Personal brand diagnosis 10: Analyzing strengths

In the 9 previous chapters of the series Iceberg I've developed the diagnosis of our personal brand: perceived identity, own identity, digital identity identity by name in search engines, on social media and by keywords.

I also dealt with Elena Arnaiz the "D" of "Weaknesses" of the DAFO, and today it's the "F" turn Strengths, for what invited the friend and colleague Xavi Roca, author of "Desmárcate”, great personal brand book. I would say that Xavi is one of the people I've read the most about strengths, a true champion.

If you have little time, I invite you to see this summary:

Why it's important to know them

We often compare ourselves to each other, and we feel superior or inferior based on their strengths and weaknesses.

But the truth is that every person is different and we all work based on our personality. It's important to know yourself and our abilities, that's why I advise you to see the first 8 chapters of Iceberg, to really know you.

Your strengths represent levers that you can leverage to push yourself more and, above all, better

Knowing your own strengths gives you a better understanding of yourself, keeps you going on a lot of things. For example, if you're looking career options, you could reduce specific areas of work based on what you know you're good at.

It also helps you grow more. Knowing what you can excel at allows you to aim higher and achieve more.

Xavi Roca: just a 20% professionals manage to align their strengths with their professional activity

Most people think that to succeed they must correct their weaknesses. But it's much more productive to focus on your strengths.

Different studies claim that if you spend the same amount of time boosting your strengths or correcting your weaknesses, on average return on investment is a 600% superior when you focus on your strengths.

To get a great personal brand you have to identify your natural talents, develop them into real strengths and make them the real centerpiece of your strategy and communication.

It is estimated that approximately the 80% professionals develop professional activities that are not aligned with their strengths while only the 20% professionals manage to align their strengths with their professional activity

How much would a company's productivity improve, country if we could get more professionals to know, develop and apply your strengths in your professional activity? How much would personal happiness also improve?

When a person focuses on their strengths, multiplies by 3 the odds of claiming that they have an excellent quality of life and multiplies by 6 the odds of being committed to your work. In addition, they want to go to work, have more positive than negative interactions with their peers, treat customers better, tell their friends they work in an excellent company, they achieve more every day and have more positive moments, creative and inspiring.

Types of strengths

Your greatest personal strength would be natural in you, very easy to get going. For example, the result of external feedback and working with Strongholds of the Crystal test, I'm credited (And I attribute) creativity to think of unique ways to solve problems.

I distinguish the strengths in 8 categories:

  1. What sets you apart and you do better. Those are the queen strengths.
  2. Your skills and competencies
  3. The ones that have helped you achieve goals
  4. Your core values. This is becoming more and more noticeable.
  5. Other strengths
  6. Personality strengths
  7. Digital reputation strengths
  8. Online situation strengths

Here you can download in Excel the box with the Types of Strengths.

Author: Guillem Recolons mayo 2020


Total identification

Only the others / Just me

What sets you apart, what do you do better

Elements where you clearly stand out from the rest

Skills and competences

What you know how to do well, what you've learned and mastered

Strengths that have helped you take on goals

Key achievement levers in your career

Your core values

Your three pillar values

Other strengths

Address book,

Personality (feedback, DISC, Mbti, Crystal…)

Action-oriented, Adventurer, analytical, Artistic, Athletic, authentic, Careful, intelligent, Compassionate, Charming, Communicative, Committed, Brave, creative side, Curious, Determined, Disciplined, Educated, empathic, emotionally intelligent, Energy, Entertainment, Fast, flexible, Focused, detail-oriented, Predisposed, inspiring, Leader, you learn well, motivated, Optimistic, open-minded, Organized, Outgoing, patient, Precise, Responsible, self-controlled, Conversationalist, Spontaneous, with social skills, strategic thinker, team-oriented, Thoughtful, Reliable, visionary, Kind, Willful, Reflective

Digital reputation

Very good reputation, reviews, reviews… network positives

Online situation

Presence and essence, it's easy by name, you find yourself through keywords, good digital selling index, good social selling index, interesting and sufficient communities, authentic communities, good digital habits, AUTHENTICity and coherence OFF/ON,..

Time to validate our strengths

Just like we did with the weaknesses, starting a validation phase will help us confirm those that are self-perceived and perceived by others, and also to identify new strengths.

A text could be this: As part of an exercise I'm doing on my personal brand, I've identified what I think are my strengths in various categories Could you validate those that you identify me?

I remember the advice to create a picture like the one above, but putting a scale of 1 to 5 so that it is the others who place the degree of relevance of our strengths based on their relationship stakeholders with us. You can even do it with a Google form, adapting the configuration as an evaluation questionnaire.

The action plan

We move on to action, it's time to manage our strengths.

The action plan consists of three phases:

  1. Listarlas
  2. You communicate
  3. capitalize
  1. Listarlas it's simple. I might include those highlights that we can draw recommendations that have made us throughout our career here (and academic).
  2. You communicate it's key. Where? our CV, in our elevator pitch, in our bio Twitter, Facebook, Linkedin extract ... and -how not- in our personal story. And if we have our own website, ¡Bingo!
  3. capitalize It is more complex. If we work in a large company, put the radar to offers of jobs that require these strengths. Small business or are unemployed action is slower, since many of the bids do not reach the labor market, so it will be good idea to think about creating a blog and be constant in publications.

I hope you were helpful in the article.. If it has been so, Thank you for commenting and sharing!

Stock Photos from Lightspring / Shutterstock

Personal brand diagnosis 9: Analyzing weaknesses

In the 8 previous chapters of the series Iceberg we have worked the diagnosis of our personal brand we have focused on perceived identity, on its own, in digital identity by name in search engines, on social media and by keywords.

In this chapter we enter the SSO (Swot, SWOT…) of our personal brand, analyzing the "D" of "Weaknesses”, and focusing on how to manage them. I am especially excited to have in this post the art of my friend and colleague Elena Arnaiz, Talent and Action, that as a psychologist, coach and personal brand management expert gives us some gold keys (like her hair) how to masterfully manage our weaknesses. A luxury.

If you have little time, I invite you to watch this video-summary:

About the SSO

SDOO is an acronym for Weaknesses, Threats, Strengths, opportunities. It is also known as FODA in America and as SWOT in English. Regardless of the order in which the four axes are placed, there is an internal view of SSDO (weaknesses and strengths) and another that belongs to the context, external vision (threats and opportunities).

This is often a diagnostic method for companies, But in the last 10 there have been two major "mutations" with respect to SSDS:

  1. Its application to people, yes, personal SWOT, the one we'll deal with here.
  2. Its transformation from diagnostic method to action plan.

Despite some problems involved in its use, the personal SFF is still an important strategic tool to list a person's strengths and weaknesses, and register those strengths and translate them into Value.

The DAFO methodology distills the strengths and weaknesses in core competencies and fundamental problems. These core competencies and fundamental problems are then linked in an action plan aimed at preserving and leveraging the basic competences of the person, defending it at the same time from exposure to central problems.

Why it's important to know our weaknesses

Imagine you have a good friend. You know that person well.. So much, you know the dedillo his weaknesses, and you arm yourself in front of them. And, by modesty, out of fear, for whatever reason, you don't see yourself able to communicate those weaknesses to that good friend. You know you're doing wrong., but your head prevents you from getting into conflicts with someone you appreciate.

Houston, your friend has a problem. He doesn't know his weaknesses.. But their surroundings do know them. And it acts on them. Your friend is in a clear disadvantage position. He doesn't know his own weaknesses.; and maybe that's closing some doors for you.

It's time to act. And that's why it's important to know our weaknesses. It is possible that, after meeting them, let's keep acting as usual. But at least we'll be aware of a part of the footprint, of the personal brand that we're leaving.

