Three Key Values in Political Personal Branding, , or why trust fails

Political Personal Branding? I must admit that my first clients at Personal Branding, on 2006, were active politicians. I'd rather not give names for avoiding stupid typecasting in one option or another. The tailor's wife is the worst clad, now the policy has lost the strategic position of the center and has gone to extremes. That implies the nonsense of the polarization "either you're with me or you're against me".

In this post I'm dealing with the origin of the crises of confidence in politics. If you have little time, here's a one-minute summary video.

Misconception 1 on political branding: Value crisis

We all have values. Some of us have even bothered to find out what they are. Values are universal principles by which we people are governed. They are our secret guide to knowing how to live harmoniously in community and evolve.

There are authors who argue that the values (what I also call super-powers) are innate to the human being. I prefer to think that they are also influenced by our culture, society, family, religion...

How to identify your values

I propose two actions:

  1. Find out the values you project on others
  2. Understand what the core values are for you.

In the first case, you need feedback. You can do it simply through email and spontaneously: Knowing me as you know me, what do you think are my top five values? And you can do it as a "pro", using a Google Form, suggesting 20 values in a list and asking them to choose a maximum of 5. You can extract the values from this page 100 values and their meaning.

In the second case, it's about you selecting the 5 values that for you are inalienable.

Once you have the results of both tests, select the three coincidences and you will already have what we know as pillar values.

The temple of political branding values

Well, in the case of a politician, his/her three pillar values should be leadership, honesty and coherence. This chart, which I use in my personal political branding classes, it's quite clear:

the temple of values pillars in political branding

On the one hand every politician should pursue a goal that went beyond winning an election or making money. The objective, in this case closer to the purpose, should refer to a way of improving society.

For another, at the base of the temple, we have the instruments that the politician will use to achieve that purpose: Connection, dialogue (Program...) and commitment.

And on the other we have the columns, which are the values or principles that manage that dialogue with their audiences (citizens) to achieve purpose.

The stock crisis

The stock crisis, the crisis in political branding, occurs when some of these three pillar values is non-existent or breaks.

  • Without leadership it's impossible to even run as a candidate, leadership is the basis of respect for teams working with politicians and citizens. You may not like Trump., but no one disputes their skills as a leader.
  • Honesty it's transparency. Said the great politician Don Enrique Tierno Galván that politicians' pockets should be glass. You may not have liked the former Uruguayan president. Pepe Mujica, but I'm sure you don't doubt that you honestly and transparently presided over your country.
  • About coherence, I recover the phrase of Walter Riso: "Don't forget to sustain your speech with what you do. Anyone talks, very few act: it's called coherence". For this line they suspend the 90% of politicians with relevant positions. Often because they get carried away by party interests, other times by what the polls say, others by lobbying pressure.

Would you be able to identify 5 politicians who have been true to these three values? I invite you to leave a comment below, and from there we will generate a debate.

Misconception 2 on political branding: the ego is the enemy

Ryan Holiday wrote a small work of art "The ego is the enemy” (Paidós Company, 2017). Beyond recommending his reading, I prefer to advance some keys of the text to avoid the bad side of the ego (there's a good one) with no mood to spoiler:

  • Humble in the Aspirations.
  • Benevolent in the success.
  • Resilient in the failure.

The ego is often the culprit for breaking negotiations, Harmony, leadership, a lot of things in politics. But as Ryan Holiday reminds us, it's also the ego control that has made it easier for Eleanor Roosevelt, Benjamin Franklin or Angela Merkel, among others, "will courageously endure misfortune without the ego having made them focus on themselves".

"I have come to politics to change the world". That's how the journey of a policy professional begins. Worthy purpose. At what point do you twist? One of them, is when the ego becomes the obstacle rather than the road. "I'm in politics to line myself, " confessed Vicente Sanz (former secretary general of the People's Party of Valencia in 1990) in a combination of ego and excess sincerity.

Misconception 3 on political branding: forget the customer

Consequence of this (values + ego) is that the politician, and often the party, forget the customer. And they focus on something that the customer is indifferent: win the next election. The customer is the citizen, it's you, we're all.

Managing politics at tweet stroke is dangerous. You may have the advantage of informative immediacy, but the tweet removes the context to leave a headline that, without context, it's explosively dangerous.

The Spanish case

Spain has seen an impressive crisis of political confidence in recent years. According to data from the Centre for Sociological Research (C.I.S.), the situation regarding the concern of Spanish citizens is as follows:

The reading of the chart is diverse. But a key is that the cause of concerns such as unemployment finally looms, corruption or the state of the economy: politicians.

They may pay righteous for sinners, fortunately not all politicians have broken their core values, have acted moved by the ego or forgotten the citizen.

Spain is undergoing a serious process of infantilization of politics, and because of this the main political leaders are unable to sit down and negotiate the best for the citizen. Instead, they just look at the short-term of an election victory. And in the meantime, many laws are still in the swamp, extended and outdated budgets because they can't find majorities to approve them. There's a clear loser: you, US. Citizens.

The case of political stagnation has propelled the publicist and television presenter Risto Mejide to collect signatures to found a new party: yes, PNLH (Worst We Won't). If you get the necessary support, spain may have a view in the future of someone who respects a value system, that doesn't put the ego ahead and that it values The phrase of Charles de Gaulle, Prime Minister of France 1944 and 1946:

I have come to the conclusion that politics is too serious to leave in the hands of politicians

Personal Branding político

Let's not lose hope. The personal branding político it can be a way for those who start. In case you know any group of candidates (ideally 20) who really believe in politics with the focus of citizens, send him this infographic, it's from the workshop that we develop hand-in-hand with my Mexican partner Nancy Vazquez. Download it in PDF in good resolution here: Infographic of the Political Personal Branding Workshop.

Infographic workshop personal branding political guillem recolons

Have a nice week!

Stock Photos from hvostik / Shutterstock

18 books in Spanish to effectively manage your personal brand

I must confess, before you get your hopes up, that reading the 18 books in Spanish to effectively manage your personal brand won't make you an expert in personal branding. Practice, for me, It is the other side of the coin, and recognition would be the impetus. . Nor do I consider those who have graduated in architecture as architects until they have successfully designed and built a few works.

What you can achieve by reading all or some of the 18 books in Spanish to effectively manage your personal brand that I propose here is to learn how to self-manage your brand by creating your own roadmap with the best of each work .

Throughout my more than 10 years as consultant, trainer and lecturer in personal branding I have read about 60 books on the subject or as a reinforcement of the subject. These 18 are remarkable in some of their particularities.

For organizational purposes, the good thing about all this is that books do not compete, but that some complete and enrich the knowledge of others. I classify them in the following categories:

  1. Books that outline the context of personal branding
  2. Good handbooks to get you started
  3. Testimonial books "that's how I did it, thats how things happen to me"
  4. Books to reinforce the area of self-knowledge
  5. Books to complete the area of strategy
  6. Books to reinforce the area of visibility
  7. Books focused on the area of employability and professional career
  8. Book to become a specialist in personal branding

I also add an appendix with other books that I have not read, others that I have read but I will comment on another post, ebooks and books not translated into Spanish.

Without further ado, here I begin with the titles of the 18 books in Spanish to effectively manage your personal brand . For me the order of reading is important. That is to say, it's better to start with contexts and end with hyper specialization.

If you have little time, here is a video-summary of 6 minutes:

1.- Books that outline the context of personal branding

He says the Portuguese neuroscientist Antonio Damasio:

To successfully understand the brain factory of the mind and behavior we need to consider their social and cultural context. And this becomes really frightening attempt to. “The error of Descartes” (1994)

Tu futuro es hoy

Tu futuro es hoy. Written by Laura Chica and Francisco Alcaide. Posted by Alienta. First edition, October 2014. Foreword by Eva Collado Durán.

Tu futuro es hoyLaura Chica and Francisco Alcaide has created a simple structure with 40 keys to creating your destiny, each with a dedicated chapter.

Each chapter ends with 5 steps for action and 5 books for l'azione, which means that the book has with 200 steps for action and 200 reference books. And I forgot it, also with 40 rather than inspiring phrases.

The training and experience of Francisco Alcaide in ADE and Laura Chica in psychology and coaching are the key to the thematic richness of the book, that it is not limited to leadership issues, productivity or networking but that enters to fund issues as fear, emotional intelligence, love, sex, happiness and more.

