Personal Naming: name Garcia (3)

Personal naming? After several years of striping and loosening among politicians, this week we have known that it is possible to give the green light to a law that allows to put before the mother's surname. The news, collected by many means, it's about the legal aspects, Police, security. The father's last name would no longer prevail by default over that of the mother.

The news is not new, From 1999 it is possible to choose the order of surnames, but always if there is mutual agreement between the parents. What's new is that now, if there's no agreement, it will be the registrar's official who decides.

But beyond all these technical aspects, I think we're looking at a great opportunity to Naming in personal brand. A few years ago I wrote two posts about it: name Garcia 1 And name Garcia 2 trying ways to stand out with a very common last name. You know, García, González, Rodriguez, Fernández, López, Martínez, Sánchez, Pérez…

Naming: The name is our first personal brand identifier

They tell you about someone who can help you on a project. The first thing you ask is not whether it's a man or a woman., blonde or brunette, good or bad person, high or low, senior or junior. No. The first thing you ask is the name; or at least, that's the first thing they tell you.

The second thing you do when you're left alone is to put that name on Google. That's it. The Moment of Truth, I mean, the hour of truth. Arrived here, if you're the person googled you have to do one of these reflections:

  1. Yes. I want to be easily found by my name. I don't want to miss an opportunity to aspire to a professional or personal improvement
  2. No. I don't want to be found. I don't care exactly about losing opportunities., my privacy is a priority

I must say that I respect either of the two reflections. I'm no one to force you to belong to the digital realm of bits. However, yes I think it is appropriate to explain the movements to be made in one case or another.

I want to be found by my name

Yes, you self-gleado has not given positive results, may be due to several reasons:

  • You have a common last name, like Garcia. Now, fearless, you can go to the registry and try to:
    • Put your first last name together with a hyphen. My friend Paula Fernández-Ochoa he did it and he's gone from film. Also, if you go through the register, it was done by my admiration Pilar Ruiz-Rosas and has managed to dodge a lot of mistakes.
    • Putting the mother's last name first, to the Brazilian (unless it's another one of those ending up in “Ez”).
    • Ask to be placed a “of the” ahead, an ancient fashion of the French nobility. Like Oscar Del Santo, Maria del Monte…
  • There's no news about you on the Internet. That's very common.. Here are some solutions, none immediately, and all after you've worked your personal brand and value proposition:
    • Write? Well launch your own blog with a domain with your name (,,…). That positions very well on Google, especially if you maintain a certain regularity (at least one post every quarter) and their articles offer ideas, Insights, valuable reflections or advice for your target audience.
    • If you don't already have it, opens a profile on Linkedin, complete it as much as you can and turn it on. It doesn't need to be Premium, the truth is that Microsoft's purchase of Linkedin has eliminated almost all the advantages that the payment method had (here it is explained masterfully Peter of Vincent).
    • ¿Know beBee? It is a professional network in which groups (there they're called hives) are VERY important (especially after Linkedin has demoted them in its latest update). And it also positions fear on the internet. You're already taking a while..
    • ¿Know It's a very simple page where after the your name is placed (, And it only requires photo, a small bio, and links to networks you consider.
    • Do you write very well and are a reference? Send collaborations to newspapers or magazines that are relevant to your sector of activity. You'll have a hard time getting in., but once inside you'll have a harder time getting out.
    • Do you speak well and are you a reference in some area of activity? Try to get on the radio, Tv… Start with local stations. Remember, OFF is ON. Don't you get it? Create your own channel in Youtube and impresses your audience.
    • You like it interact with people? Your network is Twitter. The visionaries who launched the Cluetrain manifesto in 1999 (markets are conversations) they should keep in mind that a few years later Twitter would be invented. That's for sure., get used to it before you go in, it's a complex network, Rica, Demanding, wonderful and dangerous (Gee, looks like a woman ;-)
    • 're visual artist? You can create interesting profiles in Pinterest, Instagram, Flickr, Facebook and, especially, on a blog. Even if you don't like to write, words are important to Google, from tagging the images well (not that img_201) to describe in detail the characteristics of the work and the keywords that define it.
  • There's news about you, But they're not good. Let's go, your reputation is at stake. That's normal when there's little information about one, and what sticks out is digital garbage.
    • An enemy is coming for you and it turns you green on networks or blogs. You have two alternatives, Negotiate (Advisable) or counterattack by signing a hacker. Have, there are them.
    • You haven't read the fine print and your data is held by undesirable companies. It's common. For example, you want to connect to the wifi of a bar and it makes you login on Facebook. In little one it says that your data can be freely used by the mediating company in emails… That's a matter of patience, Identify, address them in good ways and welcome you to the Robinson list.
    • For your charge, your name appears in public deeds as an administrator, Proxy… Maybe it's not negative for your reputation., but you'd rather not be identified for that. The solution is to think of Google, Yahoo, Bing, like big carpets where we can hide under the dirt. But to do this you have to produce “Material” alternative to get on the carpet.
    • In any of these three cases, you'll find companies specializing in “Cleaning” online reputation. With prices of all kinds depending on the “Disaster” and the keywords you want to monitor.

No. I don't want to be found

Well believe it or not., that's harder than it looks. Basically because it doesn't depend 100% of you. Others forge the personal brand, it's something that happens in their heads and sometimes they capture - maybe without our consent- on the Internet. In the trainings I give in companies about personal brand, a recurring exercise is google, find out what our public brand is. Many attendees who haven't are never surprised to see how much digital garbage appears on them, and the worst, about people who are called like them.

Today it is easier to fight for a good presence in the networks than for an absolute non-presence. You like to run, you sign up for a career, and we've messed it up: your name will appear (if you don't worry before) in a list of Runedia or similar. Anyway,, there are precautions you can take to be digitally invisible:

  • Talk to your surroundings: don't get labeled, neither they name you on the internet or social networks
  • It acts as a murderer. Pay tolls in cash, not by card. Well, on the internet, it navigates with incognito windows, don't use Chrome. Carry a primitive mobile phone, without the Internet, neither GPS nor anything. Connect to the internet from internet coffee computers, Hotels…
  • No charges in companies, Institutions, Cooperatives, nor organizations of any kind that are in the public domain (deeds before notary).
  • Get ahead. Before signing anywhere (a medical mutual, a sports club, a university…), expressly states that you do not want your data to enter its database. It'll cost you yours., But you're your right.
  • This one is important: try not to stand out in NOTHING OF NOTHING. If you're crack, you'll be on Wikipedia, they'll talk about you in the press, everywhere. Your personal naming will prevent you from discretion.

Oh, pride. Oh, personal naming

I don't want to hurt your pride, but if you don't want to be found, you can't even die: deceased data is public and digital. In short, if you don't want to be found, You've got it wrong. While you're breathing, you leave a mark. When you stop doing it, Also. Even Bin Laden was located in his hideout. You only have one poetic option: watch the series Outlander and step into the shoes of the protagonist, who manages to back down 250 years and place yourself in a Scotland without internet or mobile telephony.


Oh, personal naming. How important for some, how annoying for others…


Sergio Garcia photo by Shutterstock


Personal note

This week I send very meaningful hugs to Jaume Gurt, family Carles Capdevila, To Professor Vladimir Estrada, all Spanish freelancers victims of a further monthly fee hike, and especially to the relatives of the victims of the London bombings.


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About me Guillem Recolons

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).

Soymimarca Partner, Integrates Personal Branding and The Human Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

I participate in various programs at IESE, ISDI and EAE, UPF's Social Media Graduate and UVIC, 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.

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