Personal Branding (in Spanish, also known as branding personal) It is the diagnostic process, strategic development and action plan of Marca Personal. Curiously, when we write in English everyone understands. Let me give you another simile: Branding is the diagnostic process, strategic development and action plan of Brand. So, Why to translate into Spanish all the confusions arise?
A Marca Personal it's the result of this process of personal branding seen from the minds of others. As Joan Clotet says, it is perceived identity. The more accurate is the management process of "marca personal" (personal branding), the more related to the actual and intentional identity, and there will be less gap between actual and perceived brand.
And what is a brand?
The brand is a value proposition, not a logo. Worthless there can not be a brand. My colleagues of Branzai, with Ivan Diaz in front, wrote in 2015 the four key requirements for a brand to be a brand: Insight, Brand platform, verbal identity and visual identity. I transcribe literally from his post entitled: What a brand needs to be a brand:
The direction, the necessity, where we want to go. Any brand that wants to be a brand has to be very clear that concerns of your audience thinks solve. Which of them can capitalize on a competitive basis. Without Insight to aim not have a place to go.
Primary, the heart, the soul of a brand. That is what sustains its construction, what shows us the way. If the Insight is the address, brand platform is the way.
A differential territory from which compete, values that drive, a personality that defines us, and a value proposition to propose.
At this point we should ensure that our brand has defined, As minimum:
It shapes our personality, our brand. The way we speak, in which we recognize, we interact:
– Voice tone
– Matrix Posts
– Storytelling and Character
What represents us and makes us visible, how to express what we are and what we do, our personality and value proposition can imbue each contact point:
-Secondary chart (typefaces, Colors, Key Visuals)
-Brand system (Layout, compositions)
-Visual language (photographic style, pictographic, illustrative)
Differences between brand and personal brand
Differences are basically focused on the diagnostic part, which regards the self, and also in the visual identity. The diagnostic tools of a brand are somewhat different to those of a marca personal, you need to enter complex psychological grounds as limiting beliefs, attitudes, behaviors. That is to say, the difference lies in the human factor, although I should point out that we are now working hard to treat brands on his human side. Regarding visual identity, in those gestures is added, the way of speaking, hearing, to wear, to relate.
For the rest, the 4 requirements are appropriate for a brand and a career. For example, Who says a person can not work their naming (example @yoriento), or logo (If you look at the top left of this article you will see mine) or storytelling (In fact the story is characteristic of the human being, and later adapted by brands)?
I hope I have clarified concepts, have a nice week!
https://www.guillemrecolons.com/wp-content/uploads/2018/09/personal-brand-vs-personal-branding-por-guillem-recolons-1.jpg5671200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2018-09-23 12:53:212018-10-04 09:48:32Isn't it?, Personal Branding is not the same as Personal Brand
Yes, it continues to confuse personal brand with personal marketing
Without denying at all the importance of personal marketing as part, personal brand would be the EVERYTHING. It's like marketing (part) and branding (all).
Personal brand (in English marca personal) It is what we leave in others, a print, an impression, a legacy. The personal marketing is a set of strategic routines included in a process of personal branding (personal branding) which it aims to meet the needs of customers or stakeholders.
As stated Ivan Diaz (Branzai), “We all know that the brand is the result of everything it does, the experience we live with it. The brand is what it means to us. And that happens to make reality what we tell, by realizing the words we use.”
Marketing, such as branding, it's the process, not the result
I consider “brand is what it means to us”. And I apply it to a personal brand. A person is what it means for each of us, and therefore we could say that each of us printed on the other separate personal brands. And that is the difference with marketing. Marketing, such as branding, it's the process, not the result.
Can you imagine that to reach 1.000 impact with your message had to pay 1.000 euros, Dollars…?
Well, that was well before the year 2004 (aprox.). If we wanted to be seen by 1.000 individuals relevant to our target audience, we should pay. Paying for inserting an advertisement in a newspaper, in a magazine, pay for issuing a radio spot. Paying for buying a database and start action email marketing or sending by mail. Personal marketing previous to 2004 was using the classic advertising resources. Few could afford it, out of actions and campaigns with very local effect.
Now we have an opportunity and a threat:
Opportunity because it is easier to publish a book (DTP). Because we all can have a site In Internet, that, can reach personal marketing, audiences. Because good content management in social networks allows us to reach and consolidate contacts. If not zero cost (that does not exist), at low cost.
Threat because once communication was universalized thanks to the above facilities, separate the wheat from the chaff is difficult. I liked the concept of “attention economy” I read Antonio Nunez in his books Será mejor que lo cuentes (Empresa Activa, 2007) and La estrategia del Pingüino (Conecta, 2011). It refers to the average Western individual is exposed to 6.000 impacts of commercial messages every day. And in this context, differentiation through value is critical. That is the threat.
According to RAE, “Traction is the action and effect of pulling something to move or drag”. That implies that, regardless of the quality and value of content, you must drag to the target audience (although this has not requested). This was for many years the basis of traditional marketing. Here we have advertising actions, PR, guys at merchandising, sponsorships, product placement… You do not ask, and something interrupts you (an ad) or you appear to become one of your 6.000 daily impacts.
