Personal Online brand do you dare to choose the black pill?

Morpheus offers Neo a choice between blue or red pill. Blue will allow you to forget sorrows and stay in virtual reality, while the red one will free him from it and lead him into the painful and cruel real world... do you remember The Matrix?

Have passed 20 years old . And now the real world and the virtual world have merged, offering the best of each... and sometimes also the worst do we accept it? Now there's only one pill, the black one dare you take it?

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

Personal Online brand embraces the good side of the black pill

First of all, Personal Online Brand is a Congress. And as the name suggests, is online. Covid19 has rethought many things, and among them is familiarity with the virtual, interactive, digital, but real. A perfect mix, a black pill that wasn't available in 1999, when The Matrix premiered.

Virtual should not be synonymous with poor. The Quality it's also online. Because Personal Online Brand it's a paid congress. We have brought together people with a lot of experience in managing large online communities from multiple platforms. They know how a successful broadcast works. Most important, Know add value.

We have brought together professionals who understand the personal brand management process as a Iceberg, from self-knowledge to the communication plan, going through the design of the personal strategy.

The value proposition of the Personal Online Brand congress

There's something important: who organize and manage this congress have after themselves years of experience in personal branding, digital marketing, communication and event management.

But most importantly, the real value proposition of Personal Online Brand, is that for the first time a REAL itinerary how to approach a personal branding process.

The usual thing is that the organizers of congresses are first looking for influential people and then setting the presentation schedules at the convenience of each. In this case, has prevailed the value content over the name. And the speakers are specialists in their areas and they have worked together before. They're going to complement their talks, not to repeat concepts.

How the Personal Online Brand Congress Works

Date and times

Monday 4 to Thursday 7 of May, 2020. 2 hours and 20 minutes daily, between the 9:00AM and the AM 11:20AM in Mexico schedule CDMX (16:00 and 18:20Spanish time h). 7 daily presentations of only 15 minutes with 5 added minutes of Q&A between the audience and speakers.


You can check the agenda here, in total they are 28 presentations. They start at personal brand self-diagnosis (self-knowledge), continue in the strategic area, with design of the value proposition and business model and end up in the area of communication, networking and measuring KPI's.

Who you're targeting

The Brand Personal Online congress addresses two audiences:

  1. Professionals who need to identify their value proposition, what makes them unique and valuable people. They need to strengthen their digital skills to move in an increasingly complex and changing world. They want to undertake, either within the company they work for or in a project of their own.
  1. Business who want professionals involved with the brand, eager to represent her proudly in real and digital environments; true brand ambassadors. Companies that need to retain their teams, and embrace a purpose and learn communication tools to reach the market more effectively. That translates into trust, sales, loyalty and talent attraction.

What it takes to sign up

Only two requirements are required to enroll in Personal Brand Online

  • Cravings for improve your career plan or the branding your company
  • Register and choose one of the three plans (Basic, premium and corporate) on the web with its corresponding payment gateway


From Mexico, Dominican Republic and Spain for the whole planet in Spanish speaking, and from left to right:

speakers Brand Personal Online

Alan Urbina and Nancy Vazquez, founding partners Integra Personal Branding Mexico.

Isaac G. Merino, digital business consultant QUIFER Consultants Dominican Republic and Helena Casas and Guillem Recolons project The Human Branding in Spain.


The main deliverable is the same live congress, between 4 and 7 of May, via an online platform whose features will be available to subscribers to the conference days before the broadcast.

In the versions Premium and Corporate will also be delivered free ebook Congress, a Certification and a user account to view the videos Congress (who will be in private mode) exclusively after the event.

In the case of the Corporate program, it is also included for companies a webinar ad hoc for each few weeks after the congress to resolve specific questions about the company sector. In addition, those companies will get special conditions in the procurement of programs of executive branding, employee advocacy programs, corporate storytelling y employer branding.

Organization and contact

Anabel Ferreiras, partner and director of Quifer Consultores, is the one who organizes the Personal Brand Online congress from Santo Domingo, Rd. Anabel is also the alma mater of the MADI congress and of the Branding Week RD.

The broadcast is managed from Mexico for everyone with the live experience of the Integra Personal Branding team.

For any questions or needs related to subscriptions, please contact Anabel at the post office or by Whatsapp to your number +1 (829) 694-8080.

The black pill is ready

It only requires professionals and nonconformist companies, eager for progress. And let them understand that OFF and ON have already been cast in black, like the end of the movies. All yours, here's the door:


Stock Photos from Puhhha / Shutterstock

It's happened this week.