At the end there is a gift that I not wakefulness to do too much "spoiler". Essential.

El mundo cambia, ¿y tú?

El mundo cambia, ¿y tú? Written by Eva Collado Durán. Posted by Alienta. First edition, March 2019. Prologued by Laura girl. Afterword by Carmen Soler Pagán and Sonia Rodriguez Muriel.

the world is changing and you?Key to design your professional future in the digital era. After its publishing baptism with "Brand you" (Rasche, 2016), -and that treatment later- Eva has been to value his experience not only as a human capital but as a great architect of change in organizations, a cultural change that has led to digital change.

Today is not conceived a professional without own 21st century professional competencies, Collado draws perfectly. Easy diagram book, with long boring 5 chapters start with the domain of the environment and ending with a mantra of personal branding: If not to say who you are, others will do it for you.

The book contains the DNA of many professionals who have contributed in different sections (among those who have the honour of being).

I can not hide my special love for this woman, which I consider a friend of the soul, a huge Manager of emotions and an irreplaceable professional. She is Ma.

2.- Good handbooks to get you started

All discipline requires its generic manuals. And in management There are some very good and. None is equal to another, that's the wealth that every author prints.

Y tú, ¿qué marca eres?

Y tú, ¿qué marca eres? Written by Neus Arques. Posted by Alienta. First edition, 2007, third revised edition 2019. First book on personal brand published in Spanish.

and you which brands are?Simplicity or death. So would you sum up this book from the "mother of the personal brand". A perfect manual of 20 steps to manage your personal reputation. In this third review, Neus includes the ability to download a handy canvas of personal branding from its website.

Neus invites us to create our "brand notebook" in which go scoring to measure progress book, very light (170 pages) moving towards. At the end, includes an essential bibliography if you want to dedicate yourself to this professionally.

Ad personam, Neus is a prolific writer and a great expert in communication. The approach of and you, ¿qué marca eres? is more brand than staff, and in this I look very identified.

I want to highlight here a book written by entitled Neus Your visibility plan 40+ aimed at those who believe that they are no longer so young, and that is an excellent manual for the senior moment.

Cómo vender tu marca personal

Cómo vender tu marca personal. Written by Raquel Gomez H. Posted by Conecta on 2018 in Colombia. First edition, 2014.

How to sell your personal brand Surely this is one of the first texts edited in Latin America about personal branding. In spite of the "marketiniano" of the title, reading seemed to me one of the best protocol manuals to apply personal brand management for life, to work, at all levels.

I had the fortune to receive the book in hand of the own Raquel (and dedicated) will a few months in Mexico. Raquel, attorney, Coach (and singer, what you read), It is one of the main evangelizing of the goodness of the personal branding career in Colombia and across America.

The structure of the book is based on the professional image as the own brand, This is the strategy and goes into labor, new technologies and events. The annexes are not to be missed, examples of cards for moments of working life. And a great gift: the legacy of the personal brand with businessman Arturo Calle.

Desmárcate

Desmárcate. Written by Xavi Roca. Posted by Libros de Cabecera. First edition, October 2015. Prologued by Luis Martínez-Ribes and a such Guillem Recolons 😉

DesmárcateThe advantage of having a book written by someone who has devoured hundreds of leadership books in your hands, change, emotional intelligence, and management is obvious. It leaves nothing in the pipeline. And it's also one of the richest reference books I've ever read.

Xavi Roca is a Maverick, and so he wanted to check some assumptions and confront them with the new reality. I love that the author relates success and personal happiness to a good brand; It helps to believe, and also to create.

The structure of the book is based on the brand, seal, the footprint, Enter the auto analysis and the phase of preparation of personal branding, continues with the communication and gives us a valuable conclusion on man, the Earth and the Moon. His afterword collects the best of his blog, a little gem.

Marca personal para dummies

Marca personal para dummies. Written by Andrés Pérez Ortega (the sherpa of the personal brand). Posted by Alienta. First edition, March 2014.

Marca personal para dummies Already anyway going to talk to you... at least that say what you want! That's called the claim Book, that can not be luckier. I have to say that Personal Branding for Dummies is not a manual, is a treaty. Its more than 420 pages (small-print) They shall let be a dummie. Inevitably.

It is the fourth of the five books published by the "father" of the personal brand in Spain, the first text of "Personal branding" (Basic, September 2008) It was published shortly after the "and you, ¿qué marca eres?" by Neus Arqués.

It has a structure atypical but very oriented to the client, based in 6 parts and 20 chapters in total. It has many external collaborations (Thank you for having my own, master) and graphically it is brilliantly planned to make it very easy to read and follow. In addition to external opinions, is full of tools, tips, techniques and bug warnings.

El reto. Estrategia personal para tiempos de incertidumbre.

El reto. Written by Pablo Adán Micó. Posted by SC Libro. First edition, 2016. Foreword by Ginés Marco, Dean of the Faculty of philosophy of the Catholic University of Valencia.

El retoIf you are planning to read this book is something that worries you. Start reading the back cover. And I agree, This is for hipsters. If you are already well as you are, read poetry. Paul is a prolific writer. I had the honour to prolong his first book, "Personal marketing saved my life", and since then he has published (attention): Fourteen more books!!!

Of all, I'll certainly take the challenge, that you might also call route, because it draws a map from survival maslowiana up to the leadership and the self-realization. If you are of those who believes that the plan is that there is no plan, Paul will change the way you think.

As a good marketing professional, Paul puts special emphasis on the target audience and their needs to help you design your own strategy. His vision of trace cannot be more successful: give something to others, and not for oneself. “. Trace is to create something at the disposal of those who serve, to help"

3.- Testimonial books "that's how I did it, thats how things happen to me"

Francisco Alcaide has learned from the best, and that has allowed him to publish two precious books based on the experience of great leaders. In this case we have two authors who tell us about the value of their own experience.

Marca eres tú. Cómo mejorar tu futuro personal a través de tu marca personal

Marca eres tú. Written by Eva Collado Durán. Posted by Rasche. First edition, 2015. Prologue by Francisco Alcaide. Epilogue by Raquel Roca.

Brand is youFull Congress Personal Branding Lab Day 2015, Eva came up to the podium with their red-heeled shoes to give his lecture. And the first thing he did was to announce the imminent release of "Brand you", showing us the cover.

This book is like a diary, but counted as a manual of brand management. Eva recognized digital illiterate, and when he discovered what is in "the other side" his life changed. For good, of course. The best managers of emotions that I know is, and of the few people who has managed to literally move Protocol offline to the world online. unmasked.

I would not describe it as a book to learn personal brand, for me it is the book to throwing the ring, to jump without fear of falling. They say that success is 1% inspiration and 99% perspiration. Well, yes, 1% you find it here, this is the Red Bull of the personal brand, the necessary step to lose the fear of managing your brand and make you aware of the world.

Un café con Chan. Cómo cumplir sueños con Personal Branding

Un café con Chan. Written by Ami Bondia. Published by Editorial Círculo Rojo. First edition, July 2015.

A coffee with ChaWritten in the first person, It is impossible to not be carried away by this doctor in journalism with a past and present in the TV screen. Sometimes it is difficult to write as you speak. Ami has succeeded. It has fled the jargon thinks, the NLP and coaching to get directly to anyone pursuing a dream (whatever it is).

The prologue, written by herself, He anticipates his second book "World of brave", launched this 2019 and which I had the pleasure to join Ami in Barcelona in Sant Jordi's day, the day of magic, books and roses.

For me there is a key question that drives to read the book in a few hours: what you would do if you lived your passion? She managed to work with Chan (Alejandro Sanz), fought until the end. And that changed her life. This is a manual to learn how to fight... and win.

4.- Books to reinforce the area of self-knowledge

Benjamin Franklin said "there are three things extremely hard: the steel, "diamonds and get to know yourself".

¿Quién eres tú? Descubre tu mayor tesoro: tú mismo.

¿Quién eres tú? Written by Laura girl. Posted by Alienta. First edition, June 2013.

Who are you?Laura part of Augustine's phrase "meet you. Accept yourself. Get ahead"to define the meaning of life. The book is a gem of emotional intelligence, She confesses that the biggest difficulty that we are in our emotional development is that we have not educated to think about what we feel, why we're sorry or how to name it.