Does that mean it does not work? Of course still works. Although according Nielsen, it loses power with each passing day. But it works. A SEM action, for example, is traction marketing. You are looking for anything on Google, for example, and many ads will appear before or after the organic results (the organics, OK?). But do not see any ads, only those related to the keyword you searched; This is known as affinity.
Marketing de Atracción
Term created by Hubspot, It refers to an investment in the traditional process. It's not the message who seeks the target audience, It is the opposite. As defined by Hubspot, “Attraction marketing (inbound marketing) It is to create valuable experiences that have a positive impact on people and their business. It attracts customers and prospects to your website and blog through relevant and useful content.
Unlike traction marketing, with attraction marketing we do not compete in the race of the attention economy. To generate content specifically designed around a value proposition, we address the problems (pain) and opportunities (gain) of our stakeholders, generating confidence.
While attraction or inbound marketing was initially thought to companies, today we are also implementing a strategy of personal marketing within personal branding plans. In fact, there is not much difference in approach, perhaps there budget. Did I say budget? Is not attraction marketing based on content? Yes. But that can also be “bought”. It's not my case, but in the market there are many specialists in writing and content curation for third parties. It is a new profession, and goes upward.
I would argue that the Personal Attraction Marketing It is one of the keys to building trust and value. Keep that in mind in your management plan personal brand.
https://www.guillemrecolons.com/wp-content/uploads/2018/09/marketing-personal-de-atraccion.jpg5471200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2018-09-08 12:37:342018-09-08 15:11:41From Personal "bound" Marketing to Personal "inbound" Marketing
My colleague Paula Fernández-Ochoa and I offered a dialogue on branding staff we entitled “It's distingues a extingues“. It was part of a webinar organized by QUIFER Consultants (Dominican Republic) as warm up or heating of the events taking place in the #BrandingWeekRD in early February 2019 In Santo Domingo.
We leave the video of the webinar, and if you have little time, We've left a summary of the dialogue in text format you'll find after video.
It's distingues a extingues (dialogue about personal branding)
Paula: Guillem, We started the dialogue on personal branding. What does the title you distinguish or you extingues?
Guillem: The generation of our parents argued for discretion. Today is the disappearance discretion. Paula Where was the discretion of lawyers?
Paula: That I know well ... I'm a lawyer and I have seen the evolution: confidentiality of the profession, advertising ban… Many do not see the need to become visible, a mistake.
Guillem: Going back to the title "I distinguish or extingues you", Paula, Why do you think it's important to do things differently?
Paula: In today's market there is excess supply and demand, We are saturated and information professionals, so it is necessary to differentiate, have a proposal that makes you unique and really add value
Guillem: A factor that makes sense of the difference is the relevance. In other words, the difference alone is not a factor of choice. What you do, besides being different, It should bring value.
Paula: The final exercise of self-knowledge is a synthesis we know as SWOT, DAFO, SWOT…
Personal strategy, where we are going and how we
Guillem: The next phase of our diagnosis is to know where we want to go, what we do and how we can do. It is what we know as personal strategy. Paula, Where would you start a strategy?
Paula: To define a objective. Without that we can not assess the process, The success or failure.
Guillem: The advantage is that we focus on Personal Branding a target: Reference being something, with a defined specialty, in a particular geographical area and a differential value proposition.
Paula: Not be easy, even one, but it is true that this marks everything we do next, so you have to give top priority.
Guillem: It is important not to confuse the target, It is concerning us, with the purpose the purpose, which it refers to our contribution to the world.
Paula: He said Nietzsche if we find our why and find how, and he was right. After Nietzsche, leading specialist Simon Sinek (Theory Golden Circle) He invited us to generate our speech beginning with why, following the how and ending with what (product, service), and not vice versa as it is being done forever.
Guillem: define the a purpose is not easy, but there is an exercise, you may not like, that can help. What would you like to put on your epitaph?. Well, if you know, It changes the way "I" for "will" and you have your purpose.
Paula: Others use that formula that combines 1. What you love 2. What can you do 3. That what they pay you (Market + Passion + Talent)
Guillem: In any case, the purpose might consider as View. All you get moving toward that goal will be our Mission.
Paula: Important to consider values. Guillem calls "Superpowers"And we as emotional and educational heritage from very small.
Guillem: Surely feedback to work to reach the SWOT have emerged some of them, but a formula to identify them is to look for a list of values (there are up 200), preselecting 10 values that are important to us and then stay there with 3 or 4, these are our superpowers.
Paula: Defined the objective, the vision, mission and values, It comes the moment of truth, define our value proposition and our business model. We are at the peak time of the strategy. David Barreda He says that is a value proposition that makes a particular customer or company decant for you.
Guillem: Strongly agree. In fact I define it in one sentence: Why the hell should you choose to you? If you don´t add value, do not mind ...
