Identifying a profile that invades network: the #iDiot

#Ignorant Idiot Digital Infamous Trickster Opportunist

It stands to reason that if there are parasites in real life, also we find them on the Internet. The problem is that in real life are easy to spot, in the digital world not so much. Some tools are needed, some payment, to discover the #iDiot.

Its main way to grow in the network: Follow thousands of people, wait for their “follow back” and then continues to shadow. Thus, the balance is always positive, with many more fans who followed.

Do not follow because you can add value, They do a mathematical question and personal vanity misunderstood.

The acronym #iDiot we see a few days ago in Mexico Nancy Vazquez, Alan Urbina and Johnny Durán in moments of relaxation after the Personal Branding Experience 2018.

Crazy obsession with getting followers at all costs, DNA #iDiot

The Greek myth says that Narcissus fell in love with his own reflection in the water and died at the approach to self-kissing. It was a revenge of the goddess Nemesis by bad treatment Narciso professed virgins who fell for him.

That's what can happen to continue collecting followers #iDiot. A few months ago I wrote a post titled The Follower Obsession. In the article referred to the need to create communities related to a value proposition. If I sell training programs for companies, with long boring 50 new followers per year that meet the profile would have enough. It is what Carlos Rebate, in his book Influencers, defined as 1.000 true followers, which they would be willing to hire you.

Detect and remove every #iDiot

I have always been tempted to denounce each #iDiot I've found. It is not doing so by legal means, It is paying with its own currency. First, stop following them. It is necessary to identify them. LinkedIn or Facebook the case is not given because monitoring should be mutually. This applies especially to Instagram and Twitter,

My colleague Claudio Inacio He proposes in his post How to let you know who to follow on Instagram? the tool IG Analyzer (iOS) to detect #iDiot massively and stop following them.

In Twitter there are several applications. I have not found any outstanding. At the moment, ManagerFilter, with limitations, is the most intuitive to detect and remove #iDiot.

Do I publish Escarnio?

The next step would be to create a public list of #iDiot, something that helps users and social networks to prevent this type of digital parasites. On the one hand, help users avoid falling into the trap. And the other would prevent social networks to give a “notice” by malpractices. Agree, what they do is not illegal, It is only ethically reprehensible. But people demonstrating against-values ​​deserve my contempt, and I guess yours too.

Limpiemos network trash. I was surprised to see people who never imagined they let me follow. I see them often and they give me a smile. Now I know that is false.

iDiot photo by photoschmidt on Shutterstock.com

Agenda

  • 20N. Granada. Knowmads space. Personal brand, Entrepreneurship, job, with my colleagues Elena Arnaiz, Sonia Rodriguez Muriel, David Barreda (organizer and speaker), Eva Collado, Andrés Pérez Ortega y Azahara G. Peralta registration (free) here.
  • 23N. Business Forum Murcia. days directives. Conference on Personal Branding and Values. Information and Registration on this link.
  • Personal Branding Lab Day 201828N. Update Zaragoza. 28 November in Zaragoza active. free event. Registration on the website soon Zaragoza Activa. With my colleagues Victor Candel, Meme Romero, Elena Arnaiz, Eva Collado, and Juan Martinez (organizer and speaker).
  • 29, 30N. Workshop Personal Brand and Relationship Management. Ferrovial, Euroforum II in San Lorenzo del Escorial. You can follow the hashtag #MarcaPersonalSumma
  • 1D. Personal brand 4.0. Personal Branding Lab Day. From YouTube, 10 Personal Branding conducidas hours followed by Nilton Alicia Navarro and Ro collaboration with the Blanquerna Communication and International Relations and Infojobs. From 10 AM a 8PM (GMT+1). Free. Follow the hashtag #PersonalBrandingLabDay

As you do something, you do all. The 3-4-1 the # PBEX2018

The phrase “As you do something, you do all” It is Alan Urbina, co-founder of Integra Personal Branding next to Nancy Vazquez. Integra team has just organized the third edition of a # PBEX2018 (Personal Branding Experience) magnificent in his city, several times the Heroic Puebla de Zaragoza, in Mexico.

axiom: As you do something, you do all

That's right. Our attitude determines our behavior, always. It is a great principle of self-knowledge, an axiom book. Alan was the importance of soft skills in his paper, and I prefaced our way of thinking and acting like the way we approach… What are these skills?

