Personal Branding 2020 trends

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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).

7.- I am the content... but I'm still the King

José Alfredo Jiménez Sandoval wrote my mother's favorite ranchera, "The King". I love that verse.:

"With money and no money

I always do what I want

And my word is the law

I have no throne or queen

Or anyone who understands me

But I'm still king"

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 and The Four Steps

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.

Fourth and half contacts

The new book of Juan Martínez de Salinas, edited by Rasche and dedicated to networking in great detail.

The four steps. Climb to the top of your personal brand

Second book Jordi Collell, this time edited by Profit Narrative and that tells the personal branding process through Martin's story.

The three digital activity stadiums of our personal brand, which one is yours?

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This week he interviewed me Rosa Carvajal, Journalist, asking about aspects related to recruiters, candidates and candidates stadiums of digital activity on the Internet and social media.

One of the questions was to what extent non-internet presence could be equated to non-existence for recruiters. And that made me see that there really are three stages of digital presence of our personal brand: Absence, presence and essence.

This is where I develop these three stages of digital activity, with their pros and cons. If you have little time, I invite you to watch this one-minute video summary.

Absence. You're not. Nobody's going to find you there.

You're not. It is one of the stages of digital activity (in this case, Absence) that Represents, according to the IAB study 2019, to 15% of the adult population in Spain. Your attitude to the Internet and social media may be one of these:

  • If I'm already doing well off social media, do I?what the hell should I be there for?
  • Soy jealous of my privacy. Being on social media is going to steal it from me.
  • With email, Google and Whatsapp I communicate with the people I care about ?I need more?
  • That's it for people who have plenty of time, And it's not my case.

I don't expect to convince you otherwise., but at least let me list the pros and cons of that absence

Advantages of absence

  • Discretion Maximum. Best for some very specific profiles
  • You'll prevent search engines and networks from have data about you
  • Concentration total in your work or activities
  • Avoid "Illness" typical of the social media environment (Nomophobia, Cyberchondria...)

Inconvenient absence

  • Impossibility to be found by searching by name
  • Impossibility to be found by keyword search
  • Opportunities that are lost for being exclusive to digital environments
  • Difficulty managing a brand comprehensive personal
  • Total loss of brand control digital staff and their reputation in that environment

Continuing with the IAB Spain study 2019, the average profile of the non-social media user is, in greater proportion, male and adult, without showing differences between studies or professional activity (except there are fewer students among non-users).

Presence. 're. Little more

It is is the majority stage of the average netizen. Presence on a social network, using some digital tool. It is a mostly observant. Read, Look, But you don't act, thinking that's how you don't leave a mark. Your attitude corresponds to these patterns:

  • If you're looking for me you'll find me on some social network
  • I'd rather observe, to be watched
  • I use the social media in a personal capacity
  • Solo if there's anything exceptional interacting with people on the network

The pros and cons of this rather unobtrusive presence are:

Advantages of presence

  • Greater ease of being found
  • Greater knowledge of the digital medium online
  • Harnessing resources that are only found on the Internet
  • Greater personal brand control

Inconvenient presence

  • Lack of commitment continuity
  • Difficulty getting elected in the event of no history of interaction
  • Difficulty networking Qualitative
  • Fstrategic line high

Essence. 're, you create value, Share, the thanks, Manage, Connect

This is a minority stage, but very value-generator and opportunity-taking. We're talking about the advanced internet user. Here you will find the content creators and curators, the Wikipedians, and the people that social media need to survive. From the standpoint of personal branding, the essence would be a optimal stage for maximum performance in the digital environment.

If you belong to the most committed of the three stages of digital activity, you might think so.

  • Digital is already integrated into our lives, it's not an invading ente, it's a new reality worth living with
  • The Internet and social media are great sources of information and knowledge at your fingertips
  • It has never been easier to communicate our value proposition people you contribute to and care about
  • It's never been easier to connect with people selectively

The pros and cons of this essence stadium are:

Advantages of essence

  • Ease of encounter, with a value proposition established and clear
  • Ease of pre-election in a process
  • Improving professional relationships and personal, including long-distance
  • Harnessing the potential of knowledge to train, to form and to sell

Inconvenient presence

  • Absolute level of commitment, continuity and coherence
  • Loss of privacy
  • Requires specific training
  • Need solidify a new habit and put focus and action

It's your turn to assess which stadium may be most interesting to you

There is no rule to know in a minute whether it is appropriate to absolute discretion or reflect the real-life pattern in a medium like the Internet and bet on the essence.

Common sense says that we shouldn't be different people in and out of the network, that would be a logical situation. If we're kind, we will be networked. Are we generous?, as well. If we prefer closed and controlled environments, better to value a stadium of presence.

As a personal brand management consultant, experiences with my clients tell me that a controlled situation of "essence" is the one that produces the greatest satisfactions in terms of networking and social sales.

