If many the blog was up for dead (And they were wrong), now the same voices augur the end of the age of content. Y, from what I see, they're wrong again. Platforms where content resides may evolve (you know, Podcasts...), But little else.
Content remains king. This is the seventh and final trend 2020 I advanced a few weeks ago, and of which I've already developed six parts:
If you have little time, I invite you to watch this one-minute video summary:
Interrupting or seducing?
Outbound or inbound? We ran away from time thieves as much as from the publicity that disrupts our lives. Good content plays a key role as a catcher of our attention and that of our customers. And it's not worth anything.. Repetitive or boring content doesn't contribute, doesn't entertain, does not matter.
Value and Content Proposal
Content makes sense if you pivot around a solid value proposition. Before sharing a content, either cured or created, you have to wonder:
Does it connect with my audience, with those people I want to reach?
Does it bring anything new, either solve a problem or analyze an opportunity?
Is it in my power to provide that that brings?
With two positives, we can launch ourselves. With three, we can be sure that there will be an answer if we are consistent over time.
From usability and SEO to story
Do you have a website? My eyes shine when I read "We went from usability and SEO to story" in the studio IAB's "Top Digital Trends 2020". That's entwining with my forecast that Google will no longer be the center of the universe and at last the quality will be valued more than the tricks to position mediocre content in the first pages of the search engine.
IAB sentence:
Brands are starting to come up with a web model based on the story and not on digital positioning, generating points of contact with the user who delves into the brand, this way the searches are already direct, boosting the relationship and thus reducing the weight of SEO.
Don't you have a website?
I get it, that seems complicated. And it's not.. The hard part is keeping the web, write regularly on the blog. Many reference professionals who write high-value content work with free web media 100%, as Ricard Lloria, Merco Roura, Francisco Alcaide, Ylse Roa or Joan Clotet. You don't need to spend time on that..
It's also not convenient to give away our ideas, insights and social media concepts that maybe one day will close their doors (many have already done so). If you have to create or share content, the ideal is for you to do it from your own platform, and from there you share it on social media.
If the content is king, the blog is the castle, the place where the king develops his mandate.
Influencer is you
Many companies resort to influencers to increase the brand's appeal. But I see the same thing as sharing or creating content on networks. You lose control, that doesn't belong to you. There's no better influencer that you. And in companies there is no better influencers that their professionals. No better platform than your corporate blog.
Who better than an expert can generate credible content, close leader, Shocking, relevant?
And to go with a mouth, I leave you with some TED talks you should know:
Al Gore. A new conception of the climate crisis
Michelle Obama. A personal commitment to education
Sting. How I started composing again
Bill Gates. Energy: innovating towards zero
Tony Robbins. Why we do what we do
Jorge Drexler. Poetry, music and identity
Stephen Hawking. Questioning the universe
Bonus. The good news about poverty
Jane Godall. Can we live together?
Peter Gabriel. Fighting injustice with a video camera
https://www.guillemrecolons.com/wp-content/uploads/2020/01/el-contenido-sigue-siendo-el-rey.jpg4081200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2020-01-18 12:38:412020-01-18 12:38:41The content remains the king of the jungle 2.0
Why brevity? We live in a liquid world with few words. The thousands of impacts we are subjected to every day force us to focus on what we think "really matters". The economy of care is installed in our lives.
If you have little time, I invite you to watch this one-minute video summary:
Priority and economy of care
I did a quick reading course and read "War and Peace in 20 minutes". It's about Russia (Woody Allen)
If a time traveler were to land now in a big city, you would be surprised to see thousands of people taken away by looking at a contraption in their hands. The king of attention is called a smartphone, and has managed to get us on average three hours a day of the sixteen that we're awake.
According a BBC News article, we consulted the smartphone some 150 times a day. Apple says we unlock iPhone some 80 times. And if it's an Android, the number increases up 110.
The same article notes that "the explosion of social media has made it possible for us to know in real time what people do at all times". The disorder of the 21st century is the FOMO, acronyms for Fear Of Missing Out (afraid to miss something).
Brevity is attached to speed, a cocktail that turns us into zombies
A few months ago I was able to see at a TEDxEixample event the writer and consultant Carl Honoré, author of "Praise of Slowness". I recommend this book to recover flavors, words, feelings and why not, a life just as effective but something more contemplative.
We strive to get things done faster to be more efficient, but we pay a very high price for subjecting ourselves to a breakneck and uncontrolled pace of life. Carl Honoré.
The importance of context
One of the problems I associate with this explosive mixture of brevity and speed is the loss of context, and therefore, of the real meaning of some complex concepts.
Not many weeks ago, Cristina Aced reminded us of the importance of context in an unfortunate Hawkers brand campaign for Halloween. In that campaign, Cristina received an SMS message from a Vlad with the text "two nights ago I was following you". Against a backdrop of raped herds and women, the message could be anything but fortunate.
Whether it's lack of context (Brevity) or because of design errors (Hawkers), communication fails.
Recovering sensations
I know, the depth not epata, but gives drop-by-drop results continuously. Let's choose our format. And keep in mind that a long content, even if it may not give short results, can bring more value than an inspiring phrase or an ephemeral genius.
Let's not be in such a hurry.. Good stew takes time. And even a niguiri perfect salmon requires the experience of a master "sushi" who has needed a year to select the best raw material, another year to cut it and another to prepare it. Sometimes, the tip of the iceberg looks like the whole, and we don't see what's underneath.
I don't know whether to pose it as a personal claim or trend, but recover those long poems, those songs that tell stories, those books that help you understand how we work, should be back on the table.
https://www.guillemrecolons.com/wp-content/uploads/2020/01/Brevedad-y-rapidez-son-efimeras.jpg5101200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2020-01-11 20:06:012020-01-11 20:07:12The brevity is, but ephemeral
I welcome you to this blog in this first post 2020. If last week I tried an extensive post about The best of 2019 Personal Branding, today it's your turn to the worst of 2019 Personal Branding. As you will see in the same post last year, some of the problems affecting personal brand management remain: superficiality, opportunism, intrusiveness, termism, envy, plagiarism, Privacy violation…
Well, the problems detected a year ago, this year I add some new. If you have little time I invite you to watch this one-minute video summary:
Digital bad practices
This part would give for an entire book. The lack of digital label, what the Dr. Mar Castro llama netiquette, it's due to two factors:
Many believe that we should behave differently in the online world. Common sense says no.
Many recreate their frustrations under anonymity, and that generates violent language that installs as usual
There are hundreds of problems related to digital bad practices. For not extending, I highlight the three I've seen most often this year:
IDiots grow
IDiots grow, digital cretins. Your strategy is to massively follow hundreds (Thousands) of people on Twitter and Instagram. And everyone who returns the follow-up is no longer followed so they have many followers and few in a row.
Since I was in the business of identifying these beings, November 2018, following a post titled Identifying a profile that invades network, the IDIOT the app that warns me about this has identified only on Instagram no less than: 864 people, if rest to those who have been blocked by the network itself, would result in 750 people iDiot, an average of two a day.
The most serious thing is that some have repeated after a while, and i haven't just stopped following them, I've blocked them. If you are interested in knowing which application it is and in the way to have a list of iDiots identified, write me via contact section and I'll send them to you.
Digital labelers continue to rise
They've become a plague. Its modus operandi is to create a content (often mediocre) and tag you when they share content on networks. That would make sense if we were there by allusion, But if you don't, it's simple spam.
What they want is for you to spread the content without more. At first you fall into the trap and read, until you find out that you're not invited to the party, but they want you to report it on your networks. Then you end up identifying the individual and either removing your tagging (some networks allow it) or you either ignore. If the individual insists on new publications, you can consider letting me know that I don't do it anymore, and if you don't listen, blocking the song.
