Personal Branded Content as a culture of personal brand

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Lets start by the beginning, What is the branded content?

The Branded Content It is considered a marketing strategy based on creating content sponsored or produced directly by a brand.

It is not something new. In the years 30, before the advent of television, brands such as Procter & Gamble sponsored radio programs with tips for housewives. The result was brilliant for the brand… and consumers. Other historical examples of Branded Content are the book Guinness World Records, the Michelin guide…

Of course, in the digital age and saturation advertising, the Branded Content It is acquiring an extra dimension. A good recent example is the space jump Felix Baumgartner / Red Bull already covered in this blog some time ago with the post The announcement most watched in history is not an advertisement. Goodbye, advertising.

Are we sure that the Branded Content is marketing?

few days ago I read a fantastic article Patricia Weiss in Branding Strategy Insider What caught my attention. Weiss questioned the Branded Content it merely a marketing strategy. Instead, The specialist believes that this is a mindset (mentality) that builds brands, transcending the marketing.

One thing is certain, the Branded Content explicitly does not sell and does not hide corporate brand messages. These are stories about people who connect emotionally because our values ​​related revolve around aspects, goals…

Perhaps a new form of story?

The part I like the Branded Content It is that many of the stories we're seeing are aligned with purpose, and see what a coincidence: It is the brand. I think today is key that both trademarks as every personal brand has worked extensively purpose.

Whenever a trademark championed a purpose such as being market leader, a kitten dies. The same happens when I ask a person what their purpose is and tells me “earn money”. Something as serious can not be instrumentalized in this way. We talk about a utopian dream, a vision, for a reason (Ikigai), of why.

And that brings us to a new narrative that can transcend the marketing and become a brand new culture, either corporate or personal.

And what about the Personal Branded Content?

Many of the professionally shared content could be included in the personal marketing, or if you want Personal Marketing Content. -Of the intention is to sell directly or indirectly- our services, our products. When it comes to position ourselves as specialists (experts, if you want), This is Personal Branding, and the key here is involving others as supporters of our professionalism.

I do not deny that some of the articles in this blog -Very few- They have had the direct intention. But if each item was personal marketing would end up hating readers, and let me tell you who also writes.

I think there is a part of research and altruism necessary in the content we share. And that's what we call the Personal Branded Content.

Thinkers y doers

I told my colleague and “thinker” Arancha Ruiz that in any professional sector there thinkers y doers (thinkers and doers). Of course, There are also hybrids that combine both profiles (I consider myself one). But you are more than one or the other, If you have identified a way you can generate short stories to transmit.

The big brands are doing a good job providing us with stories that connect human values. And humans have the opportunity to open our secret passions box, hobbies… stories to show how we are, What are we doing to improve the world and what really matters.

grelatos

Relevance, truth and meaning

Resuming Weiss, the story of your brand three essential difference engines: relevance, truth and meaning, and it is always oriented people, not products or services. The hero and heroine are others, is not you.

An example of Personal Branded Content They are the series of photographs with many story igers (Instagramers) they give altruistically and cheer us on. Recently, I decided with my passion content: historical photography. I created a hashtag called #GRelatos and every day I tell a little story about a photo that has left mark.

We begin to change our way of thinking: the Brand Content It is not a discipline, or a department. It is pure brand culture. And it's also personal brand culture.

Today, 17 of March, St. Patrick is my birthday. I'll drink a Guinness to your health. Hace a great week!

Cover image by HowLettery on Shutterstock.com

#TEDxEixample19: the moment of truth

This week will be the first event TEDxEixample. As a volunteer member of the organizing team'm more than proud of the work that is being done, under the inspirational thrust Pau only. Thank Pau, Ana Reyes, Robert Ferrer, Carmen Gibert, Rubén G. Castro, Helena Casas, Alba Espejo, Eva Soto, Irina González and Oscar Martinez! The 22/3 it will be a great day.