Elena Arnaiz: Don't turn your weaknesses into obsessions

In the knowledge of your weaknesses you will find one of your main strengths

Do you have to invest all your energy in getting “pa out” the bad? Isn't it?. Your energy, your time and all your resources have to be put in to boost your strengths. I don't know anyone who shines in all their splendour basing their entire strategy on polishing their flaws.

Rather, on the contrary, people who achieve their goals often have in common this way of dealing with weaknesses:

  • They understand that it is a priority to look at each other courageously enough to Identify, recognize and modify those weaknesses that prevent me from moving forward in the implementation of my action plan. Admitting our miseries, our envy and all that has to do with the most varied mechanisms to safeguard our ego is an exercise of so much maturity that achieving it is to succeed. To get started, with having them identified we're doing well.
  • Knowing how it's affecting me in my actions and modulate its impact until I keep the positive part that every weakness has within it. Is excess perfectionism a weakness? Of the most unproductive and destructive I know. Identifies, modulates and keep the nice part that gives you to take care of the detail. Know how to stop it, and use it to your advantage, will bring you closer and closer to your results.
  • Reconcile with those weaknesses you can't solve. It's impossible for you to have the time and energy to modify each and every one of your weaknesses. In the Acceptance our weaknesses is also our differential value. Your despistes, your "border", that point a little innocent, the suffocists you get because you keep sending your earrings the night before (like I'm doing with the lines you're reading now), it's part of you.
  • And always remember that no one buys your value proposition for being perfect. That no one wants you exhausted, who want you humble. No one wants the fuller and most polished version, but in a position for continuous improvement.

There's the key, Question, Identifies, assess what to do with each of them, acts and enjoys. At the end nobody gives you that much importance as you do..

Types of weaknesses

On the one hand, I distinguish non-limiting weaknesses, they're the big group, and the beliefs, less but with a more damaging effect on our Personal Branding and our career.

On the other hand, there are weaknesses from diverse backgrounds: labor, personal, limiting beliefs, impossible competitions, means, personality, reputation, digital presence.

You define which ones are limiting, because that depends on your value proposition and the activities you do to carry it out.

  • For example, a degree of blindness may be relevant to an aviation pilot, but not for a wine taster, an administrative, a musician or a radio announcer.
  • Not knowing the English language can be limiting if your scope of work is global, and it's not limiting if the scope is local.
  • On the other hand, personality weaknesses are only such if they prevent the development of a particular employment position. For example, if a person is shallow can devote himself to many things, but not to analyze data, to investigate...

Here's a list - very expandable- of the main weaknesses. In order to complete it, it's interesting to turn to 8 previous post exercises on personal brand diagnosis, you'll find in the category Iceberg from this blog. Here you can download in Excel the box with The Types of Weaknesses.




Bad work habits

Disorganization, lack of punctuality, not knowing how to delegate, take too many risks, Indecision, lack of leadership, lack of ideas, bad presence, difficulty expressing yourself…

Bad personal habits

wrath, envy, Cranky, Impatience, Pride, Greed, Lust, sloth…

limiting beliefs

Political beliefs or phobias, religious, Sexual, Affilliations (sports…)

Competitions we dodge for fear of not dominating

Languages, digital capabilities, certified, Licenses, Studies

Lack of resources

Financial, Educational, Affective…

Other limitations

Ignorance of other languages, physical limitations, Psychological, lack of experience, over-experience…

Personality (feedback, DISC, Mbti, Crystal…)

Negativity, Intolerance, arrogance, Aggressiveness, Cynicism, lack of empathy, Irresponsibility, Selfishness, Impulsivity, close, Cynicism, Despotism, Greed, Temerity, Passivity, distrust, superficiality, Shyness, Procrastination…

Digital reputation

Damaged reputation, fake news, confused reputation (someone else, same name)…

Online situation

Not found, it's ubiquitous, confusion with another person, not association with keywords, ca" digital selling index, mal social selling index, insufficient communities, communities “fake”, bad digital habits (netiquette), lack of authenticity, fishing, Cyberstalking…

A cumbersome but interesting job: Validate our weaknesses

No one likes to manage their own negativity. It's awkward, very uncomfortable. You want it to happen fast., like pain, or as an inopportune ad on your favorite radio show.

The validation phase allows us to, on the side, that our environment validates weaknesses, and for another, that can detect some that have gone unnoticed.

One tip here may be to create a picture like the one above, but putting a scale of 1 to 5 so that it is the others who place the degree of relevance of our weaknesses based on their relationship stakeholders with us. You can even do it with a Google form, adapting the configuration as an evaluation questionnaire.

And now comes the good: the action plan

To move from diagnostic method to operability, now comes the time to manage our weaknesses in an action plan.

The action plan is very simple: It consists of three phases:

  1. Minimize
  2. Manage
  3. Mentorizar
  1. Minimize the impact of our weaknesses by avoiding tackling projects that require skills that we don't master. Or better, find a way to delegate to another teammate so he can play to his strengths. This second option is interesting, avoiding a weakness of its own while reinforcing a stronghold of others. For example, if you ask me for a collaboration on digital humanism, better deego in Joan Clotet, true?
  2. Manage. Focus only on solving those weaknesses that can get in achieving our objectives. In a nutshell, limiting weaknesses. If I can't speak English and look for a global job, it's time to immerse yourself in the study of the language.
  3. Mentorizar. To make the most of the opportunities that "weakening" our weaknesses will give us, we might consider the help of mentors. Psychologists, Guiding, Coaches... They're there for that., they're not an expense, are an investment.

Stock Photos from Blackboard1965 / Shutterstock



Beyond the Value Proposition

If you are IESE alumni or current student don’t miss my online keynote “Beyond the Value Proposition: How can your Personal Brand survive this Crisis“. May, 20, 18 – 18:45h CEST on Zoom.

Covid19 has changed the way we persuade in business. It’s not time to sell yourself, but let the others do it. Activating your value proposition means designing a unique value proposition for each stakeholder. Once you have done it, it’s time to implement a double strategy: On the one hand, an inbound plan of value content to position ourselves as experts. And on the other hand, just think that selling oneself is less effective than getting quality referrals to do it. You need a plan with your key partners.

Registration here.



Personal brand diagnosis 8: Digital identity by keywords

In the 7 previous chapters have focused on perceived identity (external feedback), on its own (self-diagnosis tests) and in the digital identity by name searchers and social media..

This chapter discusses our ability to be found online through keywords, and not by our name. We should not assume that whoever conducts a search knows us by name. But you may come to us looking for keywords. Difficulty level increases, definitely. But there are ways.

If you have little time, I invite you to see this summary:

Defining keywords (keywords)

It is usually a term used in online positioning (SEO). Javier Marcilla, of NinjaSEO, defines keywords like this: "are essentially questions you ask Google and that strives to answer in the best way possible. And Google's way of answering them is to provide the most relevant pages in the results."

At Personal Branding (managing our personal brand), keywords are what define our main areas of activity. And well-used, become a hook that attracts those who use search engines and social media to find experts in those areas of activity.

Keyword types in Personal Branding

When we talk about keywords, we speak in the plural. Try to get strong on a keyword like "Facebook”, for example, it's almost impossible, since you fight a monster.

Because, what's really operational is working with key phrases. In the example above, if you add one more word, for example "Facebook campaigns”, you already specify your area of activity and you can compete. And if you add another one "effective Facebook campaigns”, defines also a benefit.

If you're looking for a personal brand consultant, surely you won't put the floor "consultant" but the phrase "mark personl" or better "personal brand consultant”, which will take you straight to a post from my colleague and friend Claudio Inacio (thank you Cláudio for your help with this post).

And the nuances are interesting. If you're looking for information on how Personal Branding works in the company, the key phrase is Personal Branding company”, what - possibly- take you to a page or post of my website.

