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

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

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

Personal branding is understanding the world upside down

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

Businesses lack humanization

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

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

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

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

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

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

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

Let me try to break some limiting beliefs:

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

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

Stock Photos from Nikolas_jkd / Shutterstock

 

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

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

podcast guillem recolons

 

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

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

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

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

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

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

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

Investing in you is not selfishness, is self esteem

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

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

Not seeing beyond your beliefs, the worst manifestation of Selfishness

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

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

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

self esteem

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

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

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

A word of advice if you are Selfish

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

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

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

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

Stock Photos from Ipatov & Prostock Studio / Shutterstock

Ah, I forgot: two reminders

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

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

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

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

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

 

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

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

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

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

More data:

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

Preregistration: up to the day 20 September 2019

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

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

New influencers: the internal Brand Embassadors or Emfluencers

It seems that the world is turning around influencers. I recognize that this word is being wasted, at least in my brain. I wanted to title this post: New influential people: brand ambassadors, but I'm sure it's less powerfull as "influencers".

If you have little time, here's a video-summary of less than a minute (in Spanish):

Are influencers in decline?

If you Google search the term "decline influencer”, headlines as succulent as these appear::

All these sources agree that various studies warn of the decline of engagement in the publications of influencers with hundreds of thousands or millions of followers. The reasons are the saturation of the number of influencers, the tiredness of seeing the same advice repeated, the fact that many of the advice is insane, fake, absurd or irrelevant.

For example, the newspaper El Pais warned about the bad advice of 8 out of 9 health influencers, based on a study from the University of Glasgow.

Few are saved from burning: : micro-influencers rise

emfluencers by guillemrecolonsThe same previous sources agree that the micro-influencers (1.000 to 5.000 followers) are gaining credibility.

These are people who are not hired by any organisation and who give free and unconditional opinions about their experience as users of travel, fashion, health, cars, etc. with no further ambition.

The big influencers who have not "sold out" to the brands, are also kept at the top, although few remain. A good example is the youtuber Patry Jordan, who specialises in Fitness and DIY beauty advice (do it yourself). Patry Jordán has about 16 million subscribers between her different channels, and as she told me herself, the secret of success is that there are no brands recommended by her.

Emfluencers: the new influencers, internal brand ambassadors

I probably won't make a living as a creative. "As of"EM"from"Emfuencerscomes from "employees", and also, if you prefer, "ambassadors" or "ambassadors" “company”. Leaving the term aside, the truth is that in this blog I have been dealing with the power of internal brand ambassadors, those "of the house" for some time::

Either everyone wins or no one wins

This is a general principle that applies to any action that is taken to stimulate the emfluencers: either everyone wins or no one wins. This type of programs are known as "Employee Advocacy", and also as "Employee Branding"Employee Advocacy programs”, and also as"Employee Branding”.

It's not about hiring one of many apps for employees to share corporate information. That would only generate advantages for the organization, but not for its professionals. And that has its start, but no follow-up. There has to be a balance of benefits and an organizational culture change mentality for this to work well.

Applications are an instrument at the service of a strategy, but without strategy it's an ephemeral essay. In the article La fuerza de los embajadores de marca internos I explain how to develop an Employee Advocacy programs. From the selection of participants, the necessary pre-work, the advantages for each other, facilitators and major return on investment figures.

Emfluencers, the most credible influencers

Finally, I invite you to think: who do you think offers the greatest confidence- - and therefore credibility - when explaining the characteristics of a given product or service?

  1. Large external influencers
  2. Micro-influencers
  3. Satisfied user (Brand advocates)
  4. Technical experts who have created, tested and launched those products and services

Let me get ahead of your thinking. You're probably thinking about 3 and 4.

The brand advocate is one of the objects of the desire of organizations. Their only relationship with the brand is through the experience of use, and that's why they have so much value. They are not always easy to identify, that is why feedback is indispensable to identify them, and also the monitoring of social networks.

The technical expert, the N4, It is the perfect candidate to act as employee advocate, internal brand ambassador or emfluence. In companies, the most abundant person is the technical expert, that includes product or service developers, product and brand managers, communication specialists and, above all, the commercial network. They all know the products and services they deal with every day as if they were their own.