According to the Word Economic Forum, in its report Future of Jobs 2018, the 10 main labor skills are:

  1. Solving complex problems
  2. Critical thinking
  3. Creativity
  4. People Management
  5. Coordination of people
  6. emotional intelligence
  7. Assessment and decision making
  8. Service orientation
  9. Negotiation
  10. cognitive flexibility

Of them, Many are soft skills in our attitude (and not just our preparation) it's everything. Remember, as you do something, you do all.

3-4-1 What is the tres?

The three It is the third edition of Personal Branding Experience, known as PBEX2018 or PBExperience 2018. Born in 2016 in Brazil as an international event, of hand personal burner Daniela Viek. In its first edition, when I had the honor of participating, the format was chosen online. In 2017 attendance was in Sao Paulo. Y 2018, the third edition skipped the border of Brazil to spend in Mexico, with online interventions for subscribers.

What is four?

Four is a number associated with the magnificent city of Puebla, or if you prefer, Puebla de Zaragoza Heroica. Puebla withstood four times the invader, and prevented even the French will support the South troops in the Civil War of the United States. Pictured header you can see a panorama of the city, guys at 1,6 million but with a “big area” nearly four million.

General Ignacio Zaragoza was responsible for the French troops could not go to Mexico, hence the name Zaragoza. The original name was Puebla de los Angeles (Angelópolis), which he changed after the deed of general 1862.

For my three visits, I certify that Puebla, Besides, It is one of the world capitals of gastronomy. Come on, worth a visit, at least. What better place to host the PBEX2018?

And one?

One refers to the PBEX2018 He joined professionals from many countries: Mexico, Brazil, Colombia, Portugal, Spain, U.S, Uruguay and some more that leave me. But all were one. A family. Professionals who understand that together we can promote personal branding to make it an official competition. To introduce them to business schools, in universities, in companies, in the administrations… in people.

The content? They were a lot, Now the party is pending online, where the papers that could see the days are duplicated 9 and 10 November. In coming days wide this article with the main ideas that emerged.

Daniela Viek and Personal Branding Integra team do their job well. And you know, as you do something, you do all.

The personal branding paradox

Paradox is what is said and especially what is done that is contrary to logic. A while ago I published an article entitled The paradox of personal branding, Do I care about the image I project or the value I bring?? There I dealt with paradox of value, possibly the most important. But there's more.

In a world where differentiation is sometimes venerated more than value, This is paradox Is the order of the day. Next are five of the most common contradictions that occur in the field of personal branding. .

Personal Brand 1 Paradox: I sell advice that I don't apply to myself

Internet has shrunk the world. We're more interrelated than ever. For better and for worse.

Supporting a value proposition taht shows the opposite result is immolate oneself in a few seconds. The tailor's wife is the worst clad, don't you think so?

The paradox of Lorna

Lorna follow me on Instagram. promises 1.000 followers "only" $29. The point is that she has not managed to overcome 244. That's your guarantee, Lorna? You do not sell followers, rather you give a great paradox.

And there are worse cases, like those people hawking online and actions to improve the offline They are the opposite. They have an opportunity to trick, and the sad thing is that you can also live.

Personal Brand 2 Paradox: lot is bad mark mark

Abuse in the projection of our personal brand is negative. As my friend and colleague Eva Collado, "You give grilled" punished.

Internet, In addition to making our planet is small, He has brought some contradictions: We complain more, we celebrate more, we share more. Our presence is growing, and not knowing the limit abuse is dangerous.

Once I've met friends who tell me: "uncle, you are all day on social networks”. They too, of course (if not, the comment does not make sense). Think about it: If a friend "only" has 50 contacts on Linkedin, and of these only three published regularly, that friend will only see to you in your timeline... you have considered?