See the difference? In one case we are talking about an open model, B2C personal consulting, in the other a B2B model focused on companies.

The effectiveness of the blog binomial + keywords: the case of Joan Clotet

To show that you don't need to be a digital marketing expert to be found by key words or phrases, I explain my friend's case Joan Clotet. Joan has been self-defining as “Digital Humanist”. I attest that it is, and the best. And beyond self-defining, Joan created many years ago a blog whose main title is that: Digital Humanism.

So far it may seem normal to you. The peculiar thing is that Joan, when he created that blog (and several profiles on different social media), he was employed by a large company. That's already been seen., at that moment, as something exceptional.

What happened to Joan and the keywords? In his words:

It was the first Digital Humanism Forum which was being done in Colombia, organized by the Andean Area University Foundation. They contacted me because the last few years they collected information about the concept “Digital Humanism” and they found me ubiquitously. In addition, the vice-chancellor of the university was a s closer follower of my blog. I can say that thanks to the blog and the keywords they found me. My contents gave me the authority.

Joan Clotet

Joan Clotet in her speech in Colombia

The lesson learned with Joan is exemplary in terms of personal branding:

  • Focus: Digital Humanism
  • View: Be an area benchmark
  • Communication: create a platform like a blog to express reflections on the focus
  • Consistency: publish frequently (once a month, approximately) always with the people and technology, their great passions and specialties.

By the way, don't miss his presentation, it's really worth it:

Diagnosis, business model, communication plan and keywords

Keywords relate to essential stages in personal branding:

  1. Diagnosis. It's the object of this post. Here we analyze - raw- what are the words why our customers and other stakeholders should come to us. And of course, we test them for search engines to see where we are (if we're) and who we're competing against. It's a starting situation analysis.
  2. The business model, because activities that we have defined in the model are possibly the basis of our key words or phrases. The value proposition it's hard to turn it into a key phrase, because it's usually a broad wording. But activity can be a phrase: for example "content writer" is a key phrase. "Valuable content that produces lead generator for your brand thanks to expert and bilingual writing" is a value proposition.
  3. The communication plan: That's where we define the keywords and phrases we want to position. To do this, we'll use tools to help us understand the relevance and scope of these keywords. Claudio Inacio recommends using Semrush, and has recently prepared the SEMrush Guide 2020: what it is and how to use its tools to improve your personal brand. And there are more tools:
    3. KW Finder
    4. Keyword Planner Tool de Google
    5. Keyword Suggestion Tool by Small SEO Tools
    6. Google Trends
    7. Soolve
    8. Keyword Shitter
    9. Google Keyword Planner and Auto Suggest
    10. Ninja Search Combination Tool
    11. Keywords Everywhere
    12. AnswerThePublic

Face keyword search in diagnostic mode

The above tools are useful in the communication plan, when you meet DAFO, objectives, value proposition, business model...

For diagnostic mode, we will simply type those key phrases in the search engine that we intuitively believe that better define our competencies. For example: “civil engineer Madrid”. I'll let you know., it's hard to go out in that search if you don't have your own website, blog or published works.

Strategically, if you think divergently, a way to be there is to register the domain At the time of writing this post, dominance is free. And posting with some regularity, it wouldn't be hard to be on the first page of search engines before a year.

Remember that using keywords doesn't just reinforce your "findings" and your business. Jobseekers, the recruiters also use keywords to find you. Keep that in mind. Have a nice week!


Stock Photos from GarageStock / Shutterstock



Damn routine! Article in The Economist

This week I appeared as a guest of the journalist Ramon Oliver in the article Damn routine! Repetitive activities affect the motivation of professionals at The Economist. In the text, Besides, tabloid sharing with Antonio Pamos, CEO de Facthum Spain, Carlos Herreros, neuroscience expert, and Carmen Lopez, CEO of Business Psychology.

My ideas about the routine are reflected here:

  • I don't think the job is designed to have fun, but to be a stimulating and purpose-built activity. There is still a long way to go before companies, Generalizing, have considered these two factors to increase the motivation to work.
  • It would be interesting if professionals could adhere to a system of work similar to that of the Open Innovation, a way to import and export routines and methods from external companies to constantly improve and innovate
  • To the routine, paradoxically, it is overcome by creating new routines.
  • Against the routine, it is also possible to incorporate new elements of the method, Rotations, alternate face-to-face work with tele-work, changing work equipment, ask for transfers to other departments, to other branches that the organization may have. Creative power.

9 hours and 20 Personal Brand minutes to prevent your brand from being managed by others

If math doesn't fool me, four days at the rate of 2:20daily would give us 9 hours and 20 minutes of pills Personal Branding. That's the Personal Online Brand Congress that starts Monday 4 May and ends on Thursday 7 of May. With morning times in America and afternoon in Spain, this congress is a sequential tour of the three major areas of Personal Branding: self-knowledge, Strategy and Visibility.

You're still in time to sign up for this link:

And remember, what has value is usually not free.

Personal brand diagnosis 7: Digital identity on social media

In the 6 previous chapters have focused on perceived identity (external feedback), on its own (self-diagnosis tests) and in the digital identity by name.

This chapter discusses the digital identity on social media. And in the next we'll try the most complex but effective, our digital identity by keywords.

If you have little time, I invite you to watch this video-summary:

Social media is not social media

Clarify concepts, social media or social media refers to the set of online platforms and tools through which users can create content and interact.

That includes social media, but also corporate networks, blogs, sharing platforms (Slideshare, Flickr), discussion forums, virtual worlds, Multimedia (Youtube, Vimeo, Spotify), geolocation (Facebook Places, FourSquare, Waze), social markers, social games, product or service critic sites... Source: Nagore García Sanz.

What appears when someone writes your name on social media?

Analyzing our digital identity (and our online reputation) by name in generalist search engines is not enough. It's possible that someone is talking bad (or either) us on social media and that's not detected by the big seekers.

That's why I find this exercise interesting, that allows us a greater knowledge about us, often based on external opinions that can be positive, neutral or negative.

Looking well at search engines

As a pre-search step on social media, it's worth getting the most out of the generalist search engines, that offer us very valuable options.

The 90% netizens do simple search on search engines. No quotes or brackets, without 2nd name or 2nd last name, without linking the name to an activity (for example, Juan Martinez + Human Resources).

And not only that. Tools such as time-requiring are not often used (months, years old ), search for books, Flights, Shops, news, Maps, images, videos, Languages. Or simply the powerful engines of Advanced search.


  • Guillem Recolons on maps: Having set up a personal brand profile in Google My Business, you can see it on Google Maps (is one of the social media) my radio of activity. It is free and does not require viewing an address or a phone (set up as a brand).
  • Eva Collado in news: It's official media appearances (doesn't consider blogs). Very useful to know the reach of a personal brand above personal marketing itself. Being there is due to a key factor: the strength of a person's brand based on their value proposition, your positive reputation and online identity.
  • Francisco Warden in pictures: Very useful for "putting a face" on a person you know. It usually collects portraits of profiles of social media, but also images related to them published on blogs, news,….
  • Andrés Pérez Ortega in videos: In videos, search engines go beyond YouTube, Vimeo, etc. and they also find videos hosted on blogs, which gives a very broad result (see the case of Andrew) and recommends this support (the blog) above anyone among the social media.
  • Tom Peters in books: Searching the book sub-section, to 100 specimens have been found of Peters, including translations...
  • Solomon Asch in thesis: If you search for a person (+) the word "thesis", Google moves you to Google Academic and you'll be asked for all the information about its thesis.

Focus on search by name on social media

In the case at hand,, all social media has a search engine (or should). For example, blogs - to my understanding- they should have a search engine and publication date to put the content in temporary context.