Linkedin and spam on contact request
Some time ago, the custom was for someone to invite you to be part of their network, and soon or a few days you received a laaar message full of links and with an unsolicited and unpersonalized offer. The usual thing was to ignore.
Now the thing has been sophisticated, and what I call "connection spam" occurs: a contact request message that already incorporates offer, links… we go, pure spam. In this case it's all easier, it's about not accepting contact (Ignore) and problem solved. If on the first day an individual prunes spam, imagine what awaits you if you don't stop it.
To top it off with this part of digital bad practices, nothing better than visualizing the TEDx of Eva Collado in Vitoria “How to spot toxic profiles on social media”.
The rise of the "offended"
Increase those offended by anything that doesn't fit into your creed. Streets and networks are increasingly filled with "offended" who admit no other argument than yours.
This year I lost two people I thought were friends because they were constantly looking for confrontation, whether for political or religious reasons. And they usually do so from closed positions: either you're with me or you're against me. I consider myself lucky to have friends of all faiths, with an open mind, who may not share but respect. That's friendship, the one that breaks ideological walls.
Know, then ruthlessly criticized
It's known as a negative critique for ignorance. It's another of the bad practices that abounds in real life and multiplies on social media. Since I don't know about a subject, I criticize it before I know how it works. In this, this year we've had quite a few attacks on the personal brand.
Almost all of them came from people who don't understand the staff branding (personal brand management) as a strategic process but as a trendy and ephemeral self-promotion tactic.
I don't blame them either.; networks have been filled with fake experts, fake gurus and fake millionaires who promise you the first million if you buy their course online, which in the end only explains how to campaign on Facebook.
I applaud the compendium of articles in defence of the personal brand developed by The Professor Vladimir Estrada in Soymimarca. You can download the ebook that collects them You are right, we are brands.
"Finfluencers" or fake influencers and the dictatorship of like
Those people who have achieved large communities in a short time often cause irreparable harm with his message "you too can be someone famous without investing money or time".
First, because not always getting those communities has been ethical. Many times iDiot strategies have been used, others have been built by buying followers massively. I know, there's no illegality in it, but it's a lack of ethical sense by then saying "you can too".
A few weeks ago I covered the subject in From influencers to influentials (a substantial change). Only those who know how to take the step of influencers influencers will show a strong personal brand in this liquid world.
With product we compete, branded not (or not so much)
We insist on selling product. Erre who erre. "buy my course, my lecture, my colony, my ...". We must focus on branding, And I'll explain why.
The brand includes a very rich field of meanings, Complex, abstract and evocative. Make them fall in love with the brand (purpose, mission, Territory, values) and they'll be interested in your product. People don't buy Apple products because they're rationally better than the competition, we buy them because we like what Apple means, that archetype of The Createdr that seduces us so much. As Friedrich Nietzsche said, “if we have a why we'll find out how”. Have a nice week!
An irreparable loss: Arturo González
He could not finish this post without deeply regretting that this 2019 past we lost our colleague and friend Arturo González, PhD in Communication and Personal Branding. One of the greats of the personal brand, professor at The Monterrey Technological University Center, northern Mexico.
From left to right: dew Ames, Johnny Durán, Nancy Vazquez, Alan Urbina, Guillem Recolons, Arturo González, Daniela Viek, Henry Alexandre, Silvana Oliveira, Raquel Gomez and Deize Andrade.
We took this picture, with Arthur in the middle. One of the people with the greatest sense of humor I've ever met, and a great communicator and communication expert. He left too soon., But your mark remains.
This is my last post of the year, and it's time to take stock of the best of 2019 trends. Articles, books, events, videos, ideas…
2019 I thought it was an excellent year, where they've emerged new professionals and have consolidated new formats.
In terms of content, has been such the avalanche of fake "experts" in personal branding, that there has been a lot of talk again about the foundations of the personal brand and its management process, Personal branding.
Separating the grain from the straw is getting a little more complicated, as many naive people are seduced by young "gurus" of 20 year-olds who promise to make millions as they tell it in a pompous video on Instagram uploaded to the hood of a Ferrari.
Also the decision of some social networks eliminate likes will change the way many people will "consume" networks, giving more importance to the fund than to the form.
I agree with Neus Arqués that the verb of the year has been "reinventing”, which puts The Staff Branding in a very advantageous position.
If you have little time, I invite you to watch this one-minute summary video:
The best of 2019 -the way I look at it, of course- Personal Branding
It will be the four year in which I compile these contents. As I did in the balance of the year 2016, that of 2017 and that of 2018, and that ended up becoming the most read of the season.
37 personally branded items you can't overlook
Go ahead that the order of the articles is irrelevant.
There are few such exquisite ways of talking about the value proposition through a painful and necessary reflection like "don't get so important". We tend to think that this personal brand is about talking about us, of our pompous titles, our experience. Elena on the nail; this staff branding thing is talking about how you're going to improve the life you're in front of.
Paco it's direct, Incisor: "Life is about to sell. You know you're doing things right when you're selling: you're either selling or you're failing”. In the post, reviews product, branding, visibility, communication and networking as possible reasons that prevent you from being able to sell what you offer. To expand each of the five points, facilitates reinforcement links.
Following a trip to Finland, Pigeon discovered that Finns are very proud of their landscapes and their country, but they don't think this matters to those out there. This is the trigger of a post that delves into the need to believe our talent to project it in the best way, avoiding a social compliance syndrome such as the one derived from Solomon Asch experiment.
How do you know if you read this blog frequently, I have a weakness for everything related to the value proposition. And here, David he treats her like everything he does, accurately, rigor and creativity. True, many have a hard time identifying what I call "the relevant difference", and David proposes to find the solution by defining the kind of work we do, the problems we solve and the joys we bring.
In this compilation, Cristina deals with issues related to: internal communication, liquid communication, branded content, digital narratives, storytelling transmedia, management, employee advocacy programs, influencers and big data / artificial intelligence. He also talks about polarization in social media: or they love you or they hate you. In each of the themes, Cristina provides us with valuable links to know more.
Good post Andrés that starts from a simple and somewhat hurtful idea: what slows the development of our personal brand is within us. You don't have to look it out. And he's right., that's solved with a full-fledd SDAF. It holds us back to comfort, we think that branding is left for companies, we suffered fear of standing out, also to change. Definitely, it seems that we've decided not to increase our options, nor our ability to choose and, therefore our FREEDOM.
Laura continues to illuminate the path of professionals senior, putting them in value and giving them strategic lines and tools to combat ageism. In this post, very brief, the author is about the topic that with age decreases “fluid intelligence” (the one that helps us solve new problems) and the call increases “crystallized intelligence” (which refers to our mastery of a particular subject matter).
Following the preparation of his new book "SOS, I have a toxic boss" that we talked about later, Pablo an interesting dilemma arises. Analyze the 7 principles of highly effective people Covey and confronts them with the highly toxic leader. Not only that, it simulates a toxic boss's reading of each of the 7 Covey's principles, tailored to it and according to that altered inner look.
How right my colleague is -- and yet friend- Eva by highlighting the importance of choosing our fellow travelers. The old African proverb says it: alone we got there before, accompanied we got further. In this post, very complete, the author deals with mistakes that prevent creating a community of influence. It also gives the keys a community of authentic and real influence, and much more.
More than a post, it's a rehearsal, sort of a doctoral thesis. The Professor Estrada is the living hemerothek of personal branding, and maybe one of the most memory-minded people I've ever met. I had the pleasure of seating with him for a few hours in Santiago (Dominican Republic) and confirm that this is someone exceptional. These posts, published in Soymimarca, are the answer to an article by his Cuban compatriot Amalio Rey.
Ylse doesn't write much on his blog, But when he does, marring. This is a master-post of the best I have ever read about Twitter management and its advantages for our personal brand. It's a personal journey to immerse yourself in the virtual community, in the keys to strategic management of Twitter. It also deals with what shouldn't be done there, and he explains it with infographics.
