the context and the personal story, I published a few days ago, I bring you another story, Unfortunately anonymous, which draws very well the idea that often live in a cage is not possible to leave.

Elephant rope / story

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Eduardo saw pass a group of circus elephants. Something caught her eye: these huge creatures were linked to each other through a ridiculous rope tied to his foreleg. unchained, without cages. It was obvious that the elephants could break their bonds at any time. Y, for some reason, they did.

He saw the tamer and asked why these animals just stood there and did not try to escape.

Good, said domador, when they are very young and much smaller we use the same size rope to tie them and, at that age, It is sufficient to hold. As they grow, They are conditioned to believe they can not be separated. They believe the rope can still hold them, so they never try to break free.

Eduardo could not believe it. Elephants could be released at any time from bondage, but as they believed that they could not, They were trapped.

Do not do like them. Nunca te rindas

Like elephants, How many times have you gone through life clinging to the belief that you can not do something, simply because you've failed before?

Failure is part of learning; You must never give up the fight. Watch your personal brand. As Winston Churchill repeated day after day, never give up.

Elephant in a bridge illustration by Orla on Shutterstock.com

Don't judge before knowing the context and the personal story

Watch the boy in the image. You do not know, but perhaps you would be able to venture a stereotype character based on your experience… A posh boy who has run away from home? Young man adventurer in search of experiences?

The truth is that we have a tendency to try and make stories without knowing the context and the story. All due to the imaginative force causing the first impression. Could he be a serial killer traveling after his next victim? And the next occupant of the White House in 10 years?

A short history of context and story that will surprise

A boy 24 years looking out the train window shouted….

“Dad, look at the trees that go behind!”
The father smiled and a young couple sitting nearby, He looked somewhat childish behavior pity the boy when he screamed again…

“Dad, Look how clouds haunt us!”

The couple could not resist and told the father…

“Why not take your child to a good doctor?” The father smiled and said,… “I did and just left the hospital, my son was born blind and his eyes just received today”.

Every person on the planet has a history. Not worth judge without knowing the context and the story of people. That truth may surprise you.

I confess that I have looked hard the author of this story without success. If you know who it is, please, write me at the end of the post to include.

The importance of context

In the era of postverdad, forget the context and seek the easy holder. And that makes us tertulianos tweets. And we know that the context is very often what gives meaning to history, as in the case of our young train. Prejudging is too easy.

Personal brand, the context and the story

If you do not want others to manufacture its truth upon us, It is vital to Take Back the context and the story own. Many answers about why you have to work the personal brand (what we know as personal branding strategy) They are behind the need for control our story.

Let's avoid prejudge. Perhaps not necessary to reveal all our secrets, some discretion is appreciated. But when someone we look, outside and inside the network, better not give a wrong idea, biased or incomplete who we are and what we can do for others.

Boy looking at the window photo by Corepics VOF on Shutterstock.com