In any case, the technical expert is the professional over whom the organization has the most knowledge, proximity, and in a way, control. In my opinion, the Emfluencers Emfluencers are the new influencers, a role of greater value creation, trust, credibility, in, short lead generator.

If you want more information about Employee Advocacy programs, I invite you to download the free ebook "Employee Advocacy: The power of the brand ambassadors of the house " (in Spanish).

ebook brand ambassadors

 

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

 

Subscriptions button blog guillem

 

Stock Photos from VectorMine & Spirit Boom Cat / Shutterstock

I am the only person in this world who...

Paradoxically, he only excluding word or adjective that exists is "unique". To say "unique" means that there is no other equal. Throughout history, this adjective has been applied to denote singularity, exclusivity, prestige, rarity.

What happens when we use "unique" applied to person? Some time ago I wrote a post on this blog entitled "What makes you a unique person". There explained the need that we have other people to promote this uniqueness.

"Today I want you to see three ways to treat the"uniqueness"in the management of your personal brand: The USP, the SMP and the value proposition. If you have little time, Here is a one minute video-summary:

The USP or unique selling proposition

USP Rosser Reeves Any Publisher that claims to be it can remember the USP (Unique Selling Proposition) in the years 50 by the great Rosser Reeves, the Ted Bates Agency. The unique selling proposition was a commitment of effort and differentiation for brands. With a good USP followed by a good investment, the advertising and distribution, success for brands was guaranteed.

In this example of Colgate, Reeves compared directly with Colgate competition to create a unique selling proposition.

 

The SMP or "unshakable value" proposal

Times are changing, and years later, in the Decade of the 80, the Saatchi brothers They slightly modified the concept, creating the SMP (Single Minded Proposition). The SMP was more looking for the singularity, Although it was not only, a matter of preference, more emotional than rational.

For example, the campaign for British Airways signed with "Favorite air line of the world", whose spot of 1987 won several international awards:

If this campaign had signed Rosser Reeves, possibly the announcement had been plagued with text comparing international flights booked British Airways with other airlines, their prices, on board services, punctuality statistics…

The comparison in the SMP is still, but it appears more as a singularity (emotional) not as a rational choice.

The Value Proposition or value proposition

It was Michael Lanning the creator of the Value Proposition (the value proposition), already about the 90, Although his book dates of 1998. Lanning prepends the contribution of value to the client as a key element of choice.

10 years later, Alexander Osterwalder and Yves Pigneur they placed the value proposition in the center of its business model canvas. The same authors published "Designing value proposition" (Deusto, 2015). There the value proposition they tried to satisfy the profits or problems (gains & pains) consumer.

This value proposition model is perhaps the most easily applicable to people, and not only to corporate brands.

I like to work the value proposition with a simple formula: It first explains the benefit to your customer and then explains what you do to achieve this.

Here are some examples:

  • Eva Vila-Massanas: I help companies to compete successfully in environments VUCA through internationalization, diversity and technological change
  • Jorge more : Boost innovation and growth in retailers, associations, sales and international business communities, creating more profitable projects
  • Eva Collado Durán: I put in value to individuals and organizations so that they can find, develop and project its best version in a changing environment, complex and digitized
  • Francesc Albiol: Creative Analytics Marketer. Accelerating SaaS Startups with Growth Marketing #EmbraceChange
  • Marta Mouliaa: My commitment is to retain and attract talent in organizations implementing programs of personal branding in volatile and increasingly digitized environment
  • Christian Fernández: Management of cultural change and empowerment of people in organizations

And if the value proposition is unique?

If we looked for in the Book Guinness of Records, possibly we would find many unique proposals. If they are of value or it would not have to assess each. I wonder What importance might be the only man in the world that swims with polar bears, at least from the point of view of business model.

The exercise to be carried out is to complete the following sentence:

I am the only person in this world that...

Do not think that it is easy to be relevant. You can pass as to which nothing with polar bears or as a Nigella Lawson: "possibly the only woman in the world that could make the horns of felt would be attractive".

Doing searches for the network, I found one Only something singular value proposition, the director and actor of cinema X Keiran Lee. Holding Lee in the "bio" from your Twitter profile which is “the only man in the world with a penis locked in a million dollars”.

k. Lee twitter bio

In this case, can it be relevant to your audience? Yes, possibly for an actor of such, the 'tool' is important. I, Anyway, I think that this would be his true value proposition: the only man in the world with benefits sufficient to ensure his penis into a million dollars.