Despite being a light book (140 pages), requires a quiet reading, perhaps two. At the end of each chapter includes a section "for thinking" and a booklet of exercises. You notice: as I said Franklin, This is not easy. But without this we can not move to the next step after the self-knowledge: the one about strategy.

There are two "extra" unforgettable, vitamins for life and #quienerestú 140 characters, the first capacity of a tweet. Short and wonderful phrases from authors of all time to better understand how we are.

Smart feedback. Conversaciones para el desarrollo del talento.

Smart Feedback. Written by Jane and Rosa Rodríguez del Tronco, and Noemí Vico. Posted by Lid Editorial. First edition, November 2017. Prologue by Santiago Vázquez, epilogue by Andrés Ortega.

I attended the "premiere" in Madrid with the pages of the book smelling of printing. Was missing a good book about how to give and receive feedback. It is this. They say their three authors that neither today is neither tolerated nor the error is integrated. How right. That is why it is necessary feedback.

Easy reading book, divided into five parts and impeccable design: boost talent through feedback, receive feedback, give feedback, learning skills and a workbook. This last, It helps to put into practice what they learned through different arrays (DAFO…)

I think that the feedback is the essential part of our self-awareness, which allows us to know exactly what personal brand we project and whether it includes a value proposition associated with.

5.- Books to reinforce the area of strategy

Said Sun Tzu "the Supreme art of war is to submit to the enemy without a fight". The strategy is the real roadmap of personal branding, where are decided as important as purpose elements, value proposition and business model.

Design Thinking para la innovación estratégica

Design thinking for strategic innovation. Written by Idris Mootee. Posted by Empresa Activa. First edition, September 2014.

Design Thinking for strategic innovationTrue. Design Thinking was put into scene by Tim Brown, CEO of the consultancy Ideo. But to find a comprehensive and inspiring book, Idris Mootee has achieved impeccable work.

The original title, in English is "Design Thinking: What you can teach in the schools of business and design."

Can you be surprised you see among my recommended books one that talks about design thinking. It is not a specialist in this, but the personal branding can nurture a way of structuring the creative thinking rather than effective. In the background, who not has used once a canvas as the model of business?

I must warn that it is not an easy book. Although it is very well illustrated, every page invites more than one deep reflection. The best thing is that it makes us question whether we are really thinking things based on the user experience of our stakeholder, And that's priceless.

I had the book at home without reading for months. And it was thanks to my colleague at TEDx Eixample Ana Reyes Lorenzo It encouraged me to read. Thanks Ana, I owe you one!

Tu modelo de negocio

Tu modelo de negocio. Written by Tim Clark, Alexander Osterwalder and Yves Pigneur. Published by Deusto. First edition, March 2012.

Tu modelo de negocioFor me it is not a book, It is a Bible of personal branding. It is one of the first collaborative book. Written with the participation of of 328 collaborators of 43 countries. "The book was published a year after"Generation of models of business"from Alexander Osterwalder and Yves Pigneur (published in March of 2011).

The difference between one and the other is that the of 2011 focuses more on startups, small businesses and the referred here goes to people like you. Not only that, between the 328 collaborations will find a soul-mate whose case may serve as inspiration: a tax lawyer, a blogger, a commercial, a wedding photographer, an advertising Executive, a skier, a radio announcer, a doctor and dozens of other cases.

Consists in 5 chapters, and follow to the letter the scheme design thinking: canvas, reflection, review, action and extras. Essential.

6.- Books to reinforce the area of visibility

In communication, let's never forget that everything leaves a mark, what we say and what we are silent, what we do and what we do.

Te van a oír. Construye tu plataforma personal para darte a conocer

Te van a oír. Written by Andrés Pérez Ortega. Posted by Alienta. First edition, February 2013.

You will hearI don't always agree with the teachings of the master. When he says that the best person to sell what you do is you same, I think that there is a better. They are others. There would be the difference between marketing (I sell what I do) and branding (the result of what you do makes others sell it for me).

But having said that, "They'll hear you” it's an exquisite manual to get that -- in Andrew's words- your voice stands out in a world increasingly louder.

The irony of the author is present from the chapter 1: ADVERTENCIA: This book will help you promote what you do. But out from master boot, We are facing a serious book, context, platform, allies, media which are not the end, of the memorabilidad, social media, content, blog, social networks, playing in the first division (the book), other off-media and results measurement.

And talks to you in your direct tone, paternal, but based on many years of experience. A must.

Navegando en aguas digitales

Navegando en aguas digitales. Written by Yi Min Shum. Self-released. First edition, November 2016

Navegando en aguas digitalesIf you don't know Yi Min I will tell you your name, in Chinese, means person restless and creative. And if it is. Chinese parents, born in Valencia (Venezuela) And that's where he lives today.

Unlike "will you hear", "Enduring a digital" focuses 100% in the digital environment. And he does it with a precision that I was surprised to read it. I found it in my Hotel room in Santo Domingo, Dominican Republic, on my first visit there in 2018. I was glad the journey back.

As a good engineer in computer science, Yi Min does not forget a single detail, and guide to a dummie, but also to a started like me, to the practical knowledge of digital marketing needed to bring personal brandto the top of visibility.

7.- Books focused on the area of employability and professional career

He says the Dalai Lama that there are only two days a year in which can not do anything: yesterday and tomorrow. This section discusses fuel, which is needed to improve the employability and to progress in career management.

El mapa de tu talento

El mapa de tu talento. Written by Arancha Ruiz. Posted by Be-Libris. First edition, October 2014. Foreword by Eduard Punset.

El mapa de tu talento Arancha curriculum is one of the guarantees that this book going to love. It is not the only. I was with her at the presentation of the book, in Barcelona. There explained that in less of 20 years the 47% Professional categories it will cease to exist. Emerging new talent needs. And that calls for a map. El mapa de tu talento.

Or think that it is not a book of personal branding. It is from head to toes. But in its expertise as talentist, Arancha invites you to read it with a purpose: improve your career. I lent the book, and you know... But the advantage is that the re - buy it, the 4th edition includes a review and a wonderfully contextualized new introduction.

It is an easy to read book (less than 200 pages), but it gives you work for several months until you see your results. Full of invitations to the action of great examples, I consider it a headline book in career self-management and personal branding.

Saltar de la pecera. Una historia de marca personal

Saltar de la pecera. Written by Cristina Mulero Calvo. Published by Círculo Rojo Editorial. First edition, July 2016. Foreword by Andrés Pérez Ortega.

Saltar de la peceraA history. This book is the story of Gabriel in his search for work with good experience under his arm and a good University curriculum. Each chapter tells a new day, a new interview in the character's life and how the new context invites him to reinvent himself.

Cristina speaks of the end of capitalism (of the tank) as we know it, and invites us to jump out of the tank becoming free agents, following forecasts of great thinkers like Tom Peters, Daniel Pink...

You desvelaré not the end of the story of Gabriel, but I suspect that Cristina has thought a second book. By the way, the ten personal keys of the end are delicatessen.

8.- Book to become a specialist in personal branding

Between the 18 books in Spanish to effectively manage your personal brand could not miss this. There are few things as encouraging as you achieve your clients shine. Personal branding occupies a more central and more in the world of personal development. The books mentioned above are very useful to manage our personal brand. If you want to go a step further and be "the tribe" you need a treaty. That Treaty is, definitely, Expertología.

If you want a friend advice, I would read before the founding article of personal branding, The Brand called You, Tom Peters, free, and published in 1997. Here you have the original version and here an excellent translation into Spanish of Consol Vancells.

The reading of Tom Peters will facilitate you adapting the self, S.L. that Andrew performs throughout his book.

Expertología. La ciencia de convertirte en un profesional de referencia.

Expertología. Written by Andrés Pérez Ortega. Posted by Alienta. First edition, January 2011.

ExpertologiaIf you're one more, you'll be one less. That is the almost invisible phrase which you can read at the foot of the cover image. And that is, in good part, the context of the book, along with what they learned from the reading of "The brand called you".

This book has a very personal story. I met Andrew at the beginning of 2010. He had already published "Personal branding" and had positioned itself as the expert in personal branding; in his own words, the sherpa of personal brand is placed.