Paula: And that's it going, to provide. The value proposition focuses on your customer, not you. And your client may be your boss, do not forget.
Guillem: So is, is not talking about yourself, but how we can improve the situation of who we hire. Whether alleviating a problem (pain) or detecting an opportunity (gain).
Paula: The interesting, and how difficult, is that this proposal, Besides, is only. If your proposal says the same as the neighbor, It will not be differential, and the factor of choice is in the air.
Guillem: Let me give an example. Marta. It was defined as Senior Manager and after working with it placed on your LinkedIn profile “Auditor specializing in real environment. Auditing with a smile”
Paula: And another example: the lawyer who wrote a postscript after specialty “never me laughing”. That can be the difference.
Guillem: We see that in both cases, Marta and the attorney, the proposal addresses the customer, It creates value and is unique- In the case of Marta, solves a problem, but way nicer than the rest ...
Paula: in the other case, an opportunity to explore new revenue thanks to value resilience opens.
Guillem: It is important not only set ourselves in our rational attributes. Attitudes have, and values also. Something like a smile, as a "never give up", can be a differentiation factor. Paula, Why do not you explain your own case, that of a lawyer, brander staff and ambassador of the sport and health?
Guillem: great case! We have the hardest thing to start with our business model, the value proposition. Now we need to complete our customer segment ...
Paula: Define who they are and -very important- Who you can grow our value proposition
Guillem: Define relationships with our customers ...
Paula: If we are troubleshooters, If we are creative or innovative, consultants, trainers, researchers ...
Guillem: List what our channels are ...
Paula: Our channels are the ones we help bring the value proposition to our customers ... what we should add or delete?
Guillem: Define our activities…
Paula: activities would be what appears on our business card, is our catalog of services or products.
Guillem: Detailing our key resources…
Paula: In a nutshell, What we need to do our work: office, Languages, awards, certified, human team…
Guillem: Very important, define our key partners ...
Paula: And here does not refer to legal partners, but people who can validate our value proposition towards our potential customers
Guillem: And to finish the model, I referred to income and expenses
Paula: Without that calculation it would not be a business model.
Guillem: This model, and instructions for completing, It called Business Model Canvas and you can find it on the web Strategyzer.com
Visibility. How to present ourselves
Paula: With the business model, we have defined a strategy: you have to keep what works and create an action plan for what we do not have. And with this move to the next level: Visibility.
Guillem: the tip of the iceberg, our communication and networking plan. Like everything plan, here we need goals, with focus placed on precise indicators audiences, people who reach ... does not it, Paula?
Paula: So is, Guillem. We know them as SMART goals, which stands indicate that must be specific, measurable, achievable, relevant and related to time.
Guillem: for example, Imagine this goal SMART: We will increase the activity and frequency of publication on Twitter and Facebook for a 500% followers (guys at 100 a 600) during the following 12 months, in order to increase our online reputation and have a community of active followers.
Paula: Here specifics are our followers on Twitter and Facebook. The measurable is to move from 100 a 600. What is achievable increase activity and frequency. What is relevant is to increase our online reputation and have a community of active followers. And as regards the time are as follows 12 months.
Guillem: Agree, SMART define our goals with the highest possible accuracy, only then can we measure the evolution of results. The next step is to define our public goals.
Paula: The advantage is that if we worked well the business model, we know customer segments.
Guillem: Yes, but here we need to better define their demographic and behavioral profiles then fine-tune the media and supports vehicular our messages to them.
Paula: With a profile neard We not talk by phone, and a senior lawyer would not use Snapchat. Why is key to clearly define our target audience.
Guillem: Defined our target audience, it's time messages and keywords. How can we be found? Today the marketing that works well is the Attraction marketing, better than the classic based on the interruption. Define specific messages and keywords is paramount
Paula: To work the message will use the basis of the value proposition, but adapted to our public and to channel the different formats we use.
Guillem: There is. Not the same coldness of a chance encounter in an elevator warmth lunch or a video conference an hour.
Paula: The elevator pitch calls for a strong first impact to attract attention, kind You know that your company fidelizaría one 50% more professional with an internal health and fitness program?
Guillem: That's a message tailored to a segment of customers. However, when we turned up on social networks we should draw up a more generic speech, and that we can harness the basis of the value proposition. For example, in the case of Paula could be > "I help to improve the health and motivation in organizations", or better "Healthy boost through sports organizations and personal branding”
Paula: Could be, could. Notice that no value proposition is very difficult to get the message. And a message like this could lead our social networking profiles. Where does the most emotional part of the message?
Guillem: You are talking about the personal account or storytelling personal. Today we know that what connects us is more related to our values, our history, our purpose, that on our care professional.
Paula: And that trick there is to know to take advantage. The story wants to generate empathy, try to get in the skin of the user account, experience and live what has lived. In the field of personal brand, a story can be a video duration 1h, one of 10 minutes, one one simple Tweet. My partner Guillem see define a Twitter as "Version S. I love, I like working for others shine ". That's a story in itself, It is transferred to an account of presentation purpose.