Personal Brand 3 Paradox: Internet is written with pen, not pencil

This phrase heard in the film 2010 “The social network”, which he explains the rise of Mark Zuckerberg. And so. There is no eraser on internet, what is published, you have a problem.

Yes, agree, Some networks allow you to edit what you have published, also remove. But neither prevents "snapshot" (Lorna case) or photograph the screen to another device (Snapchat case).

Count to 10 It is essential in real life. In digital environments should count up 100 before publishing. And reality, paradoxically, is reversed.

Does it provide value what the public, either own or others? Am I clear that my message will reach who should arrive? ¿I offend anyone with my publications, and serves that something? Am I consistent with the brand I represent?

Do not forget my particular slogan: all, absolutely everything, marring. Action or inaction by, actively or passively. Worth counting up 100, those two minutes of reflection can save our lives.

Personal Brand 4 of personal brand is placed: people who act like businesses and businesses that act as individuals

Of course, That is the legacy of Tom Peters with his prescient article "The Brand Called You”. He invited us to think like businesses. And some, We invite companies today to think and act as individuals. Makes sense, people we need strategic thinking autoaplicado; companies lack humanize to generate trust.

Is a paradox, but in this case I will tell you that it works well (without abuse). It requires three steps to success: psych up, be formed and stubborn as a mule (beautiful words, insist, insist, insist).

Personal Brand 5 of personal brand is placed: reputation is not created, you win

sorry to say, but that's how it is. Now you can hire an army of experts in digital marketing to generate a "super brand".

your reputation (positive) will come when what you think, say and do is aligned, includes valor, and be something different from what already exists.

Personal branding is the footprint we leave on others. And if it is positive and anchored in a powerful value proposition, generate a recognition (reputation) positive.

I'm sure you can think of some paradox Want to share more?

main picture: sculpture Ai Weiwei “bikes” en el Ibirapuera Park São Paulo, a paradox on the static movement.

AGENDA November

  • 5, 6 and 7, Sao Paulo, Brazil. Workshop BRA.V.E (Brand Value Evolution), I teach with Ilana Berenholc and Reinaldo Campos. registration here.
  • 9, 10 and 11, Puebla, Mexico. Personal Branding Experience #PBEX. registration here (Exhausted site support, are online places)
  • 20. Granada. Knowmads space. Personal brand, Entrepreneurship, job, with my colleagues Elena Arnaiz, Sonia Rodriguez Muriel, David Barreda (organizer and speaker), Eva Collado, Andrés Pérez Ortega y Azahara G. Peralta registration (free) here.
  • 23. Business Forum Murcia. days directives. Conference on Personal Branding and Values. Information and Registration on this link.
  • 28. Update Zaragoza. 28 November in Zaragoza active. free event. Registration on the website soon Zaragoza Activa. With my colleagues Victor Candel, Meme Romero, Elena Arnaiz, Eva Collado, and Juan Martinez (organizer and speaker).
  • 29, 30. Workshop Personal Brand and Relationship Management. Ferrovial, Euroforum II in San Lorenzo del Escorial. You can follow the hashtag #MarcaPersonalSumma

Personal Branding is not about you, It's about adding value to your customers

I know (fairly good) a guy who's bio on Twitter, Instagram is…

Shoeshine of the XXI century. I love, helping other people to shine

We are not the key. The key is to add value to others

Although the expression “Personal Branding” and also “Personal Personal” may indicate otherwise, this is not about us… contradictory? Isn't it?. A person has value based on what he brings to others, a adding value to others, whether customers, contributors, friends, etc.

If we are willing to invest a good sum of money for an art masterpiece, it is because for us has value. It is an intimate relationship, as may other people do not have it at all.

Personal Branding is about adding value, not about self-selling

I liked an article by my colleague Marco Tomasone called 10 Symptoms of ego branding, published on the blog Integra Personal Branding. In the post, Marco perfectly defines the symptoms “of the ego Brander”. If I had to summarize them into one, I would say this profile (very common on and off the web) it's about self-selling.