A hidden profile or troll benefits only one person. An open profile and value generator benefits a community. It's your turn. Have a nice week. There are three stadiums of digital activity are you satisfied with yours?

Stock Photos from Best Backgrounds/ Shutterstock

Personal Branding and LinkedIn: made for each other

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This week I've been present at three events where Personal Branding and LinkedIn have been the protagonists.

  • The personal branding course in Ferrovial, with a six-year journey. There the attendees valued the importance of this network for active professionals.
  • In Vassis Conseil I had a chance to have a talk about Personal Branding and LinkedIn for professionals hungry for change. In fact, I owe it to Marion Suffert the questions posed in the article.
  • And at a session in Barcelona to IESE Alumni Career Services I gave a workshop on personal branding and value proposition LinkedIn was very present as a networking element.

I don't remember making a post to an online platform. The time has come to do so, and start with the queen of online networking: LinkedIn. If you have little time, here's a one-minute summary:

The Three Stages of Life LinkedIn

2003-2007: Virality phase.

Founded in December 2002 by Reid Hoffman, Allen Blue, Konstantin Guericke, Eric Ly and Jean-Luc Vaillant,was launched in May 2003 in the US, and the US and the US have been USA. These years LinkedIn grew from 500.000 on 2003 to 13 million users on 2007. Like all startups, growth is essential and the challenge is obvious: grow or die.

Here I want to emphasize that LinkedIn was created as a flattering network of contacts and to project and develop our personal brand. At first many thought it was a place to hang the CV. That could be a medium, but not the end.

2008-2011: Systematic growth phase.

LinkedIn began to invest more in growth. The company created a team that multiplied the number of x10 users, Happening of 14 millions to 140 millions. The company identified its main growth channels by studying user experience and how users found the website. Virtuality and search engine optimization were key to LinkedIn. In 2008, we were able to profile the citizens of outside the US and its USA, which contributed to growth in an obvious way.

2011-2019. Big data phase + Microsoft

Data use to increase growth rate is improved, creating a CRM that improved customer experience beyond income In the net. Added acquisition metrics, Activation, Connections, retention. Improved measurement led to the creation of Sales Navigator, the largest known business networking tool. The entry into China was a breakthrough (20% of the world population), and also Microsoft's purchase June 2016 by 26.200 millions of dollars. Russia banned 2016 access to this network.

The three keys to a good profile

Full profile

A full profile (Stellar) means an improvement in personal brand projection and one of the keys to the increase in commercial potential in the network. To this end, should be considered:

  • Updated photograph. Some sources claim that visits multiply x14.
  • Professional title beyond the business card. Ideally with a summary value proposition.
  • Sector activity (x15).
  • Extract, not repetition of the experience, but a detailed description of the value proposition, achievements, competencies and a more personal part including values, purpose and passions.
  • Detailed description of the experience, differentiating the stages within the same company, and defining job description and achievements in the period (keywords).
  • Include training accomplished and detailed implies 10 times more visits.
  • Include Skills (skills). A profile with them achieves 13 times more visits.
  • Volunteering: are considered as an essential part of the curriculum.
  • groups professionals: Join and participate in groups (x5).
  • Create profiles in other languages helps build international relations.
  • Request and write recommendations (Sincere) is a symbol of recognition.
  • Having a minimum contacts value for a more dynamic timeline.

Going from "being" to "being"

Think of LinkedIn as a sports or business club. Membership is of little use. Going and socializing has a prize. LinkedIn favors those profiles that are active, that generate and share valuable information and that connect. The keys here are:

  • Curing content: share valuable content from our industry with a personal brand "plus", as a comment, a review…
  • Create content: LinkedIn has its own blog, Press, that drives engagement. It makes sense that LinkedIn would prefer you to stick to "Link in" and not "Link out".
  • Comment on content: it's not just about branding, but commenting and sharing other people's content. It's what we call engagement.
  • Share insights: you don't always have to share links or blog posts, sometimes a simple insight can be generator of good communication threads.
  • Follow and interact with companies it's a knowledge accelerator
  • Live broadcasts providing tips and solutions to problems are the ultimate exponent of online engagement
  • Use the metasearch engine it is vital to find not only people but also high-value content, Business…
  • Companies can hire LinkedIn Elevate, a program of automatic content that is turned into an easy-to-use app

Connect, connect, connect

Let's not forget that the origin and ultimate goal of LinkedIn is to promote qualitative networking. In fact, more than half of our ability to sell (social selling) in this network comes from proper contact management. The keys there are:

  • The Social Selling Index tells us our current ability to build relationships that end up in business. It's a Microsoft-powered gamification exercise with an idea: the more and better you use this network, more and better deals you can do.
  • We mustnot accept everyone: incomplete or potentially profiles spammers should be discarded
  • LinkedIn promotes networking suggesting contacts through your CRM. This tool should be taken advantage of.
  • It is possible to see who has visited our profile. You can usually see people, in case of premium profile is unlimited.
  • It's not all contacts, as well we can "follow" whoever we want and keep up with their contents.
  • The KPI's that generates each publication provide valuable data that needs to be taken into account: companies that read it, charges that read it, major cities, people (with mombre and surnames) they share.
  • The engagement with someone unknown helps generate proximity and connections.
  • A contact can pass to the customer if commercial aggressiveness is measured well and value is generated on an ongoing basis.
  • Devirtualizing contact multiplies the possibilities of closing a business.