You are in time to come, I think ten or twelve remaining free inputs. The tickets can be purchased here.

speakers TEDxEixample 2019

Getting an invisible personal brand

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I know. Getting an "an invisible personal brand"Is an oxymoron, a contradiction. Our personal brand exists because there are others, and if it is invisible it doesn't leave personal brand.

For once, let's go to the heart of the matter. You don't want anyone to find you, neither in a phone book, or in lists of alumni college or Internet. You will leave brand in a closed inner circle, but for purposes outside the circle, you want an invisible personal brand, undiscoverable, non-existent at all.

Is it possible to get an invisible personal brand?

It's hard, but not impossible. I know, although I do not share, your motivations. Perhaps you are not what is known as a "social being”. Perhaps you have a criminal past and you do not want to be found. Maybe you're a "big shot" and you prefer to remain anonymous. And I do not rule out that, simply, you're very jealous person of your privacy and does not want a trace.

Before the Internet was somewhat easier now to get an invisible personal brand. Now the plot thickens, since even the most passive Internet users can make a mistake and give your data to malicious sites regarding privacy.

There are two scenarios to leave no trace, for simplicity we will call it the easy and difficult stage.

Easy scenario. Today there is no trace of you on the Internet

If your personal brand digital is nonexistent today, the first, congratulations. Is not easy. You belog to the 0,1% living beings "connected" undetectable. You had to overcome many pitfalls, or rather, e-traps.

To ensure that this continues, I give the infallible key: Become anchorite. What you read. Forget the smartphone, the wifi, returns to the role, recover old Olivetti. Go away, lonely, a chapel or a monastery of monks / nuns who have taken a vow of silence. Get changed the name, ideally with surname García or Rodríguez.

Of course, forget family and friends, coworkers, collegues of studies. Your upcoming events of networking of will be with spiders, birds, butterflies, a serpent, and plants, a lot of plants.

The difficult scenario. There yours trace on Internet, and you would like to remove it

Here the plot thickens. But do not despair. There are solutions, although you are in the 99,9% of people (in the OECD) which has left digital trail.

You have your own motivations, and certainly they are justified. Leaving a personal brand is something natural, it means what you say and, above all, what you do, has consequences for others. The problem often is in the lack of control of the digital world. Internet is full of trolls with bad intentions that, in real life, pretend to be good fellows.

Thus, let me give you some clues to clear trail and avoid leaving it.

Key 1. Join the Robinson list

Have you heard about it? I think only exists in Spain, for the moment. It is a service that prevents companies send you spam. Is free, easy to manage. You can avoid calls, mails ... from companies that have not authorized to do so. Here's the link to the Robinson List.

Key 2. Remove all your social networks, websites and other environments that are within your reach

If you want to disappear, obviously you'll need to start by removing things. This is the easy part. The problem is that sometimes we create network profiles for years and do not remember neither the mail with which we joint. In this case, send an email to customer service (notice, It's not easy) and you explain the case. Eventually they will understand you and delete the account.

Where is the problem? Well, you can delete your Twitter account -for example-, but the retweets that have made you other will not be cleared. There you will find the material you have yours (before deleting profile) and ask those who have shared to delete those messages. I know, It is laborious, but I have already warned that we are in the difficult scenario.

Key 3. Locate external websites that mention you and negotiates remove your tracks

This can be done by specific engine searches, for example putting your full name in quotes. That includes images, content writing, videos ... The difference in unquoted or is not important:

For example, If I search Guillem Recolons I get 61.100 results, but from page 4.000 Many of Google results refer only to Guillem or only Recolons. If I search "Guillem Recolons"encounter 44.000 results, but all allied and accurate. That means there is no more accurate results near 20.000 results that have nothing to do with me.

From this point, you must begin negociation. According to the so-called "law of forgetting" Google, if it is content with many years, you have the right to have it removed. My advice is that you do with a lawyer, you may spend some money, but you'll gain hours of life and you will save many concerns.

If you're census in any country of the European Union, Here's the Google form called "Withdrawal according to the Privacy Act EU”.