Do you recognize any profile of those who have thousands of followers and they don't follow anyone?? They are ego branders. They only care about them, they don't give a shit about the rest of the world..

Any personal branding strategy should aim to solve problems and identify opportunities to our stakeholders (stakeholders). Whether customers, providers, superiors, colleagues, shareholders…

Dan Pink made it clear in a comic

The writer Daniel Pink, Author, among others, from best seller A whole new mind, published the comic The adventures of Johnny Bunko. One chapter of the comic (highly recommended, by the way) is called It’s not about you (no se trata de ti). Pink is the need to project our personal brand to the value we can add to the other.

This is not a spirit of service, it's about making our environment grow, improve, improve, shine.

If you help others shine, the reflection will make you shine

True, the word “Personal” confuses us

I don't blame those who may think that personal branding, understood as the management of our personal brand, it's about us. Every week I read articles against personal brand of authors who have not bothered to read a book. The reality is that the word brand and its process, branding, always involve adding value. I often say that with no value there's no brand..

If you get to this blog for the first time and did not know that personal brand is not personal, sorry for the confusion. Stay with an idea: personal brand is what we project in others, personal branding is analyzing how we add value to others.

#EKGranada18Knowmads space is to add value, definitely

This week has taken place the 2nd edition of Espacio Knowmads, in Cadiz, the # EKCadiz18. Following the success of the first edition in Huelva in May 2018, the creator and promoter of the initiative, David Barreda, and the main sponsor, This is Cajasol Foundation, are replicating the event in other cities.

The cover photo is a view of the bay of Cadiz in all its glory. Now the event moved to Granada, where David is joining us again. In addition to Eva Collado, Andrés Pérez Ortega, Elena Arnaiz, David himself and I, this time we will have two very special guests as Sonia Rodriguez Muriel and Azahara G. Peralta. And the co-sponsorship Fundación Caja Granada. The #EKGranada being held on 20 November.

AGENDA November

  • 5, 6 and 7, Sao Paulo, Brazil. Workshop BRAVE, I teach with Ilana Berenholc and Reinaldo Campos. registration here.
  • 9, 10 and 11, Puebla, Mexico. Personal Branding Experience #PBEX. registration here
  • 20. Granada. Knowmads space. registration (free) here.
  • 23. Business Forum Murcia. days directives. Conference on Personal Branding and Values. Information and Registration on this link.
  • 28. Something interesting happen in Zaragoza. I can not say more. Stay tuned.
  • 29, 30. Workshop Personal Brand and Relationship Management. Ferrovial, Euroforum II in San Lorenzo del Escorial. You can follow the hashtag #MarcaPersonalSumma

Discover what your personal brand before starting to social networks

You know? What is your personal brand?

Yes, you know what is your management, congratulations. You are in a position to define goals, business model, value proposition, messages and jump into any arena to communicate.

And, Conversely, you do not know What is your personal brand, that mark you leave on others, you need activarte. I'll explain why a little metaphor:

Let's go to the doctor

You can go to the doctor for several reasons, preventive or curative. Let's say the vast majority of doctor visits are due to a problem we suffer as patients (healing).

Well, imagine you get to the doctor and say that you are wrong and ask for a prescription. The doctor will not extend any recipes (treatment) because you need to know before diagnosis.

Occasionally diagnose our brand helps us to know each other better

You need a diagnosis to know what your personal brand. And for this there is nothing like asking. I usually suggest two ways to do:

Ask for feedback to others

It's the most reliable, It is based on the true personal brand, the impression we leave on others, the perceived identity. The way to manage it is simple: You can do it by phone, by mail, or better, anonymously through a Google Form.

What to ask to know What is your personal brand? You can ask to be defined in three words, explain how you are a competent person, how you can improve. If you have your dependents you can ask for your ability to lead, to make decisions, to delegate.