In the wake of know him, materialicé, together with Jordi Collell, the birth of Soymimarca, the first dedicated agency 100% to the personal branding. Few months after the founding of the Agency (October 2010) We have Adam Pablo and Andrés Valencia to gestate a project of "personal branders" Association. And it was there where Andres brought us, freshly baked, a copy each of Expertologia, already dedicated.

Unfortunately I lent the book and could not recover it. I bought the Second Edition and I gave it to a friend. And now I bought the 5th Edition. Safe investment.

Although the subtitle "the science of becoming a professional reference" together to the first sentence of the book "this is a self-help book" invite you to think that it is a book of self-management, goes beyond. Your level of detail brings it closer to a treaty, to a little personal brand management bible.

Andres is a genius of metaphors, And not missing. The author warns that the book is not easy. It is right. "You'll have to work, reflect, exercises,…”.

I do nothing spoiler, I simply recommend your study if you want to become someone who helps your clients differentiate themselves and become the preferred option.

Neither are here all who matter nor they matter all who're here

I have to admit that I have not read all the books of personal branding. At home, I have earrings Jordi Collell texts"Tu startup personal”, and Fabian Gonzalez"Tu marca profesional”. I have read some, and they liked me, how"Distínguete y te distinguirán"Reyes Ferrer, “No imagen"by Maria. Sanchez", “Designing the value proposition"of Osterwalder and Pigneur. Also"Mejora y gana"ximo rooms", Pablo Adán and Pablo Alonso, “Monetízate" by Andrés Pérez Ortega and many others.

In the chapter on ebook, I would like to highlight the seven publications of Soymimarca, by several authors and find free of charge on the account Soymimarca Slideshare. Here I include the indispensable Oscar Del SantoMarketing de atracción 2.0“, ebook of Vladimir Estrada “Con nosotros todo, sin nosotros nada”, and also the new ebook written by Claudio Inacio and Andrés Pérez Ortega (Street Personal Branding) “Workbook de marca personal”.

And I also recommend, If you want to dedicate to this, read books that have not been translated into Spanish, of such indispensable authors as William Arruda, Peter Montoya, Catherine Kaputa, Brenda Bence, Hubert K. Rampersad, Dan Schawbel and Tom Peters himself.

I hope you found my summary of 18 books in Spanish to effectively manage your personal brand . Finally, I hope that in 2020 we can include a book written by a guy named Guillem Recolons. It's about time. What a bum.

 

Library Stock Photos from Who is Danny / Shutterstock

What are the advantages of ONLINE training in Digital Marketing, Social Networks and Personal Branding?

 

 

When I was (a bit) younger there was no Online training. Neither digital marketing, nor social networks, nor Personal Branding. As said by Eva Collado, The world changes.

The change has been huge. I studied marketing (conventional, the Kotler' one) at a school (ESMA) that no longer exists. Those two years were very useful in facing the next five years. Not one more, no less.

So, enroll in a master's degree was a complex and expensive process. One can now enroll in Online training in a few minutes and reasonably economical quantities.

If you have just a minute, Here's a video-summary:

Why online training?

We can learn from anywhere in the world and at any time. The Online training imposes. I myself took three years studying the degree of Humanities at the UOC, 99% online. The 1% It is offline quarterly review, to be done in person.

In addition, participated as a teacher in various formats Online training. the ISDI, Communication in Blanquerna and the University of Vic.

Why training in digital marketing?

Knowledge of marketing is no longer exclusive to those who work in an apartment. Marketing. Anyone have your media content distribution arrangement that only a few years ago were unthinkable. The content marketing, which it is part of Attraction marketing, You are giving better results and interactions than traditional marketing.

Know the keys to digital marketing It is a must for any entrepreneurial project, either alone or collectively. And that regardless of whether or not our job to do with marketing.

Why learn about social networks?

In the field of digital communication, social networks are gaining ground every day and they are more present in our lives. And, How to exploit its potential for our business model?

Let me expose a personal case. Until two years ago, most budget requests or collaborations coming I did digitally through my web, in the contact area. Now I come through Linkedin. The websites do not lose effectiveness, but part of the conversation has shifted to social networks, and that should be taken into account.

Why training in Personal Branding?

By 23 reasons. Control. Coherence. Differentiation. Management skills. Reputation. Service vocation. Impulse. Initiative. Diffusion. Recognition. Connection. Influence. Discipline. Authenticity. Socialization. Attitude. Capitalization. Networking. results. Dignity. Humility. Trust. Memorabilidad.

More details, I explain in the post 23 reasons to get in Value.

Can you combine all in one?

Yes. The UVic (UVic) It presents its different formats Online training A Marketing Digital, Social Networks and Personal Branding, and does so in Spanish and in three formats, everybody 100% online:

As I am one of the teachers, If you enroll for me get a 5% discount can be added to other discounts prepayment.

Let me here your data and we will send a proposal from the UVic and a 5% least in your registration.

Stock Photos from Pixome / Shutterstock

Some advantages of changing Why? for Why not?

That's it, Why not? If you read me you know that I am not much given to motivational speeches. In my opinion, the words "quality", "Democracy" and "passion" have been used so much they mean the opposite, and they area often used in absence of the concept. Although my profile is more emotional than rational, clearly I work to live and that two plus two equals four.

For some time now I have been thinking about when we became adults. As children, we love to constantly ask Why? Curiosity is the emotional DNA of childhood, and it allows us to know more than we would know if we were silent.

We never stop asking Why? but the difference is that as adults we move from curiosity to questioning. The adult version of Why? is too often a barrier before taking a step forward: Why should I do this or that? This phrase, seemingly innocent, it's often the origin of failure.

If you have little time, I invite you to see the video summary of this article in a minute:

Why not?

I think that this Why not? it's equivalent to Why? of childhood applied in adults. It is a question that wants to overcome barriers, fears, and limiting beliefs. When someone proposes something that your rational side refuses to accept, let your other side act, the wild, creative side, and make this powerful question emerge: Why not?

Pros and cons

If you just ask Why?, you close the door on the possibilities. Instead Why not? you create a double denial, that is, you are on the positive path to seriously consider taking action and accepting challenge. Of course, you are open to considering pros and cons.

Reading biographies, I always come to the conclusion that people who have gone far have used Why not? more often than the rest of the world. If you take a look at one of the best biographical compilations of success and leadership, the duo "Aprendiendo de los Mejores" from Francisco Alcaide, you'll confirm that Why not? It is a common denominator of progress.

Tony Robbins asks why

Writer and lecturer Anthony Robbins (by the way, 2th example of "Aprendiendo de los Mejores" after Amancio Ortega) is considered the best mentor in personal development. I'm not going to reveal the reasons that led Francisco Alcaide to include it in his book, that would be spoiler.

However, there is one point in Robbins' personal story that fascinates me: He is able to explain his purpose and value proposition in just five words requiring two seconds: I’m the why guy (Soy el chico del Por qué). That's his "raison d'être"..

Have a look at the first few seconds of his TED to see how he presents himself::

And precisely the answer you get from his clients, mentees, coachees or those who listen to him is invariable: Why not?

It is an absolutely exceptional case. He wants to know your motivations so that you can ask yourself the question: Why couldn't I do this or that? Why not?

Why as a purpose

Many have referred before to the why as a purpose. From Nietzsche to Simon Sinek, to Viktor Frankl, the Why? question has helped us solve a complex puzzle: that of our reason for being.

When I wear hippie hat, I believe that few 21st century businesses and people will survive the absence of purpose. Although there are tools to find it, such as the Ikigai, we have not been educated to find an answer to such a complex question.

Why not, seen as an accelerator of purpose and action plan

A way that seems to me more opportune and simple to accelerate the answer to such an existential question is to break the negation: A simple Why? just deny, and break, while the Why not? facilitates, makes possible, makes flow.

Our purpose is also our vision, our contribution to improving the world, our dream, our legacy. So is it not true that all dreams break down barriers? Aren't dreams Why not?

Try it. Discover your purpose. And to accomplish it, repeat this same question at each stage of the journey, in your action plan.

Do you want some inspiration? Bill Gates and Paul Allen wondered in 1975 why not use their software to empower people. And not happy with it, they wondered why there couldn't be a computer in every house and on every office desk. Do you see now the power of this question? It's your turn. Have a nice week.

Why not Image by Comic Sans on Shutterstock.com

Well, so why don't you subscribe? 😉

Sorry about the pun. Last week in the post Brand ambassadors: the secret of trust, I announced a gift of a free ebook on the same topic employee advocacy programs to all subscribers. As the offer is limited, I encourage you to take action.

ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

Subscriptions button blog guillem

Tu modelo de negocio: how to move from diagnosis to action plan

 

 

I often encounter misconceptions in the canvas business model. If you understand as a mere diagnosis of current situation, It will be unhelpful. Ideally raise it as a diagnostic + strategic model to develop a plan of action. Let's go by parts.

What is a business model? What is it for?

Expansion design thinking He has brought us many canvases to work with multiple strategic facets. The canvas business model most known and used is the Business Model Canvas, and personal application, yes, Business Model You.

essentially, the canvas business model It is a great tool to help you understand a business model in a simple and structured way. Using this canvas It will help you better understand the customers you serve, which offer value propositions through what channels and how to make money your company or personal business.

Utility work this canvas goes beyond understanding your business model, to analyze the models competitors.

The canvas business model It was created by Alexander Osterwalder, but Strategyzer. The Osterwalder with Yves Pigneur own published in 2010 the book Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers (Wiley). In 2011 the Spanish translation of the book was published under the title Generation business models (Deusto).

It's about a model lean or light based on a principle: imperfect better faster than paralysis by analysis the old "Business Plan" 800 pages and 12 months of work. It is designed for small businesses, departments of large companies, collaborative projects and individuals.

In the case of private individuals, on 2012 the authors of the previous alongside Tim Clark launched Tu modelo de negocio (Deusto), a "must" management management. This book is a great facilitator of ideas, as it includes actual cases of more than 400 professionals around the world.

The diagnostic phase of your business model

Knowing where you are today is essential to understand the changes you require to achieve your goals. So, I think also essential to define your projection lens personal brand: what area of ​​business you want to be a reference, what specialty, in what format (presential, online, mixed…) and what geographical area. Without setting a clear objective not know if your diagnosis requires an action plan to improve.

Tu modelo de negocio

Business Model You. Translation Samuel Villegas @ CC sam1meta

I often see that the diagnosis format developed without knowing before the goal, and therefore can be read as an exercise in self-knowledge. Big mistake. I think the original spirit of the model is strategic, not only diagnosis.

If I see a lot of notes Post-it the same color, I understand that the work done is pure diagnosis; a missed opportunity.

The strategic phase of your business model

This phase of that we have a projection defined key personal brand objective. This will allow us a very precise definition of the value proposition, our relevant difference.

To better understand the model, Ideally, work with sticky notes (or virtual) two colors: one for the place where I am today (and I want to keep) and another for where I want to be tomorrow (and what I need to activate, create…).

That enables us to create two action plans naked eye color: yes, maintenance plan shares and plan of new shares to create, develop and implement. We will have a strategy defending (we want to keep) and another attack (what we want to incorporate). And remember that any action plan must be measurable, for what we can work with objectives SMART that allow us to analyze the evolution of the indicators of success.

canvas example business model

Everything revolves around the value proposition

I often say that if they do not contribute, you don't matter. Work on your relevant difference it is imperative to differentiate yourself by offering value and growth potential for your customers, whether internal or external. That's the value proposition, the core of the canvas business model.

It is very important to set the work order canvas. Although some authors recommend defining the first customer segment, I think that It is more useful to start by the value proposition. Then, see what the customer profile who may be interested in the value proposition. After, what kind of relations we bring to our customers, what channels We use to move the value proposition to customers.

The second part of the canvas (the left side thereof) defines the activities which we take to realize the value proposition. Also they means necessary, and key partners we will need to access more easily to our customers.

And the third part concerns the economic aspects. model expenses and model income. The current and future, which marks the target worked.

The business model is dynamic. From one day to another all you can change

Classical formats like business plan They offered no flexibility. Maybe it's because the markets were moving so slow today.

The canvas business model it is flexible, and considers that in 24h can produce a change radical.

Imagine your value proposition is the creation, production, sale and distribution of custom shoes. Imagine also that the 6 months starting your business you receive an offer from a major manufacturer in the industry to buy your business. This implies a major change, do you agree?

Also imagine your revenue model is based on the personal commitment of your time to your customers (limited model). Suddenly you propose an improvement through machine learning you allow a scalable online income and not dependent on your time.

In all these changes, it is easier to adapt the canvas business model a plan 800 pages. Canvases Business models with strategic format they are alive, They are dynamic, and it is good for us to review every six months or whenever a change occurs.

I hope I've helped. A good tip is to read these two books referenced, find a couple of friends or consultants who can help you and dedicate one morning to work on your own canvas business model: an essential step in managing your personal brand if you turn it into an action plan, Be, you measure and improvements.

 

Cover vector by Iscomit on Shutterstock.com

What drives social conformity? (Asch's experiment)

Some time ago I participated in an article with my colleagues Alicia Pomares & Jordi Collell and Celia Hil called De luciérnagas a estrellas refulgentes (From fireflies to glittering stars). It was not intrinsically about social conformity, but on whats is known as "Solomon Asch syndrome," a condition derived from Asch Experiment. This pathology could be summed up as the fear of difference.

Solomon Asch (1907-1996) was a world-renowned and prestigious Polish-American psychologist known for his pioneering work in social psychology

Today I deal with the main reason of Asch experiment, This is social conformity.

What is social conformity?

In a simple definition, This is social conformity happens when individuals in a social group change their behavior, opinions and attitudes to fit the views of the group.

Many times, and unconsciously, we "relax" our criterion not to swim against the tide and avoid possible conflicts. And this is not something that happens occasionally, it's just installed in our routine.

In a more complete definition, psychologists Gil Rodriguez & Garcia Saiz, authors of "social influence processes." (Ed. Pyramid) nuance:

"We could speak about conformity for commission (act in the line pressing group), and default (not to act in a certain way because the group does not approve). So, It is more appropriate to use the congruence concept rather than movement, when we refer to a group ".

Asch's experiment

Asch conducted a set of experiments related to visual identification tasks. The task was actually simple: the subjects had to indicate which of the three lines of the card had the same size as the model contained in another cardboard.

This task was done in groups up to 9 people, and all, except for one (experimental subject and both "naive subject"), were accomplices of the experimenter. Accomplices were instructed to answer correctly in the first two trials and answer incorrectly and unanimous remaining (in the twelve critical essays), which they were interspersed by four other trials in which accomplices answered correctly. Subjects were publicly express their judgments in the order in which they were sitting. The position of the test subject, placed in the penultimate, allowed the views of most members of the group before giving your answer.

This video shows the sequence:

The results

The results were surprising, even for Asch himself. Although the task was simple social conformity occurred, so that the experimental subjects gave wrong answers in a third (36,8 by 100) of critical essays, which it did not happen hardly ever if they performed the task alone (control group) and, so, without knowing the views of others.

Most of the subjects indicated that they had been carried away because they believed that the majority was right, and they were wrong because they did not understand the instructions well or because their visual acuity was not good.

Only a subject which followed the judgment of the majority believed that the answers were correct.

Here is another video about social conformity in a tv show format showing identical results:

A small number were aware that the answers were incorrect, but they answered following most not be displayed alone or different.

Personal brand and relevant difference

As my professor, the social psychologist Dr. Ricard Faura says, "In social conformity is not only shame that people express, it is a profound doubt of their own criteria before the collective consensus".

We settle for not publicly display the difference. This is the fact. From the perspective of personal brand, not to show the difference makes us automatons dumbs. But just being different isn't everything...

I appeal to the relevant difference. When we work the value proposition we always wonder why they should choose us? And the answers are 1 It is because we can solve a problem or meet a need. And 2 because we do it in a different way. The two answers complement each other, both are needed.

Cover image by Iconic Bestiar on Shutterstock.com

What's new (Integra Personal Branding)

Although the news came several months ago, I inform you that I have the honor of being personal branding consultant and partner of Integra Personal Branding, the most important personal branding agency in Mexico and Latin America.

Staff Integra Personal Branding

We have been working together with Nancy Vazquez and Alan Urbina, founding partners, some time ago, and now part of my job will be to help develop in Mexico and LATAM the area of corporate personal branding (Executive Branding, Personal Branding and Employee Advocacy programs).

