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

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, of 9:30 to 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, yes, 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, of 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

Dialogue on personal branding, the pre-#BrandingWeekRD

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: This is what we know as Value proposal,… But go to parties.

 

The Iceberg Method Personal Brand

Paula: Where do we start our management of personal brand or personal branding plan? The Iceberg personal brand

Guillem: I like to think of the simile home = Iceberg, do not start with the roof. Iceberg parts are self-knowledge. Strategy. Visibility

self-knowledge, the diagnosis of our personal brand

Paula: Autonocimiento is a diagnostic phase to know what brand we project

Guillem: There are different tools to meet: DISC, Crystal, How to Fascinate, IE, 90º test…

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 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: That's right, 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?

Paula: The case VivirCoRiendo > (Take a look at Instagram)

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: That's right, 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 (of 100 to 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 to 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 said by 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.

#BrandingWeekRD

Here we will refer to post about the event #BrandingWeekRD which will take place between 4 and 8 February 2019 at the Embassy Suites by Hilton Santo Domingo (Dominican Republic). Organized by the team QUIFER Consultants and presence of Eva Collado Durán, of self Paula Fernández-Ochoa, of Nancy Vazquez (from Mexico) and who will write, Guillem Recolons.

workshops and conferences will be addressed:

connect to Anabel Ferreiras QUIFER Consultants to reserve a place or to sponsor the event.

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.

Non-working skills (short story)

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

That's right. 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.

Camels photo by Paul Michaels NZ on Shutterstock.com

Don't judge before knowing the context and the personal story

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 old ?

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.

Boy looking at the window photo by Corepics VOF on Shutterstock.com

#Branding BrandingWeekRD days in the Dominican Republic

Save the date #BrandingWeekRD

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

The #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 programs: 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-

#BrandingWeekRD Themes 2019

Political Personal Branding and la #BrandingWeekRD

  • 8h workshop (a full day) In Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at candidates from all areas of policy and management organization responsible for the candidate's campaign. Maximum 25 participants.
  • The main objective of the workshop Political Personal Branding is promote the development of the personal brand of the candidates politicians.
  • Date: to define, but quite possibly the week 28 of September.
  • It is shown infografía summarizing the contents of the workshop:

Personal Political Branding QUIFER / Guillem Recolons

Employee Advocacy programs: the momentum of internal brand ambassadors in #BrandingWeekRD

  • 12h Workshop (a day and a half) In Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at executives from all areas of the organization and responsible for managing cultural change. Maximum 25 participants.
  • The objective of the workshop Employee Advocacy programs is convert middle managers responsible for brand ambassadors.
  • Date: to define, but very possibly the first days of October.
  • Also in this case it is shown infographic:

Employee Advocacy Quifer & Guillem Recolons

Keys to healthy companies, and la #BrandingWeekRD

  • 4h workshop (part time) In Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at executives from all areas of the organization and responsible for managing cultural change. Maximum 25 participants.
  • The objective of the workshop Healthy companies is contextualize the importance of being in a hyper-competitive market and as the current .
  • Date: to define, but very possibly the first days of October.

Management personal brand in the digital environment, and la #BrandingWeekRD

  • 8h workshop (a day) In Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at Managers and intermediate, and especially HR professionals and communication area organizations. Maximum 25 participants.
  • The objective of the workshop Healthy companies is contextualize the importance of being in a hyper-competitive market and as the current .
  • Date: to define, but very possibly the first days of October.

Management personal brand for managers and entrepreneurs, (conference)

  • Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at executives, entrepreneurs and intrapreneurs. Limited to the capacity of the hotel room.
  • The aim of the talk about Personal brand for managers and entrepreneurs is mentalizar on the need to put people ahead as leading exponents of confidence in markets.
  • Date: to define, but very possibly the first week of October.

#BrandingWeekRD ponentes 2019

Management personal brand in the legal sector, (conference)

  • Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
  • For lawyers, prosecutors, notaries, judges and all legal field. Limited to the capacity of the hotel room.
  • The aim of the talk about Personal brand in the legal sector is mentalizar on the growing importance of each professional above the office and the keys to effectively manage this factor.
  • Date: to define, but very possibly the first week of October.

If you don´t add value, you don't matter (conference)

  • Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at all professionals “commodity” they need to develop a proposal for strong and distinctive value to be chosen in processes.
  • The aim of the talk If you don´t add value, you don't matter is find our differential area as professionals and the best way to communicate.
  • 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.

Dynamic events

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, This is #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

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).

Paula Fernández-Ochoa

Paula Fernández-Ochoa

Paula Fernández-Ochoa It is partner +MoreThanLaw: Consultant and lecturer at Legal marketing and Personal brand. Founder of the platform #VivircorRiendo, that promotes sport and wellness.

Nancy Vazquez

Nancy Vazquez

from Puebla, Mexico, Nancy Vazquez He is a founding partner of Integra Personal Branding, the specialized agency personal brand management and entrepreneurship most important Spanish-speaking.

Guillem Recolons

William Recolons, management specialist personal brand or personal branding

Guillem Recolons. Soy personal brand strategy consultant, trainer and lecturer. Fundy Soymimarca, one of the references in Personal Branding. Co-author y author 7 books and 500 Related Posts.

Organization

As he said earlier, the organization #BrandingWeekRD is performed by two specialists in successful events in the Dominican Republic: Anabel Ferreiras and Isaac G. Merino.

Isaac G. Merino and Anabel Ferreiras, Madi souls of Congress and partners QUIFER Consultants

Isaac G. Merino and Anabel Ferreiras, Madi souls of Congress and partners QUIFER Consultants

For any management patronage and preregistration, or for more detailed information on the #BrandingWeekRD I beg you contact Anabel:

  • Anabel Ferreiras, Managing partner
  • QUIFER Consultants
  • Tel. +1 (829) 694 8080
  • Mail: anabel@quiferconsultores.com