Some social networks, Besides, they have advanced search engines, which allows for better need and usually gives the desired result. It is not the same to look for Juan Martínez in Linkedin to look for it by specifying parameters as a 2nd level contact,Madrid, and who works at NetApp, which will lead you to a unique result.

Advanced search on Twitter is as spectacular as it is unknown, and allows filtering by multiple parameters (words, accounts, Filters, interaction and dates). Total, to 15 filters supports the network in these searches. For example, I have searched by user "Guillem Recolons" the phrase "Everything leaves mark" between 2013 And today with this result and this tweet from Andrew of 2013:

Switching social media, we can use the Wikipedia search engine to find a profile of a colleague like Neus Arques. We can find more than 100 marketing essays, Personal Branding… searching Slideshare for Professor Vladimir Estrada.

Also find several articles involving my colleague Paula Fernández-Ochoa looking for his name in the newspaper Expansion. Newspaper search engines are often very accurate.

Definitely, we can find a lot better if we go into social media search engines.

In the next chapter I'll look at our digital identity by keywords. Have a nice week.

Stock Photos from Jirsak / Shutterstock

8 days for the Personal Online Brand congress

It is only a few days before the start of the Personal Online Brand Congress, 28 exclusive presentations to be held between the 4 and 7 of May 2020. If you're interested in taking control of your personal brand, build a value proposition, own brand and communication plan, do not hesitate, Register before you stay out (places are limited).

congress marks personal online

nancy vazquez Personal Brand Online

Nancy Vazquez. Integra Personal Branding Mexico

Isaac García Merino. QUIFER RD Consultants

Isaac García Merino. QUIFER RD Consultants

guillem recolons Personal Brand Online

Guillem Recolons. The Human Branding

Helena Houses Personal Brand Online

Helena Casas. The Human Branding








personal brand online control brand

alan urbina Personal Brand Online

Alan Urbina. Integra Personal Branding Mexico

Personal brand diagnosis 6: Digital identity by name

In the 5 previous chapters have focused on perceived identity (external feedback) and in its own (self-diagnosis tests).

Now we go into digital identity. Here we see the digital identity by the name in search engines, and soon we'll do it for social media and keywords.

If you have little time, I invite you to watch this video-summary:

What appears when someone writes your name in a search engine? What is - or is it not- you digital identity?

Today we cannot work properly personal SWOT not including our digital identity in weaknesses and strengths.

I insist on the idea of "when someone writes your name", because when a person searches for himself on his own device he tends to have biased. This diagnosis of digital identity is clearly more efficient if it is carried out by a third person.

We should also ask that person to use the worst of assumptions:

  • Search in incognito window, to prevent device history from altering search results
  • Simple search, the one that everyone does quickly, no quotes or square brackets.
  • And to put it something more challenging, I suggest that the first search be done with only the first last name

The digital identity by Juan Martinez

How many Juan Martinez will there be in the world? Now we don't just have to look at our country of residence. Business and relationships have been globalized. So, we now compete with the world.

It is true that in each country the search will give different results. But the Juan Martinez who appears in the first organic place (after the ads) in a search, has part of the battle of the digital identity Won.

This is the search obtained from -Juan Martínez- in different top search engines of the world (in order of importance):

The funny thing about these searches is that none gives the results in the same order. Plus, depending on which region of the world we make them, they'll give us different results. For example, when I look for my name on Yahoo it gives me completely different results from Google's, highlighting more forcefully the different sections of my website.

Search with two surnames (or two names)

As a general rule, it will be easier to be found if we always facilitate our second last name. That's what's recommended when you have digital "clones", like the case of Juan Martinez.

I usually advise my clients and participants in trainings that if they have a very common first name (García, González, Rodríguez, Fernández, López, Martínez, Sánchez, Pérez...) who always put their two last names on the Internet with a hyphen in the middle, as if it were a compound surname. That way, they'll always look for you with the two surnames.

There may be many "Federico García" , but less "Federico García Lorca". That's how you're closing the funnel..

If you're in a country where the second last name isn't common use, uses two names to differentiate you.

You may be interested in: The pain in the ass of the name Garcia, part I, Part II, Part III.

We distinguish digital identity online reputation

Maybe your digital identity be solid. A battle won. A different issue is online reputation. It's another battle..

Our name may appear in the first place, but hurting our personal brand. It's even possible that person who shows up with a negative online reputation isn't you., But bear the same name. What an injustice! Some may think it's about you..

Identity is getting search engines to take you when you type your name. Reputation is to get those first (and ideally everyone) results are positive.

Don't you show up? That also leaves a mark... negative

In a 21st century digitized, This is digital identity added to a good online reputation are a necessity, not a luxury. That's why it's important to manage - comprehensively- your personal brand.

Don't show up leaves a mark, everything leaves a mark. And unfortunately, leaves negative mark (unless you're a secret agent). Let's think about the phrase from marketing consultant Ramon Freixa: "if you don't say who you are, others will say what you're not". You need to take charge of your personal brand and control its effects on the Internet.

Today we make very quick guided decisions - often- for first impressions. Y today, first impression is digital, either by presence or absence.

Another fact about your name: the suggestions of the search engines

In some search engines, while you're writing a name, suggest you some of the results people are looking for most. Here's an example:

Google search by Guillem Recolons

This is particularly interesting as a digital identity diagnosis. Not just knowing what is specifically looking for you, but even knowing the suggestions they make you (in my case, publish a book).

Elements that contribute to improving digital identity linked to your name

Although the article is basically about diagnosis, I put down some ideas that will help improve your digital presence and identity. In order of relevance:

  1. Appearance in media that is in the ranking top 100 Alexa of your country
  2. Web/blog own active
  3. Book publishing
  4. Videos on YouTube/Vimeo with thousands of views
  5. Podcasts (own or own Outside) at iVoox, Spotify, Apple Podcast and others
  6. Active profiles on major social networks, own or other people
  7. Latest tweets (in case you have an active profile)
  8. Profile in using that digital signature in your emails
  9. Presence in directories of all kinds
  10. Presence on big social media like Wikipedia, Amazon, Spotify… and use of hashtags

Elements that help improve the online reputation linked to your name

  1. Shares that have left a positive mark
  2. Creation or healing of good content
  3. Have good online recommendations made by third parties (Linkedin, Google,…)

In the next chapter I will discuss the digital identity social media. Have a nice week (Nonetheless).


Stock Photos from / Shutterstock

University course 100% PERSONAL BRANDING STRATEGY online at the University of Vic

UVic's Personal Branding Strategy course

The next 30 of April this online course starts, that will last until 21 of May. Teachers are Helena Casas And I.

There are only 15 available places, and the tuition fee is 235,50 euros. You have all the information, and tuition discount here: Personal Branding Strategy.


Personal brand diagnosis 5: Digital Selling Index

Within the diagnostic phase, we start with Alex Lopez the digital series, this time analyzing the powerful Digital Selling Index tool.

Until now, previous chapters of offline diagnosis have addressed the external feedback, with long boring Noemí Vico. In internal feedback, This is tool D.I.S.C. with long boring Virginia Guisasola, yes, testing of 16 Personalities with long boring Helena Casas, and Crystal test with long boring Nilton Navarro.

If you have little time, here's a video summary (by the way, recorded before confinement by covid19):

The context

Business, brands and people offer very different levels of confidence in the market. Both companies and brands respond to the idea of "imagined realities" according to Yuval Noah Harari, professor of history at the University of Jerusalem.

In other words, companies and brands do not exist, are realities imagined by humans to organize ourselves better, to create hierarchies, processes and, the most important, value chains.

For a long time, those brands and companies communicated with their consumers in a monologue format, with non-personalized messages, unhumanized. That has made our trust in each other, and especially our confidence in their messages, down to a 33% according to the Nielsen Online Customer Survey 2016.