Fran is a generous person. If you still doubt it, read this post. The author gives a tool to all those who, from anywhere in the world, want to find a consultant at Personal Branding. Or for those "of the tribe" who want to find a colleague for collaborative work. To this end, what better than to create a map that places all the specialists in Spain and LATAM.
Brief but full of intensity, this post Nose delve into a great idea: We don't have to be faithful to the person we were. You don't need to build the museum of our personal brand. Our brand evolves with us and we choose how. Don't you think it's a powerful idea? And I don't think this is against coherence. When I see a friend after 20 years old , I don't expect to see the same person.
If this were the Oscars, Enrique would certainly be the revelation actor 2019. As an expert in job orientation, the personal branding subject passed it with honor senrols. In this post, the author remembers that some obsess edising to be original, when what really matters is being helpful. Disruption yes, But meaningfully, with value proposition, offering something useful, not "disruption".
Sometimes it's not about fear of change, but pure ignorance of the process. In this post, Arancha analyses the reasons for the frustration of certain candidates when they don't perform well with the competencies, with the experience or values that companies seek. And he invites us to try "other boxes", putting some interesting examples of well-known people who looked like they were typecast.
The Soul of Grávita, Ivan Diaz, has achieved with its fresh and valuable language the blog award for the best blog for Branzai. In this post, the author analyses attitudes, goals, and how a brand has got half the world to recite "There is no planet B", Ecoalf's tagline. People can also champion a powerful idea and transfer it to society for a contagious effect.
"No creativity without vulnerability". And from that idea, Cristina develops an argument whereby we won't be able to offer that which really makes us unique if we don't let our creativity emerge, And this is only possible, through vulnerability. I could not agree more, This is vulnerability is already the secret quality of the new leadership.
Hector usually discuss the topics of his personal brand blog with the authority of experience. In this article, has joined two ideas that should never be considered separate: employer branding as a human capital loyalty strategy, and personal brand. Organizations need people to make sense of corporate values and the connection with markets.
I'd say 2019 has consolidated Paula as one of the leading experts in Legal Marketing and Personal Branding in high-competition environments. In the background a career is a career in the background, contemplating stage victories but also low moments. In the article, Paula draws work stress as one of the big obstacles to jumping in developing a personal brand.
After talking Solomon Asch and his experiment on social conformity, Xavi Roca reminds us of a parallel syndrome, also treated by Paloma Grijota in his post mentioned here: the fear of not living up to it, to be unprepared, to not be good enough. To have the feeling of being a fraud, an imposter. Xavi refers to the expert Valerie Young to offer prescriptions that help overcome the syndrome.
Following Mark Zuckerberg's testimony before the United States Senate on the Cambridge Analytica case, Ilana develops the idea of social cooling. Try that by feeling that they are being watched, people change their behavior. China's new social credit system will target good citizens. We are living a "Black mirror" real, and the author explains how that affects our brand.
Oscar was one of my teachers when I started this personal brand thing. And this post, synthetic but direct, proves I'm not wrong. Defines 4 principles of a brand's success: Part of setting up an attractive and engaging image. Keep building credibility, with generating enthusiasm around yourself and your projects and gaining strategic contacts (or practice networking).
This year I have had the honor of meeting personally Marta, and I assure you she's the most generous professional on the network. Especially for those looking for work. In this article, the author answers the question of how are the Administrations responding in Spain, organizations and the people who are part of the economic and social ecosystem to this change from Era?
I recognize that this post Cláudio made me think of humanity and its possible extinction. Start with a personal story (the truth, magnificent and exciting) to conclude that we can't say whatever we want. And the author gives us unpayable advice: If what you're going to say isn't true, neither good nor even is not useful, Why are you going to say it? A brief but incisive post, vitamins for the soul.
The activity of Alicia on Monday Happy Monday didn't give him truce, and has only posted a post on his blog this 2019. One, but with enough courage and intellectual burden. to get started, asks us: why not go in search of longed-for happiness if we know how to go to it? And even more can you imagine being able to find what gives you that inner well-being? In that direction, that purpose? With that great why?
In this post, posted on LinkedIn, George part of the idea that our life may seem an insignificance, But it's unique, no one has lived it for us, nor will it, and that's what creates our greatness… and our misery. The author defines the moments of a life that shape our DNA, the one that takes us to the top of our brand, and to do that he recreates some moments of his career.
Nancy, from Soymimarca's blog, creates a journey of 10 steps to help us differentiate ourselves: Communication, authenticity, Process, Management, humanization, "uniqueness", identity, relations, connection and integration. Each of the processes is accompanied by a insight Powerful. Nancy, just like Jordi, reminds us that every personal brand management case is unique, and requires different efforts.
I must say that only Nilton I could write this article. He is one of the best content curators on the network. 2019 has seen his blog born, something many of us expected. This article is a pause along the way, a verge in the desert. Nilton likes to make things easy and use recognizable hooks, and Disney gives a lot of itself: "Don't let anyone define your limits. The only limit is your soul" (Ratatouille).
Alicia writes little on his blog, and when she does it's because she's sure to bring a lot of value. In our personal brand communication phase, who raises his hand who doesn't think he can learn a lot from this woman in his advice in front of a camera. Smile, speak a simple language, use short, simple sentences, be brief and hold your eyes are these keys to communicate.
The digital humanist Joan Clotet is one of the greatest experts in personal branding. Each post of your blog is an open window to new opportunities. In this article, based on a letter from 1962, Joan shares jewels like "work is a state, not a place", "Time and attention are money", "Take care not to occupy", "Leaves a good impression by stopping printing", "don't be digital diogenes" or "no one is as good as everyone together".
Carola proposes to us that to know the brand we leave we need to first put focus and know our Purpose. And the question here is how to define that purpose, that reason for being, that ikigai. Xavi Roca said in one of his posts on Soymimarca that there are people who do not find that purpose until advanced ages, or even never. As I said Simon Sinek in his TEDx "Golden Circle", why do you wake up every morning?
Well, it was about time someone said it.: First kindness, And then talent. Great post of the few that he gives us every year @yoriento, Alfonso Alcántara's alias. Very useful for those companies that fail to fall in love with their people and attract new candidates. The first step he proposes is to "define and measure happiness in the company", which, although it seems logical, few do.
Meme writes a perfect biography of the "hommo quejicus" very abundant in the working environment. Responds to a profile: more of 40 years old , fired from a company, and focuses their conversations on complaints, the excuses, regrets and other series of misfortunes that justify the injustice of his position as unemployed. And the author offers us several strategies to move from complaint to value creation.
Sometimes I find it hard to spot crazy people like me who enjoy making endless compilations. Ricard it's one of them, great content curator and value contributor. This series of posts offers a huge amount of resources for learning, in a really considerable effort in terms of structure and order of each subject. We could say that the one who doesn't want to learn today is because he doesn't want.
Mireya is another generous soul of staff branding. Each of your posts is accompanied by the corresponding podcast and also video. In this post the author recommends a set of strategies to manage our personal brand. Meet, tell our story, set goals, identify our target audience, spread our message and customize as much as we can to leave a unique footprint.
Ronald is one of our digital experts from which we have a lot to learn. In this post, Besides, the author gives us a spectacular and practical infographic that summarizes what a digital brand is and how we should manage leadership in digital environments. The article discusses four phases to achieve this: lead with digitization, hyper-collaboration, identify talent and digital E-Learning.
As a good journalist, to Àngels you are particularly concerned about the area of communication of our personal brand. And in this post, details four key aspects to consider to improve the way we relate. Avoid technicalities, discard abstract terms, use similes and metaphors to simplify and avoid explaining absolutely everything. I could not agree more. And if you don't want to read it, watch it on video.