#BeyondCaos a new edition of TEDx Eixample, this time virtual

Success. More of 750 connected people, with peaks of 260 people and averages of 20′. I didn't know that was good., but the technical manager of the broadcast, Jordi Talleda, founding partner of Linka and the event's unique sponsor, certified it.

Culture, Environment, education and innovation after Covid19. These were the topics covered by the four speakers in very brief talks but of extraordinary quality and better message. Their responsibilities were:

  • Pepe Zapata: Director of TRESC, Community of Culture. Expert in cultural audiences.
  • Alejandro Valdovinos: Telecommunications Engineer, Participates in different clusters related to Energy Efficiency and Sustainable Mobility
  • Eva Forcadell: Neuropsychologist, specialist in neuroscience and education and founder of Memory library.
  • Juanma Freire: Head of scientific affairs at Ferrovial. Physical, Musician, passionate about the sea, dad and open innovation driver.

TEDx Eixample Beyond Chaos

Soon the videos will be available on the TED channel. I'll hang them here and let my blog subscribers know.

podcast: Personal brand: A Service Attitude

This week I was interviewed by my colleague Fabián González for your YouTube podcast and video. We talked about the personal brand as a service attitude to others.

Maybe the bio I have on my Twitter profile: “S.XXI shoe cleaner version, helping other people to shine” it will influence you to place the title. The truth is, I enjoyed your interview., is a close person and, definitely, one of the personal brand reviews. Here's the version in Spotify podcast. And here's the video:


Podcast on reputation crises

My colleague Rayko Lorenzo, teacher and great digital marketing expert, me “Bundled” to participate in the talk of Entrepreneurs Factory, by Radio Las Palmas. It was great the talk with Carlos Jimenez and Presen Simon together to Rayko. The linchpin of the talk was the crisis of reputation, especially online reputation.

talk radio the palms

I invite you here to see the podcast about reputation crisis. Have a nice week!

Personal brand diagnosis 6: Digital identity by name

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

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

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

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

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

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

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

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

The digital identity by Juan Martinez

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

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

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

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

Search with two surnames (or two names)

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

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

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

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

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

We distinguish digital identity online reputation

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

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

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

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

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

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

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

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

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

Google search by Guillem Recolons

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

Elements that contribute to improving digital identity linked to your name

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

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

Elements that help improve the online reputation linked to your name

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

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


Stock Photos from / Shutterstock

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

UVic's Personal Branding Strategy course

The next 9 July starts this online course Teachers are Helena Casas And I.

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


Personal brand diagnosis 5: Digital Selling Index

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

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

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

The context

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

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

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

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

The opportunity

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

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

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

What is the Digital Selling Index?

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

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

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

Why do we need to know him?

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

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

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

Analyze your results

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

Digital Selling Index by Guillem Recolons 02_20

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

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

Graphic Digital selling Index Guillem Recolons

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

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


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

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

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


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

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

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

Active listening

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

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

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

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

Publishing content

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

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

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

This Hubspot chart explains how to manage this part:

Inbound content cycle

Measurement of actions and monitoring

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

The questions here are:

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

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

Positive approach

This section measures how effectively you connect your prospects.

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

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

Personal brand

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

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

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

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

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

Stock Photos from Sasun Bughdaryan / Shutterstock

What's new IN TEDx Eixample

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

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

TEDx Eixample 2020 13 November

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


Personal Brand Diagnostics (4) Crystal

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

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

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

How and what Crystal Knows was created for?

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

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

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

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

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

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

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

Other free personality tests included by Crystal

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


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

Crystal DISC profile


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

Crystal eneagram


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

Crystal and Myers-Briggs

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

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

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

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

Crystal Nilton Guillem comparisonCrystal's algorithm

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

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

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

When comparisons are not hateful, but they add value

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

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

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

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

Stock Photos from GarageStock / Shutterstock

10 actions you can do for your personal brand from home

Many countries around the world are in a state of alarm due to covid-19 action. The Quarantine prevails in many of them, with a minimum of two weeks “Locked” At home. Few open shops. But nothing prevents us from making progress with developing our personal brand from home.

This video, more than eight minutes, includes most of the written content below.

Action 01: Read personally branded books

Brand CEO and brand ambassadorsMARCACEO and Brand Ambassadors. Cristina Mulero

I had the opportunity to read CEO Brand and Brand Ambassadors before it's published. Cristina sent it to me., still in PDF, as a draft. And the truth is, I thought it was magnificent the work he did.. So much so that my review is on an inner flap.

Everyone thinks personal branding is something for freelancers, for freelancers, etc. and Cristina demonstrates in this book the practical usefulness that Personal Branding has applied in organizations, both from the dome, the big executives, as from middle managers, great brand ambassadors and trusted generators.

