Influencers or Influential? This is the third of the trends I scored a few days ago in the post Trends 2020 in Personal Branding. The first, already developed, Is The drive of social awareness and personal branding. And the second, When facts are imposed on the sayings.
Of course, the word influencers is "on fire", but here I explain the need to migrate to Influential, a giant step in creating the value of a personal brand.
If you're short on time, I invite you to watch this video-summary of a minute:
- Influencers and Influencers Comets or Stars?
- Aspiration vs relevance and value
- Do you get paid for your fame or for your worth?
- In conclusion, how do I move forward?
Influencers and Influencers Comets or Stars?
In advancing trends he pointed to the metaphor that defines a good part (not all) of this collective: Influencers such as comets and Influential like stars. I talked about this in the obituary of my great friend Cristina Torrens. So I wrote this:
The comet brand: is a person who has suddenly appeared, Spectacular, Notorious. But s sor presence weakens over time, there's no brand consistency, it's kind of vete. It's fleeting., and in the end it goes into nonsense.
The star brand: is a person who Shines, but it also enlightens others, it's always there when you need to, it gives heat when needed and can also shade. The star brand is consistent, doesn't give up, his stubbornness makes sooner or later, others look at her. Maybe his trajectory isn't as spectacular and fast as a comet's, but the important thing about the star is that, a while has passed since it has been turned off, his memory and his light is still among us as strongly as possible.
Aspiration vs relevance and value
Many would give an arm to experience a day of glory as one 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: know that the online platform will pay you by 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.. I agree, maybe it's years, but hardly a career.
Influencers don't think about being. They simply get it through a single 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" (Active Company, 2017) on the theme "Influencers" in which it distinguishes ephemeral influencers with those who transform lives and have "true fans". I've preferred to distinguish them by calling the first Influencers and the latter Influential.
Do you get paid for your fame or for your worth?
At the end it's a matter of business model. Kim Kardashian is a millionaire. You get paid to "be.. Its contribution of greater value is apparently 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 move forward?
He was ahead of the initial trend post 2020 What staff branding is based on the net contribution of differential value.
If my daughter, who is studying a college degree, finds a temporary business model through its newly created community on Instagram @HappyMealsByB, I won't be the one to stop it. But I'll try to stop him from dropping out of school..
What's interesting is to really influence, Transform, bring value. And that has a long stride. It's a star it's hard to locate, but whose brilliance is durable, it's not comet.
Stock Photos from LightSpring / Shutterstock
Branding: No Marks Created Today, relationships are built.
Last weekend I got it.. He had been trying for years to attend the Branding course organized by Ivan Diaz as a student, the essence of the brand of Branzai And Grávita. And in the end it could have been.
An intense experience, Valuable, immersive and immersive, especially, Transforming. I take a lot of learning from Ivan; perhaps the greatest is that branding is the way to build relationships between a company, their professionals and stakeholders market. The other is that this evolves, Improvement, branding is alive. That's why, 'll.
The Tweet interview
Last Wednesday they interviewed me from Twitter, Curious, No? Although it's not a new format, I find it very interesting.
And so he has. Gina Aran and Inginium with The Tweet interview, a conversation format on Twitter that I'm sure will be consolidated as a great idea. Good friends like Joan Clotet have passed through there., 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, from 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. Magnificent summary Joan Clotet for giving it to me.
Curious how to understand a current anachronism: We have Paleolithic emotions, medieval institutions and technology that almost grazes the divine.
This week I again had the opportunity to give a workshop on personal brand 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 one 5 March 2020 among the 12 and 3 p.m. I repeat the experience in case you're interested in attending.
Catalunya Convention Bureau
On Thursday I had the opportunity to give a talk of personal brand for tourism professionals and events. The goal was how to manage our brand and our ability to generate contacts in an environment as complex as that of social media.
A week for the 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 to all. It will start at 11am Spanish time and end at 7pm. Eight hours with 11 Papers, two round tables and close to 30 interventions in short videos.
Here's the webinar link. See you Saturday!
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.