Three tricks you need to know to use LinkedIn well

The rule of the 1.000 true fans.

That rule explained it. Kevin Kelly, (Wired) And expanded it Carlos Rebate in his book Influencers (Empresa Activa, 2017). It's about achieving 1.000 true fans, willing to share and comment on content (recommendations or likes are not useful), and willing to buy our products or services, books, white papers, online courses etc. The key on LinkedIn is not quantitative, it's qualitative. When sharing valuable content, it is easy to identify our 1.000 real fans do you know yours?

Sell on LinkedIn

It's very difficult to sell on LinkedLn with a strategy "pushConventional ". Attraction marketing, through content, generates the breeding ground for a high-value networking that ends up for sale. If a manager of an organization shares content our, it's easy for two things to happen: 1. A connection is generated 2. After a while a proposal for collaboration can be put forward, Services...

Incorporate it as a daily routine

It's not about going in from time to time to see what's. LinkedIn is a great place to find valuable content, to interact with professional groups, to share, Interact, hire and connect. The ideal is to be consistent and turn it into a habit.

How to take advantage of publications?

First we need to know what information our potential stakeholders are looking for. There are a multitude of tools to do so. There's a great: www.answerthepublic.com With that we know what material is worth curing or creating to share it later.

Linkedin for Personal Branding, by Sandra Long, 2016

Linkedin for Personal Branding, by Sandra Long, 2016. Hybrid Global

Then it's worth working thoroughly with keyword strategies and attractive titles. For example: "The theory of 1.000 Real Fan" works, but lacks claw. Instead, would work better "10 keys to sell on LinkedIn based on your 1.000 real fans". As for keywords, we're used to being excessively sparse about the information we provide in the extract section, experience in companies, volunteer. And in each of those sections we can generate a narrative rich in keywords that would lead to a better "finding" towards our profiles.

As well, conveniently tag people who appear by allusion in our comments multiplies the dissemination of our content in an obvious way.

One thing we use little is the Native video, that is, uploading a video file instead of a link to YouTube achieves LinkedIn favoritism, because the audience can enjoy viewing without leaving the network.

And speaking of video. the live streams, well-planned and with an established periodicity, are unbeatable. A good content calendar is needed, experience on a camera live and know how to manage comments while you're talking.

Another support awarded by LinkedIn is Press, the network's own internal blog. If we compare the engagement that generates an article published on Pulse or another that links to an external site, the difference is x10. That's because LinkedIn favors content that can be read without leaving your network.

Should it be premium?

Depends on your position, sector and business model. I am obliged to be so because of my status as a personal branding consultant. But it's worth thinking about, the benefits are very potent for a not excessively high fee.

The main benefits linkedIn Premium, for me:

  • Access to LinkedIn Learning: One of the largest knowledge platforms on any topic.
  • Inmail messages: being able to communicate with anyone on the network, no matter your ratio of degrees is separated. In some cases it's very useful, especially in level contacts 3.
  • History of who saw my profile: It is usually limited to 5 screenings. In premium, it's unlimited, which allows you to analyze what kind of audience you're capturing and whether it's in line with your professional strategy.
  • Remove the search limit you can do. The main limitation on non-premium accounts is what LinkedIn calls the 'trade limit'. This is a limit to the number of searches you can do each month.
  • You can generate, if you think it's convenient, a "open profile"and allow everyone the world to send you a message.
  • Detailed job information, companies and managers. An essential feature for HR professionals.

How would you recommend looking for a job if LinkedIn didn't exist?

Pareto's principle of the employment of the 80/20

Applying the Pareto Principle from 80/20, we know that only one 20% of the offers of work; And that's where they fight 80% of the candidates: it's a dead end.

Instead, yes, 80% job offers are resolved in the same organization looking for candidates through referrals, Known, mouth, ear.

I think it's essential have the company contacts that can know free applications and thus access priority to the offer. For that you need to leave an excellent personal brand, that collects the achievements and recognitions of colleagues and clients.

Also a digital presence out of doubt, that when they search our name they don't find anything that can slow down a decision and find valuable content, from a blog to articles in the sectoral press.

Devote minimal 8 daily hours to look for work it's a critical aspect, and that includes training in supplementary activities, Languages, digital skills…

In summary, three big stocks: properly manage your personal brand, and skip the rules of the game and spend eight hours a day, As minimum, to that work.

What's wrong with the person looking for a job in their relationship with LinkedIn?

