According to the Ine, in Spain there are
- 1.484.707 García, of those who 82.190 they're called Garcia Garcia
- 935.931 González, of those who 43.028 their names are González Gonzalez
- 933.764 Rodriguez, of those who 44.479 their name is Rodriguez Rodriguez
- 928.656 Fernández, of those who 53.978 their name is Fernandez Fernandez
- 879.868 López, of those who 36.070 their names are Lopez Lopez
- 841.250 Martínez, of those who 40.333 their name is Martinez Martinez
- 822.946 Sánchez, of those who 35.769 their name is Sanchez Sanchez
- 786.515 Pérez, of those who 27.396 they're called Perez Perez
And we could stick with the Martins., Gómez, Díaz, Hernández, Jiménez, Alvarez, tanned, Muñoz, Gutiérrez… My name is Recolons, which can also be considered a (In Catalonia the easy joke is to call us “Recollons”, which refers to the magnitude of the testicles). But the good part is that we're just 213, and almost all related.
What happens when someone has a very common last name? How to differentiate yourself? How to protect personal branding?
Today we study the possible outputs so that a very common name can be unique. You can't work miracles, but there are some ideas that you might be able to take advantage of:
- Always use both surnames, inseparably. It's an advantage we have (and it doesn't work in countries like France, United Kingdom…): Pau García Milá, Gabriel García Márquez, Antonio Garrigues Walker, Miquel Roca i Junyent, Andrés Pérez Ortega…
- Join the first surname with the second. The compound surname was used for families to keep the maternal surname. It's a civil registry issue. If your name is Garcia Rivero, you could call yourself Garcia-Rivero. There are many examples: Ruiz-Gallardón, Bourbon-Two Sicilys, Garcia-Valdecasas…
- Place the “De” in front of the first last name. It is something that became fashionable in France to distinguish the nobles and that came to have some influence in Spanish-speaking countries. We have a current example in Spanish Economy Minister Luis de Guindos, in my good friend Oscar Del Santo…
- Eat your first last name (as long as the second is not frequent): It's common among journalists: Zapatero (by Rodriguez Zapatero), Rubalcaba (by Pérez Rubalcaba), but it's not uncommon to find people who have gone through the register and requested it.
- Brazilian system. In Brazil the maternal surname comes first, which makes a lot of sense (there are usually no doubts about motherhood). I know people who have invested their last names to get more differentiation.
- Simplify the names: For example, Pablo Diego José Francisco de Paula Juan Nepomuceno María de los Remedios Crispín Crispiniano de la Santísima Trinidad Ruiz y Picasso is known as Pablo Picasso. Imagine the trauma of the kid when someone asked him the name when he was a kid..
- nicknames, Trademarks. The case of a colleague by profession, Arancha Ruiz, has solved it in interesting ways: on Twitter has the profile @alterarancha , something that gives a personal touch, and she's attached to her trademark “Crack stories“
- Apply creativity. If your name is Juan García García and also the third surname is López, things look bad, so you'll have to resort to divergent thinking. For example, you might consider a Juan Garcias, a Juan Garcilópez, a Juan Gracia, a John G. García, a Juan Dosgarcías,… imagination has no limits.
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.