Guillem: Another short story is the question before "Living Running", an evolution of the first "Living Laughing" Paula adapted to their new sporting environment. as LEVELS, not needed 20 folios to explain a little story that defines us, what we need is the basis, and both in the case of Paula and mine, is the purpose behind.
Paula: Agree, our personal communication we plan objectives, the target audience and the message What are we missing?
Guillem: Something important, and measuring the average thereof. As account brander Andy Stalman, Today the world is OFF and ON, a symbiosis, and he is right.
Paula: They say that today there is no one without the other. The real world needs to virtual and vice versa. Here, If we have worked well our business model, We already know what channels we need is to move our value proposition to our customers.
Guillem: There fused means "mirror" as radio, Analog and digital, TV, press, magazines. These means work wonders, since they are become an ephemeral interview in a newspaper in an almost eternal digital link.
Paula: And then there means necessary for networking OFF, as a business card. There are also pure digital media, such as social networks and blogs. Guillem, Do you recommend a blog on a personal brand plan?
Guillem: Of course. If you regularly publishes, It will be the first thing you find us on Google. Not only looking for our name, but looking for keywords. A challenge > seek "Personal Branding Empresa"On your PC or smartphone. If I go out I, It is that something will have done well, is a keyword Important for me. Cast, what makes a blog. As Alfonso Alcántara, “we are blog without digital sintechos”. Paula social network What would you choose?
Paula: Personal interest with Instagram, definitely, Although each network reaches a type of audience and allows message format. Instagram I like because it's so visual, very immediate (stories). B2B business but works great Linkedin, for B2C Facebook, and to meet people Twitter. To search for images Pinterest. And I left the N1, the most comprehensive network what I speak?
Guillem: I missed it and that YouTube take to appear. From personal brand, YouTube is the network that best allows us to communicate, with verbal and nonverbal language.
Paula: Other means to consider would publish or co-publish a book, use the webinar as this, the podcast, conferences, workshops, Wikipedia. I ignore everything and mix Stalman.
Guillem: Paula, and how do we measure the success of this?
Paula: Fortunately there are many indicators. The first is to meet the objectives. But then we have very powerful tools to measure the results of our network and our social networks.
Guillem: To measure results, even sales conversion, our website or blog, there is nothing like the free tool Google Analytics. SEMRush and others also help us track the effectiveness of SEO, our positioning online.
Paula: Social networking, There are many tools, the characteristics of each network, very powerful. A Linkedin el Social Selling Index, and Twitter, Twitter Analytics, YouTube, YouTube Analytics. Instagram and Facebook page need a professional to measure effectively, but we can always count likes and followers.
Guillem: I always say that no matter how many follow us but who. But massive sale, communities need large or strategic alliances or advertising campaigns, from AdWords promotional tools to their own social networks.
We hope you have enjoyed this dialogue about personal branding, I hope you will be encouraged to participate in Santo Domingo to deepen and put in value.
https://www.guillemrecolons.com/wp-content/uploads/2018/09/Dialogo-sobre-personal-branding.jpg4131200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2018-09-01 20:45:252018-12-15 11:01:46Dialogue on personal branding, the pre-#BrandingWeekRD
We often think about abilities we acquire long we can be useful lifetime. Unfortunately it is not.
I have been talking a lot about the importance of context. The context is to confirm whether these abilities they are valid or should be updated.
If you study engineering construction and a crisis ensues as there was in 2008 in many countries, possibly this crisis drag you. Unless you have abilities you allow additional output, a plane B.
I will bring a short story (anonymous again) that dramatized the need to adapt well:
The right place
A mother and baby camel chatting under a tree.
Baby camel asked: “Mother, why camels have humps?”
Camel mother considered it and said,: “We are desert animals, so we need the humps to store water and thus to survive with very little reserve”.
Baby camel thought for a moment and said,: “Agree… Why are our legs long and our feet rounded?”
Mom replied: “They are walking through the desert”.
The baby stopped. After a while, the camel asked: “Why our eyelashes are so long? Sometimes in my way”.
Mom answered: “Those long and thick eyelashes protect your eyes from the desert sand when the wind blows.
The baby thought and thought. And he answered: “I see. So the hump is to store water when we are in the desert, the legs are for walking through the desert and these eyelashes protect my eyes from the desert. So what do we do in a zoo?”
Our skills and competencies are useful in the right place and time
So is. Have a Ferrari in the Amazon rainforest is as useless as the hump camel at the zoo, whose utility is only photographic. Of course, our abilities not expire. Our pair of camels could be "liberated" by an environmental group and returned to the desert. Maybe they need to practice then is another skill: that of using a abilities "Rusty". Fortunately, instinct is powerful.
Acquire new skills, a must contest SXXI
My colleague Eva Collado Durán often speaks of "permanent beta status" as one of the professional skills of the XXI century. Permanent beta status means not to drop your elbows when studying, to catch up.