Attitude to recruiters

Normally falls into the mistake of thinking that recruiters are there waiting to receive our CV. And the curriculum is LinkedIn's own profile, of should be 100% Honest, and an activity of generating value content and engagement out of doubt. Worthless there's no mark to leave, And if there is, is negative, or worse, Indifferent.

In active search: the way to get them to pass on from you actively

A common mistake is to put as professional title "active search". If the average reading time of a resume is 15 seconds, linked to reading the professional title and the first lines of the extract.

If I'm looking for a salesperson who specializes in the online channel, I won't find you by "active search" and I'll pass by. Professional title is not current status, let's have that very much in mind. Recruiters aren't fools, and they know when a person is open to job offers: first because there is no "current company" and second ly for enactivating the job search option: settings and privacy > Privacy > Job search preferences.

I remember LinkedIn was not conceived as a place to find work, but to generate relationships. Creating value is the beginning of attraction marketing. Don't chase the recruiter, creates courage for it to look at you, comments their articles, become a person in your environment.

How LinkedIn has changed the job market?

Guillem Recolons, workshop IESE Alumni

During the workshop at IESE for Alumni Career Services. Photo: Jofre Zorrilla

It's my favorite question.. LinkedIn is a personal branding provocative agent. I explain. The profiles that appeal to us are those that meet the requirements that we have dealt with above. And that's nothing more than having consciously managed our personal brand: that's what we call personal branding.

We need to get to know each other (brand diagnostics) to find out what brand we leave in others. Need develop a strategy (objectives, purpose, value proposition and business model) to know where we're going and what we want to achieve. And we need put in value that value proposition to make us known using personal marketing tools, be recognized through our achievements and valuable content, be memorable thanks to our values. All of this contributes to us being elected, which is the end of a personal brand management process.

What is the future of LinkedIn?

Microsoft is a dynamic company, and I'm sure he'll continue to bet heavily on his professional network. I think the progress I would like to see has already started with LinkedIn Learning, a knowledge platform that will make some universities tremble, but that will also be a great opportunity for creators of valuable content.

Futurologists have predicted improvements in several fields, and in my humble opinion, I 'm 100% agree:

  • Improved local searches
  • Analysis of profiles using AI
  • Improving the sense of community, humanizing ways to connect
  • Continuous focus on creating content that brings value
  • Prioritize more authentic and humanized branding (videos, Originality...)
  • Empowering live streams
  • Affordable coaching services
  • The end of email
  • Increased focus on sharing results and team successes
  • Eliminate spam
  • Improving the experience with hashtags
  • One-way video preview for job seekers

Find out more about LinkedIn

I can help you work your value proposition. Very soon you will see in this same blog a specific service.

LinkedIn experts - at my discretion- They're here. I recommend following them closely. In alphabetical order:

Download the PDF of this article

Click on the Slideshare logo:

 

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Will you google your name? Instead, google the keywords of what you do better than anyone else.

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Those of us who are dedicated to this beautiful combination of art and science that is personal branding are clear. They're going to find us googled by our profession (example: personal branding expert) and if they find us there they'll google us by name and choose us - or not- by the strength of our personal brand.

In this post, I want to give you some clues to manage your personal brand in a medium as hostile and at the same time magical as internet.

If you have little time, I invite you to see this summary a minute (in Spanish):

Your digital "finding" depends on your specialty and your value proposition Do you google your name?

I've always given a lot of value to the former 10 results that appear in search engines like Google when they put your name there. Today I see that this is important for a second stage. I explain.

If a company is looking for a robotic engineering expert, in a first phase he doesn't give a damn about your name, won't look around, will seek "robotic engineering". That means if you're that expert, you need to make sure you show up on that first page of Google, at least in your geographic area of action when someone searches for that keyword.

How do you achieve that? Working hard, being relevant and besides -- and this is important- valuing what you do. You've got to make it on radio shows talking about it., on expert blogs talking about that, in some press article. Plus, you have to compete with all sponsored ads and the thousands of schools that teach that discipline.

If you also dare with your own blog (highly advisable), talk about your specialty adding value, without adding value your articles will not be read or shared.

For example, I have to worry that They find me in search of my specialties: executive branding, personal branding company and employee advocacy programs.

Second phase: Worry about the name and results it throws on Google

When you've managed to get found for what you do like no one else, which will take a while, comes the name. That's where I recognize that the singularity of the name + surname or surnames help. Calling you Juan Martinez, You've got it complicated, but not impossible. I know precisely the Juan Martinez who has done it.

If you have common last names, it can help you take a look at my series of articles But worst of García I called, II and III where I give some clues to overcome the lack of singularity of the name.

If you finally decide, for example, leave your "Garcia" as a "G." after the name and before the second surname, you'll have to work with that brand name in the real and digital realm. Consistency goes first.