Who to ask? To your stakeholders. Clients enter here, contributors, professional colleagues, classmates and -why not- family.

I advise reading Smart Feedback (Noemí Vico, Jane and Rosa Rodriguez Trunk, LID 2017) for gestionar you feedback properly.

Tests de autoimagen

Unlike feedback, self-image test generates a representation of oneself based on what we have answered a test.

Among the most interesting would be DISC, Crystal Knows (based on DISC), test Emotional intelligence and the brand archetypes How to Fascinate.

I would make them all. Note that DISC has a cost, but it is extremely reliable. The more information you have about yourself and What is your personal brand, better.

I already have it, and now?

It's time to define your personal SWOT. Internal information (weaknesses and strengths) and thank you feedback and self-image test. It is working on the outside (threats and opportunities) with the help of data, research and everything you have at your fingertips.

With the DAFO prepared, You can delve into your personal strategy and later in your communication plan and networking. That we talk later. Greetings and happy week!

Photo by Jirsak on Shutterstock.com

 

Agenda

  • Tuesday 23 October of 9 a 14h, new edition of Knowmad space, this time in Cádiz, with my colleagues Eva Collado, Andrés Pérez Ortega, Elena Arnaiz, Susana Beato, Lola Rueda and the great David Barreda. Free assistance.
  • Thursday 25 October of 12 a 15h, Workshop on personal brand (free) the University of Girona, campus Montilivi.
  • Thursday 25 October of 18 a 21h, Class on Personal Branding (1 guys at 2) UPF Tecnocampus in Mataro. Graduate Social Media and Digital Marketing.
  • Friday 26 October at 17h (Spain): Webinar on Political Personal Branding taught with Nancy Vazquez for QUIFER Consultants
  • Saturday 27 October at 11h, Prince room in Barcelona Meeting Point, Talk about personal branding for real estate professionals. Inscription here.

My most personal hand Nilton Navarro

Navarro Niton this week published a video interview with my most personal and non-transferable. I hope you like it.

Personal Image and Personal branding: is it the same thing?

It is logical that confusion. When you hear someone say “that man conveys a very strong personal image”, the "party" begins.

The top of the iceberg

I usually say that personal image is one of the elements of personal communication that may have greater significance in the footprint we leave. Following the methodology of Personal Branding' Iceberg, personal image to the communication area, in the top of the iceberg.

A good personal image must be able to convey maybe not who we are, but how we are. That is the meaning, to give coherence through our gestures, tone, color and voice volume, Dress Style, way of walking, look, type of hairstyle, image sensors (jewelry, tattoos, accessories) on what we are.

Image codes disappear: We don't want to be like everyone else

Some time ago, codes were clear: a financial man could not go tattooed, a CEO had to be someone senior, an economist could not wear brightly colored, a lecturer business could not appear wearing jeans. Check out these paradoxes:

paradigms personal image

Josef Ajram, David Hernandez, Xavier Sala-Martin and Álex López

Here they are, Josef Ajram (Photo found in his site) tattooed hands up, David Hernandez (CEO of Pangea), such a centennial, Professor of Economics Sala-Martin (the picture Elisabeth Magre) looking colors and specialist of sales and social selling Álex López in a conference jeans and sneakers. A paradox is a strange or irrational idea that is opposed to common sense and to the general opinion. And that's why I like it.

In many enterprises, no matter what the business they are “dress codes” have been relaxed. I remember a few years ago Andrea Vilallonga and I gave training to Panasonic (visit her site Andrea Vilallonga) and the company staff told us that he had removed the dress codes. Tie was no longer necessary, and jacket only for salespeople. Even Japanese of Japan excuse the use of the tie when summer arrives.

Nevertheless, there are certain rules, and / professional image pros are here to ensure that these paradoxes lead to transfer consistent personal brand of its customers.