Nevertheless, we have some very complicated: eliminating official positions in companies. If you are or have been administrator, attorney, treasurer or any deed required function, my advice is to go directly to a law firm.

Key 4. Do not point it at official competitions (or Leete before the fine print)

If you're runner in Spain, possibly you know that anyone can see your brand on the web Runedia. How? What you have not asked permission? Surely yes, But we do not read the fine print.

There are plenty of traps on the Internet that can give us a distaste. I know many of my clients before the first session I knew his home address and home phone. How is it possible? For websites with bad intentions, kind Softonic, that in exchange for download a "free" software are left with your details and sell them to third parties. You can avoid reading the fine print or just looking for a payment page. Everything too cheap it's eventually expensive.

In general, distrusts everything on the Internet bears the word "free" as for me, give my data is breaking my privacy.

Key 5. Remove your email accounts, telephone number and applications

All email accounts you used so far for social networks, online shopping, business groups, school, gmail, must be removed. You can create a new, yes, from an internet cafe, from a non-recognizable IP, and does not contain your name.

Same with mobile phone. You can now sell or give away, and make a model vintage Nokia without an Internet connection with a new number. Waivers to instant messaging, logically (Whatsapp, Messenger, Telegram…) because if not, your data is held by giants like Facebook ...

In consecuense, remove all applications, but not before unsubscribe officially, with elimination of your data. On the contrary, will continue running through the digital underworld and not achieve one Invisible personal brand.

OK, I welcome you to 1990

You've got it. No need you to go to Mt., but remember to take the life we ​​led up 1990. Go to a pay phone to call. Send letters with no return address. Do not use any electronic devices, and lead tracking or less if geolocation. Read newspapers and books on paper (while there)…

You've got nearly a Invisible personal brand. At least, It will only be visible to you who you choose. It is a life choice, and you have every right to do so. I still do not know anyone who has gotten, this social isolation is complex. If you know someone, I invite you to have that experience in the comments, Maybe we can write a book ...

Hace a great week!

Image by Tottem Torro on Shutterstock.com

Our way of writing reinforces (or destroys) our personal brand

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I read a while back on the blog Dan Schawbel that all our emails, messages and other writings become key elements to strengthen our personal brand. I would add that these elements can also damage our personal brand. We never know who will end up reading it, so you better make sure that we are on the right track.

Writing strengthens our brand. Keys:

The shorter, is better…

The more simple and brief, much better. More than once, after writing a phrase we say "What I'm meaning is…”. We must avoid complexity, try to be as clear as possible. The use of assertive language It is essential to our way of communicating. In a world where attention economy sets the tone, best to avoid circumlocutions.

Lets anticipate questions and make answers easy

People are busy. It's not so difficult to add document links, refer to specific dates, provide data. Attach documents in universal formats (Maybe a .PDF a .docx). That will save a lot of time to others.

I am very grateful that when I call for a meeting, or videoconference call me several well explain the objectives of the meeting and would provide the necessary background information.

Let's aboid mistaqes taht make us seem dumbs

It hurts, doesn't it? It's not that hard to review a text, use a concealer (They are free). It takes a few seconds to check a text that has passed through a corrector.

To e-mail includes free correctors (like GMail). Make some mistakes is human in a long text, but wrong in a headline, a brief bio on Twitter or Instagram, It implies sloppiness, you have not even read what you've written.

Count up to 100

Reflect before answering a complex email. One of the virtues of a professional is the ability to remain calm. If we receive an email unpleasant, you have to think a bit. First of all, fairplay.

You have to let tempers cool and not create negative labels. Further, emotions can be misinterpreted. In these cases, written appeal should be the 2nd option. It is always better face to face or, if there is no choice, a phone call.

Communicate frequently

It is very interesting to send messages thanking just after meeting new people. Ask questions to our colleagues, bosses…. Provide useful items to our colleagues, customers, contributors…

Finally, you see that it is common sense, absolute sense. I recently found a restaurant slate in text 15 words containing 8 misspellings. That tells us a lot and bad personal brand owner of this restaurant. In addition to misspellings, the text does not make sense, not know where the starter, the second or dessert. You may eat well, but surely we avoid an intellectual discussion with the author of the copy. Write reinforces our personal brand… or destroys it.