You can google out those links whose results are what I call "digital garbage.". That includes, among others:

  • Links showing your personal data, as a personal phone, personal address...
  • Links to content made by third parties that negatively affect your personal brand.
  • Links on administrative positions in companies.
  • Y, in general, everything you don't want q Be public. For example, the stopwatch time of a competition in which you participated, membership to some club, Etc...

The most effective way to clean up is to generating new value links who go through the trash. Let's think that normally no one looks at the second page of Google results, so that work I'm thinking is not impossible.

Healing and creating content is an accelerator of our personal digital brand

There is only one 1% of people who create content. If you have blank page blocking syndrome, healing content is an ideal solution at your fingertips. It consists of classifying the best content you read or see about a subject, and share them. The important thing here is to add some homegrown, as a summary, a review, or a fusion of content that gives a novel result.

Other personal brand accelerators on the Internet are active presence on digital platforms. Here are the examples of About.me, professional directories, participation in newspaper articles or TV or radio shows, and social networks. In this last section consider not only the classic Linkedin, Facebook, Twitter, Instagram is, YouTube, but also BeBee (professional network very rich in content), Slideshare (network containing PDF content from all areas of knowledge), Pinterest (container of images and videos) etc.

concluding, remember that the Internet is a means more, but very powerful. It allows us to accelerate our knowledge through classic marketing strategies and inbound Marketing. It also allows us to accelerate our recognition (branding) thanks to recommendations from third parties, Reviews... The key is to be consistent, persistent and don't forget that by that channel we can access customers, Projects, job offers that would otherwise be difficult to access. When you Google your name, you diagnose your brand's health status, but remember first to define the keywords you want to be found (and work them thoroughly).

Stock Photos from antb / Shutterstock

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Ideas are great, but their execution is everything (and seniors are very good at this)

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This week I remembered something that happened very often in the golden age of advertising agencies: Hundreds of new ideas were generated every week. The truth, nevertheless, is that very few came to their execution.

Agency drawers were full of good ideas, abandoned until better times came. Some were recycled, others entered the eternity of oblivion.

Having the ability to generate ideas is great, but if you don't think about the feasibility of its execution, are dead ideas. And with viability I mean an affordable cost, a reasonable start-up time, and, more important, guaranteed short-term results.

In this post I want to put in value, once again, the experience of the senior to bring ideas into practice. If you have little time, I'll sum it up in a minute in this video:

Lack of experience conditions the execution of ideas

A few days ago I was read an article Jeff Haden, editor of Inc. magazine., in that he claimed that it's much harder to execute ideas well when you have limited experience. It's also much harder to make smart tactical decisions, especially when you need to make a number of decisions on a day-to-day basis

Gaining experience is the only way to reduce the number of things you don't know, and have a reasonable idea of what things you do well and which you don't.

45-50 years old , the perfect age to start a project and take it to execution

What you read. A study between 2.7 millions of Startups found the ideal age to start a business. If you're close to the 50 years old , you might think it's too late to start a business. Misconception: It's actually the perfect time.

I advise you to read Hagen's entire article on Inc. to demystify the belief that undertaking is a matter for the 20 or 30. Yes, at that age new ideas abound, but how to implement them is unknown.

A recent study by the Census Bureau and two professors from the Massachusets Institute of Technology (Mit) concluded that the most successful entrepreneurs tend to be middle-aged, even in the tech sector. The researchers compiled a list of 2,7 millions of founders of companies that hired at least one employee 2007 and 2014. The average founder of a startup had 45 years when he founded the most successful tech companies what do you think? Are you surprised?

The innovation department in the hands of seniors?

More than one will have a sore eye with this headline. A few weeks ago, in the post But well... what's going on in Spain with the seniors?, stressed that many large companies are getting away from senior talent to forced marches, with pre-retirements to professionals since 53 years old .

Exercise your talent, by Juan Martinez de SalinasThis week, in the presentation of the book of Juan Martínez de Salinas “Exercise your talent” (book I recommend to anyone who needs a professional change), the senior theme emerged. Celia Hil, expert Cooldys Talent, asked John if the book's exercises were useful to seniors. Affirmative answer. Also one of the speakers, my colleague and friend Arancha Ruiz, argued that big companies need to rejuvenate their templates (alluding to pre-retirements).

The thing is, now it's no longer a matter of age, it's a matter of competence. The investigation in question indicates that if companies detach from seniors they will lose the ability to execute new ideas, And I think that's especially serious.

Does a new opportunity open for seniors taking responsibility for innovation? or better, The implementation of that innovation? I leave it there, and I hope that Colia and his colleagues Laura Rosillo and Jaume Gurt you can give your opinion on this.

At the risk of falling into cheered cirta, I dare to affirm:

Only those who give up curiosity age

As Jeff Haden concludes, “science shows that your experience, your skills, your connections, your expertise, what if, your age, they're on your side”.