Instead, the same source states that we rely on a 90% in recommendations from people like us. This context favors that enterprise-client relationships must be moved to the person-to-person level to succeed in an environment such as the current liquid economy, mistrust in the political class, volatility, Uncertainty, complexity and ambiguity.

The opportunity

If trust is passed on from person to person, we should also keep in mind that not all professionals convey confidence with the same intensity.

According to the prestigious annual barometer Edelman Trust, the technical experts and regular employees convey more confidence than CEOs and steering committees. There are exceptions, of course, but the differences remain noticeable.

The opportunity providing this framework is double. On the one hand, improving the role as spokespersons for company executives. On the other, put commercials and technical experts more in direct contact with consumers.

What is the Digital Selling Index?

As the writer says Tom Peters (who coined more than 20 years the term "Personal Branding"), we all sell, All the time. And I would add: and anywhere.

The sale was reserved for sellers, but now social media opens up the possibility that anyone can generate value across the network and make it easier to sell.

The Digital Selling Index created by Alex Lopez is a diagnosis of our ability to sell in the digital environment. In a nutshell and with seven variables, shows us the current state of our connector and selling skills.

Why do we need to know him?

If we all sell, the network is as good an ecosystem as any. Knowing our digital business potential is simple and free with the test

Another thing is how to improve each of the seven elements that are measured in the test. Alex has included on his site several pills on each of the seven elements, And this will be of great help to you.

My personal theory is that personal brand is the result of the first six elements: Digitization, Prospecting, active listening, content publishing, measurement of actions and follow-up, positive approach.

Analyze your results

What you get once you've finished the test is an index, ranging from zero to ten, and that indicates your commercial capacity on the Internet. The number is followed by the date you take the test and the average grade of the participants on that date.

Digital Selling Index by Guillem Recolons 02_20

In my case, I have the challenge of growing up 1,22 points. The key is what areas should I maintain my strategy and in which areas should I strengthen it?

What matters is what comes next, chart with the seven variables. I find the comparison with the average grade of the participants very interesting, because that's where you really read your digital strengths and weaknesses.

Graphic Digital selling Index Guillem Recolons

My chart shows strengths in virtually every area, but a very clear need for improvement in "active listening". On the same website I already recommend some video pills to get started, which is a big plus.

Let's see, one by one, each of the elements of the Digital Selling Index.


This element measures the extent to which the digital transformation we have lived from 2005 it's a relevant element to your work. Questions refer to your facet as a digital seller:

  • For a while now I've been updating, But I'm still missing.
  • I'm pretty analog, I don't consider myself digital.
  • Of course I'm digital, I have Linkedin.
  • I could say I'm an advanced digital professional.
  • I'm aware it's important, but it's still not my main focus.

If you're a more analog than digital person, I advise you to read the books "Digital customer, digital seller" by Alex Lopez himself (Codex, 2017) Y "El mundo cambia, ¿y tú?" from Eva Collado (Alienta, 2019) to understand the advantages of digitization and to know from the hand of experts the main strategies and tools to keep up.


Here you measure your ability to generate a search strategy potential customers. Here the test directs you 4 questions with four answer choices in each:

  • What sources do you use to prospect new customers?
  • Do you use social media referrals for prospecting new customers?
  • Use # to search for specific information on social media?
  • Do you use prospecting tools on social media?

This part is closely linked to the area of "key partners" from our business model canvas. It is clear that the best way to reach a customer is through a referent. It also uses the #Hashtag as a new prospecting tool, in this case of content. An expert in this area is Vivian Francos, which I advise you to follow. As a book I recommend "Tu modelo de negocio" by Alex Ostewalder, Yves Pigneur, Tim Clarke (Wiley John + Sons, 2012), where they will help you with case studies to understand best practices to put those key partners in action.

Active listening

Active listening measures the level of knowledge and use of the platforms that manage tracking, Monitoring, passively from our customers (beyond Google). The questions in the test are:

  • What do you do to get to know new customers better?
  • Do you use a system to monitor customers before you know them?
  • Do you know the organization chart of potential decision makers before meetings?
  • Do you have tools in the company to store and manage information about customers and potentials?

In this case, you need tools to monitor customer content, on the one hand, discuss their web sites before formalizing a meeting with them, and get to know tools. Here the CRM are of great value, and also the funnels.

A powerful tool for organizations is Radio 6 (Salesforce Group), another is Sales Navigator (Linkedin). If you're freelance, an interesting and free tool is Google Alerts, where you can keep up to date with news about people, brands, Business...

Publishing content

This section measures your level of contribution of value to the network. I often say that if they do not contribute, you don't matter. The way to differentiate yourself from 95% people who are merely observers or consumers of content is providing material of value, either own or others. Here are the questions:

  • Do you write your own content on Linkedin?
  • When it comes to contacting new customers, do you use social media?
  • Once contacted, how do you maintain the relationship?
  • Do you identify social media opportunities before contacting new customers?

Here I advise you the free book "Marketing de atracción 2.0" by Oscar del Santo (Bubok), and follow closely Hubspot, the discoverers of the Inbound Marketing.

This Hubspot chart explains how to manage this part:

Inbound content cycle

Measurement of actions and monitoring

The famous KPI's. If we do not measure the results of the actions we carry out in the network, we will not know how effectively.

The questions here are:

  • What actions do you think help build trust with new customers?
  • Do you analyze who sees your posts and how you can improve your results?
  • Do you measure the results of your posts?
  • Following your contacts' job changes on LinkedIn?

On the Internet many things work with the classic system of trial and error. Even the best digital specialists recognize that you have to try various texts in a Google ad to find the one that generates the best lead generator. Sales Navigator offers invaluable help to companies to measure results and opportunities on Linkedin. But with a personal account, we can also know which companies have been looking for us, which have seen our contents, what company profiles have seen them and from what places.

Positive approach

This section measures how effectively you connect your prospects.

Of course, there are ways, and depend on each social network. It is clear that a message of value and personalized is half a guarantee of success. But there are certain relationships that require time, with a good wine. And in that case, my recommendation is based on interacting with that person generating value until that is considered a "relationship" mature enough to reach the contact request.

I advise you to get to this pill of the digital humanist Joan Clotet that strengthens this area well: Ten features that a good commercial should have.

Personal brand

This section could be a summary of the above. In other words,, if the previous six are ok, your personal brand is well worked and projected.

However, Alex proposes six powerful questions with four possible answers each:

  • What appears when you google your name on Google?
  • What would a customer find if he looked for you on Linkedin?
  • What would you highlight from your Linkedin profile?
  • How many contacts do you have on LinkedIn?
  • Do you think it's important to customize invitations on LinkedIn?
  • What is your level of Social Selling index on Linkedin?

They refer to the strength of our Personal Branding in the digital environment. You can leave a powerful personal brand, but maybe the digital ecosystem will resist you. Here, if you need help, I can help you.

Thank you Alex for giving us this diagnostic tool, that we can perfectly turn into an action plan.

Stock Photos from Sasun Bughdaryan / Shutterstock

What's new IN TEDx Eixample

There's something new in TEDx Eixample, organization of which I am “speaker curator”.

We know that we have a complex moment that forces us all to extreme hygiene measures and social estrangement. That's why we've decided postpone TEDxEixample planned for the 22 May 2020 at 13 November of 2020.

TEDx Eixample 2020 13 November

We've been very lucky., because we keep the same sign of speakers. Have a nice week!!


Personal Brand Diagnostics (4) Crystal

We continue with the diagnostic phase of our personal brand, our self-knowledge.

And for this quarter, I count on my good friend and "crack" Nilton Navarro, Social Media specialist, personal brand (co-organizer of the Personal Branding Lab Day) and one of the big fans (next to me) of this self-diagnostic tool called Crystal Knows.