The Yellow Road. Victor Gay-Zaragoza. Plan B The Yellow Road. Victor Gay Zaragoza

The Yellow Road it's a book about storytelling, a magnificent book, a book to enjoy it: seven steps to succeed by telling a story... or telling your own story, you choose what story you tell.

I met Victor a few years ago., when he presented his second book.The rebellious philosophy”, and this book surprised me as much as the first. And I was also in his workshop storytelling, that meant for me a before and after.

Monetizagram Pedro Rojas Lid

Monetizagram. Pedro Rojas. Lid Editorial

In a very different area from the previous ones we have "Monetizagram"from our friend @seniormanager.

The book includes everything you need to know to make the most of this booming social network, which is Instagram. I also had the opportunity to attend the Monetizagram workshop with Eva Collado, And the truth, brought us a lot of courage.


Action 02: Read personal brand ebooks

Maybe you don't have the paper books at home., And the truth, in times of alarm state, bookstores are closed. Although you can always turn to Amazon and the like, ebook is a good alternative.

Let your talent flow. Soymimarca. several authors

Let your talent flow is a free ebook that includes the best of 2019 from the Soymimarca blog. Prologated by Elena Arnaiz, includes articles by various authors, and you can get it in free download on the blog itself

The best and worst of the staff branding in 2019 and major trends 2020

This is a book that collects the best and worst also of Personal Branding 2019 along with trends 2020 personal brand, from this blog. You can find it right here for free at the end of this article.

Workbook de marca personal. Street Personal Branding

Personal Brand Workbook it was written by Claudio Inacio and Andrés Pérez Ortega and it's called yes because it's a book full of exercises. They call it: Personal Branding's first practical book, the truth is that it's a book that has a small cost, but compared to its value it's very profitable and it's worth it that you can read it from home.

Action 03: Sign up for an online course

Personal Branding Strategy, UVic UCC

The third action to do at home is to study online. And this time I propose a course that just came out of the oven, Vic University, it's called "Personal Branding Strategy”. Teachers are Helena Casas And I. Here's a summary:

A difference from a master's degree or a postgraduate degree, it's something lighter. It will take place in July 2020 and pre-registration is already open. Investment is relatively small: 235,5€, compared to a postgraduate or a master's degree, as you can see it's much more affordable and reasonable. And it's in Spanish. Highly recommended. By the way, from here you can get a 5% off.

Action 04: test your digital business skills

In this case it is Álex López who proposes a very interesting test called "Digital Selling", and that can be found on the web, What is it

And in addition to the test, which measures seven parameters to strengthen our brand and be better connectors and better sellers on social media, you can find various knowledge pills that have great value within this website. The friend and founder of Cyberclick David Thomas, the founder of AlwaysPeopleFirst, Xavi Escales, the commercial trainer Felipe García Rey, my good friend and digital humanist Joan Clotet, Guillem such Recolons, the director of Enzymatics Laura Fernandez D'avila, yes, transformation manager by Novartis Stephane Morel, Nedgia's communication specialist Noelia Sanchez, writer and lecturer Alex Rovira, the Director of the Spanish Institute of Sinergology Eva Garcia Ruiz, my friend Arancha Ruiz and my good friend Alex Lopez (creator of the platform).

Don't miss it:

Action 05: Improve your social networks

Good, fifth action: Improve your social networks. It's a good time to tidy up and analyze the value we bring and convey.

For example: that picture you have in profile still with the dress of the first communion, it would be time to change it and update it, to catch up. And the same with your biography, your value proposition, analyze your keywords, Anyway, and everything related to contacts, networking.

Action 06: Improving our health from home

Here I propose to review a great TED video of Paula Fernández-Ochoa which he presented last year in TEDx Eixample. The video explains how to do a full exercise in just ten minutes and with very little space.

Paula had a red carpet barely a metre and a half in diameter, and with that he had to do a series of exercises that blew everyone away. Here's the video, that breaks the belief that you can't exercise from home:

Action 07: Subscribe to personal brand blogs

Multi-author blogs

  • First, as multi-author blogs collaborative authors have the Soymimarca, perhaps one of the most complete and with some solera
  • Then you have the Integra Personal Branding Mexico, which includes collaborations from Integra's own partners (among which I figure along with its founders, Nancy Vazquez and Alan Urbina) and many guests from the LATAM region.
  • And you have the one More than Law, directed by Paula Fernández-Ochoa, where there are very interesting content from various authors.