Stock Photos from imaguru / Shutterstock

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Trust, training, technology: three keys to corporate personal branding

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Personal branding is no longer exclusive to celebrities entrepreneurs. Today I deal with the three keys to corporate personal branding, a way to move personal brand management to companies, and specifically to their professionals. .

I heard an interview to Brian Fanzo, ISocialFanz' CEO in which I liked the way he simplified the application of corporate personal branding.

If you have little time, here I leave you a one-minute video-summary:

Corporate Personal Branding: What is it?

Many believe it is a Oxymoron... and I get it, what are we talking about? personal or corporate?

Corporate branding staff deals with the application of staff branding in top executives, known as Executive Branding, training in personal branding for middle managers and other professionals, and the programs employee advocacy programs or impulse to “emfluencers” y employer branding.

It is based on the proven fact that people transmit greater confidence than imagined realities such as brands or companies.

First key: Trust

As it could not be otherwise, in times of distrust in brands, companies must trust their people (I remember the recent post: Entrepreneur: your people are your brand) to perform the corporate storytelling.

To this end it is essential that the organization has corporate story, with a very clear and social purpose (beyond benefits, Leadership...), a mission, values and a story.

People trust people, so there's no one better to move these corporate assets than through professionals.

Entrepreneurs afraid to give greater power and knowledge to their people, we can only tell them that investing in them is a way to build loyalty.

Second key: Training

Among the three keys to corporate branding, training is, for me, one of the most solid foundations.

As my colleague says David Barreda, trainer and personal branding expert, training is a learning strategy for knowledge acquisition and development, skills and attitudes, that allows people to respond effectively to certain problems and dilemmas.

And in this case, training aims to provide methodologies and tools for employees to (I prefer to call them professionals) connect with stakeholders or stakeholders stakeholders, internal and external.

This has a dual objective: on the one hand to value each professional's own personal brand, turn them into trademark spokespersons. On the other, to transfer the corporate storytelling to the markets in a person-to-person communication.

Third key: Technology

Today it is essential that professionals can leverage technology to be able to act as spokespersons and ambassadors. Since this isn't your main “job description”, it is necessary for the organization to provide applications to manage this new role, easy to use, intuitive, and most importantly, productive and efficient.

These applications are about knowing content, Cure, share them and follow their trail. We can't expect employees to constantly enter the company's website to see what's new. To this end, notifications to an application are required from the communication department, so that information easily reaches every professional.

Stock Photos from Catsence / Shutterstock

Books: SOS! I have a toxic boss.

This past Thursday I had the opportunity to attend the presentation of the twelfth book of my colleague Pablo Adán says, organized in Lleida by my other colleague Xavi Roca with the assistance of 60 of alumni ESADE.

SOS I have a toxic boss, by Paul AdamPaul wanted a book like that, And I get it. 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.

Paul and Xavi invited me to be part of a round table after the presentation of the book which was very useful for the attendees to lose the fear has asked committed questions. An interesting one was, do you think it's a good idea for me to give this book to my boss?

I'm not going to spoiler the play., but I recommend it to all the bosses and to all those who are suffering the consequences of a bad leadership style.

Is there a recession coming? It's the best time to stop being a white mark

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After a few years hammered by the acronym VUCA this is (Volatility, Uncertainty, Complexity, Ambiguity) now we know that what comes to us is a recession of good caliber.

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

What we mean by recession

They used to talk about recession if there was negative GDP growth (Gross Domestic Product). Now the recession just comes when we don't grow as much as previous years. It is one of the servitudes of capitalism. You have to grow anyway. And that "whatever" hurts us., to employment, environment and political and social stability.

Case P & G (Gilette, Ariel, Tampax, Dodot, H&S, Max Factor, Fairy...)

Those of us who come from the advertising industry will have read and heard a thousand times that in times of recession, brands that keep or increase investment are those that survive the chaos.

Procter was set an example & Gamble (Q&G), than a time of deep recession in the US, the us is going to have to USA (I think during the crack of the 29), while many brands opted for a conservative position, Company P&G maintained and in some cases increased investment in its brands. And that made them leaders. I don't know how much legend the information will have, But it makes sense, or at least had it in radio and press times as virtually unique means that were used at the time.

White brands and their reputation

For a long time we advertisers despise the power of White brand. There was a time when the only brands that mattered were the ones they saw on TV. And it may stay that way., but now "importing" is relative, because we know that many white brands are manufactured in companies with well-known brands.

As Ogilvy said, "the consumer is not foolish, she's my wife.". The phrase may sound sexist today, but I think we all understand the meaning. If a white mark gives me the guarantee of the dealist who sells it and I also know that it may have been made by one of the great, And it's cheaper, why not include it in the basket?

The Desirability doesn't always materialize in purchase. If I ask you about three brands of sneakers, you may not consider any white marks. You'll think about Adidas, Nike, Reebok, Asics and some more.