If you have little time, Here's a video-summary:

How and what Crystal Knows was created for?

The company Crystal Knows was founded by entrepreneur Drew D’Agostino, Northeastern University student in Boston. USA. on 2014.

The property is of the powerful Salesforce Ventures (Evernote, Dropbox, Hubspot, Survey Monkey, Zoom...) indicating the potential of the tool and interaction with other Salesfoce services (CRM, artificial intelligence, Mobility, productivity, cloud computing, Automation...).

Crystal was created as a personality test, but not like the others, but as the first based on Artificial Intelligence and as an operational tool that helps improve communication with our stakeholders or stakeholders. Nilton Navarro explains it perfectly:

Would you like to know what a person's personality is like or what the ideal way to write to someone so that your email or direct message is successful?

Crystal is a tool you can use to know what you are like and what other people are like thanks to his personality assessments. This tool works inside your Gmail email and it's suggesting to you the ways you should communicate when you write an email to succeed.

For example, presenting a project, send a quote, a budget... This tool suggests the words, the tone and style you should use in your email based on what the other person likes, guaranteeing that the message is successful. For example, it tells you to be shorter, tell him about you, don't use exclamations or emojis, etc.

You're probably wondering and how this tastes the tool. Thanks to his Artificial Intelligence, Crystal analyzes millions of data from the internet to accurately identify what personality is like. Another advantage of this tool is that if you install it in your browser the tool you'll be able to analyze for free 10 LinkedIn profiles to know the personality of those people you care about. In this analysis you'll find out what that person is like, how he likes to be written, which aspects are most important in an email or direct message, among other things more.

Other free personality tests included by Crystal

You can also do personality tests for free from Crystal, allowing you to compare and ratify results. You can do DISC tests, Enneagram, Myers-Briggs, Values and more.


Crystal uses the DISC personality assessment for all our tools. It is backed by more than 50 years of research, and excels at measuring and predicting observable behaviorEnlace to personality tests:

Crystal DISC profile


Frequently used for self-development and counselling, the Eneagram goes beyond most personality models and helps understand the basic motivations, stressors and growth opportunities.

Crystal eneagram


As one of the most popular personality models, yes, Mbti can tell you which of the 16 types are more likely to identify you, giving you a broad and useful view of your thinking.

Crystal and Myers-Briggs

Dynamic profile, because others also have their opinions and because you change

One of the features that I appreciate most about Crystal is that she considers our profile to be dynamic, for two reasons:

  1. We change. And that implies that from time to time it is worth repeating the test to see possible changes.
  2. Being a cloud test (another very interesting element), other people can confirm (hand up) the traits of your personality with those who agree that are associated with you.

Myself (now I'm Guillem) I've seen three changes in my profile in the last two years, two motivated by external feedback actions (confirm or fail to confirm traits) and one by re-taking the questionnaire.

Crystal Nilton Guillem comparisonCrystal's algorithm

Crystal starts by examining what you've written publicly – blog and social media profiles are a primary source – and analyzing factors such as your writing style and sentence structure.

Then processes what others have written about you in these social sources.

Using each of those data points, the website identifies you as one of the 64 types of communication (that the company has adapted from well-known personality frameworks), and infer information about your personality and personal communication style.

When comparisons are not hateful, but they add value

Another element of great value is that Crystal favors the creation of multi-personality teams. If you're familiar with Edward de Bono's six hats to think theory, this comes to be something similar.

On a team it's worth having different profiles to consider all the options. The rational, the intuitive, the cautious, the positive, the facilitator, the creative... Everything enriches.

In this graph, you see a comparison of Nilton and Guillem, with almost identical profiles.

Ahead, encourage yourself to take the test and create your first team with Crystal.

Stock Photos from GarageStock / Shutterstock

Personal Brand Diagnostics (3): Test 16 Personalities

We continue with the diagnostic phase of our personal brand, our self-knowledge.

And for this third part, I count on the help of Helena Casas, who discovered me some time ago the test of the 16 Personalities. And ever since, it's been a big help to me.

If you have little time, Here's a video-summary:

The test of the 16 Personalities: The key to better understanding yourself

Tests and personality types theory can be difficult to understand when going into detail. Having very few types is not very useful, and having too many can be confusing. I'm a great advocate of the 16 personalities as a complement to other tests, already I find it very easy to manage and reasonably reliable if you answer the questions as honestly as possible.

Helena introduced me to this test a few years ago, and since then we have been using it in our Executive Branding complementing external feedback, D.I.S.C. or others like Crystal Knows (I'll be discussing shortly on this blog).

The testing of 16 Personalities is inspired by the popular Myers-Briggs Type Indicator (or Mbti acronyms). It is a study on typologies that differs from other standardized tests and other measurement parameters, such as intelligence, where it doesn't measure a feature, but classifies people's types of preferences.

The difference with MBTI is that the 16 Personalities are not endorsed, so its validity is not guaranteed (nor your constant statistical study). This is a free test with some limitations. It does not take into account the variability of each individual as it presents the letters, but there is no information on the degrees of intensity of each, for example.

Neither is ethics guaranteed in returning the results if the person makes the questionnaire alone and not with a professional, this is important so that the "type" does not become a label but a path of development opportunities.

MbTI's code of ethics does not allow to give the result of the test until it has explained everything well with dynamics to make the self-assessment of its behaviors because it is not about the letters but the excuse for reflection. It's not the tools that are important., these must be at the service of each process and ensure rigor and ethics.

Why 16 Personalities?

Personality types / 16 Personalities


This test of the 16 personalities bring you very well to your strengths and weaknesses, and tells you the element you're most comfortable working on. Helena Casas

The test of the 16 personalities sorts these psychological differences into four sets of opposite pairs or “Dichotomies” whose combinations give rise to 16 psychological types.

  • Outgoing / Introverted,
  • Sensory / Intuitive,
  • Rational / emotional
  • Qualifier / perceptivor

None of these guys are “better” or “worst”.

16 personalities and personal brand

Like all tools, yes, 16 personalities have their advocates and detractors. First of all, and considering that we use it as a complement to other tests for the self-knowledge phase, we want to highlight the importance of doing this test accompanied by a professional in order to assess the results.

It is important not to focus on typologies and translate them into a mere label, but it is necessary to see the global of the person, in a holistic way.

Throughout the trainings and consultancies we have carried out using this test, we could summarize that a 90% people are even surprised by finding such accurate results.

This test helps us see the strengths, and also to understand the reasons why it may be heavy for us to develop certain tasks. The latter, often makes us feel bad, and with the test, we can understand that not all of us are born to be good at the same. This is what Personal Branding is all about., this is what it's about to work on your value proposition, purpose and differentiation.

As explained in the theory of the 16 Personalities, “Personality is just one of many factors that guide our behavior. Our actions are also influenced by our environment, our experiences and our individual goals”. If you want to know in detail on everything that this test is based, you can find it in the explanation the Theory of the Test of 16 Personalities.

Personal branding is not a single label

The test theory describes how people belonging to a specific personality type are likely to behave. The 16 Personalities outline indicators and trends, nevertheless, no definitive guides or answers.

It should be noted that, even among people who share a personality type there can be significant differences. The information is intended to inspire personal growth and a better understanding of us and our relationships, should not be taken to the letter.

About the latter, many young people have used this test not only to get to know themselves, but to predict whether they are going to develop a good friendship or relationship based on the other person's typology.

We must be cautious: it's a free test, online, brief and very accurate, and once again we want to highlight the need not to take it as a label or as an absolute value regardless of context. No archetypes good or bad.

How does the test work 16 Personalities?