A commercial director is obliged to permanently trained in new ways of approaching customers, new sales channels, social selling… If a crisis comes, the company will always consider those professionals who master these new abilities.
Today we have many resources to not stay "rusty". Among them, the books, the MOOC universities, business courses, workshops, educational websites, postgraduates, Masters (many of them with the ease of being online).
If you are like our camels at the zoo, think what new skills you can develop to not stay as a mere object of exposure.
Watch the boy in the image. You do not know, but perhaps you would be able to venture a stereotype character based on your experience… A posh boy who has run away from home? Young man adventurer in search of experiences?
The truth is that we have a tendency to try and make stories without knowing the context and the story. All due to the imaginative force causing the first impression. Could he be a serial killer traveling after his next victim? And the next occupant of the White House in 10 years ago?
A short history of context and story that will surprise
A boy 24 years looking out the train window shouted….
“Dad, look at the trees that go behind!”
The father smiled and a young couple sitting nearby, He looked somewhat childish behavior pity the boy when he screamed again…
“Dad, Look how clouds haunt us!”
The couple could not resist and told the father…
“Why not take your child to a good doctor?” The father smiled and said,… “I did and just left the hospital, my son was born blind and his eyes just received today”.
Every person on the planet has a history. Not worth judge without knowing the context and the story of people. That truth may surprise you.
I confess that I have looked hard the author of this story without success. If you know who it is, please, write me at the end of the post to include.
The importance of context
In the era of postverdad, forget the context and seek the easy holder. And that makes us tertulianos tweets. And we know that the context is very often what gives meaning to history, as in the case of our young train. Prejudging is too easy.
Personal brand, the context and the story
If you do not want others to manufacture its truth upon us, It is vital to Take Back the context and the story own. Many answers about why you have to work the personal brand (what we know as personal branding strategy) They are behind the need for control our story.
Let's avoid prejudge. Perhaps not necessary to reveal all our secrets, some discretion is appreciated. But when someone we look, outside and inside the network, better not give a wrong idea, biased or incomplete who we are and what we can do for others.
https://www.guillemrecolons.com/wp-content/uploads/2018/08/el-contexto-y-el-relato.jpg6271200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2018-08-11 22:14:062018-08-12 11:12:08Don't judge before knowing the context and the personal story
It is possible that small Caribbean paradise called Dominican Republic remains you away. Because, This is the journey there worthwhile. And organizing events, friends and partners Anabel Ferreiras e Issac G. Merino, “guilty” from MADI congress and founders of QUIFER Consultants, They are unique in their kind. What is that of #BrandingWeekRD?
His latest idea, to support 100%, is organizing a week of branding, the dubbed #BrandingWeekRD, where RD is the acronym for the country of the Dominican Republic.
The dates: from 4 to 8 February 2019
Topics covered in the #BrandingWeekRD
A #BrandingWeekRD It is the event that brings together in one forum to a team of experts from the area Personal Branding, with the protagonists to lead change in their organizations, business and personal projects. The main activities, unless last minute changes, will be:
Political Personal Branding -workshop-
Employee Advocacy: The momentum of brand ambassadors internos -workshop-
Keys to healthy companies -workshop-
Management personal brand in the digital environment -workshop-
Personal branding for managers and entrepreneurs -charla-
Personal branding for the legal sector -chat-
If you don´t add value, you don't matter -chat-
From employees to involved -chat-
digital processing for HR departments -chat-
Political Personal Branding and la #BrandingWeekRD
Date: to define, but very possibly the first week of October.
From employees to involved (conference)
Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
Aimed at managers of the organization, especially general direction, de RR.HH, Communication and Training.
The aim of the talk Employees to Implicados It is to achieve new way of understanding the cross-leadership and the role of external and internal communication through internal professionals as ambassadors for natural brand.
Date: to define, but very possibly the first week of October.
digital transformation for RR.HH departments (conference)
Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
Aimed at executives and middle managers or department of Human Resources People.
The aim of the talk about digital processing for HR departments is to lay the foundations of an exponential change through better data stream will allow the organization to grow, professional loyalty and attract the best external talent, among many other advantages.
Date: to define, but very possibly the first week of October.
During the #BrandingWeekRD, the methodology used in the workshops is to make attendees are the protagonists encouraging their participation through dynamic, role play exercises and gamification to facilitate the work and create the best environment. Conferences, meanwhile, will allow interaction with the speaker through questions and answers at the end of each session.
trainers / Lectureship
From the Dominican Republic itself, from Mexico and Spain, the #BrandingWeekRD He has decided to go big and have some of the best specialists in the world in the areas of personal branding, employee advocacy programs, human Resources, branding in the legal sector, personal branding político…
Here are some names, failing to confirm other additions:
Eva Collado Durán
Eva Collado Durán It is strategic consulting Human Capital. Lecturer, Trainer and writer. Specialist in people, digital transformation and personal brand. Author of the book Brand Is You (Ed. Rasche, 2014).
https://www.guillemrecolons.com/wp-content/uploads/2018/08/Brandingweek2019.jpg4581200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2018-08-05 13:05:302018-10-01 10:24:18#Branding BrandingWeekRD days in the Dominican Republic
It is a question that I have made many times, I've done many times . And now I throw: Should I care what other people think of you?