But when it comes to buying, we distinguish the buying "commodity" (the slippers for a young child that will last him two months) or buy "premium" when we want to reward ourselves as adults with the best product to run without breaking our legs.

infographics: In which regions do executives believe that the economy is worsening? | Statista More infographics in Statista

 

A different point es a white-label person, beware of that

Despite this peaceful coexistence of "premium" brands with white, in the case of people the thing doesn't work the same. The added value of a professional is no longer just his value proposition, and neither does its price. It's also your "findability" and visibility, and their values as a person.

Here, be white-label is to be nobody, not to be found, not to be selected for a promotion, not to be considered to form a team, to lead a project. The white-label person it's invisible, leaves no mark, And that also leaves a mark, but negative.

I must admit that if someone does their job very well, enters the tern of candidates for improvement. But today "doing" is not enough, you also have to "put in value", and that has a lot to do with a conscious process of managing management, what we know as personal branding.

When it gets dark, it's time to shine

When difficult times come, comes our “moment P&G”, And it's time to shine. Shining is "do" but leaving a reflection of what has been done, so that it is valued to be perceived without nuance by the stakeholders or interest groups responsible for an improvement.

Stop being white-label person it's possible. In this blog there are many clues how to do it. Don't stay off the list, please value. Have a nice week.

Stock Photos from Mohd KhairilX / Shutterstock

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Is it good to hide information to boost your personal brand?

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Humanity never ceases to amaze me: Now it turns out that to find work you need to hide relevant information in your digital profiles (and also in analogues).

If you have little time, I invite you to see this summary a minute (in Spanish):

Hiding academic information, the latest fashion

I don't know from which country you read this article, but in Spain it's happening. People who eliminate complementary trainingas as important as a master's or a university postgraduate degree. And they do it so as not to force companies to better pay. That's right, I live in a low cost country, that penalizes merit, training and experience (I tried this last topic two weeks ago in the post What's going on in Spain with the seniors?)

It seems that good training is understood as over-qualification, And that's punished. A shame. And the paradox is that on the other hand, the same companies that hire demand broad academic training. In a nutshell and for us to understand each other, they demand it but they don't pay it. And that's why, the candidate has no choice but to hide information.

Privatizing social networks, another way to escape the headhunter online

hide information on social mediaIt also turns out that many job seekers start hiding information and privatizing their social media profiles to escape the jaws of e-recruiters, nethunters or headhunters online.

I don't advise having a private profile, just missing. But getting to the extreme of having Facebook, Twitter, Instagram private and not to appear by Linkedin for fear of exposure seems to me sincerely absurd.

If you intend to share photos with family, there are other options, how to create a private board on Pinterest. Having private profiles is equivalent to a recruiter that we have something to hide. And that's not well perceived, even if we have every freedom to do it.

Social and professional networks are a window into the world of networking and an opportunity to explain what we can do for others (value proposition), to explain how we are (values) and who we are (Profile, Cv...). Not to take advantage of that is to go back to the last century.

Avoid your superiors or company team, another way to hide information

Another current: I also see that many people do not admit or invite their bosses or team on social media to avoid being "spied".

Almost all social networks have mechanisms for hide certain posts certain people. There's a lot of literature about that on the net.

Does it make any sense to hide information to progress or not to be disqualified? We're in troubled times., but also in times of fake news when truth and authenticity are appreciated. It's clear that not everyone thinks the same.

Me for my part, I think everything leaves a mark, and what we don't do and we don't show it also leaves it. It's very personal., but I like working with open people, who have little to hide and who behave similarly on and off the grid. If you're introverted off the grid, you don't have to pretend not to be within the network.

And you, What do you think?

 

Stock Photos from Rogistok & Prostock Studio / Shutterstock

 

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Three Key Values in Political Personal Branding, , or why trust fails

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Political Personal Branding? I must admit that my first clients at Personal Branding, on 2006, were active politicians. I'd rather not give names for avoiding stupid typecasting in one option or another. The tailor's wife is the worst clad, now the policy has lost the strategic position of the center and has gone to extremes. That implies the nonsense of the polarization "either you're with me or you're against me".

In this post I'm dealing with the origin of the crises of confidence in politics. If you have little time, here's a one-minute summary video.

Misconception 1 on political branding: Value crisis

We all have values. Some of us have even bothered to find out what they are. Values are universal principles by which we people are governed. They are our secret guide to knowing how to live harmoniously in community and evolve.

There are authors who argue that the values (what I also call super-powers) are innate to the human being. I prefer to think that they are also influenced by our culture, society, family, religion...

How to identify your values

I propose two actions:

  1. Find out the values you project on others
  2. Understand what the core values are for you.

In the first case, you need feedback. You can do it simply through email and spontaneously: Knowing me as you know me, what do you think are my top five values? And you can do it as a "pro", using a Google Form, suggesting 20 values in a list and asking them to choose a maximum of 5. You can extract the values from this page 100 values and their meaning.

In the second case, it's about you selecting the 5 values that for you are inalienable.