Anyway, I don't know if the example is inspiring. In any case, you already have - have- a challenge for the season 2019/20: to answer this complex question.

If you have clear your unique value proposition, leave me a comment in the post, Maybe you can inspire many people.

 

Stock Photos from Dmitry Guzhanin / Shutterstock

18 books in Spanish to effectively manage your personal brand

I must confess, before you get your hopes up, that reading the 18 books in Spanish to effectively manage your personal brand won't make you an expert in personal branding. Practice, for me, It is the other side of the coin, and recognition would be the impetus. . Nor do I consider those who have graduated in architecture as architects until they have successfully designed and built a few works.

What you can achieve by reading all or some of the 18 books in Spanish to effectively manage your personal brand that I propose here is to learn how to self-manage your brand by creating your own roadmap with the best of each work .

Throughout my more than 10 years as consultant, trainer and lecturer in personal branding I have read about 60 books on the subject or as a reinforcement of the subject. These 18 are remarkable in some of their particularities.

For organizational purposes, the good thing about all this is that books do not compete, but that some complete and enrich the knowledge of others. I classify them in the following categories:

  1. Books that outline the context of personal branding
  2. Good handbooks to get you started
  3. Testimonial books "that's how I did it, thats how things happen to me"
  4. Books to reinforce the area of self-knowledge
  5. Books to complete the area of strategy
  6. Books to reinforce the area of visibility
  7. Books focused on the area of employability and professional career
  8. Book to become a specialist in personal branding

I also add an appendix with other books that I have not read, others that I have read but I will comment on another post, ebooks and books not translated into Spanish.

Without further ado, here I begin with the titles of the 18 books in Spanish to effectively manage your personal brand . For me the order of reading is important. That is to say, it's better to start with contexts and end with hyper specialization.

If you have little time, here is a video-summary of 6 minutes:

1.- Books that outline the context of personal branding

He says the Portuguese neuroscientist Antonio Damasio:

To successfully understand the brain factory of the mind and behavior we need to consider their social and cultural context. And this becomes really frightening attempt to. “The error of Descartes” (1994)

Tu futuro es hoy

Tu futuro es hoy. Written by Laura Chica and Francisco Alcaide. Posted by Alienta. First edition, October 2014. Foreword by Eva Collado Durán.

Tu futuro es hoyLaura Chica and Francisco Alcaide has created a simple structure with 40 keys to creating your destiny, each with a dedicated chapter.

Each chapter ends with 5 steps for action and 5 books for l'azione, which means that the book has with 200 steps for action and 200 reference books. And I forgot it, also with 40 rather than inspiring phrases.

The training and experience of Francisco Alcaide in ADE and Laura Chica in psychology and coaching are the key to the thematic richness of the book, that it is not limited to leadership issues, productivity or networking but that enters to fund issues as fear, emotional intelligence, love, sex, happiness and more.

At the end there is a gift that I not wakefulness to do too much "spoiler". Essential.

El mundo cambia, ¿y tú?

El mundo cambia, ¿y tú? Written by Eva Collado Durán. Posted by Alienta. First edition, March 2019. Prologued by Laura girl. Afterword by Carmen Soler Pagán and Sonia Rodriguez Muriel.

the world is changing and you?Key to design your professional future in the digital era. After its publishing baptism with "Brand you" (Rasche, 2016), -and that treatment later- Eva has been to value his experience not only as a human capital but as a great architect of change in organizations, a cultural change that has led to digital change.

Today is not conceived a professional without own 21st century professional competencies, Collado draws perfectly. Easy diagram book, with long boring 5 chapters start with the domain of the environment and ending with a mantra of personal branding: If not to say who you are, others will do it for you.

The book contains the DNA of many professionals who have contributed in different sections (among those who have the honour of being).

I can not hide my special love for this woman, which I consider a friend of the soul, a huge Manager of emotions and an irreplaceable professional. She is Ma.

2.- Good handbooks to get you started

All discipline requires its generic manuals. And in management There are some very good and. None is equal to another, that's the wealth that every author prints.

Y tú, ¿qué marca eres?