The confusion, saying “personal brand” when you mean “management”

Some days ago, reading my Google alerts for “management”, I found a link to the Spanish newspaper El Español, titled How to build your personal brand with autumn trends 2018. Till then, I thought that it was a serious newspaper. It is very clear that the headline should start with something like “How to enhance your personal image…”, but of course, it does not have the same impact and not so fashionable. They chose “How to Build Your Personal Brand…”.

We don't know who signs this aberration, It seems to show a certain “jaleos”. If in doubt, editorial content is, and therefore, endorsed by the newspaper brand. Let's see. If you are able to “build” your personal brand with this fall trends, What will happen when winter arrives? OMG! Too much work!

The perversion to use a word like “management” in a place that does not belong can only obey two reasons: 1. Ignorance: The article was written by the scholarship holder (with due respect) 2. Malice: They have used the wrong term to attract idiots like me to read this load of nonsense.

Executive Branding, personal branding and personal image

During executive branding projects I use to work on the management personal branding. I usually included at the end of the process a personal image specialist so that everything results aligned. Here nonverbal language is in its broadest spectrum, nobody believes that it is limited to a personal shopper. How to speak in public, the gestures, the looks, silences… They are analyzed thoroughly and provide guidelines for improvement, while maintaining the essence of the person.

There are great professionals in this field, self Andrea, my colleague and friend Beth Borés, from a more scientific level María A. Sánchez... If there's a place the world fan of the advisory personal image is Brazil. The next 5, 6 and 7 November 2018 I will be in Sao Paulo together with Ilana Berenholc and Reinaldo Campos imparting workshop BRAVE (Brand Value Evolution) personal branding to a image consulting staff.

Have a nice week, and do not forget your personal image is part of your management.

Cover photo by mentatdgt on Shutterstock.com

Agenda

Is about “postureo” or explaining how we are?

Postureo

  • The coloq. posturear 'Act postureo', and east of position and -ear.
  • 1. m. coloq. Esp. artificial and impostada attitude taken for convenience or presumption.

In December 2017, This is RAE it was decided to include the term postureo in the reference dictionary. Long ago social media invited to think that many times, what many people shared was pure postureo. It began with networks like Facebook, But it reached highs with Snapchat, Whatsapp and Instagram. The difference is that Snapchat and WhatsApp are usually closed environments, while in Facebook or Instagram can be public if you so choose it.

The doubt

In training I shared with Helena Casas for students Executive MBA of EAE Business School, it emerged again a question that often arises:

Publishing a picture in witch we practice a hobby is postureo? The question arose to explain some of the advantages of exposing certain parts “secret”, referring to the Johari window. Specifically, we showed in screen three images: a girl doing sport stretching, two people playing chess and a volunteer helping in the dining room of a old people's home.

Our values: Should we explain them or transmit them?

This is a question whose answer can also answer the previous question. Our Values (Superpowers) are transmitted by way of our actions, inactions, our behavior, the way we interact with people. To include our values in our personal presentation ​​is complex:

“Hello, I am disciplined, empathic, patient, solidary”… Does not it seem somewhat forced, even postureo? Is it not better prove it than just say it?

It's all about not lying

An image of a person in a chess game conveys much: patience, strategy, temple, mental agility … But it must be real, not imposted, otherwise we fall into postureo. The bubble effect of social networks can be negative, and also an overexposition. But the worst is deceiving, pretending who you are not, creating a character. That's against our management, without a doubt.

Selfitis: Is excess of selfies a disease??

userexperience

Royal selfie. Saatchi Gallery 2017

That's what it looks like. I read recently in La Vanguardia “…when the action is repeated constantly and compulsively it should be defined as "Selfitis". This is indicated by the survey published in the International Journal of Mental Health and Addiction by researchers Janarthanan Balakrishnan and Mark Griffiths”.

I rather think abuse of selfies is an attempt to satisfy “fans” by some people with large communities. It happens that when they publish a self-portrait (selfie, above all), they generate more likes than in an image, of, a beaultiful sunset.

Postureo or explain how we are?

Definitely, I think the exhibition of images or videos that meet our hobbies, passions, It can be a good way to show how we are. With measure, without abuse. And if it can be, with certain elegance, better. I like Instagram, I think it's a good complement of networks like LinkedIn (where we explain who we are) or a personal blog.