Girl photo by The Everett Collection on Shutterstock.com

Few days left for TEDxEixample 2019 Do you have your ticket?

The next 22 March will take place in Barcelona the first edition of TEDxEixample 2019. More information on the webpage www.tedxeixample.com. If you do not have clear why go here I give you nine compelling reasons:

speakers TEDxEixample 2019

Now, someone is looking for your name on Google somewhere

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Yes, right now, as you read this, someone somewhere is writing and searching for your name on Google

Like it or not, your whole life passes at the speed of light in front of that person you are looking for your name on Google to find out information about you. This information can help him or her make a positive or negative decision for your interests. At that time four scenarios arise:

Google search results scenarios

  1. Your name is common and appear in 30.000 pages related to it, but is not really you the person of the results, and no one can know what they are. This is the most common scenario.
  2. You don't show up. As if you hadn't been born.
  3. You show unequivocally, but things linked to little or nothing interesting: crazy binges, scams, litigation, insults or the dreaded affiliation PRSF (politics, religion, football sex and its derivatives)…
  4. Show up correctly, adequate information, updated and unequivocally yours.

These are four very different scenarios that require different strategies. As an appetizer, here are some clues:

You have a common name

If you have two names or two first names, use them, surely thus you avoid matches. If both names are common (García Pérez, for example), get yourself a good “nickname”, a key name to be associated only you or put a hyphen between Garcia and Perez, for instance: García-Pérez (pure digital license).

For more information about other alternatives I recommend reviewing posts The pain in the ass of the name Garcia, First part, Second part, Third part.

Your name is not on Google

It is better not being there than appearing in a bad way, but today is in practice appear to NOT EXIST digitally talking. Clearly you need to start giving your personal brand visibility in the network.

I would start with a profile About.me, Linkedin and Instagram. While only you complete your profile on Linkedin and post once a week in Instagram soon, magically, your name will be perfectly indexed at the top and if someone is searching for your name on Google you will stop being a ghost.

You appear, but bad

The problems of Online Reputation (which they are not always mirror real reputation) have become a headache for many professionals. The big problem is that internet footprint is virtually ineradicable. Recently, and following a statement known as “law of oblivion“, it is possible to negotiate the removal of very old and prescribed information about us. Slow and laborious, but that's one way if someone is searching for your name on Google and find damaging information.

If that route is not viable because the information is recent or have not prescribed, there is a plan B I call “the carpet law”. It is simple, It is to publicize your positive part . With that, you can “hide” the negative news that the network has you beyond the first page of Google, in places that no visit. A carpet.

The strategy “carpet” is simple, which does not mean it is not laborious. Possibly you need to open a blog, work fine positioning online (SEO). A second tip is to interact in other blogs, in social networks, and try to make a positive mark with “broom effect”.

If the problem persists, because you're a person high direction and there binding reports against you, my colleague Paula Fernández-Ochoa and I have recently launched a specific program to defend consulting companies and executives cases like this.

Congratulations. Your personal brand online works

If you also have clear who you are, where you want to go and how, double congratulations, you PERSONAL BRAND it is well placed. If someone is searching for your name on Google you will find what you want. And if you want to count on an interesting project, ¡bingo!

Anyway, the solutions of the first two assumptions are tactics. One tip is that you plan a personal brand strategy, more complex and possibly requiring some external support, but effective.

Ten advantages of offline networking

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What is offline networking?

Offline networking is pure contact management . It is detaching from the computer screen, leaving home or office to attend events, reading books, watching movies or giving talks, among many other things. Perhaps this may seem boring or politically incorrect in 4.0, but believe me, it's fantastic.