Internet is a place where you can find everything. And between all, Lately I've seen many videos, infographics, phrases, They invite you to be yourself forgetting what others think and say about you.
From an existential point of view, could agree: what others think and tell me I can import a damn. But, What happens from the point of view of our personal brand?
What other people think of you, How does it affect your personal brand?
If you're a scientist, and against all odds you have achieved a major achievement (Nobel, for example), what they think or say about you may be irrelevant. But if you're that same scientist on the principles of his career seeking funding for a project, relevancy is high.
That of “live your life no matter what they say about you” It is valid when you've reached the zenith of your career, but not when you depend on customers, investors, contributors, prescribers, bosses…
Not knowing what your boss thinks or says about you puts you at a disadvantage. Not knowing the impression left by your fingerprint to a recruiter while looking for work is a weak point. Not knowing what a customer thinks, a collaborator, a partner, can be deadly to your career, and your personal brand.
without obsessing, ask for feedback in perspective is a healthy exercise
I am among those who think that the definition of Jeff Bezos about personal branding “what they say about you when you're not in front” It is pretty accurate. So if you do not know what they say, we will not have a good diagnosis of our personal brand. In other words, we will not know what personal mark we leave.
Ask feedback To them stakeholders which are key to us could help. And a lot. Personal branding is the process of managing our personal brand to go our goals aligned… and those of our customers. So, know your feedback let us know if we are on the right track or are hanging by a thread.
Being authentic means being in pasota. You can have a brand supported by controversy, as he had Risto Mejide. The key is knowing if you know what sustains your brand and if there is a business model behind.
If you do not care what others think or say about you, not you care about your reputation. Beyond you with that, and you know at what point in your life you are. Donald Trump has even had to rectify not see its reputation damaged Should I care what other people think of you? Valóralo. Always depend on who they are “others”.
https://www.guillemrecolons.com/wp-content/uploads/2018/07/lo-que-piensen-los-demas.jpg4861200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2018-07-08 17:02:442018-07-08 17:02:44Should I care what other people think of you?
Why do you wake up every morning, beyond money or happiness? Are you in your hands better world, or a small part thereof? Why or who you're ready to fight? What makes that sometimes do not remember lunchtime? and add What is the positive impact on society want to leave?
We welcome the Purpose, to purpose, the vision, the search for meaning.
Some time ago I published on this blog post The person as a unique, a review of the magnificent book by psychologist Viktor Frankl “Man's Search for Meaning” and its observations on the purpose during their captivity in several Nazi concentration camps during World War 2. One conclusion of their studies is that people with a higher purpose, something that was waiting for them beyond the fences, They survived better than others.
In the field of organizations, as I said Ivan Diaz, branding expert and founder of Branzai, “Reality, is that the whole company that has elements of focus, ie propositions that help to walk in the same direction, It grows above average. It's more, any company that has defined a Brand Purpose, It is highly likely to have greater brand culture, and that by itself already it makes you above average.”
The transcendentalist philosopher Ralph Waldo Emerson (1803-1882) he said “The purpose of life is to be happy. It is to be useful, be honorable, be compassionate, do that makes a difference that you have lived and lived well “. I agree, Happiness may be a consequence of your purpose and how you take it out, not an end in itself.
“I help to draw futures“. That's my purpose. It took me years to discover, and I did simply analyzing the positive impact of what I was doing in my work as personal burner.
Agree, and how does this apply in an organization?, who is the reponsable?
I recommend reading a great article Harvard Business Review called Creating a Purpose-Driven Organization, Robert E. Queen and Anjan V. Zhakor, two teachers and consultants. It's a long article but full of examples, fruit of their research and consulting experience.
It is extraordinary the mobilizing force of a good purpose. But demobilize his absence or purpose other than genuine. The article talks about a company that during the crisis of 2008 He tripled their income in subsequent years, fidelizó the better their professional and more. So, is not only an improvement of intangibles.
I know, You think it's much easier to write the purpose of a non-profit organization (ONG, administrations, public school, Public hospitals…). It is not like this. To a funeral home business can generate a positive impact on society, humanizing dealing with family, facilitating the procedures… The same with a company of military equipment did not the blue helmets of the O.N.U. They do not act as a peacekeeping force? No excuses serve. any organization (no criminal) creates a positive impact on society. You have to research what. Most important, share it.
I can not agree more with the phrase Simon Sinek, leadership expert: “Customers never feel anything for a company until its people first sit”.
Customers will never love a company until the employees love it first.
Quinn and Thakor conclude that “although a purpose does not guarantee economic benefits, We have seen impressive results in many organizations. And other research, particularly the study of Gartenberg, which included 500.000 people in 429 and companies involved 917 annual observations between 2006 and 2011- It suggests a positive impact on operating financial performance (asset performance) and forward-looking performance measures when the purpose is clearly communicated.