Y tú, ¿qué marca eres? Written by Neus Arques. Posted by Alienta. First edition, 2007, third revised edition 2019. First book on personal brand published in Spanish.

and you which brands are?Simplicity or death. So would you sum up this book from the "mother of the personal brand". A perfect manual of 20 steps to manage your personal reputation. In this third review, Neus includes the ability to download a handy canvas of personal branding from its website.

Neus invites us to create our "brand notebook" in which go scoring to measure progress book, very light (170 pages) moving towards. At the end, includes an essential bibliography if you want to dedicate yourself to this professionally.

Ad personam, Neus is a prolific writer and a great expert in communication. The approach of and you, ¿qué marca eres? is more brand than staff, and in this I look very identified.

I want to highlight here a book written by entitled Neus Your visibility plan 40+ aimed at those who believe that they are no longer so young, and that is an excellent manual for the senior moment.

Cómo vender tu marca personal

Cómo vender tu marca personal. Written by Raquel Gomez H. Posted by Conecta on 2018 in Colombia. First edition, 2014.

How to sell your personal brand Surely this is one of the first texts edited in Latin America about personal branding. In spite of the "marketiniano" of the title, reading seemed to me one of the best protocol manuals to apply personal brand management for life, to work, at all levels.

I had the fortune to receive the book in hand of the own Raquel (and dedicated) will a few months in Mexico. Raquel, attorney, Coach (and singer, what you read), It is one of the main evangelizing of the goodness of the personal branding career in Colombia and across America.

The structure of the book is based on the professional image as the own brand, This is the strategy and goes into labor, new technologies and events. The annexes are not to be missed, examples of cards for moments of working life. And a great gift: the legacy of the personal brand with businessman Arturo Calle.

Desmárcate

Desmárcate. Written by Xavi Roca. Posted by Libros de Cabecera. First edition, October 2015. Prologued by Luis Martínez-Ribes and a such Guillem Recolons 😉

DesmárcateThe advantage of having a book written by someone who has devoured hundreds of leadership books in your hands, change, emotional intelligence, and management is obvious. It leaves nothing in the pipeline. And it's also one of the richest reference books I've ever read.

Xavi Roca is a Maverick, and so he wanted to check some assumptions and confront them with the new reality. I love that the author relates success and personal happiness to a good brand; It helps to believe, and also to create.

The structure of the book is based on the brand, seal, the footprint, Enter the auto analysis and the phase of preparation of personal branding, continues with the communication and gives us a valuable conclusion on man, the Earth and the Moon. His afterword collects the best of his blog, a little gem.

Marca personal para dummies

Marca personal para dummies. Written by Andrés Pérez Ortega (the sherpa of the personal brand). Posted by Alienta. First edition, March 2014.

Marca personal para dummies Already anyway going to talk to you... at least that say what you want! That's called the claim Book, that can not be luckier. I have to say that Personal Branding for Dummies is not a manual, is a treaty. Its more than 420 pages (small-print) They shall let be a dummie. Inevitably.

It is the fourth of the five books published by the "father" of the personal brand in Spain, the first text of "Personal branding" (Basic, September 2008) It was published shortly after the "and you, ¿qué marca eres?" by Neus Arqués.

It has a structure atypical but very oriented to the client, based in 6 parts and 20 chapters in total. It has many external collaborations (Thank you for having my own, master) and graphically it is brilliantly planned to make it very easy to read and follow. In addition to external opinions, is full of tools, tips, techniques and bug warnings.

El reto. Estrategia personal para tiempos de incertidumbre.

El reto. Written by Pablo Adam Mico. Posted by SC Libro. First edition, 2016. Foreword by Ginés Marco, Dean of the Faculty of philosophy of the Catholic University of Valencia.

El retoIf you are planning to read this book is something that worries you. Start reading the back cover. And I agree, This is for hipsters. If you are already well as you are, read poetry. Paul is a prolific writer. I had the honour to prolong his first book, "Personal marketing saved my life", and since then he has published (attention): Fourteen more books!!!

Of all, I'll certainly take the challenge, that you might also call route, because it draws a map from survival maslowiana up to the leadership and the self-realization. If you are of those who believes that the plan is that there is no plan, Paul will change the way you think.