12 Recommended books
By order of publication date
1- Monetízate. Andrés Pérez Ortega. Alienta, January 2019
This was the first year release. And with this gone five, that make Andrew the greatest personal brand publishing author. I share Alberto Martínez's review on Amazon: "It is a pleasure to read Andrew, very clear, very direct, very to the point and takes you to immediate action, has helped me a lot above all to make stronger the professional mentality offering his current services vs the employee mentality he had in the past, I recommend it to anyone who wants an effective guide to monetize your life experience."
Eva introduced her second book in a big way after "Marca eres tú” (Rasche, 2015). I adhere to the review of the great Victor Candel: "A lot is talked about digitization and digital transformation today, focusing exclusively on process automation, acquisition of technology or tools, and ignoring what's really important, that this is a process of managing people's change.
Eva's book helps the reader learn about the changes that have occurred in recent years in the labor market and companies, how to manage and deal with this change as a professional, and to know what skills are required today from a professional to be able to develop them. A practical book, easy to read and close language that I'm sure will become a new bestseller of Encourage."
A revised and expanded edition of Neus' original 2005, that make her the first author to publish about personal brand in Spanish. I subscribe to the review of Andrés Pérez Ortega:
"Neus opened a path that others simply follow. Fifteen years ago, brand and person associate turned you into a kind of Evil Doctor who intended to cosify humans. But Neus got the opposite., customize to brands.
Today, his book And you, ¿qué marca eres? remains a reference and has not lost an inch of value to those of us who are dedicated to this. That's what happens when you extract the essence and don't stay on the surface."
Monica's third book talks about what she dominates like no one else: sales, emotional intelligence, motivation. I share the review of the announcer Javier Cárdenas:
"Monica's business advice is easily applicable in daily life, and help us analyze and take advantage of the sales market around us that, sometimes, has trick. It has all the commercial and communicative skills that make it a true marketing and sales benchmark".
"Meeting Ami Bondía is an opportunity for all those people who have given up hope of making their dreams. This book is an example of life experiences and experiences, failures, success, but above all the beauty of the human being. “World of brave people” teaches you what you might be capable of because it offers you all the tools to achieve your goals in this digital age through personal branding, emotional intelligence, positive attitude and great communication. Thank you Ami. I recommend it."
Pablo, author "The Challenge" and many other books, wanted to gather his experiences in organizations, and especially identify that style of leadership that so abounds: the toxic chief's.
Everyone we've lived with bosses (or partners) toxics we have always wanted to explain... And we've lacked courage. Paul has studied it thoroughly, has been documented as it always does, and has even launched a little online research to gather more data on this abounding specimen (a 50% of all the bosses are toxic) and that erodes business leadership.
From Colombia, Rachel's second book after "How to sell your Personal Brand”. The truth is that I've enjoyed your reading, very simple in identifying the problems that hold us back and providing the solutions. I collect the review of Juan David Aristizabal:
“The difference between people who shine and excel who are simply dedicated to surviving in their workplace is that the former are people who make things happen, they're ready because they're being prepared. I'm ready! is a book recommended for all those who want to find answers for their professional reinvention and turn every act of their life into an act of artists, whatever your job and job”.
8- Now or never. Arancha Ruiz. Conecta, October 2019
Arancha's third book addresses fears. So it looks like one more. But it tells our brakes through stories, I would almost say case studies. And that makes it more interesting. In addition, Arancha likes to test the reader with exercises, And they're good. I read Ari Belver's review:
"I loved reading it. It explains in a very easy and clear way which brakes limit us and which levers we can use to act and ask. Stories catch you. You look very well known in one of them. It doesn't leave you indifferent."
I must confess that Natalia she's one of my favorite writers. This time it has tried a new format: it's a comic book and it's a rehearsal. They can be consumed at the same time, or first one format and at the end of the other. It's also about fears. I agree with Bruno Ruiz-Nicoli's review:
"I worked for years in a multinational and have seen myself identified more than once in the episodes that the book talks about. Because who hasn't ever screwed up in a project or a presentation to a client? The book illustrates and dismantles these processes, reactions and judgments, and provides tools to manage them."
10- The four steps. Jordi Collell. Profit, November 2019
Jordi's second book starts with a mantra: each trip begins by climbing a first step. Jordi develops the process of managing a personal brand through the history of Martín.
Martin wants to run for mayor, but because of his absence from the village for a long time, is a perfect stranger. That turns story into a full-blown professional reinvention.
He hadn't finished presenting his first book "Exercise Your Talent", Juan had to face the release of this dedicated work 100% networking.
I agree with Elena in her assessment: "Frequently, we hear that a big part of good access to the labour market is managing our network of contacts. But we don't know exactly how to start management, who to contact, what message to convey and how to structure it.
Juan Martínez de Salinas explains in great detail how to start , Plan, structure and organize the management of our network of contacts. What message and how to say it. A must-have guide, very well structured. To buy, read and have at home, without a doubt."
Advertisers always like to defy logic, and from here to my old boss, Luis Bassat, created a title as long as it is powerful and evocative. It was the surprise of the Christmas holidays to receive an anonymous package in the office, open it and discover this little work of art by one of the greats of communication.
The book contains a generous epilogue (A 60 pages) And awesome, by Vicen-Villatoro, a little gem that complements a work -- for me- Paradox (even if the author does not mention it). And there are other surprises, like the many testimonies of professionals that Louis "commanded without command".
This is not a theoretical manual, is an exercise manual where the creators of Street Personal Branding have turned their knowledge in a practical way so that whoever reads the workbook can just take action.
Although it has a symbolic cost, investment is profitable, as the exercises lead directly to the implementation of an operational plan for the management of the personal brand.
This ebook, for free download, it's useful for companies that want to find new ways to build their talent, attract the new, and clearly improve the scope and engagement of your corporate communication.
It collects five articles published by me on the blog Integra Personal Branding, and compiled into an edition prologated by Nancy Vazquez you can download by subscription to my blog on this link.
Soymimarca already publishes its ninth compilation ebook with the highlighted posts of the year. This time, the prologue is by Elena Arnaiz, and Vladimir Estrada participate, Fran Segarra, Pablo Adán says, Guillem Recolons, Nancy Vazquez, Paula Fernández-Ochoa, Eva Collado and María A. Sánchez.
It is obtained in free download by subscription to the Blog Soymimarca in this link. By the way, from Soymimarca we are asking if you think it's a good idea that the edition of the 10 years old , to the 2020, be printed. you care to answer this short survey?
The take-off of the live video
As I was already advancing in previous years, the video is imposed. And the take-off of the live video is unbeatable. If it's been a while Alex Lopez got ahead of everyone with their live periscope/Twitter on Sunday afternoons, now we find many who have been animated with the format.
I followed with great interest this Polish sociologist based in Germany, that gives us a few direct but great value in Linkedin. I recommend following it so that this network warns you every time it goes live.
Your specialty: personal branding, aimed especially at coaches and consultants, and with very particular and valuable advice. It emits in a fluid and very easy to understand English, and answers all the comments and questions that can be asked through the chat. A discovery. Congratulations, Natalia!
Two events that are already a classic in Personal Branding
Daniela Viek is the creator of this personal branding congress. Initially in Portuguese, in the edition 2018 moved to Mexico. And this 2019 has unfolded, conducting non-simultaneous events in Brazil (presential) and Mexico (online).
This year I had the honor of participating with Alan Urbina, Nancy Vazquez, Daniela Viek, Gaby Alviso, Gustavo Nolasco, Esteban Villagómez, Xiomara Zetina, Mayte Calva and Leo Larrea. Being a private paid event, we don't have any links available from the interventions.
The 14 December came the 5th edition of the congress, with participation of about 60 people between papers, roundtables and short-format videos. Masterfully driven by Alicia Ro and Nilton Navarro. Moved in networks impeccably by Francis Garcia Cedeño, Javi Layunta, Heidi Mora and Cristina Ballester.