So the purpose is not just a lofty ideal; It has practical implications for financial health and competitiveness of your business. People who find meaning in their work do not accumulate their energy and dedication:. release them, challenging conventional assumptions about economic self-interest. They grow rather than stagnate. They do more, and make it better.”
Do you still think that the purpose due to an empty and simplistic rhetoric? If you have banished the idea, You have a mission as leader of your organization: connect people with their purpose.
https://www.guillemrecolons.com/wp-content/uploads/2018/06/proposito-guillemrecolons.jpg5341100Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2018-06-30 21:42:292018-07-11 10:47:23What is the positive impact on society want to leave? You got it? It called purpose
First of all I want to see that Daniel is an authority on the subject, founding president Thinking Heads. It has developed a methodology that transcends, in his words, management of personal branding. It's about the Personal Positioning Strategy (PPS), and defined as “a single management system an individual's personal brand itself and taking action as -in front axle traditional image- models based on the knowledge that the character is capable of generating”.
Reference Article, Romero-Abreu ensures “…Proliferate vendors as vendors Personal Brand Fierabrás balm in times of Don Quixote. However, the purchase of creating a brand that gives you glare is not the magic cure for our ills”. Also it states that “…the brand (personal) It should be the result of what one is or professionally worth, and not vice versa”. Style to the substance is imposed.
I must confess that what is happening with the term your personal brand It is the closest thing to an adulteration, the creation of an ersatz. First, because the confusion between personal branding (management aware of your personal strategy) and personal brand (the result) It is common in many forums. But secondly it seems that all of substance (background) It is reduced to a minimum, leaving the service of the form.
I imagine a being who comes from another planet lands in the world, and on their own trying to figure out what this is about personal branding and personal branding.
And that's not all. That being come from another world would find more elements of confusion, as you can see in the following experiment.
I wear time with an experiment observation terminology around personal branding. I take out from various digital platforms, as blogs, networks as Instagram, Pinterest, Linkedin y Twitter. Especially, the monitoring center hashtags as #personal brand and #personalbranding.
Normally I keep track Feedly a limited number of professionals who learn and those who respect. In this case, I let go with the flow, without pretending to be selective. Isn't it?, I do not intend to publish a white paper with the results of the experiment, but me being served to ratify the position of Daniel Romero-Abreu.
These are some of the elements associated:
It seems that this is the famous, beautiful people.
It openly maintains that “brand is style”.
In very graphic networks like Pinterest or Instagram, personal motivation phrases monopolize the term.
A Google Alerts, sports record and personal brand go hand in hand.
Get more followers on social networks seems to be the Mecca of personal branding.
The colors you choose in your wardrobe are more important than the way you think and act.
Brand positioning is the place you occupy in Google, not in the minds of others.
Personal brand only exists in digital media. Down the street we leave no mark.
The word “passive income” It is often linked with personal branding.
You might conclude that is often confused personal brand management (personal branding) marketing staff, with the elements that make the most visible person.
Not a long time ago, my good friend and mentor Andrés Pérez Ortega, in its post Slavery numbers, He meant that many of the people who defend a strategic idea of personal branding do not appear in searches of personal brand. The reason is that those who dominate the first few pages are the ones who dominate the SEO. Which calls into question, in the opinion of Andrew, which comparto-, the adequacy of Google as a tool “would be” search.
The paradox of personal branding
A while ago I published the post A teacher without personal brand personal brand? It referred to sometimes, who talk about this have been based on those ephemeral evidence, without further investigation. Surely, without having read books like Expertología, without having read Edward de Bono, a Al Ries y Jack Trout, a Ivan Diaz . The paradox of personal branding is that we have to worry about both the value we bring (the bottom) like “how cute” we are on Google.
Our being from another world will have to research a lot to understand that personal branding is not just the image we project, that this, at the end, revolves around the value.
https://www.guillemrecolons.com/wp-content/uploads/2018/06/la-paradoja-de-la-marca-personal.jpg6271200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2018-06-23 18:15:132018-06-24 18:40:53The paradox of personal branding, Do I care about the image I project or the value I bring??
Are you for the entire block ads look in a middle of a TV program? You expect to finish the announcement of the YouTube video you want to see? Do you keep the radio volume when ads interrupt your favorite show? Do you walk into the theater before time to view all ads? Do you open and read all the newsletters that reach your email?
If you answered mostly NO to these questions, We can confirm that the data moved us Nielsen: traditional advertising (even online) It is in the ICU.
What is happening with communication “lifelong”?
The effectiveness of conventional communication formats (advertising, RR.PP, patronage, Press releases…) It has fallen in the same proportion that has risen the effectiveness of recommendations that come to us through people like us.
What can brands do to such a complex panorama?
Stop interrupting, to pursue. And start attracting with contents that have value
Change B2C (consumer the company) and B2B (company to company) P2P (from person to person)
by simplificarlo, we could say that the content, the story, It is the message. and how we get is the platform, the middle, the vehicle. The one and the other complement. If the story is no way communication, exists, but does not reach us. Conversely, if we get a message trash, although it does often, You will go down in our memory bin.
