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Personal Branding in the era of introverts

 

The TV had accustomed us to extroverts talents, people who move well in stressful environments, with lights, With public, with nerves of a direct.

I had always thought that leadership was reserved for extroverts. It was Swiss psychiatrist and psychologist Carl Gustav Jung (1875-1961) who promoted the concepts of extroversion and introversion in their theories of personality. for Jung, extraversion is the attitude that is characterized by concentrate interest in an external object. This means that the extrovert is interested in the other when engaging in social ties and predisposes his spirit for the relationship to flourish. On the other hand, introversion attitude is characterized by the concentration of interest in the internal processes of the individual. In other words, introverted prefer quiet environments, easy, minimalist.

Eye, not to be confused with embarrassing introverted. The shameful is one who constantly fears the negative judgments.

What has happened since the famous "markets are conversations"?

Following the Manifiesto Cluetrain guys at 1999 (markets are conversations), Internet opened to the collaborative network, to an environment that allows individuals and businesses to communicate fluently and transparency on equal terms, without hierarchies.

The blog allows one person to communicate, Comment Comment.

The Web 2.0, this movement, that starts with forums and blogs continues and culminates with social networks, It encourages people who previously had been raised or stand in front of a camera dare from a while back to write, throwing slogans, messages, alerts. They dare “enter into conversation”. They are introverts. Its natural environment is the blog, the king of kings of social media. Also frequent some networks, but they are not very comfortable with Twitter (too many people). Nor they are comfortable presenting your message in videos for YouTube. The blog, instead, allows them to communicate person to person, Comment Comment.

I am often asked about whether or not to launch and maintain a blog: I'm a big supporter of this digital medium. But I recommend it especially to all introverts have something interesting to say: They will move like fish in water.

Professionals seeking 'personal branding'

Here's the article María Paz López appeared last Thursday in La Vanguardia

Employment strategies in times of crisis

Professionals seeking 'personal branding'

The method has two phases: Self-analysis of strengths and how to communicate them to others | Digital identity is built upon interaction and contacts; If you do not interact, do not exist

few years ago, talk about your personal brand suggested a sporting universe of improving race times. But the words mutate social uses, and the emergence in the world of business and professions of Anglo-Saxon concept personal branding -this is, brand commercial sense applied to the people- has given expression personal brand new meaning.

augusto costhanzo

In Spain, more and more managers and business executives, and professionals from different disciplines, including master craftsmen, turn to agencies and experts to help them set up their own personal brand, which, in the best case, it will take to get a new job, advance your career or shine more in its scope. Internet and social networks have become essential elements of that bet.

"The method of creating personal brand takes elements of psychology, marketing, business management, communication and philosophy ", explains chemist Andrés Pérez Ortega, advisor of personal branding (www.marcapropia.net) and author of the books Expertología. The science of becoming a professional reference (ed. Alienta) and Personal brand. How to become the preferred option (ed. Basic). Attention, Pérez Ortega clarifies: "Creating a brand, either a person or a product, It has two stages. The first is self analysis, their beliefs, values, strengths and abilities, and the second is that brand communication, establishment of relations. And everything has to be looking for authenticity, no makeup or false appearances ".

Mark -recalcan the experts is not a mere container; is confidence of others in that person or product, transmission is credibility. Among the cases cited by the agencies consulted, There are some illustrative (who they prefer not to be named). A steering Barca, for example, Consolidated employer in its sector, made abroad a refresher course for entrepreneurs. In that course he was awarded, so he grew his reputation as a "young entrepreneur", which paradoxically injured his profile entrepreneur and seated. For reposition, He lectured in business schools, and thus he created a personal brand senior expert in business management.

Another case: a Mexican journalist specializing in project management communication in his country wished to turn around his career. With the help of an expert in personal branding, redefined his: focus on communication projects in the field of women and work in Europe. The sessions were conducted via Skype and paid services by PayPal.
Internet tools are basic to create and transmit personal brand. It should be business card also in electronic form, and packaged in the classic curriculum vitae network as new modes teach professional knows what to do, with minivídeos, graphics and links. Keeping a blog theme help (the search engines favor), as well as having profiles LinkedIn andFacebook, and not neglect messages Twitter.

"The digital network identity is characterized by the interaction and contacts", Explain Neus Arques, partner and director of digital identity management companies (www.manfatta.com) and author of Y tú, ¿qué marca eres? 12 keys to managing your personal reputation (ed. Alienta). Interaction: "If you do not interact, -alerta not exist Arqués-. The mere fact of having discharged a profile online is not enough, must interact. And the contacts are on the network, people you know, They make endorsement of that digital identity ". Arqués and his team work with companies, not individuals, but they give seminars to groups of executives and business school students, They encourage those who manage themselves that personal brand online.

"The blog is an excellent tool visibility, as well as being in social networks, but we must also take care of the networking classic", Add Guillem Recolons, partner and consultant for a consulting career high (www.soymimarca.com). Exchanging business cards at conferences and congresses still works, Just as the eye contact generates an empathy that does not give a photo, so it makes sense to combine both types of networking.