As a good marketing professional, Paul puts special emphasis on the target audience and their needs to help you design your own strategy. His vision of trace cannot be more successful: give something to others, and not for oneself. “. Trace is to create something at the disposal of those who serve, to help"

3.- Testimonial books "that's how I did it, thats how things happen to me"

Francisco Alcaide has learned from the best, and that has allowed him to publish two precious books based on the experience of great leaders. In this case we have two authors who tell us about the value of their own experience.

Marca eres tú. Cómo mejorar tu futuro personal a través de tu marca personal

Marca eres tú. Written by Eva Collado Durán. Posted by Rasche. First edition, 2015. Prologue by Francisco Alcaide. Epilogue by Raquel Roca.

Brand is youFull Congress Personal Branding Lab Day 2015, Eva came up to the podium with their red-heeled shoes to give his lecture. And the first thing he did was to announce the imminent release of "Brand you", showing us the cover.

This book is like a diary, but counted as a manual of brand management. Eva recognized digital illiterate, and when he discovered what is in "the other side" his life changed. For good, of course. The best managers of emotions that I know is, and of the few people who has managed to literally move Protocol offline to the world online. unmasked.

I would not describe it as a book to learn personal brand, for me it is the book to throwing the ring, to jump without fear of falling. They say that success is 1% inspiration and 99% perspiration. As well, yes, 1% you find it here, this is the Red Bull of the personal brand, the necessary step to lose the fear of managing your brand and make you aware of the world.

Un café con Chan. Cómo cumplir sueños con Personal Branding

Un café con Chan. Written by Ami Bondia. Published by Editorial Círculo Rojo. First edition, July 2015.

A coffee with ChaWritten in the first person, It is impossible to not be carried away by this doctor in journalism with a past and present in the TV screen. Sometimes it is difficult to write as you speak. Ami has succeeded. It has fled the jargon thinks, the NLP and coaching to get directly to anyone pursuing a dream (whatever it is).

The prologue, written by herself, He anticipates his second book "World of brave", launched this 2019 and which I had the pleasure to join Ami in Barcelona in Sant Jordi's day, the day of magic, books and roses.

For me there is a key question that drives to read the book in a few hours: what you would do if you lived your passion? She managed to work with Chan (Alejandro Sanz), fought until the end. And that changed her life. This is a manual to learn how to fight... and win.

4.- Books to reinforce the area of self-knowledge

Benjamin Franklin said "there are three things extremely hard: the steel, "diamonds and get to know yourself".

¿Quién eres tú? Descubre tu mayor tesoro: tú mismo.

¿Quién eres tú? Written by Laura girl. Posted by Alienta. First edition, June 2013.

Who are you?Laura part of Augustine's phrase "meet you. Accept yourself. Get ahead"to define the meaning of life. The book is a gem of emotional intelligence, She confesses that the biggest difficulty that we are in our emotional development is that we have not educated to think about what we feel, why we're sorry or how to name it.

Despite being a light book (140 pages), requires a quiet reading, perhaps two. At the end of each chapter includes a section "for thinking" and a booklet of exercises. You notice: as I said Franklin, This is not easy. But without this we can not move to the next step after the self-knowledge: the one about strategy.

There are two "extra" unforgettable, vitamins for life and #quienerestú 140 characters, the first capacity of a tweet. Short and wonderful phrases from authors of all time to better understand how we are.

Smart feedback. Conversaciones para el desarrollo del talento.

Smart Feedback. Written by Jane and Rosa Rodríguez del Tronco, and Noemí Vico. Posted by Lid Editorial. First edition, November 2017. Prologue by Santiago Vázquez, epilogue by Andrés Ortega.

I attended the "premiere" in Madrid with the pages of the book smelling of printing. Was missing a good book about how to give and receive feedback. It is this. They say their three authors that neither today is neither tolerated nor the error is integrated. How right. That is why it is necessary feedback.

Easy reading book, divided into five parts and impeccable design: boost talent through feedback, receive feedback, give feedback, learning skills and a workbook. This last, It helps to put into practice what they learned through different arrays (DAFO…)

I think that the feedback is the essential part of our self-awareness, which allows us to know exactly what personal brand we project and whether it includes a value proposition associated with.

5.- Books to reinforce the area of strategy

Said Sun Tzu "the Supreme art of war is to submit to the enemy without a fight". The strategy is the real roadmap of personal branding, where are decided as important as purpose elements, value proposition and business model.

