I was recently able to read a very interesting article, written by Daniel Romero-Abreu and published from Fundacom.lat. It's titled Beyond the personal brand: personal positioning and I highly recommend your reading, of which I extract some parts in this post.
First of all I want to see that Daniel is an authority on the subject, founding president of Thinking Heads. It has created a methodology that transcends, according to his words, personal brand management. It's about the Personal Positioning Strategy (Pps), and defines it as “a unique system of managing an individual's own personal brand and that takes as its axis of action — in front of traditional models based on the image — the knowledge that the character is able to generate”.
In the reference article, Romero-Abreu says “…Personal Brand sellers proliferate as sellers of the Fierabrás balm in el Quixote times. However, buying the creation of a brand that gives you glare is not the magic remedy to our ills”. He also states that “…the brand (Personal) should be the consequence of what one is or is worth professionally, and not the other way around”. Style is imposed on substance.
I must confess that what is happening with the term personal brand it's the closest thing to adulteration, to create a substitute. First because the confusion between personal branding (conscious management of your personal strategy) and personal brand (the result) it's common in many forums. But secondly it seems that the whole part of substance (Background) is reduced to the slightest expression, staying at the service of the way.
I imagine a being coming from another planet lands in the world, and by his own means he tries to figure out what this personal branding and personal branding is all about.
You would find a very confusing definition on Wikipedia: starts well: “The personal brand, in English personal branding, is a concept of personal development of considering certain people as a brand.” I already find it terribe that personal brand is translated as personal branding, when it should be personal brand. But also to be considered, without more, as brands.
And that's not all.. That being from another world would find more elements of confusion, as you'll see in the next experiment.
I've been with an observation experiment for a while on the terminology around the personal brand. I carry it out from various digital platforms, like blogs, networks like Instagram, Pinterest, Linkedin and Twitter. Above all, the focus on tracking Hashtags As #personal branding And #personalbranding.
I'm usually on track. Feedly a limited number of professionals I learn from and respect. In this case, I've let myself go through the current, without pretending to be selective. No, I don't intend to publish any white paper with the results of the experiment, but he's serving me to ratify Daniel Romero-Abreu's position.
Here are some of the elements associated with:
- Looks like this is about famous, of beautiful people.
- It is openly held that “brand is style”.
- On very graphic networks like Pinterest or Instagram, personal motivational phrases take the term.
- On Google Alerts, the sporting record and personal brand go hand in hand.
- Getting more followers on social media looks like Personal Brand Mecca.
- The colors you choose in your wardrobe are more important than the way you think and act.
- Brand positioning is your place at Google, not in the minds of others.
- Personal branding only exists in digital media. On the street we don't leave any marks.
- The word “passive income” is often linked to personal branding.
- And so it could go on…
What is not associated with personal branding or personal branding
It's cost me a lot., out of the inner circles I follow, find personal brand partnerships or personal branding with:
- Adding value
- Personal strategy
- Value proposition
- Purpose or purpose
You could conclude that personal brand management is often confused (personal branding) with personal marketing, with the elements that make the person more visible.
Not long ago, my good friend and mentor Andrés Pérez Ortega, in his post The slavery of numbers, referred to the many of the people who defend a strategic idea of personal branding do not appear in personal brand searches. The reason is that those who dominate the first pages are the ones who dominate SEO. Which makes you question, in The opinion of Andrew - which I share -, Google's suitability as a tool “Serious” search.
The personal brand paradox
A while ago I published the post A personal brand teacher with no personal brand? It referred to that sometimes, who talk about all this have been based on those ephemeral evidence, un investigationd. Surely, without having read books like Expertology, without having read Edward de Bono, to Al Ries and Jack Trout, To Ivan Diaz . The paradox of personal branding is that we have to worry so much about the value we bring (the background) as of “the handsome” we're on Google.
Our otherworldly being will have to do a lot of research to understand that personal branding is not just the image we project, that this, in the end, revolves around the value.