This time, the operations center was Infojobs' new office in Barcelona. It was a memorable day, where the roundtable format was released, very interesting to get to know in depth different views on a topic.
Here we have the table of participants:
And here's the video that collects the presentations and round tables:
Between the 52 post to the public each year, they represent (dispensing with Google Analytics) the best of 2019 Personal Branding in my digital home. happy reading!
I hope this article: “The best of 2019 trends" has been helpful to you. If you think I've left any important articles or information on this subject, i beg you to tell me in the contact section.
I'll meet you next week with the post. "The worst thing about 2019 trends”.
https://www.guillemrecolons.com/wp-content/uploads/2019/12/Lo-mejor-de-2019-en-Personal-Branding.jpg5011201Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2019-12-29 15:59:342019-12-30 19:22:58The best of 2019 Personal Branding
If you have little time, I invite you to watch this video-summary:
What if human-machine fighting becomes alliance?
Trends 2020 couldn't miss the technology. If you know me, you know I'm a great advocate of the "Human Branding" philosophy, to take advantage of human traits such as empathy, the creativity, imperfection, improvisation, intuition... It's something innate in human nature.
Is it possible for us to move from enemies to allies in the human-machine binomial?
We look at technology as a threat, and that's a partial look
When I teach training in personal branding, many of the attendees see the technology within the "A" of the SWOT; that is, as a threat. Especially when it comes to the automation of processes and jobs.
Let me give you an example of threat turned into opportunity:
The estate agent's case
A real estate agent is someone who rents, buying or selling property to customers. Also to carry out tasks such as studying property listings, interview potential customers, accompany customers to the property site, discuss the terms of sale and draft real estate contracts.
It is very likely that this profession, as defined, Be replaced by robots/AI in a few decades. My question N1 is what is the part of a real estate agent's job that can be automated? And the question N2 is Why couldn't the same real estate agent take the initiative to automate that part and devote himself to what really has value, for sale?
The sale, if it's not from a product commodity, requires empathy, intuition, Advance, creativity, respect, flexibility... aren't they traits 100% humans?
Technology makes us better
I think technology, well applied, makes us better, faster, Accurate. In the case of technology applied to digital communication, helps us eliminate the idea of time (on the Internet our brand is awake 24 hours a day) and space (our online messages go beyond the local level).
We must act as digital humanists, taking advantage of the best of the human condition and the best of technology.
Boost your brand so robots don't dominate you
This was the title of the round table in which I had the honor of intervening alongside Joan Clotet, Eva Collado, Elena Arnaiz and Celia Hil over the past Personal Branding Lab Day. The focus was on the world of work, and we all agreed with Joan: If you work like a robot, you'll be replaced by a robot.
The way to avoid it is to, precisely, value our human traits: Improvise, Guess, change plans, empathy, critical thinking, Unlearn, to learn, and also get it wrong.
Here's the round table, lasting almost 30 minutes.
Make robots work for you
Alexa, Siri, Romba. Virtual assistants, presence sensors, vision systems, connected appliances, smart vehicles… Today we have technology that makes our lives easier. That's true, but let's remember to read the instruction manuals, Latinos are not conducive to doing so.
My friend and colleague Arancha Ruiz has included a chatbot on her website to better target her potential customers. Her name is Maria José, and the important thing is not whether it exists or not. The important thing is if it solves our problem. Technology at the service of the person, and not vice versa.
Multiple applications, but one sticks out #lifelonglearning
If I had to highlight a field where technology is put at our service to make us better, it's the one applied to learning.
Today there are few excuses for not learning a competition thoroughly: MOOCS (free online college courses), virtual academies, online courses, great initiatives like Linkedin Learning, as Infojobs Academy. What until recently was reserved for a few, now has universal reach.
And it's not just about scope, but of diversity. There are courses for everything, 100% online, Asynchronous (we can connect at the time we do well), Universal, in any language and all the subjects of knowledge.
You see: don't let technology step on you, use it to your advantage. By the way, Merry Christmas!
We already have a date for the 2nd edition of the TEDxEixample: yes, 22 May 2020 of 15:30 22h at the Antiga Damm factory in Barcelona.
“Shape Your World” will be the common thread of 2020. And for the moment, we already have some speakers Confirmed. At the moment we unveiled three speakers:
Álex López: Top 10 World Influencers Social Selling and First in Spanish. One of the largest and most reputable professional network experts like LinkedIn. Author of the book "Digital Customer Digital Seller". Social Media Trainer at Universities and Business Schools like IESE, ESADE, IE, ISDI , University of A Coruña and University of Deusto.
Joan Clotet: Digital Humanist. Committed to people to help them get to know each other better and grow individually and collectively in this era #digital. Talent Innovation Manager one Ferrovial. Explorer and spreader. Executive coach (Icf) and mentor. Univ Consultant/Speaker/Facilitator. Ferrovial, Join, Eada, ESADE, Upc, Icemd, Convention
Javier Peña: CEO and scientist of Elisava is a dreamer passionate about the world of materials and matter. She studied chemical sciences in Barcelona and gets her PhD working with smart materials. He teaches materials in Elisava under the umbrella of Design and Engineering and integrates the language of matter at the same level as that of numbers, lyrics and musical notes.
For the ninth year in a row, Soymimarca will give us a gift from its website on Christmas day, yes, 25 from December. It is a compilation of the best articles published on the blog, proloafiated by Elena Arnaiz.
Do not miss it, is free. Connect the 25 December with www.soymimarca.com.
The best of 2019 Personal Branding
Next Saturday 28 from December, last post of the year on this blog, brings the best of the year. As has been customary, I'll present a selection of the best personal branding articles from all the authors.
Also the best books, and the best events.
https://www.guillemrecolons.com/wp-content/uploads/2019/12/No-dejes-que-la-tecnología-te-pise-úsala-a-tu-favor.jpg4501200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2019-12-20 22:02:482019-12-22 19:57:55Don't let technology step on you, use it to your advantage
If you have a minute, I invite you to watch this video-summary:
Don't obsess about Google
Don't do it, why you'll lose freshness. Think about your customers. How to impact and create value through a natural message, more like a cafeteria conversation than a "elevator pitch online”.
If you follow SEO rules (Internet positioning) to the letter, they might find you on the first page, but also losing freshness and relevance.
We don't always have to write articles 2.000 words that start by defining a topic, what is such a thing? and then developing where is such a thing?, how is such a thing consumed?… It is not always necessary to mention 20 times the same keyword.
Google's "spider" (and other search engines) tracking articles doesn't seem to settle for the title to know what the subject matter is in a text. You need to find that word many times, in bold, in titles, in pictures... can you imagine us talking like that in real life?
Google tries hard, but its algorithm is imperfect. Why don't the real experts in a subject appear until the page 4 or 5 de Google? Will we have to get used to going to the last pages of a search to find what really works well?
Those who are there, ahead of everything, are the ones who know the algorithm de Google, not the secrets of personal brand strategy. And that's why I think this seeker has to separate the grain from the straw, because those who are taking the cat to the water are not the ones who know more of something, are the ones who know Google best.
It's true that my keywords are more specific, as “Personal Branding Empresa“. So, that means we should educate those who seek to specify exactly what they want.
A punishment? A Casualty?
Maybe it's just chance., but when I advanced in the first post the tendency to go back to naturalness and not think so much about Google, I got this.:
Analytics shows audience drop after negative comment to Google
Within days of publishing a text containing the words "don't think about Google, think of your customers" it happened that the audience of my website started to plummet, going from an average of 750 unique daily visits to just under 200.
I'd rather think it's not a Google punishment, but it's a suspicious coincidence. This reaffirms to me in the need to return to a certain naturalness, And by, supposed, seek alternatives to a monopoly that doesn't admit criticism.