Blogs of personal brand pioneers

Although today we have many bloggers, starts this section with those who opened the way between 2005 and 2010 (And they're still there):

Mandatory blogs (in addition to the pioneers)

Many professionals have created their own style, their own methodology and their own way of communicating. I highlight the following:

America exists, and step hard

Of course, America exists. And in addition to existing, contribute more than you think to Personal Branding. a Brazil, Ilana Berenholc, Daniela Viek, Deize Andrade... In Colombia, Raquel Gómez, Johnny Durán, Hector Jimenez, Veronica Sanchez... In Venezuela, Ylse Roa, Fernando Rios, Yi Min Shum... In Peru, dew Ames, Inés Temple... In Chile, Roberto Arancibia, Gabriel Patrizzi... In the Dominican Republic, Vladimir Estrada..

Action 08: Watch personal brand videos

Personal Branding Lab Day

Here I propose you to watch personal brand videos of all colors, of all typologies and all authors. And why? Because I propose you to go into Personal Branding Lab Day's YouTube channel, the personal brand congress.

And there we find more than a hundred videos of many authors and a lot of hours of video. So, it's hard you can't find content there that doesn't fit what you're looking for.

Action 09: Listen to podcast

Ninth action to do at home: listen to podcasts. When the screens have tired you, you can't read anymore, to see screens, the podcast is a good solution to be able to hear interesting things.

The truth is that in personal brand we have a subject pending there. We're not all authors yet on that podcast thing.. Let's hope this is resolved this year 2020.

One of the pioneers is Mireya Trias, to which I recommend you follow and be able to follow their podcasts. And also TED in Spanish, for example, interesting even if it's not strictly personal brand, you learn a lot and they help you change some interesting habits.

I add to these proposals the invitation of my colleague from Bogota Raquel Gómez to listen to their Podcast on Mondays across all their networks, and so glimpse more actions for this season.

And later on, in terms of platforms, you've got a lot of. You have from iVoox, Spotify, Apple's own iTunes, Anyway, I would extend, but the podcast is a format that's really hitting hard and it's going to stick even more.

Action 10: Watching movies at home

And last: watch movies at home. Not that they won't let us out anymore., they don't let us go to the movies, the truth is that we have more options and platforms than ever to do it: Movistar, Orange, Vodafone, Yoigo, Netflix, Hbo, Disney, Apple TV, plus the DVDs we have at home, and besides some of those old VHS do you remember?

Well, there's plenty to see., mostly classics. In any case, there I leave you these recommendations. Ten actions you can do for your personal brand from home. If you can think of any more, I'll wait for you. Come, See you next week.

Stock Photos from Chendongshan / Shutterstock

#TheBrandBoat The Ultimate Madness: a Personal Brand workshop during a Mediterranean cruise

#TheBrandBoat is a product of Steve Jobs' philosophy of life that surose with the famous phrase "Stay hungry, stay foolish" in his speech at Stanford.

The idea of holding a workshop Personal Branding aboard a running cruise is great, was from Elia Brosed, one of the best travel managers on the planet.

And the idea of putting it into practice (you know, from the saying to the fact), of Eva Collado. The idea to grow madness, of Laura Chica. Anyway, in my role as advertising, I put the branding stuff. And there it is.

If you have little time, I'll sum it up in a minute.

The first question about #TheBrandBoat: and why not?

I've always liked the challenge of a what so why not? about curiosity or doubt of what?

And why not? helps you break down barriers, Brakes, prejudices... on a boat? In November? isn't it cold? and working? and on holiday?

Why not. From 3 to 6 November. A date that is a clear advantage for the price. Low season in our Mediterranean for a leading luxury cruise company like MSC. Right after a bridge 1 November, a small extension.

Cold? The average temperature in Barcelona and Genoa at the beginning of November is a maximum of 18o and minimums of 12o. Soft, not very cold. Agitated, but not removed.

Working and on vacation. Well, rather, training in your personal development while enjoying a vacation cruise. Travacaciones, calls it Pedro Rojas.

The workshop #TheBrandBoat

I think the advantage of a workshop away from the worldly noise is obvious. You're relaxing, you better absorb knowledge, you concentrate better.

The workshop is a tour of the Personal Branding' Iceberg, the three pillars of the personal branding process (known as Personal Branding): self-knowledge, and visibility strategy. Each part has a trainer who leads the section, And so we have:

Training team #TheBrandBoat

Know-You with Laura Chica. Approx. 5 hours

Who better than a psychologist and coach for help you connect with you, to identify which brand you project to others (and on Google) and define a SWOT personal.

Here we work the basics of the brand, the starting point, yes, Who am I? and Where am I? Without this information it is frankly difficult to "pass screen" and jump to the next stage of the tour, it's like the foundations of a building: you don't see but without them everything falls down.