I spend many hours in front of the screen, but I wish they were less. Out there there's a world. Few days ago, talking to a colleague, We talked about the power of offline networking compared to online. I'm not quite much about “ten advantages” and all that, but the numbers are magical and allow succinctly explain what has offline networking that has not (yet) online:

Benefits of networking offline

  1. Breaking the sense of isolation it produces be a few hours or all day at the computer. No videoconferencing can replace a good hug or a good handshake.
  2. Have a beer or coffee with a friend, a client, a collaborator. That does not even exist on the network. And our message can work in a relaxed way, with storytelling included.
  3. Exchanging paper cards. It may seem vintage, but I still have cards of the 90. Possibly they are useless, but remember it's like a photo album, It stimulates memory and can cause a desire to search for someone who left their mark. Although today it is easy to connect via many channels online, there's nothing like meeting in a real event.
  4. Put a face and voice people whose profiles are really old pictures and tunned. Do you imagine putting a face geek (freak digital) you've met before in a social network?
  5. The emotions, the senses, are transmitted more efficiently “Live”. The sum of verbal and nonverbal gives a complete result, which together with odors, tactile sensations, it becomes almost perfect.
  6. The ability to distinguish between friends, known and greated -paraphrasing Josep Pla-, It is greater in the street network, where we receive friend requests from people you do not know anything. I claim that differential treatment. Not the same a close neighbor beyond someone who was young couple or a customer. Our personal brand is activated to bring up the networker within us.
  7. Share information it is easier. If I have a computer problem you can solve a I online forum. But those who were born before 2000 we prefer to tell someone before us and tell us what buttons you need to press. Perhaps augmented reality will change some of these issues, but even today I do not see that this technology is applied massively.
  8. The qualitative value of a meeting is greater, since it involved the 5 senses. No vintage photos, our face is real, our actions speak for us. You may know attending a conference at 10 people, many fewer than possibly read this post, but its value will be higher.
  9. It is where it is generated true elevator pitch, a short speech where our value proposition should achieve a second meeting with a prospective client or stakeholder.
  10. To summarize I will say that, in person, real interactions often create a more favorable environment.

TED and TEDx, an opportunity for offline networking

TEDx and TED talks are a unique opportunity for the offline networking. While that remains are the videos, a publisher, The moment is unique and unrepeatable.

If you have occasion to be for Barcelona 22 of March 2019, Do not miss TEDxEixample 2019 in Antiga Fàbrica Damm. A place to learn, know, to experience. And the poster of this year can not be more powerful:

speakers TEDxEixample 2019

Some time ago I wrote a post titled There is a coffee that wants to know us, it is still valid. Of course, there is nothing wrong with continuing our networking online; metrics are always interesting. But sometimes, and today is a day to do it, we must reclaim handshakes and hugs as the great humorist Victor Parrado, a real fan of offline networking.

 

Business card image by Unuchko Veronika on Shutterstock.com

brands, increasingly personal

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Every time brands more personal?

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

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

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

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

Not catastrophism, time is running out

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

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

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

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

Ethics brands

Source: The Future 100 JWT

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

Values ​​indicate that not everything is

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

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

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

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

Humanize is to connect

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

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

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

Girl photo by WAYHOME studio on Shutterstock.com

Differences between personal brand, reputation and online reputation

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I wanted to talk to you about Online Reputation and its relationship to real reputation “and” personal brand. Everything is debatable, there is no exact science on this, but I hope to help you understand something important: personal brand, online reputation and reputation are different things.

Online reputation can be fleeting

If our personal brand is a solid foundation, generated by what we leave in others (perceived identity) and what we are (identity), reputation is the result of our actions (or inactions) seen by others. And the Online Reputation is the result of a positive, neutral or negative perception that it occurs in the Internet environment.

A person can enjoy an excellent reputation “and” and poor Online Reputation. That's a fact. I worked for managers whose reputation among peers, team and customers is impeccable, but their Online Reputation is negative. Let's see what can be the main causes.