Other alternatives: If we think of our customers, we can do without search engines and go to social media, to face-to-face events, use the phone.
One of the platforms I usually recommend is Linkedin (at B2B is unbeatable). Especially, because it's a CRM that allows you to easily find people, find high-quality content, write on his blog (without Google affecting visits) and measure all of this with great ease.
Of course, if your business is B2C things change. If you sell smartphone cases for teens is better Tik Tok. If you sell shoes, Facebook, if you sell cooking courses you might want to look at Instagram and if you sell a course for journalists you may need to go to Twitter.
Pure question of empathy. Think about your customers
There's a very handy Design Thinking tool to successfully reach your customers. It's called "Person”, and helps you understand all the data we need to successfully empathize.
We will understand what our customers' needs are and the sources they consult. Question. Ask again. And you see there, and create value, And it attracts, and convinces, and persuades, And it shines, and conquest
Let's hope that either Google humanizes its algorithm or other companies will appear able to do so. The Internet is still a hostile place for many, we deserve it to become more and more like real life. Think about your customers. Not in search engines.
Possibly, after publishing this article I will download even more visits to the web. If that happens, I'll know I'm playing with fire.
Last 14 December the webinar of the 5th edition of the most important congress in the world in personal brand took place, yes, Personal Branding Lab Day.
If you missed it, Here are the 8 hours of presentations and roundtables. And in the channel of YouTube by Personal Branding Lab Day you can also see the contributions of 30 experts in short videos of 3 minutes.
https://www.guillemrecolons.com/wp-content/uploads/2019/12/No-pienses-solo-en-Google-piensa-en-tus-clientes.jpg4081200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2019-12-14 17:03:432019-12-18 11:06:10Don't think (Only) on Google, think about your customers
Of course, the word influencers it's "on fire", but here I explain the need to migrate to Influential, a giant step in creating value for a personal brand.
If you have little time, I invite you to watch this one-minute video summary:
Influencers and Influentials... Comets or Stars?
In advancing trends, he pointed to the metaphor that defines a good part of the (not all) of this collective: Influencers such as comets and Influential like stars. I talked about this at the obituary of my great friend Cristina Torrens. So I wrote this:
Comet brand: is a person who has appeared suddenly, spectacular, noticeable. But spresence weakens over time, No brand consistency, It is something vane. It is fleeting, and finally it leaves unpleasantness.
Star brand: is a person who Shines, but also it enlightens others, it's always there when you need, It gives heat when necessary and can also provide shade. The flagship brand is consistent, He does not give up, his stubbornness makes sooner or later, others are set on it. Maybe his career is not as spectacular and fast like a comet, but the important thing is that the star, It has been a while since it has been turned off, his memory and his light is still among us with full force.
Aspiration vs relevance and value
Many would give an arm to experience a day of glory as some of the igers (instagramers) or Youtubers of the moment. But look at the trajectories, in its contribution of value and in its duration:
Influencers struggle to create a very large community, and that's your business model: they know that the online platform will pay them by the number of views. "Live" of the community, and what they sell is not a beauty secret, a recipe for cooking, sell aspirationality. Many people aspire to be like them. But that has a short life.. Agree, maybe it's years, but hardly a career.
Influencers don't consider being. They simply get it through a unique and relevant value proposition. Provide, then they matter. The influencer creates value through a product, service or knowledge capable of transforming the lives of others, to bring about change.
Carlos Rebate wrote a magnificent book "Influencers” (Empresa Activa, 2017) on the theme "Influencers" in which it distinguishes ephemeral influencers with those who transform lives and have "true fans". I have preferred to distinguish them by calling the first Influencers and the latter Influential.
Do you get paid for your fame or for your courage?
At the end it's a matter of business model. Kim Kardashian is a millionaire. He gets paid to be.. Your largest value contribution is seemingly banal (very large buttocks).
Influential people get paid to be., for generating value, to contribute, to transform, to create. Behind the influential there is no fame, there's real influence. Some appear in the pink press, others are referenced in books, Thesis, articles, and in the hearts and minds of those who have benefited from their knowledge.
In conclusion, how do I advance?
He was ahead of the initial trend post 2020 that branding staff is based on the net contribution of differential value.
If my daughter, who is studying a college degree, finds a temporary business model through your newly created community on Instagram @HappyMealsByB, I won't be the one to stop it. But I'll try to keep him from dropping out of school..
What's interesting is to really influence, transform, add value. And that's going on.. It's a star that's hard to locate, but whose shine is long-lasting, it's not comet.
Branding: Brands are not created today, relationships are built.
Branzai Winter Campus 2019. Left, Ivan Diaz
Last weekend I got it.. He had been trying for years to attend the Branding course organized by Ivan Diaz for years, the essence of the brand of Branzai and Grávita. And in the end it could be.
An intense experience, Valuable, immersive and, above all, Transforming. I take a lot of learning from Ivan; perhaps the biggest is that branding is the way to build relationships between a company, their professionals and stakeholders From the market. The other is that this evolves, Improvement, branding is alive. Therefore, 'll.
The Tweetinterview
Last Wednesday interviewed me from Twitter, Curious, no? Although it's not a new format, I find it very interesting.
And so he has. Gina Arán and Inginium with The Tweetinterview, a conversation format on Twitter that I'm sure will be consolidated as a great idea. Good friends like Joan Clotet have been around., Alex Duran, Nilton Navarro, Ronald Durán and many more. Bravo.
I recommend reading: Our brains are no match for our technology
An article to reflect on, since the New York Times, whose original title is Our Brains Are No Match for Our Technology, written by Tristan Harris, director and founder of the Center for Humane Technology. Thank you Joan Clotet for giving it to me to know.
Curious his way of understanding a current anachronism: We have paleolithic emotions, medieval institutions and technology that almost borders on the divine.
Udg
This week I have once again had the opportunity to give a workshop on personal branding and job opportunities in the Universitat de Girona, employment area.
I have met an extraordinarily interested and curious group to know how to manage our brand in times of search or professional transition. The next 5 March 2020 between the 12 and 3pm I repeat the experience in case you're interested in attending.
Catalunya Convention Bureau
This Thursday I had the opportunity to give a talk personal brand for professionals in the tourism and events sectors. The goal was how to manage our brand and our ability to generate contacts in an environment as complex as that of social media.
The setting was great, yes, "Lounge" of La Roca Village, and the organization of the Catalunya Convention Bureau group, Impeccable. Thank you Sonia Serracarbassa by "opening this melon".
A week for Personal Branding Lab Day 2019
Just remember that Saturday 14 December kicks off the 5th edition of the Personal Branding Lab Day webinar, free and open for all. It will start at 11am Spanish time and end at 7pm. Eight hours with 11 presentations, two round tables and close to 30 interventions in short videos.
If you have little time, I invite you to watch this one-minute video summary:
The key is how we develop each experience
Don't say it., Do it. This is the new mantra. This is a change of order. First it's done, then it communicates. Just the opposite of politics, where it's said and not always done.
The good thing about reversing the order is that the action part, from experience, it's already done. First, the facts.
Inspired by real events
Cases with the "real facts- inspired" stamp generate more interest than theoretical exposures. It's good to show your customers' experience once you've helped them solve their problem.
There's a way to explain it classic but masterful, the before and after. And if you can visualize it, Much better.
From the data to the story
Statistics are mere soups of figures if we are not able to turn them into stories.
A couple of years ago I gave a talk at the IE on this topic. We get drunk on data without being able to get us excited and take us into action.
I remember a campaign at the end of the 80 by British Airways. In an investigation they found that it was the airline with the most tickets sold in the world. That data was re-conducted by Saatchi & Saatchi in a direct claim: “The World's favorite airline”. Here's the spot of the campaign awarded in 1989:
When it's the others who sell your services (Testimonies)
Testimony has been used since ancient times. And of course, doesn't just apply to experience with corporate brands, also with people.