Value content attracts us. It does so because 1. is thinkingfor us and 2. It has been prepared to provoke a reaction and emotion (laugh, cry, reflect, inspiration, commiserate,…).
That content may be visual (image, infographic, text, gif…), auditory (podcast, music, radio broadcast ...), audiovisual (video, TV, who) or sensory (augmented reality, 3D simulation ...). The format does not matter, can be direct (TV) or deferred (Netflix), analogical (a book) digital (an ebook).
The important thing is that we provoke a reaction content, we believe a need, us solve, warn us of a problem, we resolve, open us an opportunity. And that's not easy in an environment where the attention economy leads us to stay only two or three of the 3.000 impacts we receive daily. It is therefore essential that brands develop a proposal (only) value within a different story, relevant and transformative.
¿Marketing content or branded content?
There are similarities but also differences. The brand Michelin generates content marketing actions to sell your tires, with actractivas actions and at the same time information about their products and brand. And on the other hand, this brand pioneered branded content with the creation of the Michelin guide, a benchmark for world cuisine. What you will have to do a tire with a restaurant? More than we think, The guide was created for drivers "en route" to identify good places for lunch or dinner. The branded content, As it explains Antevenio on your blog, It has a more playful character.
P2P (Person to person), the strength of internal brand ambassadors
When you talk about brand ambassadors many think influencers (confusing term), celebrities or fans of the brand (brand advocates). And that's because the classic resource usefamous people by brands outshines other marketing. That is what is known as external brand ambassadors or employee advocacy programs.
Looking easy examples, Rafa Nadal tennis great is a brand ambassador external, and so he was the great golfer Tiger Woods. I think I intuit the pros and cons of this.
Acredibility and trust are within home
The programs of brand ambassadors internal (employee advocacy programs, in its anglicized version) persiguien similar objectives to external, but they get different results ... better? It depends on the variable to consider.
If it is to humanize the brand (P2P communication, from person to person), Both strategies can be effective. The brand ambassador external brand awareness can provide very fast, because the brand is supported by the large community of celebrity. Internal brand ambassador does not provide much notoriety, but experience and knowledge about the product or service whose flag the brand. Effective branding is human, connector, empathetic and ethical. If not, no es branding.
To better understand the context of humanization in times of automations, I invite you to watch this video Jeff Leonhard I dared to translate incorporating the voice of my personal colleague brander Helena Casas:
Do you clear your absolutely vital role in this future that is already upon us?
How dice Leonhard, How technology is changing, and humans are the WHY.
Credibility and trust
Here the balance tips in favor of domestic ambassador. The annual report Edelman Trust It takes confirming years who generate greater confidence (and thus credibility) They are the technical experts of organizations. It is reasonable to who knows more than one product or service that the person has developed?
You do not talk to a brand, either with a company. Person communication takes place person (the bots is another matter, It is not a dialogue, It is a conversation scheduled).
If you're angry with an airline because it delays your arrival four hours, expect a deal P2P. If you answer the company (an abstraction) you know it's someone following a standard response manual. But if a crisis of a hospital, in addition to the brand you answer a nurse or nurse by name, your reaction will be less angry, and that "someone" has been unmasked.
Sincerely, I can not imagine a famous chef sticking up for a manufacturing error in a pressure cooker advertising on a cooking.
They place value on your personal brand, acquire new skills and digital communication, They act as informal leaders, as spokesmen ... deep, gain a sense of belonging to the brand, They are become something like "emotional shareholders”.
I do not like to talk about retaining talent, It is that professionals active part of the brand feel.
Attracting new professionals
Also know as employer branding. What can attract us as a project has little to do with football or who has a famous announce the virtues of the brands of the organization. What attracts us is the purpose (a purpose), thinking that we can generate value to certain customers, and above all, knowing that those already working in or for that organization are satisfied and show no problems that pride of ownership.
The employer branding will not attract external talent if the inmate is unable (well paid, integrated, with project, aligned with the corporate vision ...). Let us not forget that today we are one click away from anyone, and it's easy to find someone and ask about the organization you work for.
This is the best news program brand ambassadors internal. It is measurable, without undue complications.
Multiplying the communication range and engagement (interaction achieved with users mark) are just two factors. But there's more, as the greater ease in converting contacts (leads) obtained through professional organization.
In the article The rise of social employee in the company I published a lot of data on the effectiveness of such programs. Today there are also various platforms, that through a control panel and a mobile app allow the organization to measure real-time ROI. yes, prior training is necessary for all those involved (so always voluntary) in the program. And for this I recommend having facilitators:
Projecting a career beyond doubt, both in the private and public (Google…)
Staff have training experience in corporate branding and digital skills
Ideally, they have held management positions in companies
Summarizing results, the engagement professional equivalent to engagement the brand (Employee engagement = Brand engagement).