From influencers to influentials (a substantial change)

Influencers or Influential? This is the third of the trends I pointed out a few days ago in the post Trends: 2020 Personal Branding. The first, already developed, is The impulse of social conscience and personal brand. And the second, When facts are imposed on such.

Of course, the word influencers it's "on fire", but here I explain the need to migrate to Influential, a giant step in creating value for a personal brand.

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

Influencers and Influentials... Comets or Stars?

In advancing trends, he pointed to the metaphor that defines a good part of the (not all) of this collective: Influencers such as comets and Influential like stars. I talked about this at the obituary of my great friend Cristina Torrens. So I wrote this:

Comet brand: is a person who has appeared suddenly, spectacular, noticeable. But spresence weakens over time, No brand consistency, It is something vane. It is fleeting, and finally it leaves unpleasantness.

Star brand: is a person who Shines, but also it enlightens others, it's always there when you need, It gives heat when necessary and can also provide shade. The flagship brand is consistent, He does not give up, his stubbornness makes sooner or later, others are set on it. Maybe his career is not as spectacular and fast like a comet, but the important thing is that the star, It has been a while since it has been turned off, his memory and his light is still among us with full force.

Aspiration vs relevance and value

Many would give an arm to experience a day of glory as some of the igers (instagramers) or Youtubers of the moment. But look at the trajectories, in its contribution of value and in its duration:

Influencers struggle to create a very large community, and that's your business model: they know that the online platform will pay them by the number of views. "Live" of the community, and what they sell is not a beauty secret, a recipe for cooking, sell aspirationality. Many people aspire to be like them. But that has a short life.. Agree, maybe it's years, but hardly a career.

Influencers don't consider being. They simply get it through a unique and relevant value proposition. Provide, then they matter. The influencer creates value through a product, service or knowledge capable of transforming the lives of others, to bring about change.

Carlos Rebate wrote a magnificent book "Influencers” (Empresa Activa, 2017) on the theme "Influencers" in which it distinguishes ephemeral influencers with those who transform lives and have "true fans". I have preferred to distinguish them by calling the first Influencers and the latter Influential.

Do you get paid for your fame or for your courage?

At the end it's a matter of business model. Kim Kardashian is a millionaire. He gets paid to be.. Your largest value contribution is seemingly banal (very large buttocks).

Influential people get paid to be., for generating value, to contribute, to transform, to create. Behind the influential there is no fame, there's real influence. Some appear in the pink press, others are referenced in books, Thesis, articles, and in the hearts and minds of those who have benefited from their knowledge.

In conclusion, how do I advance?

He was ahead of the initial trend post 2020 that branding staff is based on the net contribution of differential value.

If my daughter, who is studying a college degree, finds a temporary business model through your newly created community on Instagram @HappyMealsByB, I won't be the one to stop it. But I'll try to keep him from dropping out of school..

What's interesting is to really influence, transform, add value. And that's going on.. It's a star that's hard to locate, but whose shine is long-lasting, it's not comet.


Stock Photos from LightSpring / Shutterstock

Branding: Brands are not created today, relationships are built.

Branding campus in Branzai / Grávita, November 2019

Branzai Winter Campus 2019. Left, Ivan Diaz

Last weekend I got it.. He had been trying for years to attend the Branding course organized by Ivan Diaz for years, the essence of the brand of Branzai and Grávita. And in the end it could be.

An intense experience, Valuable, immersive and, above all, Transforming. I take a lot of learning from Ivan; perhaps the biggest is that branding is the way to build relationships between a company, their professionals and stakeholders From the market. The other is that this evolves, Improvement, branding is alive. Therefore, 'll.

The Tweetinterview

Last Wednesday interviewed me from Twitter, Curious, no? Although it's not a new format, I find it very interesting.

And so he has. Gina Arán and Inginium with The Tweetinterview, a conversation format on Twitter that I'm sure will be consolidated as a great idea. Good friends like Joan Clotet have been around., Alex Duran, Nilton Navarro, Ronald Durán and many more. Bravo.

I recommend reading: Our brains are no match for our technology

An article to reflect on, since the New York Times, whose original title is Our Brains Are No Match for Our Technology, written by Tristan Harris, director and founder of the Center for Humane Technology. Thank you Joan Clotet for giving it to me to know.

Curious his way of understanding a current anachronism: We have paleolithic emotions, medieval institutions and technology that almost borders on the divine.


UdG Personal Brand Session

This week I have once again had the opportunity to give a workshop on personal branding and job opportunities in the Universitat de Girona, employment area.

I have met an extraordinarily interested and curious group to know how to manage our brand in times of search or professional transition. The next 5 March 2020 between the 12 and 3pm I repeat the experience in case you're interested in attending.

Catalunya Convention Bureau

Personal Branding Talk at Catalunya Convention BureauThis Thursday I had the opportunity to give a talk personal brand for professionals in the tourism and events sectors. The goal was how to manage our brand and our ability to generate contacts in an environment as complex as that of social media.

The setting was great, yes, "Lounge" of La Roca Village, and the organization of the Catalunya Convention Bureau group, Impeccable. Thank you Sonia Serracarbassa by "opening this melon".

A week for Personal Branding Lab Day 2019

Just remember that Saturday 14 December kicks off the 5th edition of the Personal Branding Lab Day webinar, free and open for all. It will start at 11am Spanish time and end at 7pm. Eight hours with 11 presentations, two round tables and close to 30 interventions in short videos.

Here's the webinar link. See you Saturday!

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis Human Results and Quifer Consultores.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs at IESE and ISDI, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

Want to see my TEDx talk?

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2 replies
  1. Mirka Plasencia
    Mirka Plasencia says:

    Good night, Guillem
    Another great post with two words that much is talked about since the advent of the internet and more we listen to them, I think we're in marketing and sales.
    I decant without hesitation for the influential who are stars even if they are not present. how many times have we gone from: it looks like it's and it's not? because that's the real imprint, the true essence of a person who is influential ( that lets it flow, than what it says cala in others, that what it does inspires others … )

    A hug, Mirka

    • Guillem Recolons
      Guillem Recolons says:

      That's Mirka, comets usually seduce us a lot, are spectacular and hard to see. But they're fleeting.. The stars are always there, and on many nights of clear skies help us understand who we are and where we are.
      A big hug and thank you for your light!


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