Our next collaboration is on the Dominican Republic from 29/5 to 9/6. We will run various workshops of Personal Branding and Employee Advocacy programs for companies such as Banco Popular and RE/MAX. We also plan to give two lectures on storytelling and social selling, within the framework of the #BrandingWeekRD, all coordinated by QUIFER Consultants (+ anabel@quiferconsultores.com).

10 ideas worth spreading (10 speakers, better)

TEDx Eixample 2019: Videos with 10 ideas from speakers of past 22/3.

Introduction

If you're new to this blog, let me give you two essential pieces of information: 1. Although I'm dedicated to Personal Branding, I'm a true fan of TED and TEDx talks 2. In addition, I volunteer of TEDx Eixample, which held its first edition in Barcelona 22 March 2019, I would say successfully.

In this article, I detail the 10 ideas that the speakers put on the stage and I add the videos (in order of appearance) of each of the ten talks. I hope you enjoy them as did the 260 People who attended the event.

Idea 1: Stay ignorant so as not to fall into the myopia of specialization. By Toni Segarra

We are in the age of omnicanality, and the panorama of a marketing director to communicate an idea becomes complicated. The publicist Toni Segarra claims, in his transition from an Advertising Agency to Freelance, the importance of remaining ignorant so as not to fall into the myopia of specialization. He also claims to recover the product as a fundamental element of communication.

About Toni Segarra

Throughout his career, He has worked on campaigns that have won awards at major festivals around the world, including 39 Lions at Cannes Film Festival, unanimously considered the most important prize in the world, among which they include one of only two Grand Prix achieved by Spanish agencies. And well over 100 soles at the San Sebastian Festival, including 7 Great prizes. Year 2010, the spot "Mano" BMW was chosen as the best ad of the past 25 years old . He is a member of the boards of international advertising schools: la Miami Ad School en Hamburgo y la Berlin School of Creative Leadership. In May 2007, British magazine Shots, select it as one of the "100 top creative minds" World in December 2016 Forbes magazine included him in its list of 25 most influential people in Spain. In May 2018 the same magazine selected him to wishlist: “100 most creative people in business”.

Idea 2: There is no excuse not to keep fit, neither time nor space. By Paula Fernández-Ochoa

Legal marketing expert and personal brand in high-performance environments gives us a few simple tricks to keep fit in 10 minutes a day with minimal space. Proposes not get excuses and learn to live laughing.

About Paula Fernández-Ochoa

To exercise the legal profession for years, It has now set up his own consultancy Legal and Personal Brand Marketing and Corporate + MoreThanLaw and, in parallel, for their healthy lifestyle and love of sport, He has created its own brand: VivircorRiendo.

He has been a lawyer at Mazars and Garrigues, Legálitas manager and Head of Business Development at Roca Junyent. Degree in Law and Diploma in Economics (ICADE), Degree in Administration and Management (Pompeu Fabra), PDD at IESE and Program Marketing and Digital Sales at ESADE.

Idea 3: Our stories to achieve immortality. By Victor Amela

Journalist and novelist perfectly remembers the day he learned to read and the revelation meant for him. Us into a narrative that allows us to understand that however much the media have changed throughout history, the need to have stories to tell remains unchanged. Finally we invite us to tell our stories and reach immortality.

About Víctor Amela

Barcelonan 1960, is a journalist and novelist. He is dean of television criticism in the Spanish press, he has held since 1984 in "La Vanguardia", diary in which he co-created twenty years ago "contra", palpitating page interviews (carries 2.500) they do not exhaust their curiosity. Collaborates on radio and television. He is the author of the breviary "The inspirers of Amela", novels "The Captain's Daughter Groc", "Love against Roma" and "Imperfect cátaro", and egografía "Almost all my secrets". Just published the novel "I was able to save Lorca". Peaking currency Ramon Lull: "Since we exist .., Let us rejoice!”

Idea 4: Get ready to understand Africa as the new China. For Jordi Hereu

Who was mayor of Barcelona and an expert in development of cities breaks the topics that we have installed on the African continent and presents the explosion of wealth that is about to come on this continent.

About Jordi Hereu

Mayor of Barcelona during the period 2006-2011. He is currently Chairman and consulting partner company BARCELONA BUSINESS PLATFORM, BPE, specializing in competitiveness and business internationalization, and co-founder of Fledge Barcelona program that works in business development and growth of start-ups with high social impact in emerging countries, specifically in Africa. specialized consultant in city development strategies, and the design and construction of urban visions with strategic positioning, as Chairman and member of the company IDENCITY, Patron of the Environmental Forum Barcelona Platform and newly appointed director of AENA.

Idea 5: We all have a Personal Value Added. Sergio Ayala

How can a person achieve success? Eventually life teaches you that not all people are Steve Jobs, J.K.Rowling or any of the examples of success. Sergio Ayala why you desgrana his manifesto media men, where you'll find its proposal for you to achieve success.

Sergio Ayala

Entrepreneur and lecturer degree in Law and in Education, reconciles the management of their companies with their passion for effective communication, practical and high doses of mood. Currently he is manager of the company SAC SERVICES, dedicated to industrial technical installation and dedicated to the purchase SEALQUILA, rehabilitation and leasing. Author of the manual sales Buy All I Want and has a separate section on local broadcast Onda Cero addressing issues of happiness and good humor. Lecturer at national level has extensive experience as an original speaker on such controversial issues as the need for good humor and buenrollismo in jobs.

Idea 6: Music helps us reconnect. By Guillem Roma

Live in a hyper-connected world has disconnected us as individuals. But music can help us rediscover that we can find connections between such different things as a reguetón and habanera

About William Rome

Musician and audiovisual, Guillem is one of the authors of the new Catalan music scene. It surprised by the originality of a creative universe where live Latin American and Mediterranean influences. It has a restless personality, that has taken her from Cuba, where he studied film, to live three years in Mexico, where he created a production company working on various television projects to publish three albums in the last five years. Guillem Roma created around an interesting creative world where many different energies are connected. Now just published his latest work “Constant and variable”, the result of a process of transforming their own songs which begins a new tour that will take you through different stages of the country.

Idea 7: The big data helps us also with small decisions. By Mar Santamaria

Urbanist Mar Santamaria tells us that life is a series of small decisions. The big data is able to collect these small decisions that we share and pose light on how we want the place where we live. "Life are small and big decisions, in fact, perhaps one of the most important is this: Where we live?”

On Mar Santamaria

Co-founder 300.000 Km/s, innovation office specializing in urban planning and data analysis that develops tools that facilitate the understanding of the city to the various actors involved in its planning and management.
His work has been recognized with the first prize CIVIO Foundation – BBVA 2014 to display data, COAC-AJAC award 2016 and 2014 disclosure of architecture and testing, a mention finalist for the award ODI AWARDS 2016 (Open Data Institute) the project OpenPapers, 4 finalists in CityVis Prize 2016 hosted by the conference UNCHS, a winning project and two finalists to the Spanish Biennial of Architecture and Urbanism 2018.

Idea 8: True wealth lies in diversity. By Daria Shornikova

Daria Shornikova spoke about the concept “transmigrants”, people who happen to live on the border between cultures and states. Because every time will be (will be the) more people and. In the XXI century the concept of purity no longer makes sense, and true wealth is the diversity and movement.

About Daria Shornikova

Daria is the superpower of adaptability. From one country to another, Linguistics technological, healing art exhibitions to create trips innovation worldwide. The reason is always the same: make spectacular things happen. Through empowering people, create new solutions, build vibrant stories to tell them to change their perpetrators and the context around them. Currently, Daria es Project Director en Imagine Creativity Center, Global Shaper and explorer of transmigrants and border identities.

Idea 9: Beauty has the capacity to endure. For Anna January

Beauty is one of the most abundant and accessible resources we have around us. It is almost impossible to describe it and appreciate it is a personal decision. Beauty endures, It is valued and can even be therapeutic. Anna Gener shows us what true beauty.

On January Anna

President and CEO of Savills Aguirre Newman Barcelona, He runs a large specialized team in different disciplines estate. Committed to economic and social life of Barcelona, actively involved in various organizations, He is a member of the Executive Committee of Barcelona Global, Board of PIMEC (Patronal of Small and Medium Enterprises Catalunya), Board Circle Equestrian, Minister of Women Business Economics Observatory Chamber of Commerce of Barcelona, Patroness of the Cares Foundation and patron of the Foundation Picasso Museum.