Develop-You with Guillem Recolons. Approx. 5 hours

The second part of the workshop delves into personal strategy. In defining the purpose, yes, objective. In working what makes us unique and valuable: the value proposition.

And very important, working the business model personal, to analyze its compatibility with the corporate business model. And how not, to define the messages. Here we work to answer the question where do I want to get?

Market-You with Eva Collado. Approx. 5 hours

And the third question is twofold how can I get? and Am I coming? This section of visibility and KPI's measurement is run by Eva Collado. And here everything is based on the premise that without communicating there is no possibility of being found, valued and chosen.

Eva dominates like few digital environment, so this part is perfect for those who need to improve their presence, essence and networking in social networks. And also for those who want to measure their effectiveness.

The Virtuous MSC

MSC Virtuosa #TheBrandBoat

Source: MSC Cruises

It's one of MSC's star ships.. And best of all, tell us that we will debut the ship on 3 November coinciding with the first edition of #TheBrandBoat. The truth is that these kinds of cruises have it all. They're real hotels crossing the sea.

I am struck by the finishes of the cabins, Facilities, the idea that it acts Cirque du Soleil. The fact that the price includes everything, full board, Drinks, Sure, Rates, and what makes this event exclusive: 15 hours of training.

The cruise departs from the port and Barcelona and makes stopovers in Marseille and Genoa, Mediterranean essence.

Prices, Reservations, questions

All the information you can find on the web #TheBrandBoat. Reservations are accepted until mid-March 2020, are the conditions of the special price offer of MSC Cruises. You'll see there are three price options depending on the type of cabin.

And something important: reservations must be formalized at the latest 15 of March 2020. Cheer up! We will wait for you!

Edelman Trust 2020: Trust is built on ethics and competence

As is customary at these dates, a few days ago, Edelman Trust 2019 published his annual confidence report, the barometer Edelman Trust 2020. And as usual in this blog, I summarize the key points that affect personal branding, corporate brand and the opportunities that emerge from the barometer.

See also:

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

Edelman Trust data sheet 2020

Online survey conducted in 28 countries. More of 34.000 respondents in total. Fieldwork carried out between the 19 October and the 18 November 2019.

It has differentiated between the general public and the informed public. There is some bias towards a higher proportion of Generation Z (18 to 24 years old ) with a total of 280 interviews.

For whom is trust relevant today?

  • For Consumers and for Risk Resilience: Trusted companies have stronger buyers and consumer advocates
  • For Employees and for the Market: Trust drives workplace recommendations
  • For Regulators, Investors and media coverage : Trusted companies are more licensed to operate

A growing sense of inequity looms

There is the paradox that the informed public is more confident than the general population, with a difference in 14 points. In the case of Spain, for example, the informed public gives an approved to the general confidence (59%), while the general suspends her with 42%, with a "gap" of 17 points difference.

This inequity is further evident in trust in NGOs and companies (70% informed public vs 55%). And in government and media there is also distance, where the informed public places their trust, while the general public clearly distrusts.

Edelman Trust Inequity 2020

Source: Edelman Trust 2020

Trust in capitalism, in question

A risk appears in the confidence in the system. For the first time, the rate of distrust of this form of organization outweighs trust with 56%.

Inequity is a germ that causes that mistrust against a way of life that seems to need to be reinvented.

Capitalism under the magnifying glass

Source: Edelman Trust 2020

Are we ready for the future of work?

Well, according to Edelman Trust 2020, everything points to that it doesn't. A 83% respondents express fear of losing their jobs due to one of the following reasons:

  • Increased "freelance" demand on a Gig-Economy model (economy on demand) 61%
  • Imminent recession 60%
  • Poor skills training 58%
  • Cheaper foreign competitors 55%
  • Immigrants working for less 54%
  • Automation 53%
  • Jobs moving to other countries 50%

Respondents also point that technological advancement outweighs them. That's it, in my view, we should also see it as an opportunity to learn (there's no age, just attitude) and overcome the fears of something as inevitable and convenient as improving and advancing technology.

The formula of trust: ethic + skills

This is the great contribution Edelman Trust 2020: being competent is not enough. Being just ethical, neither. The study ethically refers to elements such as sense, purpose, true values. They refer to the People priority – Planet – Benefits I talked about a few weeks ago in this blog in the post Leadership, vulnerability and personal brand.

graphic no institution is ethical and competent at the same time

Source: Edelman Trust 2020

As seen on the chart, there is no single institution that meets both premises: ethics and competencies. NGOs carry ethics in their DNA, but they can't be competent enough to solve the problems of this world. On the other hand, companies approve in competitions, but their lack of values and ethics puts them in check.

So much public administrations as media suspend clearly by not reaching any of the trust-generating premises.