The test is answered in a few minutes, and part of the work Carl Jung in his research on personality types. I believe that, by reviewing his work, had great care and understanding for the common human condition. He really wanted to delve into group behavior, an interesting goal at the time.

So much so that this test allows to understand interpersonal relationships based on the typology of each individual. This, in the business context, helps us not only to enhance the strengths of each member of the organization, but also to understand the proper functioning of the equipment.

What are the 16 personality types?

At the end of the day, Jung created the framework that takes us to the 16 personality types you'll see in test.

You'll see that, for each typology, we expose some of the celebrities who show that kind of personality. However, on the platform there are a few more examples, even from famous tv series and movie characters. This make it easier to identify and understand each other's behavior.

Group 1: Analysts

They're intuitive. (I) and thinkers (T). Known for their rationality, impartiality and intellectual excellence.

  • INTJ / Architect. Imaginative and strategic thinkers, with a plan for everything. Friederich Nietzsche, Michelle Obama, Elon Musk.
  • Intp / Logical. Inventors, Innovative, with an insatiable thirst for knowledge. Bill Gates, Kristen Stewart, Albert Einstein.
  • ENTJ / Commander. Bold leaders, imaginative and strong will, always looking for a path or creating one. asked, Margaret Thatcher, Jim Carrey.
  • ENTP / Innovative. Intelligent and curious thinkers who can't withstand an intellectual challenge. Celine Dion, Thomas Edison, Tom Hanks.

Group 2: Diplomats

They're intuitive. (I) and emotional (F). Known for their empathy, mediating skills and a certain idealism.

  • INFJ / Lawyer. Quiet and mystical, who are yet inspiring and tireless idealistic. Martin Luther King, Teresa of Calcutta, Marie Kondo.
  • INFP / Mediator. Poetic people, kind and altruistic, always looking to help a good cause. Alicia Keys, Julia Roberts, William Shakespeare.
  • ENFJ / Protagonist. Charismatic and captivating leaders, capable of inspiring those who listen to them. Oprah Winfrey, Barack Obama, John Cusack.
  • ENFP / Activist. Free and enthusiastic spirits, creative and social, they can always find a reason to smile. Robert Downey, Jr., Meg Ryan, Quentin Tarantino.

Group 3: Sentinels

They are observers (S) and judges (J). Known for their pragmatism, order, safety and stability.

  • ISTJ / Logista. Practical and fact-focused, whose reliability cannot be doubted. Angela Merkel, Natalie Portman, Sting.
  • ISFJ / Defender. Very dedicated and warm protectors, always ready to defend their loved ones. Beyoncé, Queen Elisabeth II, Aretha Franklin.
  • ESTJ / Executive. Excellent administrators, unmatched to manage people or things. Sonia Sotomayor, John D. Rockefeller, Ella Baker.
  • ESFJ / Consul. Extraordinarily considerate people, social and popular, always helping. Taylor Swift, Bill Clinton, Jennifer Lopez.

Group 4: Explorers

They are observers (S) and researchers (Q). Known for their spontaneity, naivety and ability to live in the moment.

  • ISTP / Virtuous. Bold and practical experimenters, teachers in using all kinds of tools. Olivia Wilde, Michael Jordan, Clint Eastwood
  • ISFP / Adventurer. Flexible and charming artists, always ready to explore something new. King's Wool, Frida Kahlo, Michael Jackson.
  • ESTP / Entrepreneur. Smart people, energetic and very perceptive, who really enjoy living on the edge. Ernest Hemingway, Madonna, Jack Nicholson.
  • ESFP / Animator. Spontaneous animators, energetic and enthusiastic, life is never boring around you. Marilyn Monroe, Adele, Elton John.

Advantages of the test

Many of you already know your personality type, but you may not have found useful information on how to put your personality-type results in practical use and action in your daily life.

There's nothing better than an example, and more if it's in a humorous key. So we leave you this video of Frank James that exposes how it "flirts" each of the 16 personality types. By the way, I'm an ENFP-A assertive activist (campaigner), ¿y tú? Cheer up, here's the link to testing of 16 Personalities.

Personal Brand Diagnostics 2: Internal Feedback D.I.S.C.

In this new episode of the journey of our personal brand, we're still in the diagnostic area, our self-knowledge. The first part of the diagnosis is focused on external feedback, with valuable advice from the specialist Noemí Vico.

This time, one of the most interesting tools of self-knowledge based on internal feedback, the D.I.S.C.. To this end, I've turned to one of the world's leading, Virginia Guisasola, alma mater de Disc for all.

Before we make way for Virginia, I just say I've been working with your D.I.S.C. platform for a long time. in my personal branding consultancies, especially in managers (executive branding). And the bottom line is that it's a highly effective tool not just diagnostics, but as a driver of challenges to be developed in a personal brand plan.

If you have little time, I invite you to watch this video-summary:

And now I do., then I leave you the contribution of Virginia Guisasola.

D.I.S.C., a tool of self-knowledge

The need for a high knowledge of oneself in order to create a good personal strategy is, definitely, the fundamental starting point to enhance those aspects that bring us closer to our objectives and an excellent opportunity to modify those that take us away from them.

As you've heard on a multitude of occasions, "Information is power", And in this case, quality information about oneself is the key, the starting point from where we'll feel like it's us, and not chance, those of us who rule the course of our lives.

Why D.I.S.C.?

Definitely, there are different means to work self-knowledge, but let me explain why the D.I.S.C. report has been going on for decades., based on the D.I.S.C. methodology. doctor and professor in psychology William M. Marston, proven to be a fundamental tool in contributing to people's self-knowledge and development. Used not only by coaches, but also in human resources departments, areas of training and employee development in companies around the world, the strengths of this tool are its simplicity when it comes to making it, objectivity in its results and quantifiable, so that the progress of the evaluator can be measured.

Feedback with D.I.S.C.

What is D.I.S.C.?

I'll start by explaining what it is and where this word comes from. D.I.S.C. is the acronym for four traits, purposely chosen, for representing four essential traits in human behavior. Thanks to the D.I.S.C. report. it is possible to know the level of Decision of an individual: that is, how it responds to problems and challenges. Your level of Interaction: how that individual relates to and influences others. Serenity: measures your response to changes and the pace of things. Compliance: how it responds to established rules and procedures.

Well, the unique combination resulting from the answers to the questions in the D.I.S.C. questionnaire and the subsequent algorithmic calculation of these, result in a detailed report explaining a personal profile that allows us to understand how a person acts assessed in different areas, even answering questions that have long been an unknown to oneself, because of the possible lack of objectivity when it comes to self-assessing, since in most of the time it is inevitable that it will be altered by conditions and/or beliefs.

The power of information

As I've already advanced above, one of the secrets of the success of D.I.S.C. assessments. it's his ease when it comes to interpreting your results. Unlike other diagnostic tools, this does not require prior knowledge in psychology or specific studies in the interpretation of psychotechnical tests. Expressed in clear and concise language, dumps very relevant information about our personality and behavior.

Thanks to the report you will have access to the following information:

  • You'll know how your natural or instricatory "I" behaves, versus your "I" adapted or modified by the belief of what you think the environment expects of you.
  • You'll find out what your real motivational tendencies are, uncensored.
  • You'll know exactly how you tend to relate to others and therefore have valuable information to chart improvement strategies.
  • You'll understand why it's easier for you to relate to one type of people than others, and you'll have the written keys to where you should turn your attention to improve your personal relationships.
  • It will show you a list of your main skills so you can use them in favor of your strategy and give you access to those aspects or areas of improvement.
  • It will show you what behaviors are increasing your stress and why.
  • Your control method, your reaction to pressure, your predominant fear, how you try to influence others and your potential areas to work, are also some of the information you'll have.