Design Thinking para la innovación estratégica

Design thinking for strategic innovation. Written by Idris Mootee. Posted by Empresa Activa. First edition, September 2014.

Design Thinking for strategic innovationTrue. Design Thinking was put into scene by Tim Brown, CEO of the consultancy Ideo. But to find a comprehensive and inspiring book, Idris Mootee has achieved impeccable work.

The original title, in English is "Design Thinking: What you can teach in the schools of business and design."

Can you be surprised you see among my recommended books one that talks about design thinking. It is not a specialist in this, but the personal branding can nurture a way of structuring the creative thinking rather than effective. In the background, who not has used once a canvas as the model of business?

I must warn that it is not an easy book. Although it is very well illustrated, every page invites more than one deep reflection. The best thing is that it makes us question whether we are really thinking things based on the user experience of our stakeholder, And that's priceless.

I had the book at home without reading for months. And it was thanks to my colleague at TEDx Eixample Ana Reyes Lorenzo It encouraged me to read. Thanks Ana, I owe you one!

Tu modelo de negocio

Tu modelo de negocio. Written by Tim Clark, Alexander Osterwalder and Yves Pigneur. Published by Deusto. First edition, March 2012.

Tu modelo de negocioFor me it is not a book, It is a Bible of personal branding. It is one of the first collaborative book. Written with the participation of of 328 collaborators of 43 countries. "The book was published a year after"Generation of models of business"from Alexander Osterwalder and Yves Pigneur (published in March of 2011).

The difference between one and the other is that the of 2011 focuses more on startups, small businesses and the referred here goes to people like you. Not only that, between the 328 collaborations will find a soul-mate whose case may serve as inspiration: a tax lawyer, a blogger, a commercial, a wedding photographer, an advertising Executive, a skier, a radio announcer, a doctor and dozens of other cases.

Consists in 5 chapters, and follow to the letter the scheme design thinking: canvas, reflection, review, action and extras. Essential.

6.- Books to reinforce the area of visibility

In communication, let's never forget that everything leaves a mark, what we say and what we are silent, what we do and what we do.

Te van a oír. Construye tu plataforma personal para darte a conocer

Te van a oír. Written by Andrés Pérez Ortega. Posted by Alienta. First edition, February 2013.

You will hearI don't always agree with the teachings of the master. When he says that the best person to sell what you do is you same, I think that there is a better. They are others. There would be the difference between marketing (I sell what I do) and branding (the result of what you do makes others sell it for me).

But having said that, "They'll hear you” it's an exquisite manual to get that -- in Andrew's words- your voice stands out in a world increasingly louder.

The irony of the author is present from the chapter 1: ADVERTENCIA: This book will help you promote what you do. But out from master boot, We are facing a serious book, context, platform, allies, media which are not the end, of the memorabilidad, social media, content, blog, social networks, playing in the first division (the book), other off-media and results measurement.

And talks to you in your direct tone, paternal, but based on many years of experience. A must.

Navegando en aguas digitales

Navegando en aguas digitales. Written by Yi Min Shum. Self-released. First edition, November 2016

Navegando en aguas digitalesIf you don't know Yi Min I will tell you your name, in Chinese, means person restless and creative. And if it is. Chinese parents, born in Valencia (Venezuela) And that's where he lives today.

Unlike "will you hear", "Enduring a digital" focuses 100% in the digital environment. And he does it with a precision that I was surprised to read it. I found it in my Hotel room in Santo Domingo, Dominican Republic, on my first visit there in 2018. I was glad the journey back.

As a good engineer in computer science, Yi Min does not forget a single detail, and guide to a dummie, but also to a started like me, to the practical knowledge of digital marketing needed to bring personal brandto the top of visibility.

7.- Books focused on the area of employability and professional career

He says the Dalai Lama that there are only two days a year in which can not do anything: yesterday and tomorrow. This section discusses fuel, which is needed to improve the employability and to progress in career management.

El mapa de tu talento

El mapa de tu talento. Written by Arancha Ruiz. Posted by Be-Libris. First edition, October 2014. Foreword by Eduard Punset.

El mapa de tu talento Arancha curriculum is one of the guarantees that this book going to love. It is not the only. I was with her at the presentation of the book, in Barcelona. There explained that in less of 20 years the 47% Professional categories it will cease to exist. Emerging new talent needs. And that calls for a map. El mapa de tu talento.