Ethical drivers are 3 more important to the company's trust than the competition

And if that was not enough, it's not that ethics is important, but it's three times more important, at least for companies.

eticos drivers 3 times more important than competitions

Source: Edelman Trust 2020

Ask yourself a question do you think your company, or the company you work for is putting ethics ahead?

Integrity, reliability and purpose are the ethical armament of the 76% preferable to respondents over their own competencies, with a 24%.

And let's be clear that here it's not about tomorrow the company decides that its values are integrity and reliability and writes a purpose. It's about a cultural change Full, something that could explain very well Christian Fernández, Director of People and Culture of Andorra Telecom.

Employees and customers, priority stakeholders

Many companies keep repeating that they are due to their customers. But the reality is that they act driven by the interests of shareholders.

employees and customers first

Source: Edelman Trust 2020

The graph shows how people equally value respect for two priority stakeholders: employees and customers. Instead, shareholders and communities should not be responsible for key decisions of organizations.

Public-private collaboration, necessary in employment

private public collaboration needed

Source: Edelman Trust

Collaboration between companies and administrations is estimated to be much needed to avoid a debacle in the use derived from the gig-economy and automation. Particularly sensitive sectors will be public servants and businesses. But it is estimated that it is the companies that will have to lead the training.

And how ethical binomial-competitions affect personal branding

As the study's own interpretation in personal brand key, I highlight the following points:

  • Managing our brand is more important than ever, either outside or within organizations. Our values are real, undesigned, and can help institutions (NGO's, Business, administrations and media) to humanize their messages and make sense of their purposes.
  • The internal influencer or "emfluence" conveys the company's values and purpose better than the external influencer. First because he knows those values and purpose better than anyone. And secondly because he also knows the attributes of the brands of the organization like no one. That's it, for me, a branding appeal to all organizations that have not defined their "brand purpose" and vital elements such as Employer Value Proposition, why employees and outsiders should trust that brand.
  • The programs of employee advocacy programs must put the communication of values and purpose ahead. Many consumers are worrying about issues such as whether the product has respected the age and fairness of workers, working conditions...
  • The CEO should be the spearhead of the personal brand in the corporate sphere. The study shows that the CEO of the organizations must face it more than ever. And from what I see in personal branding training programs, many managers are absent when should be the first participants.

There is much more information in the Edelman Trust's PDF executive summary 2020.

Stock Photos from Atstock Productions / Shutterstock

Information of interest

Personal Branding and RRSS ONLINE College Course

The University of Vic already has the registration open for the specialization course in Personal Branding and Social Networks. Is 100% online and is equivalent to 23 UCTS credits, priced at 1.750 euros.

The start date is the 27 February 2020 and ends the 31 July 2020.

Content creators and teachers are Helena Casas And I. Here you will find the information to formalize tuition, And here to get a 5% off. We will wait for you!

Personal Brand Diagnostics 1: External feedback

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

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

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

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

Johari's window and feedback

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

It consists of four windows or quadrants:

Johari Window

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

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

Why it's important to ask for external feedback?

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

And the answer to the question is threefold:

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

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

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

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

Informal feedback requested from people close to us

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

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

Noemí Vico feedback exercise

Source: Noemí Vico

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

And who do we ask for feedback?

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

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

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

Channels to request feedback

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

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

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

Stock Photos from Tasty_Cat / Shutterstock

Why you need to manage your personal brand

Need to manage your personal brand? It's a recurring question., and even though you're on a true believer's blog of matter, I'll try to clarify, with the help of Eva Collado, doubts so you can make your own decision.

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

Reasons to don't manage your personal brand

Just as there may be reasons to manage your brand, there are also so that they don't. Some examples:

  • You've reached the end of your career professional, you just want to retire in peace and run away from the worldly noise, leaving no legacy behind.
  • Your job is to don't exist, to go unnoticed. As an MI6 agent.
  • You think your company will keep your employment until you retire.
  • Out of ignorance, you think that brand thing is kind of esoteric, a scam or consisting solely of a social media presence.

Reasons you need to manage your personal brand


As the marketing expert rightly states (not the cook) Ramón Freixa, "if you don't say who you are, others will say what you're not". Many people don't have control of their brand digital (and also not the real), which can bring them a lot of trouble, either by absence (if they don't find you, they don't count on you) or by poor presence.

If you do not say who you are, They tell others what you are not. Ramón Freixa

Leaving personal brand adrift means missing opportunities to be chosen in a process, one of the key goals of staff branding (understood as managing your Personal Branding).

Value Management

A career is closely tied not to who we are, or what we've studied, nor our experience. Is Linked to the Value that we are able to contribute, to that value proposition that puts the customer in the center and makes them grow, be better, whether it's a company or a person, Ngo...