Linkedin competency validations, recommendations in this same professional network... If marketing is to expose yourself, branding is getting others to give you recognition, prescribe you, recommend you. That's priceless.. And remember: you never recommend someone who doesn't deserve it: your reputation is at stake.
The Magic of Feedback
The feedback it's opinion on action, And that's why I like. It is not positive to live only guided by the feedback of others, in the end you have to be yourself. But sincere feedback puts us in our place, in the good and the bad.
Positive feedback represents our strengths. And sometimes we're surprised by our own lack of self-esteem. The negative, very interesting, raises our points of improvement and our limitations. I think it's good to meet them..
Indicators of success
Achievements represent our greatest indicators of success. Achieving a goal is an achievement, overcoming it is a chimera. It happens little, But when it happens, let's not be afraid to put it into value.
Infographic formats explain achievements very well, are excellent digital narratives. Follow Alfredo Sailing on Pinterest (9 millions of monthly visits) and you'll see what gives the format.
Live broadcasts
Do you like challenges? This is one of the good. Today there are multiple offline and online platforms for live broadcasting.
Online, there is no longer a self-respecting network that does not contemplate this format. He started Twitter with Periscope, but today major networks like Facebook, Instagram is, Linkedin, Tik Tok... they've already integrated it.
The direct is like the moment of truth, there's no chance of correcting, it's the lity test. If you want a good example of live on Linkedin, I advise you to follow the doctor Natalia Wiechowski, that airs every week about Personal Branding.
Facts are imposed on the said. I'll wait for you next week analyzing the 3rd trend in Personal Branding for 2020: From being an influencer to being influential.
30 years of #AQAwards, AdQualis Human Results Talent Awards
Last 26 November evening took place the 30th instalment of the AQ Awards at the National Teatre of Catalonia. An event already indispensable in the RR field. Hh. I loved listening to Consuelo Castilla, President of AdQualis, the organizing company, refer to the reason they wear 30 awarding the best talent: gratitude. The awards were presented in six categories:
General Manager
HR Director
Talent Management.
HR Specialist
Direction focused on People Development.
Best practices in RSC
As a publicist, I was very grateful that Estrella Damm was awarded for best practices RSC to the campaign of social conscience“Mediterranean: Another way to live”, a little gem with a great soundtrack. Here you have it:
Starting from the top and from left to right: Jaume Zardoya, Diana Garcia, Ana Puig, Sergi Nicolás, Anna Castellvi, Susana Gallen, Anabel Obeso, Eva Marco, Oriol Jimenez, Hind Bonua, Marti Felix, Pepa Belles, Guillem Recolons and Eduard Marti-Poch
#EquipsSusumen, Creu Roja Catalunya's big initiative
Lara Vidal
And the 27 November's team Red Cross labour counselors in Catalonia organized a great event for which I had the honor of collaborating with an intervention entitled: “From employees to involved” about the strength of the union of the corporate brand with the personal brand. The best of the morning: re-watch Lara Vidal live, the head of guidance for the Spanish Red Cross, providing content and tools for us to lose the fear of being ambassadors for the brands that move us.
https://www.guillemrecolons.com/wp-content/uploads/2019/11/los-hechos-se-imponen-a-los-dichos.jpg4081200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2019-11-29 09:00:212019-11-30 20:14:36When facts are imposed on such (good personal brand)
A week ago I wrote down the article Trends: 2020 Personal Branding seven of which for me will be the most relevant trends for 2020.
And I've set out to develop each of these trends during 7 weeks, starting with one of the ones I think can change things: the momentum of the social conscience.
As an introductory note, This is Consciousness with long boring “s” is the ability of the human being to perceive reality and recognize himself in it, whereas the Consciousness is the moral knowledge of what is right and what is wrong.
If you have little time, I invite you to watch this one-minute video summary:
The great threat of a world without a conscience:
When they are met 30 years of the fall of the Berlin Wall, today there are world leaders who advocate the creation of other walls. We know that as involution.
But the threat doesn't just come from politics. Some companies, and their leaders, have contributed to that threat through Discrimination, lack of confidentiality, lack of commitment, social control... Some examples:
Century-old American Wells Fargo betrayed her audience's trust by creating millions of fake accounts on behalf of their customers to multiply their profits.
Dieselgate. Although the problem has already been solved, Volkswagen lied for years about the real environmental impact of its diesel cars.
Exploitation of people: Some activists in the Democratic Republic of the Congo have denounced the activity of armed militias and slavery conditions in mine workers. Mines whose product are components for computer processors. Nintendo is one of the buying companies.
The world needs strong ethical leadership more than ever
Humanity is under threat. The Great Barrier Reef is in danger of being destroyed. We lose a hectare of rainforest every two seconds. The misuse of technology can end security. Great powers are turning to the nuclear rearmament. The social inequality due to a poor distribution of wealth is polarizing society.
These are the great challenges of the great leaders, include social awareness in their programs. And we're not just talking about political leaders, but of the great entrepreneurs who have in their hand to change the way they produce. And also of the large media groups that can apply ethics in their way of explaining what is happening.
Leaders whose purpose includes social awareness will highlight
And they won't just stand out, but will lead the organization and its brands to apply that purpose. We need more leaders like the one responsible for the dairy company the Beech, Christopher Columbus Palasían, that has created a successful business ecosystem from people with psychic disabilities.
"We're not here to make yoghurts, but for our workers to have a more dignified life". Christopher Columbus Palasían
Don't miss his story:
It is customary to worship the entrepreneurs who generate the most economic benefits, but we forget those who bet that our planet is a better place. The Melinda Foundation & Bill Gates has helped eradicate fearsome polio in many underdeveloped countries. Money doesn't make the world better, initiatives to invest it in social improvements yes.
The new leaders will be those who empathia with refugees, with global warming, with social injustice, those who apply social awareness.
Professionals want to work on something meaningful, with a purpose beyond profit
And it doesn't all come down to the great leaders. Each of us can contribute to greater social awareness. New employees, millennials and centennials, want to develop their careers in companies and projects with meaning, purposefully.
The new one employer branding must evolve. It is no longer just about improving the conditions of the worker, also from the environment in which we all live.
Social awareness and personal branding
The value proposition shows a path to project our personal brand, through a benefit to a customer and a different way of raising it. But in the years to come, this proposal will not be the only key factor by which we will be elected or we'll leave a legacy.
Adopting social awareness in our management of management it's not just a differentiating factor, it's also a commitment with what's around us.
Everyone in their own way can bring value and awareness, and thus achieve an inner satisfaction and a projection that makes us better as people.
Hypoline is a bot, a virtual assistant with a mission to help us when we're out of control. It helps us face our fears. It's fun the way to "consume the comic". You can read the comic and then the essay, or the other way around. A marvel.
Personal Branding Experiencie Mexico 2019
This week, the PBEX Mexico, the second Mexican edition of the congress created four years ago by Daniela Viek in Brazil and for the world. Last year it was face-to-face, in Puebla, and this year my partners Integra Personal Branding they've developed it 100% online, according to the new times. I had the honor of giving a little talk about value proposition alongside excellent professionals as Nancy Vazquez, Alan Urbina, Daniela Viek, Gaby Alviso, Mayte Calva, Xiomara Zetina, Esteban Villagómez, Leo Larrea and Gustavo Nolasco.
TEDxEixample has something to tell (And it's important)
Two news:
The first is that the 21 November 2019 took place at the facility Aticco Verdaguer the third #TEDxEixampleSalon of 2019. This time, there were two big protagonists, two speakers who gave the counterpoint to technology and humanity: Alfred Batet speaker and Internet of Things expert. Telematics Engineer by the UPC, Telecommunication engineer from Ramon Llull University and Executive Master, Marketing and Sales specialty by ESADE. Y Joan Vinyets, TED speakerX, People-Based Innovation Expert and DonandMerit Co-Founder. Designer, Anthropologist, and Doctor of Social Communication.
