Personal Branding (in Spanish, also known as branding personal) It is the diagnostic process, strategic development and action plan of Marca Personal. Curiously, when we write in English everyone understands. Let me give you another simile: Branding is the diagnostic process, strategic development and action plan of Brand. So, Why to translate into Spanish all the confusions arise?
Managing a "marca personal" refers to its process of diagnosis, strategic development and action plan ..
The Marca Personal it's the result of this process of personal branding seen from the minds of others. As Joan Clotet says, it is perceived identity. The more accurate is the management process of "marca personal" (personal branding), the more related to the actual and intentional identity, and there will be less gap between actual and perceived brand.
And what is a brand?
The brand is a value proposition, not a logo. Worthless there can not be a brand. My colleagues of Branzai, with long boring Ivan Diaz in front, wrote in 2015 the four key requirements for a brand to be a brand: Insight, Brand platform, verbal identity and visual identity. I transcribe literally from his post entitled: What a brand needs to be a brand:
The direction, the necessity, where we want to go. Any brand that wants to be a brand has to be very clear that concerns of your audience thinks solve. Which of them can capitalize on a competitive basis. Without Insight to aim not have a place to go.
Primary, the heart, the soul of a brand. That is what sustains its construction, what shows us the way. If the Insight is the address, brand platform is the way.
A differential territory from which compete, values that drive, a personality that defines us, and a value proposition to propose.
At this point we should ensure that our brand has defined, As minimum:
– Positioning territory
– Personality attributes
– Brand Promise
– Attitudes and behaviors
– Value proposal (Essence)
It shapes our personality, our brand. The way we speak, in which we recognize, we interact:
– Voice tone
– Matrix Posts
– Storytelling and Character
What represents us and makes us visible, how to express what we are and what we do, our personality and value proposition can imbue each contact point:
-Secondary chart (typefaces, Colors, Key Visuals)
-Brand system (Layout, compositions)
-Visual language (photographic style, pictographic, illustrative)
Differences between brand and personal brand
Differences are basically focused on the diagnostic part, which regards the self, and also in the visual identity. The diagnostic tools of a brand are somewhat different to those of a marca personal, you need to enter complex psychological grounds as limiting beliefs, attitudes, behaviors. That is to say, the difference lies in the human factor, although I should point out that we are now working hard to treat brands on his human side. Regarding visual identity, in those gestures is added, the way of speaking, hearing, to wear, to relate.
For the rest, the 4 requirements are appropriate for a brand and a career. For example, Who says a person can not work their naming (example @yoriento), or logo (If you look at the top left of this article you will see mine) or storytelling (In fact the story is characteristic of the human being, and later adapted by brands)?
I hope I have clarified concepts, have a nice week!
- From influencers to influentials (a substantial change) - 6 December, 2019
- When facts are imposed on such (good personal brand) - 29 November, 2019
- The impulse of social conscience and personal brand - 23 November, 2019