At the end, if they do not contribute, you don't matter

Recognition comes after what we do, not from what we say. So, Value's proposal should be anchored in that we show to achieve, and ideally should provoke the recommendation of the beneficiaries of that proposal.

Values: The secret to best networking

The best techniques networking will fall if we are not able to show how we are, what moves us, what binds us to other people. With Values we have two big challenges:

The first is Detect, know what are the three pillar values that underpin our code of ethics and our relationships with others. That's what I'll talk about in a few weeks..

Values are not explained, transmitted

The second is Transmit Properly, and you get that with facts, not in words. Explain that you're an "empathetic" person, close and commour" is very nice, but it's declarative. You need to prove it., And that asks for images, videos, external testimonies…

We are more credible brand ambassadors

Maybe no one gave you a badge or a badge, but as a person I already assure you that you are more credible and reliable than a corporate brand. And you're the one who can do the best. humanize and convey its purpose, your mission, their Values.

Entrepreneur: Do you know that your people are your brand?

Work as an employed person or self-employed, what you share will always have greater credibility than an abstract reality (though rich in meanings) called brand. You're a spokesperson, You are the best Ambassador, and it doesn't matter your rank. For the brand's customers, you represent the brand. Wear it with pride... or you need a change.

Managing your career

You've known for a long time.. The responsibility for managing your career is yours. Not the company (that can help in some respects) or anyone but you. A strong personal brand makes it easier to aspire to the best job, Keep, Grow, facilitates change when it's right...

It's as important to be good as it is to be. Rubén Montesinos

Career managers are clear about this: it's easier with someone who projects a clear and valuable personal brand than with whom you decide anonymity. In the 21st century, as it says Rubén Montesinos (alias No working dead), it's as important to be good as it is to be.

The reasons you need to manage your personal brand on Social Media, by Eva Collado

I've asked my colleague Eva Collado Durán something she dominates like no one else. The reasons for managing your brand on social media. Eva is a human capital consultant, Lecturer, blogger and author of "Marca eres tú” (Rasche, 2015) Y "El mundo cambia, ¿y tú?” (Alienta, 2019). Here are your reasons for managing your brand in the social media environment.

The choice of companies

It's not a trend, it's a fact that companies are increasingly betting on people with a powerful fingerprint. They know that those people with a world of rich relationships can also exercise networking and social sales brilliantly.

E-recruiting, or nethunting: is now networked recruited

That's right, many companies are betting on direct network recruitment. The CV has gone from paper to digital, a Social RESUME. And the current reality is that if they don't find you, discard you.

If they don't find you, discard you.

Social learning

As a professional, you should know that a high percentage of learning is networked. It's known as social learning. Not having a consolidated social media presence means missing the train from staying in permanent beta state.

MOOCs (free online courses organized by universities), courses, Webinars, knowledge pills on YouTube/Vimeo, streaming on ALL social networks, infographics, university online... are just a few examples of the possibilities offered by the network.

Definitely, and to conclude this collaboration with Guillem, I leave you a reflection that I hope will give you what to think:

In the networks you show yourself, and in real life you show

The result of personal branding

All of the above reasons, added to others that you can read in the post 23 reasons to get in Value, make your choice easier. We could simplify it like this.: the best result of managing your personal brand with success and consistency is the choice. And remember, success is as important as constancy.

I will complete the parts of the personal branding process through the Iceberg Personal Brand category. Eva and I hope you've been helpful in reading. Have a nice week!

Stock Photos from / Shutterstock

Annex. Monetizagram: A workshop hit

monetizagram barcelona feb 2020

It is precisely with Eva Collado that we have attended Monetizagram, Instagram's monetization workshop taught masterfully by Pedro Rojas and Maite Serna. A surprise. Fast-paced action. Useful tips. First strategy, then tactic. Examples. Ideas. To do's. Practices to avoid. How the Instagram algorithm. Good roll in a hurry.

And nothing is intuitive. It's all based on The Plan Company's experience with large customers, medium and small. A great investment.

If you missed it, there will be more, and now the book is available Monetizagram (Editorial Lid, 2020), with all the details of the workshop.

Pros & cons of having private social media profiles

I see that having private or public profiles continues to raise doubts for many social media users. In this post I explain, with the help of Oscar Del Santo, the pros and cons of having a private profile, although I advance that from the point of view of your personal brand, there are more advantages and opportunities having those public profiles.

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

Imagine social media as a social club. Would you cover your face so the partners wouldn't see you?? Would you keep quiet?