Idea 10: The smile is the language of smart people. By Victor Parrado

Face life with humor is the best way to change the mood of other people and get your own life is much richer. You can even become useful at a time of maximum risk as an operation following an accident

Victor Parrado

A guy Barcelona 38 years old , son of Andalusian father and mother extremeña, the middle of three brothers, which always he attracted the attention of small Graciet doing anywhere. "I like being a person who loves what he does, what he says and share what you have "After several years working in commercial (despite having studied law degree) and after a 2012 Major changes on a personal level, He decided to shake up her life and focus on what filled: the comedy. And here he: climbed on stage, providing essence, always looking its best and especially sharing moments of joy, laughter and smiles to all those people who come to see.

10 ideas worth spreading. 10 cracks that have given us. Make circulate, Here is the link: http://bit.ly/TEDxEixample19playlist

Your personal brand name: how do you want to be recognized??

One of the mistakes I've made, listed on my extensive CV error is the fact that I've not been using always the same personal brand name. That is what is known like "beating around the bush".

What is the personal brand name?

It is the name by which we want to be found and recognized, both in real and digital environments. It can be a real name, A nickname (nickname) or a combination of both.

The most important thing is regularity. You bet what you bet, keep it in time.

The two brand assumptions

The easy assumption is that you have a unusual name, like mine, unique. I say it's easy because here logic cries out to use your name and surname as a personal brand name.

The most complex assumption is that your name and surname are very common. Just look up your first name and first surname ((in quotation marks) ) in Google to see how many results appear. Most important, how many of those results correspond to you.

In this second assumption, you can create a nickname, ideally related to your value proposition. The key here is that your value proposition must be strong and sustained over time.

Examples of personal brand name redirected

We started with the wrong name, and is never too late to fix it:

  • I started with the brand lateralconsulting, now my brand name is GuillemRecolons, and I hold the same in my web, social networks…
  • Andrés Pérez Ortega started with the web marcapropia.net, and corrected a few years ago to his own name andresperezortega.com. In social media, nevertheless, It works with other brands such as @marcapersonal on Twitter…
  • África Lucena began with unaideabrillante on her website and her online profiles and now she uses africalucena on her site and all her social profiles.

In all three cases, it's about unusual names (For Andrés, with the second surname), so it was unnecessary to resort to other brands.

The general advice is that it is easier to associate your name to a concept that a concept to your name. Thus, in case of unusual names, keep using them as personal brand names.

Examples of personal brand name with a nickname

If your name is common, you can resort to other solutions, as have done these professionals:

  • Alfonso Alcántara. Known as Yoriento, both its web and social networks
  • Pedro Rojas, @seniormanager alias on social networks, but keeps its name in its web pedrorojas.es
  • Álex López, alias @retailmeeting in social media, also keeps his name on his web alexlopezlopez.com

These cases are advisable with very common names, and here, as I said, as I said, the key is that the nickname must be consistent over time. If Alfonso ceases to be counselor, his nickname lose sense.

The issue of influencers is another matter. These professionals create a character, and therefore a name-brand commercial and mask. El Rubius, La Vecina Rubia, Auronplay ... they are what we know as artistic name. It has very little to do with personal brand, is brand character.

How do you want to be recognized and found?

Here's another question. Many people do not know your name or your nickname, but they look for the skills you have. Are you ready for that? That's called the personal brand SEO. It's about positioning one or more keywords that lead potential customers or other stakeholders to your website.

This is the test of truth. I must warn you it is very difficult to appropriate a keyword without own platform (web, blog…) and remember that social networks are not ours and there indiscriminately compete with thousands of people.

Some years ago, I decided it was important for me to position three keywords in Spain: Personal Branding Empresa, Executive Branding and Employee Advocacy. That is not based solely on a question of will, but to address the issue professionally, and above all, be very very very persistent.

So far, I have the top position in Google with Personal Branding Empresa and with Executive Branding, and with Employee Advocacy programs I have been advancing position from 54 (Google Page Six) to 7 actual (page 1).

You see, yes, personal brand name It is important, but it's not everything.

Girls image by Dean Drobot on Shutterstock.com

Brief history of a week that could change the world

I recognize that it has been an intense week, coming from a few intense months. I still remember Andreu Coranti (former gym coach), sentence, when he said "You will have a rest when you're dead". A philosophy of life that possibly is shared by my friend, colleague and partner Paula Fernández-Ochoa and his "I ask for life”.

Digital transformation that can change the world

Thursday afternoon we were able to attend the presentation of the book "El mundo cambia, ¿y tú?" of my friend, colleague and partner Eva Collado, edited by Alienta Editorial. If Eva is emotional , her presentation on Thursday -a great one- became a whirlwind of emotions.

Roger Domingo (Alienta) started presenting the book and highlighting one of the first headlines as great summary: “If you master the environment, you master this new world”. Next was Laura Chica, prologuist, who invited to love uncertainty. Sonia Rodriguez Muriel and Carmen Soler Pagán, epiloguists, dedicated their words to describe Eva and define her personal brand:

Eva is passion, is feeling, is courage and example of adaptation to a new environment of uncertainty in which she has managed to develop in a natural way.

Then it was the turn of Eva, who reviewed the contents of the book under several master infographics made by Ronald Duran. And later on, of course, she made a "Collado special"When he sent out a scene at all what we had collaborated on the book. Treacherously, without notice, she asked us why we agreed to collaborate and what part had developed each one of us. It was great.

While fans queue searching signature increased in the NH Calderón Barcelona Collection, some of us went to for Luis Cañas to celebrate the event. It was an electrical event.

Ideas that can change the world: TEDx Eixample, edition 2019

Friday was the big day. Almost a year working in distilled 4 hours of great ideas, great people and an enviable public. Was beginning the first edition of TEDx Eixample. Little did that beer of Pau Samo in April 2018 at the Velodrome where I was invited to volunteer TEDx he would end so well.

Types that can change the world

Pau Samo is one of those guys. It reminds me of the words of our grandparents "if you want someone to do something important, encárgaselo to a busy person ". It is the most emotional control guy I've ever met. He opened his hometown TEDx, Amposta, then your first host city, Lleida, and on Friday from its current city, Barcelona, the Eixample. We all have a hero, and this is mine.

Poetry can change the world

Toni Segarra, a guy who writes ads (and could bring them the voice Off), He was responsible for starting the talks, and he did talking about what he knows: advertising. Explained the paradigm shift that has meant moving from spot TV to more than 100 various media on which brands can expose their value. He claimed poetry advertising, of the life, as something that really reaches people.

Activated to change the world

If anyone can put up to 266 people in a wonderful place like Antigua Fábrica Damm, that is Paula Fernández-Ochoa. And he did, and not only that, We made us turn our joints, our muscles, vindicating the old "A sound mind in a sound body"As the nectar of a positive attitude. Its end, dressed in sports equipment, It was to form, again with all standing, his vee "I ask for life".

Literature to change the world


Víctor Amela, journalist and novelist, He did a masterful overview of the history of literature. But it was no use history, but the resistance has led to the adoption of new technologies. Socrates did not like Plato wrote appointments, and I do not follow. I leave for chat, along with the wonderful story of his grandfather when he suddenly gave a disjointed phrase "I could save Lorca”. Genial.

Africa can change the world

Transforming cities has outgrown to Jordi Hereu. Now he wants to help transform an entire continent. That's why he told us his experience Fledge, an accelerator for social startups and surprise they found in Africa. African startups are thirsty, and according to what he told us with electric passion the former mayor of Barcelona, definitely Africa is on position of being the new China.

Reason to change the world

Sergio Ayala He closed the first block talks causing. He knows better than anyone that differentiate ourselves is key, so it would be able to leave the bare stage. Shortly he lacked. Made a streaptease reverse, and he was wearing was reeling as the three key attitudes to succeed in this life. We gave a magic formula, yes, +1, not to give up and go for our dreams. How we laughed, God!

Music to change the world

This artist Cantonigròs number William Rome He left us speechless with his music, his story, his guitar and trumpet without trumpet. He explained as he knows, Half talking singing, the connections between a Havana and reguetón, through various musical styles. We also gave one of his masterpieces: the song "connections”, a jewel claiming that things are more connected than have told us.