Negative online reputation due to digital absence

That's the most common case. Some companies “hide” their staff, or managers thereof, by ignorance, obviated minimal presence in the network. The no presence brings out what I call digital trash, that is to say, everything you do not want it to appear on the network: personal information, public legal affairs, negative news. Here the principle that applies here is to take control of our digital brand.

Wrong digital protocol

To be an engineer you need to study four years, so to transfer your reputation to the network you need a minimum of training. Or, delegate to someone in the organization that manages for you (I do not recommend it except for a trial period). Develop the value proposition, the message for each stakeholder, the tone, the content, interactions… not far from the real world, but it requires its protocols.

Wrong storytelling

The digital narcissism, always talking about oneself or one's company bores flies. It is important that digital storytelling is interesting, generating interaction and, above all, value. Share contents of other companies or individuals doesn't hurt, on the contrary, eventually we become good content curators (one of the competencies of 21st century).

Share contents of other companies or individuals doesn't hurt

A few years ago, the spanish singer David Bisbal published an unfortunate tweet about Egypt during one of his trips. That could affect his Online Reputation, but all their real or personal brand reputation staggered. Sometimes, even these mistakes have their positive side: humanise, because they put the person as a mortal like others.

Those who might be punished by a “bad” Online Reputation are the most senior managers of organizations. To face this problem there are programs such as Executive Branding.

Cover photo by Sergei Nivens on Shutterstock.com

Events

TEDxEixample Salon

Albert Vilalta

Albert Vilalta, first Spanish man to get on a TED stage

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

We will have the privilege to have with us the architect specializing in sustainability Albert Vilalta. Albert was 2011 It was the first TED Fellow of Spain. His talk "Architecture at home in its community"Has more than one million copies in the TED platform.

 

#BrandingWeekRD

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

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

Branding Week RD

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

 

Ebook Personal SWOT

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

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

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

Giving meaning to everything: the PURPOSE

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

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

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

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

Overdose of goals? We need to focus

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

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

The action plan

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

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

An example:

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

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

Activation is OK, but with a horizon

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

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

Photo by ESB Professional on Shutterstock.com

Events

TEDxEixample Salon

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

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

 

#BrandingWeekRD

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

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

Branding Week RD

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

 

Ebook Personal SWOT

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

When the main threat becomes an opportunity for our personal brand

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I guess you wonder…

What is the main threat?

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

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

Creativity, divine treasure

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

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

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

What threat is blocking our creativity?

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

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

The experiment

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

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

Conclusions

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

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

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

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

Have a great 2019!

Domino photo by Jakub Krechowicz on Shutterstock.com

Events

Guillem Recolons / TWENTY magazine

Veinte / January 2019

Veinte

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

#BrandingWeekRD

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

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

Branding Week RD

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

recommended TED

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

#Fail Worst Personal Branding in 2018

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the worst of the worse

A few days ago in this blog was the best of 2018 an HR branding, also should know worst to understand the obstacles to overcome between those who work in personnel management brand.

Superficiality

Journalists seeking facilón holder and not investigate pros del Personal Branding (That does not sell) but the Cons. That has happened many times in 2018. Perhaps the most epic was entitled “Thymus personal brand: A long-term suicide“, published on a regular tabloid and signed by someone who wanted to get testimonials exclusive opposites. Then it was learned that the answers of respondents were manipulated. Article deserved the rejection of much of personal burners, in a collaborative post published in Soymimarca title “The suicide of personal branding“.

If we have two ears and only one mouth because perhaps we should listen before speaking.

intrusiveness

experts SEO They position themselves as experts in whatever and appear in the top positions of search for personal branding, personal brand…

Andrés Pérez Ortega He tried in one of its post matter. Why a Google search on personal branding specialists do not leave personal brand specialists? Instead, have shown that “positioned” the key word “personal brand” but do not have the slightest idea. Worst, They are also boast of it, as if customers a consultancy or training in personal branding you were stupid.

Opportunism

Professionals who treat personal brand management as a whole when only one party dominate. This is a custom that is being imposed. A photographer It is not an expert in personal branding, but surely it captures the essence like no one person.