There was a wonderful debate, moderated by Ana Reyes, among the consequences of technological progress (Batet) and the need for greater ethics in implementing these advances, putting people ahead (Vinyets).
Ana Reyes moderating the debate with Joan Vinyets and Alfred Batet
The second news is that of Pau Samo, the organizer (the boss) TEDxEixample announced the date of celebration of the 2020 TEDxEixample, yes, 22 of May 2020 at the Ancient Damm Factory from Barcelona. We'll soon know more details, speakers… I don't need to say that sponsors will be welcome.
Newsmaker: We already have a date, agenda and poster for Personal Branding Lab day 2019
Nilton Navarro and Alicia Ro, with my help and jordi Collell's, are finalizing the details of the 5th edition of the Personal Branding Lab Day. This year will be back 100% online, and free, and will take place on Saturday 14 December between 11 and 19h Spanish time (4 and 12h CDMX time).
The central theme is "Boosting your personal brand" and will have (You read it well) 65 professionals between the 17 presentations, the 2 round tables and 35 videos.
https://www.guillemrecolons.com/wp-content/uploads/2019/11/el-impulso-de-la-conciencia-social.jpg4801200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2019-11-23 15:03:342019-11-25 06:43:20The impulse of social conscience and personal brand
First of all, I warn that these trends are a very personal estimate. I haven't spoken to world gurus before.. Simply, I try to observe the branding trends 2020 and understand which ones are best applicable to people.
Trends have an air of myth, like the Cretan myth of Pasífae, daughter of the moon, who married King Minos. Legend has it that Pasífae prevented Minos, unfaithful by nature, had children with other women. Eventually she fell in love with the Cretan warrior Taurus and had a son who was called Minotaur, since it was not known if it was her husband Minos or her lover Taurus.
If you have little time, here I summarize the trends 2020 in a minute:
1.- The impulse of social consciousness
Beyond some ephemeral trends, social conscience takes on a permanent meaning. It's partly logical. It's a human trait, and that's why some brands are adopting it (*Ikea It's a good example).
If companies are adopting it it it's not for manners. We're moving from prioritizing benefits + people to people + planet + profits.
People care about the environment, peace, diversity, The education, social justice, resources, pensions, conciliation, health, equality… It is good that we commit to these causes and make it known to promote the contagion effect. Contagion to other people, and above all, corporate brands.
The millennials and centennials have given us a lesson. They have always argued that companies, brands, have the ability to alleviate some of society's biggest problems.
*IKEA is one of the brands fighting for a sustainable future. They control the use of water in their stores, use solar panels and buy all the cotton they use from sustainable sources. They're working to use energy 100% renewables and get all their wood from sustainable sources.
2.- Experience. Facts are imposed on the said
It's not new., but it's going to more. Experience trumps marketing. The important thing won't be just what we say., It will be, essentially, what we do. In the midst of the economy of care, the content and ideas we can create or share should focus on real experiences, not in conjecture.
Our customers will be more interested than ever with items that transmit "do" above "saying". Some examples of formats that convey action:
Real cases
Statistics turned into stories (the data to account)
Testimonies
Feedback
Infographics showing indicators of success
Live broadcasts
An example: In 2009 I decided to report a case from a professional, a customer 55 years that after a dismissal as CEO of a company saw his career stalled. A personal branding process re-positioned him as the best director "interim" to project, and thanks to a solid value proposition, and using the web, blog and social networks managed to re-enter the world of work in a more autonomous and results-oriented way.
The communication of that case attracted new customers who empathized with this situation. Customers like to understand that a personal branding process not only mentalizes or empowers, it also generates income and provides a reasonable degree of freedom.
3.- From influencer to influential
Many would kill to live a day of glory as one of the Youtubers of the moment. But look at the trajectories, in its contribution of value and in its duration:
Some have retreated because of the pressure of contenting millions of fans daily (and don't forget that "fans" come from "fanatics"”).
Others have been more comet than star, his time for our lives has been short-lived because his house had no foundation, the message was not supported and everything was based on the way.
What's interesting is to really influence, transform, add value. Personal Branding is based on net contribution of differential value. It's better to be influential, transformer, than illusionist. And if it's not better, at least guarantees a longer run. If a shoe cleaner fails to move from one dirty shoe to a clean, shiny shoe, you'll simply have to change your trade.
4.- Don't think about Google, think about your customers
Google tries hard, but its algorithm is imperfect. Why don't the real experts in a subject appear until the page 4 or 5 de Google? Will we have to get used to going to the last pages of a search to find what really works well?
Few days ago, the "father" of the personal brand in the Spanish language Andrés Pérez Ortega reported that the first three pages of Google do not include any specialists in "personal branding". Those who are there, ahead of everything, are the ones who know Google's algorithm, not the secrets of personal brand strategy.
If Google doesn't help you, forget and think of alternative formulas for your customers to find you. To me, for example, I'm doing really well on Linkedin (at B2B is unbeatable). If you sell holsters smartphone it's better Facebook, if you sell cooking courses you might want to look at Instagram and if you sell a course for journalists you may need to go to Twitter.
Empathize. Think about your customers' needs and the sources they consult. Question. Ask again. And you see there, and create value, And it attracts, and convinces, and persuades, And it shines, and conquest. If Google doesn't humanize its algorithm, sooner or later someone will show up to do it. However, get into your customers' minds and look for creative and useful solutions to their problems.
5.- Don't let technology step on you. Use it to your advantage
In the trends 2020 could not miss the technology. I'm a big advocate for the "Human Branding" philosophy., to take advantage of human traits such as empathy, the creativity, imperfection, improvisation, intuited herN... It's something innate in human nature.
But I also think that technology makes us better, faster, Accurate, helps us eliminate the idea of time (on the Internet our brand is awake 24 hours a day) and space (our online messages go beyond the local level).
We must act as digital humanists, as Joan Clotet, taking advantage of the best of the human condition and the best of technology. It's not against each other, it's the one with each other.
My friend and colleague Arancha Ruiz has included a chatbot on its website to better target its potential customers. Her name is Maria José, and the important thing is not whether it exists or not. The important thing is if it solves our problem. Technology at the service of the person, and not vice versa.
6.- Watch. Brevity is effective but short-lived
And the depth does not epata but gives results drop by drop continuously. Choose your format. It's not black or white. But keep in mind that a long content, even if it may not give short results, can bring more value than an inspiring phrase or an ephemeral genius.
Don't be in such a hurry. Good stew takes time. And even a Maki perfect salmon requires the experience of a master "sushi" who has needed a year to select the best raw material, another year to cut it and another to prepare it. Sometimes, the tip of the iceberg looks like the whole, and we don't see what's underneath.
We're willing to watch a three-hour movie just because tarantino is directed and we're not able to read a double-page article from a newspaper.. Formats tempt us, we're looking for the quick tweet, the easy headline, the book of 100 pages or one-minute video (And that goes for me).
I never knew who he meant.. But you can imagine. Content remains the KING. And his prince is the blog. If you want to position yourself well, and simmer, do like friend Ivan Diaz, the soul of Branzai and Grávita, the transphomator of brands. Demonstrate what you know, Write, share, creates value, and waits for the harvest of its fruit. And do it from your digital home, you blog. Social media will never be yours.
By the way, set to choose a version of "The King" I stay with that of Maria Dolores Pradera, a gem.
Editorial news
Fourth and Half Contacts, by Juan Martinez and The Four Steps, by Jordi Collell
This week I had the opportunity to look (at the moment) two editorial news that has a lot of relating to the personal brand.
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