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 I have been advancing position from 54 (Google Page Six) to 7 actual (page 1).
You see, the personal brand name It is important, but it's not everything.