OK, I didn't want to condition the answer, but I think that's just what I just did. Imagine the situation. You pay the entry fee to a club, Whatever it is, Sports, bridge, business, whatever you want. And the first day, the day of your premiere as a member of the club, you come with your face covered, earplugs and not saying a word... do you think it's reasonable?

If a network is social, and therefore opened, what's the point of a closed profile?

This was the reflection that prompted me, between 2008 and 2009, to register for the most relevant networks, and with the exception of Facebook, I did it with open profiles. The reason we didn't do it with Facebook is that it was, at least initially, to locate your friends and follow them in the virtual world.

At that time, I was closely following Francesc Grau, author of Twitter in one week, and I remember I asked him his opinion on private profiles on Twitter. His response was stark: Twitter is not a network of friends, it's a place where people and businesses are informed of what's happening in real time and they talk. A private profile doesn't make sense.

But there are still many private accounts, especially on Instagram

Instagram surprises me because a lot of the people who follow me (and the ones I follow) have private profiles. That is to say, that even if they follow me, I can't see what they post if they don't give me explicit permission. I think in the economy of care, maybe we don't have the time to make decisions if there are obstacles along the way. It's my way of looking at it., though I may be wrong.

But beyond my opinion (let's say pretty subjective), I'd rather check the opinion of another great professional like Oscar Del Santo, and then list the advantages (that there are also) and the downsides of maintaining private social media accounts, especially Twitter, Facebook and Instagram.

An expert's opinion: Oscar Del Santo

Oscar Del Santo is for me one of the greatest benchmarks in Personal Branding, inbound marketing, digital marketing, emotional intelligence and coaching. He is the author of "Marketing de atracción 2.0”, “Reputación online para todos” and co-author of "De Twitter al cielo”. This is his assessment of the private profiles:

Privacy is very important for many people, especially those who use digital media and social networks to communicate with an exclusive group of contacts and who want to maintain a certain anonymity and the healthy ability to say whatever they want with a minimum of censorship.

From this perspective, you wouldn't have anything to object to regarding private profiles on Twitter and Instagram. They're a perfectly legitimate option.

True, they convey a certain sense of Obscurantism and do not contribute particularly to the construction or development of our personal brand, or that we can implement growth strategies. All we think twice before following someone whose tweets, feed or images are censored. Thus, from a Social Media Manager perspective and to achieve marketing or reputational goals are not particularly useful.

Key benefits of private profiles

The freedom to choose who you follow and who follows you

Perhaps it's the most remarkable advantage. In the background, you create your own social club. My question is whether that would already be covered with Whatsapp groups, Telegram, Messenger...


By controlling the flow of followers and followed, you avoid trolls, offended, and expendable wildlife like spammers, fake accounts


This is the main advantage that confess essays those with private profiles. In my judgement, it goes against the idea of "social" network. If you want to share photos with family and friends, there are other formulas. The tailor's wife is the worst clad, Drive, Dropbox, private folders on Pinterest,… And if you want to talk, you can also count on Whatsapp, Telegram, Messenger…

Spy mode: see without being seen

It's also an advantage. Allows an observer profile (the majority net on the network) of those who look but don't touch, doesn't comment, doesn't rumour, doesn't share.

Major disadvantages of private profiles

Missed opportunity in election processes

Many think that election processes only occur when someone is looking for work, when you're looking for equipment, when he's running for an election contest. There's more. Every day there are processes of choice that we are often not aware of, or we're only when they contact us for a particular project.

Having private profiles, that equates to a poor digital brand, makes it difficult to choose. Let's remember that if we don't communicate, they won't find us. Y a private profile doesn't communicate.

Smaller communities

Maybe it's a secondary disadvantage., but social media requires minimal so that we can consider them "communities". Linkedin has set it in 500 contacts, the rest of the networks don't have a minimum set.

Many netizens refuse to connect or track people who don't show the cards face up

Farewell to SEO positioning

If you have a very common first and last name, it's harder to be found on the Internet. With open profiles (and assets, important detail), it's easier for them to find your name.

Missed networking opportunity

Just as there is a missed opportunity in election processes, there is to take advantage of connections that can be of great use to us. I'm with Oscar, we tend to be wary of people who don't share minimums of information, and that creates a discard.

One of the good things that the Internet and social media have brought us is, precisely, the ability to build relationships. Initially they are virtual, and many end up being real. Thanks to the network, I've met people who have made me grow, and to which I've then had the opportunity to shake hands.

In short...

You choose which monastery you want to live in: one open and admitting visitors or a closing one with a vow of silence. Both are acceptable. Now you know the pros and cons of each. The reflection is yours. Have a nice week.

Stock Photos from T-Kot / Shutterstock

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