To define and direct the personal brand, Recolons and its partners and team practicesystem iceberg with a multidisciplinary approach: "The part of the iceberg that is not included self-knowledge and introspection, in the hands of a psychologist and a coach, and product strategy, leading marketing specialist; while the visible part of the iceberg is the brand communication, of which an advertising deals, in this case ". Its clients include: Masters students loaded, entrepreneurs and unemployed professionals or active.

"Personal brand has to do with the values ​​we want to project, both at work and in society, with how we want to be perceived ", stated Nadine Kazerounian, British living in Barcelona, owner of the agency Praxis Image Consultants (www.praxisimageconsultants.co.uk). But, according Kazerounian, do not underestimate the classical concept image, understood in face mode. "First impressions about someone, and even the following, They are largely formed through visual cues: locker room, ways, body language and tone of voice, he argues,, so having a good self-image is essential to project the values ​​of personal branding, As the packaging is fundamental to the brand of a product ". As well help position it's welcome.

Who’s talking? y personal branding

In many posts we talked about “googlearse” yourself to see what circulates on us on the web. The truth is that this should be the first step in building our your personal brand: knowing where we are, a first diagnosis.

An interesting addition to Google It is a website called “Whos Talking“, set to “social media search tool”. The truth is surprising how much information you can gather about a person, and how well the information is classified.

Dispose of 7 search criteria “social: blogs, news, networking, videos, images, forums and labels.

Do the test, It is more than interesting.

The importance of original content on the Internet

It comes to my mind's blog Ramon Espadaler, deputy of the Parliament of Catalonia. Always, subtitled your posts, uses the expression “unpublished article” (unpublished article). In this case, expression refers to ineditado, new.

And there for less. When you surf the blogs using labels or tags, very often you find the same article in 16 blogs, more or less personal dressing. Usually it is news that caught our attention and reproduce literally (not going to be that adulteremos). Not a bad thing to echo the news, especially that we get more attention or which are related to our environment.

But in the midst of reproduction, we need to publish original content -unprecedented, as would Espadaler-. If we do not publish original content, our readers would not be our position clear. Yes, re-edit it is interesting, but it is even more when we.

Creating content is, simply, a combination of data, skills and time. Nothing else is needed. Journalists know it well. Getting the data is not too difficult if you enroll in some Google alerts and read the press regularly. The abilities (skills, in English, it sounds better) It is the most complicated part, since it depends on the grace having one to combine data, clothe them and raise them in an attractive way (storytelling), and add new ideas. Finally, time. Time is often what prevents draw out a lot of talent. You have to take time from anywhere, time should never be an excuse for not writing. If you have time to think, You have time to write.

The writing serves the same for blogs and to Twitter. Twitter is widely used in the resource retweet something we like. And this is good, but it is also one explain things, without reaching that of “taking morning coffee” that -frankly- does not interest anyone.

By the way, This post is unprecedented.

18. Do you use often Google to find answers?

If so, well done. Google It is one of the largest sources of knowledge. And not only for its search websites, as well as image search, blogs, Map, alerts… If you also have knowledge of English, expand your answers, since the sum razes. Google will take you to Wikipedia, a YouTube, the millions of blogs in the world, social networks, online press, thematic websites…

I only see one but. And is that many of us we do not know properly use Google metabuscador. Not the same look that Lateral Consulting “Lateral Consulting”. In the first case we have more than 1 million answers, most unrelated. In the second case we have just over 3.000 but totally related. Try it with your name or your company.

More clues?

  • AND: by default Google launches in search results linking the words entered by the user using this operator. So the end result of a search without specifying anything or using the AND operator will be the results that contain both specified words list. The searches “Used cars AND” or “used car” get the same results, a list of Web sites that contain the word cars and the word occasion.
  • OR the symbol "|” : If you want to specify that the appearance of the two words is not necessary in each search result, but each of them separately, you must specify the OR operator between the terms to be met this criterion. “Used cars OR” now will result a list of Web sites that contain the term cars or occasion.
  • The operator - : to exclude search results. It must be specified before the term to avoid so that the results are sought that do not contain the specified word. “car -ocasión” search the Web sites containing the word car but no chance.
  • You can be assigned to different areas limiting them operators parentheses: “(car OR motorcycle) AND occasion” will search all websites that contain the word cars or motorbikes and either of these two is essential to appear occasion.

special commands:

  • “site:site_name words to search”, search only in this site.
  • “site:es.wikipedia.org mathematics”, searches for all pages that contain the word “mathematics” within the web https://es.wikipedia.org. You can consult a site even when it does not work by clicking the button “cache” that appears next to each search results.
  • It puts one “define:” followed by a word (not: define:Body) See definitions and encyclopedic texts on the subject.
  • using “cache:” before a URL, We will show the contents of the cache Google (This is useful at times when for some reason a direction is not accessible temporarily).
  • If you type “filetype:” followed by the extension of a file will search pages containing that file extension. For example: University filetype:doc

12. Still at least 10 your specialty blogs?

This has changed, Let's not fool ourselves. Before we could get information from magazines sector, seminars, meetings, conferences. Then, with the emergence of web 1.0 forums emerged as places of sectoral meeting. The arrival of web 2.0 brought tools like Wikipedia, a virtual well of knowledge created by Internet users themselves. But today, without a doubt, the largest source of knowledge outside schools and universities are blogs.