Or think that it is not a book of personal branding. It is from head to toes. But in its expertise as talentist, Arancha invites you to read it with a purpose: improve your career. I lent the book, and you know... But the advantage is that the re - buy it, the 4th edition includes a review and a wonderfully contextualized new introduction.

It is an easy to read book (less than 200 pages), but it gives you work for several months until you see your results. Full of invitations to the action of great examples, I consider it a headline book in career self-management and personal branding.

Saltar de la pecera. Una historia de marca personal

Saltar de la pecera. Written by Cristina Mulero Calvo. Published by Círculo Rojo Editorial. First edition, July 2016. Foreword by Andrés Pérez Ortega.

Saltar de la peceraA history. This book is the story of Gabriel in his search for work with good experience under his arm and a good University curriculum. Each chapter tells a new day, a new interview in the character's life and how the new context invites him to reinvent himself.

Cristina speaks of the end of capitalism (of the tank) as we know it, and invites us to jump out of the tank becoming free agents, following forecasts of great thinkers like Tom Peters, Daniel Pink...

You desvelaré not the end of the story of Gabriel, but I suspect that Cristina has thought a second book. By the way, the ten personal keys of the end are delicatessen.

8.- Book to become a specialist in personal branding

Between the 18 books in Spanish to effectively manage your personal brand could not miss this. There are few things as encouraging as you achieve your clients shine. Personal branding occupies a more central and more in the world of personal development. The books mentioned above are very useful to manage our personal brand. If you want to go a step further and be "the tribe" you need a treaty. That Treaty is, definitely, Expertología.

If you want a friend advice, I would read before the founding article of personal branding, The Brand called You, Tom Peters, free, and published in 1997. Here you have the original version and here an excellent translation into Spanish of Consol Vancells.

The reading of Tom Peters will facilitate you adapting the self, S.L. that Andrew performs throughout his book.

Expertología. La ciencia de convertirte en un profesional de referencia.

Expertología. Written by Andrés Pérez Ortega. Posted by Alienta. First edition, January 2011.

ExpertologiaIf you're one more, you'll be one less. That is the almost invisible phrase which you can read at the foot of the cover image. And that is, in good part, the context of the book, along with what they learned from the reading of "The brand called you".

This book has a very personal story. I met Andrew at the beginning of 2010. He had already published "Personal branding" and had positioned itself as the expert in personal branding; in his own words, the sherpa of personal brand is placed.

In the wake of know him, materialicé, together with Jordi Collell, the birth of Soymimarca, the first dedicated agency 100% to the personal branding. Few months after the founding of the Agency (October 2010) We have Adam Pablo and Andrés Valencia to gestate a project of "personal branders" Association. And it was there where Andres brought us, freshly baked, a copy each of Expertologia, already dedicated.

Unfortunately I lent the book and could not recover it. I bought the Second Edition and I gave it to a friend. And now I bought the 5th Edition. Safe investment.

Although the subtitle "the science of becoming a professional reference" together to the first sentence of the book "this is a self-help book" invite you to think that it is a book of self-management, goes beyond. Your level of detail brings it closer to a treaty, to a little personal brand management bible.

Andres is a genius of metaphors, And not missing. The author warns that the book is not easy. It is right. "You'll have to work, reflect, exercises,…”.

I do nothing spoiler, I simply recommend your study if you want to become someone who helps your clients differentiate themselves and become the preferred option.

Neither are here all who matter nor they matter all who're here

I have to admit that I have not read all the books of personal branding. At home, I have earrings Jordi Collell texts"Tu startup personal”, and Fabian Gonzalez"Tu marca profesional”. I have read some, and they liked me, how"Distínguete y te distinguirán"Reyes Ferrer, “No imagen"by Maria. Sanchez", “Designing the value proposition"of Osterwalder and Pigneur. Also"Mejora y gana"ximo rooms", Pablo Adán and Pablo Alonso, “Monetízate" by Andrés Pérez Ortega and many others.

In the chapter on ebook, I would like to highlight the seven publications of Soymimarca, by several authors and find free of charge on the account Soymimarca Slideshare. Here I include the indispensable Oscar Del SantoMarketing de atracción 2.0“, ebook of Vladimir Estrada “Con nosotros todo, sin nosotros nada”, and also the new ebook written by Claudio Inacio and Andrés Pérez Ortega (Street Personal Branding) “Workbook de marca personal”.