A coach you can master important aspects of self-awareness, an indispensable diagnostic phase in personal brand, you need to master aspects of strategy and communication to achieve “everything” the staff brander. The same happens with image consultant, you can get the best out of a person on the outside aspect, but hardly will develop a business model around a strong value proposition.

Incoherence

You can not pretend to be a specialist personal brand without projecting a good personal brand. Every day I receive several follow-ups and requests for contact “personal branding experts” whose name he had never heard. Agree, everyone deserves a first chance, but do not you think the word “expert” is somewhat premature?

Worst is that, entering their profiles, you do not see they have a site (web + blog), not see that manage their social networks professionally and to make matters worse, you do not see adding value. A while ago tried the same subject in the post A teacher without personal brand personal brand?, and I see that things have not improved much.

termism

A few days ago I interviewed Lopez-Guerrero Mario for magazine TWENTY. He asked about what was the worst, he saw more pessimism in the environment of the personal brand. And do not hesitate, Its about termism. I wrote:

“Politicians who think in elections next year instead of a better future for people. torched statements, absolute lack of empathy. Journalism focused on the tweet and not the analysis of why the events. Companies that prioritize financial results on its vision and long treatment to its people (and then pay it, and very expensive). Overall I think the termism It is the cancer of society and personal development“

Personal brand management is not immune to this disease, and that causes the emergence of a new generation super influencers twentysomethings immediate success selling (which for them is not to consolidate a business model for the future but to win thousands of followers).

Envy

I tried a few months ago this issue in the post Personal brand, management success and envy. If not glad of the successes of our colleagues, We can hardly expect support when we launch a new project.

None of us is better or know all about your professional discipline. We are obliged to cooperate, and for me this has been one of the best experiences I've lived. Instead of competing, We see ways to improve, instead of feeling jealous, We see ways to improve ourselves.

Plagiarism

Agree, not everyone can create, but you can innovate, cure… At last it is necessary to resort to blatantly plagiarize what other. I usually say that if you imitate other brand other brand projecting. The distingues you the extingues you. Or as Andy himself says, “If you are one more, you'll be one less”.

Today there are many tools to know if a text is a copy. In this link you can find wwwhatsnew 4 websites to detect plagiarism.

from idiom

Few days ago this blog was about an interesting specimen, the IDIOT. The IDIOT creates online communities based massively follow thousands of people and then stop when they have obtained the follow follow back.

Abuse

Under the principle of misunderstood influence, Many companies try to recruit experts in different areas in exchange for visibility. A visibility which is normally in example promesa.Un: a manager of a portal asks for a specialized article 1.000 words to change visibility.

I do not know you, but to write a post of 1.000 words not plagiarized, I need many hours, perhaps even a whole day if I want it written very valuable contribution. That should remunerate, and NO with false visibility, with money. The time is gold, and who writes a blog, as well.

Privacy violation

One thing is that I decide freely tell you my life through stories Instagram. And another, very distinas, It is that I allow someone to trade with my data without my consent. What Facebook 2018 She has bottomed. If 2017 were the Fake News, the platform this year will be held accountable for making our data illegally traded massively.

I recommend reading El País Facebook shared sensitive data of its users with more than 150 big enterprises.

We are helpless against this violation, and perhaps our best weapon is the abandonment of platforms that destroy our privacy. You have to take the plunge.

Shape above the bottom

Finally, me wonder that many professionals are selling things like transgression as a whole value proposition. Exit all images with gestures irreverent It is not a solution to the lack of content. notoriety, By itself, does not sell. Value needs, relevance.

That of “If you do not know what to say, Dilo Cantando” It is part of the past. Now, If you do not know what to say, abónate silence and disseminates valuable content from others. go, we know how to cure contents.

Photo by Pavlo S on Shutterstock.com

Christmas 2018

Remember that Christmas Day Give Away Soymimarca, as is usual, the ebook with the best content 2018. Do not miss it: in www.soymimarca.com. Merry Christmas!!