The blog (short for web log) or log born in 2005 and now it has a community of millions of Internet users on the network. To understand the importance of blogging in generating knowledge and information transmission this excellent video I attached only 3′ created by commoncraft.com:

But the issue is how do you know which blogs that interest me are for my industry? There are several ways, but the best Google search blogs and put the keywords or tags.

Blog image by Shutterstock.com

10. What type of business you work? ¿Visionario or dinosaur?

Bernd Schuster would say, “It's not necessary to say anything else”.

The truth is that the approach “dinosaur” It is usually preferred by banks when giving credits. solid companies, often family, they have not introduced excessive changes in its internal and external approach. Everything goes well until a recession tremble for not having been able to adapt to changes.

Focus visionary It is feared by banks. It is very stable people that risks own money and that of others in a project, at the moment, no market. No matter what guarantees there is behind the project and the preparation of its entrepreneurs. Banks play it safe. ¿Capital risk? in Spain is a substitute for what happens in other OECD countries.

The entrepreneur visionary must break many barriers before break through and launch your business. The first is financial, but for more. The chances of success just move on 25% ROI in the third year. But if you exceed this phase, the visionary has succeeded in creating one of the best bargains you can think. Who follows her gets her.

An interesting example of visionaries is Power Balance, based on a bracelet with a MYLAR hologram in which a frequency has been stored from natural materials known for their beneficial effects to the body. Imagine the founder of Power Balance asking for a BBVA credit (sorry, It is not personal) to create your business. Still they would be laughing at him. In America-particularly in California- everything is possible, and that the capital risk They did not hesitate to bet on the idea. They matched and won.

9. What are your goals? Have you written a plan to achieve?

What happens to us every beginning of the year, or just after the summer? Which often took advantage of this circumstance to draw a Personal objectives. There are many types:

  • From Health: slimming x kilos, point us to a gym, 10Km running gear, a balanced diet, give up smoking, do yoga…
  • family: dating, decide on a date for the wedding, pose a divorce, change habits, have a child, adopt a child…
  • cultural: read 4 books a month, see all movies in VO, Go to theater every month, travel every two months, finishing school, create a blog…
  • From leisure: go out to dinner every Wednesday, friends gather once a month, buy a LCD projector…
  • Professionals: improve positions in the company, find a job, change job, get a transfer, undertake…

If you also want that these objectives are met, write them. Nothing is more usual to see how time passes and how those goals will not ever come to fruition. Must write, even on a paper napkin. And you have to read every week, see progress, see what's wrong and fix the target, but without abandoning. In other words, draw up a plan, without templates, without rigidities, a map.

Already you have your plan? To track clicks on Twitter here

8. What you find when you put your name on Google?

In other words, How do we manage our online presence?

Your name on Google what does?

We have found several cases among customers with our Personal Branding

  • In a case, the character appeared only in a legal dispute over ago 10 years for a bad debt (then it was satisfied, but that does not reflect the net)
  • In other, we find that the character had a false “other me” created by a third party LinkedIn. Obviously, impossible to find the keys and passwords to eliminate the fraudulent account.
  • In many cases, the characters appear only in golf competitions listings, fell, windsurf. Something not usually help a lot when it comes to finding work or look for clients.
  • In cases of younger people, It is common to see the name associated with unedifying phrases MySpace or Facebook, related parties, sex…
  • But in the vast majority of cases we see that what appears on Google has not been managed by the person concerned. The network has been commissioned to mark their preferences.

How to avoid it? An easy answer would be to hire one brander staff (management consultant personal brand or personal branding). But in general lines, It is to apply some common sense. Not engage in phrases that have boomerang effect. Avoid full conflict. Generate positive news. Use Twitter It is a good recommendation. They are short sentences (type SMS, guys at 140 up to characters 280) that help position the person with a particular field.

For more information contact me.

 

Google search image by Shutterstock.com

7. How do you communicate your value?

Last 2 March we referred in the question post How do you create value?

How do you communicate your value?

Is very well create values, have values, defend values. But if you do not communicate no one will know. Will it serve something? Yes, to fill the gap of complacency. Little more.

The truth is that today there are many ways to communicate. Time has passed that it was necessary to publish something in a newspaper that the world found out some news. Now is not it. We are in society hipercomunicación, So the web 2.0 It gives us resources to reach our personal brand, our value, whom we want. It is a less mass communication, more individualized.

The power of information is no longer in the middle, It is in the individual

When someone writes a note Facebook, He wants to share with friends. If the note is written LinkedIn, He wants to share with your professional contacts. Now is sharing information. When someone wants more openly share an opinion, uses the blogs and microblogs (twitter). But that is not all. Now we can enter the digital edition La Vanguardia, The country, The world, ABC… and write a comment about a story. I will be published in the act, and possibly you will have immediate response. We can directly influence the creation and definition of words through Wikipedia. The power of information is no longer in the middle, It is in the individual.

Y tú, How do you communicate your value?

 

Cover photo by Monster Ztudio on Shutterstock.com