The problem, as Andres Perez Ortega as related in his post Internet era Instagram, arises when this network is our only means of communication. There is no single social network covering all areas of communication, even YouTube. And I fully agree with you, dear Andrés: there's nothing like a blog.

Railway selfie by Akiko Nuru on Shutterstock.com

#PersonalBrand Agenda

EKCadiz18#EKCádiz18

The 23 October in Cádiz I meet Andres Perez-Ortega, David Barreda, Eva Collado, Elena Arnaiz, in the second space Knowmads. We will talk about Personal Branding, Knowmads, Professional development and much more. It is open and free. It will celebrate the day 23 October, guys at 9:30 a 13:30. In the hall of the headquarters of the Confederation of Employers of Cádiz. Marconi Avenue number 37, Cádiz. Cadiz is facilitated by the Cajasol Foundation. Registration on this link.

 

 

 

What is Personal Brand? (Marca Personal) #video

Personal brand (Marca Personal) is…

Personal brand It is what we project in others. If our identity is what we are, the footprint we leave on others is our Personal brand.

As said by Pablo Adán says in his book El reto, our management is vitally dependent on our relationships with others. If we were hermits, We would have own identity, but we would not hace anyone to leave a management. Andrés Pérez Ortega reinforces the same idea in his manifest:

A Personal brand has no value if it does not offer something to others. The strength of the brand comes from "the other".

When did it all begin?

The “personal brand awareness” starts with the first artists signed their works, worrying about his legacy. In the background, the purpose, the legacy we want to leave, is an essential part of our brand. Enrique Rueda (may he rest in peace), in its post No personal brand no artist (Soymimarca, 2016), in reference to classical Greece and the Renaissance, stated:

It is in these moments when artists become aware of their own work, of their individuality and value of their work, and begin to break down barriers. During that awareness they begin to develop the footprint they plan to leave for history, his management

A different matter is when starts personal brand management, known as personal branding (in Spanish, also known as branding personal). The one who coined the term, the writer specializing in business management Tom Peters, did it relatively recently, when it included the personal branding in his article entitled “The Brand called You” (La Marca llamada Tú). To clarify concepts I recommend reviewing the post Isn't it?, Personal Branding is not the same as Personal Brand.

It is not just emotional or rational only

Our management, understood as external view, It is complex. It comprises elements (memories) emotional and rational. The message we communicate is rich, we say is mixed with the way we say, and so it does what we do. To complicate more, what we don't do and we don't say also leaves a brand. Everything leaves a brand.

The personal brand is not built, it is discovered

What we can build or develop is our personal strategy, managing our brand or personal branding process. To discover our management we must delve into our own knowledge, and for this there is nothing like asking for feedback. Should we care what people say about us? Yes, but it should not obsess us. Information is power, and if we do not know what brand we leave then we cannot focus on our own strategy.

And here's the video What is personal branding? (Marca Personal)

I've been waiting a bit long to update definitions from the production we did in Soymimarca on 2012, which has about 80.000 screenings. In that video, we mixed concepts management and personal branding with insights about difference, authenticity…

In this new video, with long boring 25 definitions, I wanted to be more purist and I refer only to definitions or insights on management (marca personal). I'll soon present a specific video to be called What is Personal Branding?

The authors and their sentences

I must admit I've been a bad boy and except in two cases, I have not warned the authors about this video. Many definitions are taken from the bowels of an article, almost stolen. When we are asked for a definition of something, we try to be very academic, very perfect. And that sometimes goes against the principle of spontaneity. Here I transcribe the 25 definitions and their authors:

  1. Personal brand It is perceived identity. It is what others think and feel especially what we say and do (or not anymore). Inspired by our values ​​and projected on our channels of influence / Joan Clotet @JoanClotet
  2. It is the credit of trust that you have in the market, through the generation of value for a community consistently over time / Francisco Alcaide @falcaide
  3. It's what makes us special and what others remind about us / Noemí Vico @_tiruriru_
  4. It is the result of the projection of what you know, what you do and what you feel in others, It is generating a certain perception of you and tilt interactions with you in one way or another / David Barreda @DavidBarreda_db
  5. Personal brand is the clear impression you leave on others that allows you to transcend and collaborate / Arancha Ruiz @alterarancha
  6. It is a footprint, a signal, It is what remains when we are no longer present / Andrés Pérez Ortega @personal brand
  7. Personal… it's you / Eva Collado @evacolladoduran
  8. Today the brand is the sum of everything we do and what not. What we sell and what not. What we say and what not… / Ivan Diaz @Branzai_
  9. It is the intersection between what we are and what we want to become / Ami Bondia @amibondia
  10. Is the perception we have of a particular person and the traces left in our minds / Xavi Roca @xaviroca1
  11. It is what we are, what we do and what we achieve / Vladimir Estrada @Prof_EstradaMSc
  12. Your own identity vitally depends on your relationships with others, and these determine your management / Pablo Adán says @PabloAdanMico
  13. It is the result you get after your effort and your strategy focused on identifying your strengths, put into action your talent and show it to the world / Elena Arnaiz @ElenaArnaiz
  14. It is the binding of a well-defined identity, authenticity, transparency, charisma, strategy and credibility, who manage to leave a deep impact on others / Claudio Inacio @ Cincio06
  15. The biggest risk you can make is not to risk. Dare and make your best record! / Paula Fernández-Ochoa @paulafdezochoa
  16. The Personal brand It is a reflection of the magic inside you / Nilton Navarro @NiltonNavarro
  17. It is the fusion of your changes and your permanences, between who you are, you do and, above all, how do you do reverberating, both positive and negative, to others / Helen Gómez @HelenEgrorienta
  18. It's something that comes from oneself and then is projected into the world / Fran Segarra @fransegarrab
  19. It's when someone hears your name and automatically knows who you are and how you can help / Ana Trenza @aatrenza
  20. Brand is the perfume you use, reputation is the smell you leave / Alfonso Alcántara @yoriento
  21. Personal brand It is footprint you leave, the way you are remembered / Nancy Vazquez @nanvazy
  22. It is the footprint we leave on people with whom we have maintained a professional relationship and allows us to be known and recognized / Jordi Collell @JordiCollell
  23. It's like a scent, difficulto to define but actually are easy to be explained in three words for obvious nuances / Helena Casas @HelenaCasas
  24. Everything leaves a brand, and we much more than anything / Guillem Recolons @GuillemRecolons
  25. … and tell me... What's your brand? / Neus Arques @neusarques

I hope I have helped focus Ideas. Have a nice week!

Isn't it?, Personal Branding is not the same as Personal Brand

Personal Branding

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?

Managing a "marca personal" refers to its process of diagnosis, strategic development and action plan ..

Marca Personal

The 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 long boring 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:

Insight

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.

Brand Platform

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:

– Positioning territory
– Values
– Personality attributes
– Brand Promise
– Attitudes and behaviors
– Archetype
– Value proposal (Essence)

Verbal identity

It shapes our personality, our brand. The way we speak, in which we recognize, we interact:

– Naming
– Tagline
– Voice tone
– Matrix Posts
– Storytelling and Character
– Keywords

Visual identity

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:

-Logo
-Secondary chart (typefaces, Colors, Key Visuals)
-Brand system (Layout, compositions)
-Visual language (photographic style, pictographic, illustrative)
-Brand Assets

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!

Shadow image by Pixelbliss on Shutterstock.com

 

From Personal "bound" Marketing to Personal "inbound" Marketing

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.

Traction Marketing

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. Following the definition of 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.

I recommend, If you have not already done, reading free ebook writen by Oscar Del Santo and Daniel Alvarez Marketing de Atracción 2.0 (2012).

Personal Attraction Marketing

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.

Cover vector by Bersky23 on Shutterstock