300 million resulting reporting variables

Although each of us we are unique people and more complex than any tool could ever measure in its entirety, D.I.S.C. report (I always talk about the brand I work with, for having more than 300 millions of variables in the resulting possible reports, a veracity in the results endorsed by the American College of Psychologists and the audit of the International DISC Institute), provides vast information based on the answers offered, that will make it easier for you, definitely, get objective quality information both in terms of your personality and innate behaviors, (those you show in your most intimate environment) and the adapted, (behaviors you show in social and work settings).

Stock Photos from Chanchai Dunlayaperadit / Shutterstock


Why personal branding is important and how to own your own brand

Under this umbrella I have had the opportunity to give two new talks in IESE Madrid for various groups of students from the Emba (Executive M.B.A). Organized by Vicky Lambiri (Associate Director, Career Management & Counseling – Working Professionals), the event has focused on two big axes around our personal brand: the need to define and project a value proposition Solid, Differential and relevant, and break the paradigm that a person brand is to create a new character. Unlike, personal brand should show the most authentic side of the person, whether in the professional or private spheres.

Vicky Lambiri & Guillem Recolons, IESE campus Madrid

Vicky Lambiri & Guillem Recolons, IESE campus Madrid

Guillem Recolons IESE Madrid EMBA 1A

Guillem Recolons IESE Madrid EMBA 3 Guillem Recolons IESE Madrid EMBA 4

Personal Brand Diagnostics 1: External feedback

Views reasons to manage (or not anymore) our personal brand, we move on to the first phase of personal brand diagnostics, yes, external feedback. To do this I have asked a great specialist for help, Noemí Vico, co-author of the book Smart Feedback (Lid Editorial, 2018).

This tour follows the methodology of the Personal Brand Iceberg, whose three great pillars are:

  • self-knowledge: the complete diagnosis of our personal brand to know where we are.
  • Personal strategy: the brand plan, value proposition and business model to know where we can go.
  • Visibility: The personal communication plan to know how we can get there and if we are coming.

If you have little time, I invite you to watch this video-summary:

Johari's window and feedback

Johari's window is a cognitive psychology technique that helps us better understand our relationship with ourselves and with others. It was created by psychologists Joseph Luft and Harrington Ingham in 1955, and is mainly used as an exercise in research and self-analysis, both in personal and corporate settings.

It consists of four windows or quadrants:

Johari Window

  • Free or open area: These are traits that both self and others perceive from us.
  • Blind area: represent what others perceive but we don't.
  • Hidden or secret area: These are aspects of oneself that others don't know.
  • Unknown area: treats behaviors or motives that we do not recognize or recognize from ourselves.

To solve the 2nd Quadrant Enigma (know what others perceive from us) there are two formulas. A face-to-face with a group that adds adjectives to the quadrant. And another at a distance asking our nearest circle. Both consider asking for feedback, while the face-to-face way may be something more compromised.

Why it's important to ask for external feedback?

I've covered the subject on two previous occasions in this blog, on We do not say things we (we need feedback) and in Want to know what your personal brand? Pide feedback.

And the answer to the question is threefold:

  • To get to know each other better. Self-knowledge in its purest form.
  • To improve. Knowing our weaknesses we have the ability to decide which ones are limiting and which are not, and create an action plan for improvement.
  • To make the most of what's in us. Knowing our strengths we can develop our value proposition, our eligibility factor.

The best way to ask for external feedback from our personal brand, according to Naomi Vico

Meet me at Naomi, in case you don't know her: People connector, she is one of the leading coaches in Spain, personal brand expert, and also in processes of change. It is the alma mater of Start Your Brand, a place with a must-see subscription blog. Plus, I remember Naomi is co-author of the book Smart Feedback together with Jane and Rosa Rodríguez del Tronco. Here's your proposal on the best way to ask for external feedback from our personal brand:

External feedback is essential to have a complete picture of who we are so that we can adjust our strategies in a more grounded way to reality. In addition, we can consider it a gift as it is not always easy to find the exact words that help someone to keep growing and avoid value judgments. To help precisely make information as constructive and useful as possible we have several ways:

Informal feedback requested from people close to us

In this case, we usually recommend guiding the conversation a little bit through specific questions, request it voluntarily, allow time for reflection to the person who is going to provide it to us and, above all, thank you in advance for the useful information you can give us. A very useful exercise in this case is that of Public Identity where we ask in writing for different people (it's ideal to mix several circles) 3 strengths and 3 areas of improvement, all associated with concrete examples to avoid falling into value judgments and to encourage us to understand the exact behavior so that we can improve it if we deem it appropriate.

How can we turn this external feedback into a concrete value proposition? I propose the next triple exercise:

Noemí Vico feedback exercise

Source: Noemí Vico

  1. Self-observation. List your 3 main strengths. You can also include tangible and intangible resources that you have.
  2. Formal or informal external feedback. Seek external feedback to complement them . If you want you can also use this free online tool based on the work of the psychologist Martin Seligman and his team on strengths-based development: Test VIA Personal Strengths (Pennsylvania University)
  3. Reflection. Make your VRIO analysis matrix (this is an adaptation of the original for your personal brand, Marcos Alvarez he counts it very well in his book Retail Thinking):
    1. Valuable (V): Does this quality add value and allow us to take advantage of market opportunities?
    2. Strange (R): Is this quality within reach of a few or is it something within everyone's reach?
    3. Inimitable (I): Is this quality difficult to imitate?, would it be difficult or expensive for a competitor to get this quality?
    4. Organized (O): Am I organized to exploit this quality 100%?
    5. Competitive advantage (Vc): once we have reviewed all of the above we will be able to classify all our qualities and assess the extent to which competitive advantages may or may not be. We'll have unvaluable resources (Weakness); valuable but not rare resources (risk); valuable and rare but imitable (temporary competitive advantage); Valuable, Rare, difficult to imitate but we don't get as much out of them as possible (potential competitive advantage) and valuable, inimitable and exploitable (long-term sustainable competitive advantage).

And who do we ask for feedback?

To have a more complete view of our weaknesses and strengths it's positive not to focus on a single type of feedback "donors".

Our circle is made up of several interest groups or stakeholders:

  • family. They can give us a feedback very value-based
  • friends: his feedback will focus more on stereotypes (friend, the magician, the jester...)
  • Fellow students: They'll give us a feedback very complete
  • Job partners: Here they will focus the feedback in competitions
  • customers, providers, contributors: They'll give us a feedback something more biased to the role we've held, but very positive
  • Followers: You can add this group, online followers or social media contacts, if you want to create a broad base. The feedback will be sicated to networked behavior that (unfortunately) often doesn't correspond to the real.

Channels to request feedback

There are multiple formats to order feedback. According to The original Johari Window Experiment, it was a group meeting where attendees were placing adjectives in each of a person's quadrants. And then they say design thinking is something new (on 1955 work was already in strategic format, with the customer at the center, group and with paper labels).

But to be practical and have the best information ordered, I would use digital channels:

  • Email or whatsapp messaging services / Telegram / Messenger: are practical and universal, but they don't preserve anonymity, so the "donor" of feedback external information may be hidden or nuanced.
  • Direct social media surveys: Both Twitter and Instagram Stories allow you to ask questions, but always a dichotomous A/B response, without too many chances of spreading out in the text or privacy of the answer.
  • Google Forms: A very suitable format (free) that allows some options to customize colors, Funds, Fonts, allows multiple response formats (unique box, multi-response, numerical vote with linear scale), and even allows you to assign scores to questions and enable automatic assessment. Of course, allows total privacy. The company version includes other features.
  • Survey Monkey. An app format freemium, of which free version we can enjoy features similar to Google Forms, also with privacy of answers. Perhaps as an advantage it has a very suitable graphical interface for smartphone.

Stock Photos from Tasty_Cat / Shutterstock