And I also recommend, If you want to dedicate to this, read books that have not been translated into Spanish, of such indispensable authors as William Arruda, Peter Montoya, Catherine Kaputa, Brenda Bence, Hubert K. Rampersad, Dan Schawbel and Tom Peters himself.

I hope you found my summary of 18 books in Spanish to effectively manage your personal brand . Finally, I hope that in 2020 we can include a book written by a guy named Guillem Recolons. It's about time. What a bum.

 

Library Stock Photos from Who is Danny / Shutterstock

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

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

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

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

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

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

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

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

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

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

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

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

trademarks / William Recolons

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

Another confusion: personal image with personal branding

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

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

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

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

We do not sell us. Buy transformation.

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

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

In summary, personal brand is corrupt, but not dead

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

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

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

 

Stock Photos from Iko / Shutterstock.

What are the advantages of ONLINE training in Digital Marketing, Social Networks and Personal Branding?

 

 

When I was (a bit) younger there was no Online training. Neither digital marketing, nor social networks, nor Personal Branding. As said by Eva Collado, The world changes.

The change has been huge. I studied marketing (conventional, the Kotler' one) at a school (ESMA) that no longer exists. Those two years were very useful in facing the next five years. Not one more, no less.

So, enroll in a master's degree was a complex and expensive process. One can now enroll in Online training in a few minutes and reasonably economical quantities.

If you have just a minute, Here's a video-summary:

Why online training?

We can learn from anywhere in the world and at any time. The Online training imposes. I myself took three years studying the degree of Humanities at the UOC, 99% online. The 1% It is offline quarterly review, to be done in person.

In addition, participated as a teacher in various formats Online training. the ISDI, Communication in Blanquerna and the University of Vic.

Why training in digital marketing?

Knowledge of marketing is no longer exclusive to those who work in an apartment. Marketing. Anyone have your media content distribution arrangement that only a few years ago were unthinkable. The content marketing, which it is part of Attraction marketing, You are giving better results and interactions than traditional marketing.

Know the keys to digital marketing It is a must for any entrepreneurial project, either alone or collectively. And that regardless of whether or not our job to do with marketing.

Why learn about social networks?

In the field of digital communication, social networks are gaining ground every day and they are more present in our lives. And, How to exploit its potential for our business model?

Let me expose a personal case. Until two years ago, most budget requests or collaborations coming I did digitally through my web, in the contact area. Now I come through Linkedin. The websites do not lose effectiveness, but part of the conversation has shifted to social networks, and that should be taken into account.

Why training in Personal Branding?

By 23 reasons. Control. Coherence. Differentiation. Management skills. Reputation. Service vocation. Impulse. Initiative. Diffusion. Recognition. Connection. Influence. Discipline. Authenticity. Socialization. Attitude. Capitalization. Networking. results. Dignity. Humility. Trust. Memorabilidad.

More details, I explain in the post 23 reasons to get in Value.

Can you combine all in one?

Yes. The UVic (UVic) It presents its different formats Online training A Marketing Digital, Social Networks and Personal Branding, and does so in Spanish and in three formats, everybody 100% online:

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

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

Stock Photos from Pixome / Shutterstock

What to do when disloyalty becomes the norm

 

 

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

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

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

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

Marks Nielsen Infografia Disloyalty

Download graphics from the complete Nielsen Inc in this link

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

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

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

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

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

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

Are disloyalty and distrust related?

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

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

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

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

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

brave professionals seeking

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

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

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

Cover Stock Photos from TukkataMoji / Shutterstock

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

 

 

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

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

Disadvantages of exposing me, the negative side of personal storytelling

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

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

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

Advantages of exposing myself, a way to accelerate empathy

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

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

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

Who cares? Maybe people like you or me

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

Photo by Glen Carrie on Unsplash

PD: Manuel Miguel Hernandez to always Pujadas

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

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

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

 

 

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

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

The Mad Men era is over

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

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

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

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

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

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

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

company and brand ambassadors

Photo: Burst in Stocksnap

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

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

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

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

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

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

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

ebook brand ambassadors

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

 

Subscriptions button blog guillem

 

Cover Stock Photo from chattanongzen / Shutterstock