Algorithms to change the world

Planning specialist Mar Santamaría He puts the technological key to a better life. We discussed algorithm artificial intelligence we can help interpret the opinion of many citizens. And that will help us to translate this knowledge into improvements on habitability. Life is made of small big decisions. And one of the most important is: Where we live?

Synergies to change the world

Daria Shornikova, management of innovation programs, He told us about people who decide to leave their original home voluntarily, for their motivations and concerns, to found a new home in another country, with the people there. transmigrantes? Many cultures as we know them today are the result of synergies, the concept of purity no longer makes sense, the world is one.

Beauty to change the world

Businesswoman and cultural patron Anna Gener, which every day gives us a work of art in a tweet, He told us about beauty. Anna claimed the observation of beauty that is all around us, in a portrait, a sculpture, a painting, a narrow street full of graffiti or the rooftops of a city. The contemplation of beauty generates similar neural responses to physical pleasure. pure therapy.

Laugh “outside” to change the world

Last but not least, Victor Parrado, funny, He explained how humor saved him (literally) life. It was in an operating room, an unusual place to generate smiles. And he did. His talk made us to be a person "ei" predisposes humor, to generate contacts, to make friends, in, to be a little happier. The time we spent in this life will be the same without her willingness. A lesson, many laughs.

TEDx Eixample small to change the world

Height does not large people, This is the heart. Y Ana Reyes, our volunteer responsible, among other things, from TEDx Eixample Salon, is big. He explained that besides the great event we saw on Friday, we have provided other small format and case called Salon. Y Ana, of course, He put salt and pepper to talk.

Later, when we have videos, I will post a case of this TEDX volunteers, speakers and possibly many people who attended, remember forever.

However, just say I'm proud of the great team of fellow volunteers. In the photography, from left to right, above, of Pau Samo (el gran Bwana), la speaker Daria Shornikova, Guillem such Recolons (speaker curator) los speakers Guillem Roma, Paula Fernández-Ochoa and Victor Parrado, Ruben G. Castro (our designer, crack), Carmen Gibert (responsible for communication and much more) and Robert Ferrer (Curator and expert TEDx Speaker). Down, from left to right, Alba Espejo (web and online communication), Eva Soto (organization and legal aspects), Ana Reyes (Eixample TEDx Salon responsible and more) and Helena Casas (partners and more).

volunteers TEDxEixample

I do not miss the ten university volunteers who joined us without expecting anything in return. The TEDx brand is powerful!

Connecting people to change the world

Saturday did not play to rest, so I went to the call of the connector friend Luis Fernández del Campo. Luis called us a few to #CocidoDay, an exceptional gastronomic meeting in the Galician restaurant Casa Darío from Barcelona.


What's better than to meet people around a Galician stew? Luis joined there who knew as Paula Fernández-Ochoa (Have you set?, Paula is on Thursday, Friday and Saturday). Also to Ricard Lloria y Pedro Rojas. And people who only knew virtually as Olga Berbes, Eva Romeo, Marc Mora, Debora Viana and Raquel Rosell. Under the baton of Domi, I tried the best cooked in my life. Thanks Luis for connecting.

 

Three short stories a week that could change the world. I hope you liked them. Have a nice week!

Slight recovery in confidence # EdelmanTrust2019

The last Edelman Trust Barometer presented a few days ago marked a slight upturn in confidence globally. Spain is a country that is outside of that recovery. The global report does not point the specific reasons receding in Spain 47% on 2018 to 40% confidence in 2019, lets everyone draw their conclusions

Trust at Work, The holder of this last edition

Interestingly one of the areas where recovery is most evident is work. Trust at work. NGOs also work out stops. On the other hand, trust in government and the media still does not get approved (although slightly improved).

Syndrome was "no big deal"

From the European look, it's incomprehensible that the US regain confidence 43% on 2018 yet 49% on 2019 (near the approved). It seems that Donald Trump explosive effect is attenuated. Perhaps there was both.

The only government approved its citizens (more of 60%) they still are China, Indonesia, India, and the United Arab Emirates, to which it is added in the edition 2019 Singapore.

By the tail, the governments of Japan and Russia remain the worst rated in trust for their peoples.

The more informed public remains confident

It keeps the "gap"valuation of trust between public informed and the general public. The distance between them is record: 16 points. The trust reported globally 65% and general 49%.

The issue is that since the existence Edelman Trust Barometer, the informed public has always been more confident that General. It makes sense that if distant signs of recovery of confidence point, informed more optimistic, since they will have data prior to others. But even contrary (non-recovery of confidence), optimism remains in this group. Strange, don't you think so? It seems that information is power, and also confidence.

Men trust more than women

This trend continues, but the distance increases in the case of companies, with long boring 8 points difference.

Edelman Trust 2019, by genre

Recovery rally as confidence, companies are the only group that approves, at least for men. They are not bad news, and hopefully the upward trend is maintained.

Fear of job loss is still present

That fear is translated into three fronts:

  1. A Not having enough training and skills to access a well paid job. They see a 59% employee, a 63% in case of multinational.
  2. To process automation and other innovations. A 55% and 60% respectively.
  3. To the international conflicts on the trade policies and tariffs that hurt the company. A 57 and 64% respectively.

The pessimist is an optimist well informed

This phrase, that I heard years ago, dovetails with another trend barometer, and it goes against the recovery of confidence, at least long term.

Countries belonging to the block "developed world" have worse vision than the rest, especially among the informed public. We refer to Japan, France, Germany, United Kingdom, Netherland, Australia, Canada, Italy, Hong Kong, Russia, South Korea, Spain, Ireland and USA.

Citizens of these countries are convinced that they and their families will live worse in five years.

Significantly increasing interest in being informed

In the era of fake news, we are willing to increase our interest in knowing the truth. That translates into growth 22% publicly committed by news. On the other side, group "apathetics" falls from a 49% yet 28%. Are we becoming more concerned about what happens?

This figure is accused more in women than in men, It is indicating that greater interest in information translates into greater distrust of women.

Globally, the world relies almost equally on the information displayed in search engines like Google means that traditional. In Europe and USA, traditional media lead trust. As for social networks, They remain the least reliable source of information, and here they have a lot to see fake news.

We want c-suites to lead change

A 76% of citizens believe that CEOs should take the lead in change rather than wait for the government imposed.

In addition, the company we work offers a more trusting relationship than the other stakeholder as NGOs, other companies, government and media.

Employees expect real social change, and they are a increasingly trusted source

A sign of good health is the restoring trust between employees and their employers. But perhaps the most significant fact of the Edelman Trust 2019 is the improving trust given technical profiles and employees.

Edelman Trust 2019 2019 Confidence in the working environment

I will develop the content of this graph in the coming weeks. Of course, it opens great opportunities for Employee Advocacy programs, those programs to boost internal brand ambassadors.

It's remarkable that CEOs are beginning to approach the approved, good news indeed , employees significantly increase confidence (6 points) and technical expertise remains the epitome of trust in the corporate voice.

Outside the scope of the company, people like us lead the rise in trust with +7 points, and this is indicating the growing importance of micro-influencers rise and shared user experience (UX).

A 78% of respondents agree that the way a company treats its employees is one of the best indicators of confidence.

A 67% agree with this statement: good communication brand or product can impulse the trial, but if I do not trust the company that provides it one will stop to acquire it.

Download the PDF with the Global report Edelman Trust Barometer 2019.

Have a nice week!

Events

TEDxEixample entry

You can already purchase tickets for TEDxEixample 2019, “the big one”. Let me remind you it will take place at’Antiga Fàbrica Damm Barcelona on Friday 22 of March, of 16 a 22h. The cast of speakers is the very best that has been seen in a TEDx:

  • Anna Gener, President and CEO of Savills Aguirre Newman
  • Toni Segarra, a man who writes ads
  • Víctor Amela, journalist and novelist
  • Jordi Hereu, ex-mayor of Barcelona and consulting partner in planning and management of urban projects
  • Victor Parrado, former commercial lawyer who now shares joy on stage
  • Mar Santamaria, Architect and urban planner
  • Daria Shornikova, project manager at Imagine CC
  • Paula Fernández-Ochoa, legal marketing expert & personal brand and high-performance environments.
  • Sergio Ayala, entrepreneur and lecturer degree in Law and in Education

speakers TEDxEixample 2019

Don't you think it's a great casting? Well, go ahead and hit the red button. It is a unique opportunity!

tedxeoxample button buy tickets 2019