Once you have the results of both tests, select the three coincidences and you will already have what we know as pillar values.

The temple of political branding values

Well, in the case of a politician, his/her three pillar values should be leadership, honesty and coherence. This chart, which I use in my personal political branding classes, it's quite clear:

the temple of values pillars in political branding

On the one hand every politician should pursue a goal that went beyond winning an election or making money. The objective, in this case closer to the purpose, should refer to a way of improving society.

For another, at the base of the temple, we have the instruments that the politician will use to achieve that purpose: Connection, dialogue (Program...) and commitment.

And on the other we have the columns, which are the values or principles that manage that dialogue with their audiences (citizens) to achieve purpose.

The stock crisis

The stock crisis, the crisis in political branding, occurs when some of these three pillar values is non-existent or breaks.

  • Without leadership it's impossible to even run as a candidate, leadership is the basis of respect for teams working with politicians and citizens. You may not like Trump., but no one disputes their skills as a leader.
  • Honesty it's transparency. Said the great politician Don Enrique Tierno Galván that politicians' pockets should be glass. You may not have liked the former Uruguayan president. Pepe Mujica, but I'm sure you don't doubt that you honestly and transparently presided over your country.
  • About coherence, I recover the phrase of Walter Riso: "Don't forget to sustain your speech with what you do. Anyone talks, very few act: it's called coherence". For this line they suspend the 90% of politicians with relevant positions. Often because they get carried away by party interests, other times by what the polls say, others by lobbying pressure.

Would you be able to identify 5 politicians who have been true to these three values? I invite you to leave a comment below, and from there we will generate a debate.

Misconception 2 on political branding: the ego is the enemy

Ryan Holiday wrote a small work of art "The ego is the enemy” (Paidós Company, 2017). Beyond recommending his reading, I prefer to advance some keys of the text to avoid the bad side of the ego (there's a good one) with no mood to spoiler:

  • Humble in the Aspirations.
  • Benevolent in the success.
  • Resilient in the failure.

The ego is often the culprit for breaking negotiations, Harmony, leadership, a lot of things in politics. But as Ryan Holiday reminds us, it's also the ego control that has made it easier for Eleanor Roosevelt, Benjamin Franklin or Angela Merkel, among others, "will courageously endure misfortune without the ego having made them focus on themselves".

"I have come to politics to change the world". That's how the journey of a policy professional begins. Worthy purpose. At what point do you twist? One of them, is when the ego becomes the obstacle rather than the road. "I'm in politics to line myself, " confessed Vicente Sanz (former secretary general of the People's Party of Valencia in 1990) in a combination of ego and excess sincerity.

Misconception 3 on political branding: forget the customer

Consequence of this (values + ego) is that the politician, and often the party, forget the customer. And they focus on something that the customer is indifferent: win the next election. The customer is the citizen, it's you, we're all.

Managing politics at tweet stroke is dangerous. You may have the advantage of informative immediacy, but the tweet removes the context to leave a headline that, without context, it's explosively dangerous.

The Spanish case

Spain has seen an impressive crisis of political confidence in recent years. According to data from the Centre for Sociological Research (C.I.S.), the situation regarding the concern of Spanish citizens is as follows:

The reading of the chart is diverse. But a key is that the cause of concerns such as unemployment finally looms, corruption or the state of the economy: politicians.

They may pay righteous for sinners, fortunately not all politicians have broken their core values, have acted moved by the ego or forgotten the citizen.

Spain is undergoing a serious process of infantilization of politics, and because of this the main political leaders are unable to sit down and negotiate the best for the citizen. Instead, they just look at the short-term of an election victory. And in the meantime, many laws are still in the swamp, extended and outdated budgets because they can't find majorities to approve them. There's a clear loser: you, US. Citizens.

The case of political stagnation has propelled the publicist and television presenter Risto Mejide to collect signatures to found a new party: yes, PNLH (Worst We Won't). If you get the necessary support, spain may have a view in the future of someone who respects a value system, that doesn't put the ego ahead and that it values The phrase of Charles de Gaulle, Prime Minister of France 1944 and 1946:

I have come to the conclusion that politics is too serious to leave in the hands of politicians

Personal Branding político

Let's not lose hope. The personal branding político it can be a way for those who start. In case you know any group of candidates (ideally 20) who really believe in politics with the focus of citizens, send him this infographic, it's from the workshop that we develop hand-in-hand with my Mexican partner Nancy Vazquez. Download it in PDF in good resolution here: Infographic of the Political Personal Branding Workshop.

Infographic workshop personal branding political guillem recolons

Have a nice week!

Stock Photos from hvostik / Shutterstock

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

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

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

Personal branding is understanding the world upside down

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

Businesses lack humanization

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

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

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

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

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

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

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

Let me try to break some limiting beliefs:

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

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

Stock Photos from Nikolas_jkd / Shutterstock

 

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

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

podcast guillem recolons