Trust, training, technology: three keys to corporate personal branding

Personal branding is no longer exclusive to celebrities entrepreneurs. Today I deal with the three keys to corporate personal branding, a way to move personal brand management to companies, and specifically to their professionals. .

I heard an interview to Brian Fanzo, ISocialFanz' CEO in which I liked the way he simplified the application of corporate personal branding.

If you have little time, here I leave you a one-minute video-summary:

Corporate Personal Branding: What is it?

Many believe it is a Oxymoron... and I get it, what are we talking about? personal or corporate?

Corporate branding staff deals with the application of staff branding in top executives, known as Executive Branding, training in personal branding for middle managers and other professionals, and the programs employee advocacy programs or impulse to “emfluencers” y employer branding.

It is based on the proven fact that people transmit greater confidence than imagined realities such as brands or companies.

First key: Trust

As it could not be otherwise, in times of distrust in brands, companies must trust their people (I remember the recent post: Entrepreneur: your people are your brand) to perform the corporate storytelling.

To this end it is essential that the organization has corporate story, with a very clear and social purpose (beyond benefits, Leadership...), a mission, values and a story.

People trust people, so there's no one better to move these corporate assets than through professionals.

Entrepreneurs afraid to give greater power and knowledge to their people, we can only tell them that investing in them is a way to build loyalty.

Second key: Training

Among the three keys to corporate branding, training is, for me, one of the most solid foundations.

As my colleague says David Barreda, trainer and personal branding expert, training is a learning strategy for knowledge acquisition and development, skills and attitudes, that allows people to respond effectively to certain problems and dilemmas.

And in this case, training aims to provide methodologies and tools for employees to (I prefer to call them professionals) connect with stakeholders or stakeholders stakeholders, internal and external.

This has a dual objective: on the one hand to value each professional's own personal brand, turn them into trademark spokespersons. On the other, to transfer the corporate storytelling to the markets in a person-to-person communication.

Third key: Technology

Today it is essential that professionals can leverage technology to be able to act as spokespersons and ambassadors. Since this isn't your main “job description”, it is necessary for the organization to provide applications to manage this new role, easy to use, intuitive, and most importantly, productive and efficient.

These applications are about knowing content, Cure, share them and follow their trail. We can't expect employees to constantly enter the company's website to see what's new. To this end, notifications to an application are required from the communication department, so that information easily reaches every professional.

Stock Photos from Catsence / Shutterstock

Books: SOS! I have a toxic boss.

This past Thursday I had the opportunity to attend the presentation of the twelfth book of my colleague Pablo Adán says, organized in Lleida by my other colleague Xavi Roca with the assistance of 60 of alumni ESADE.

SOS I have a toxic boss, by Paul AdamPaul wanted a book like that, And I get it. Everyone we've lived with bosses (or partners) toxics we have always wanted to explain... And we've lacked courage. Paul has studied it thoroughly, has been documented as it always does, and has even launched a little online research to gather more data on this abounding specimen (a 50% of all the bosses are toxic) and that erodes business leadership.

Paul and Xavi invited me to be part of a round table after the presentation of the book which was very useful for the attendees to lose the fear has asked committed questions. An interesting one was, do you think it's a good idea for me to give this book to my boss?

I'm not going to spoiler the play., but I recommend it to all the bosses and to all those who are suffering the consequences of a bad leadership style.

Hello Business, Do you notice that your People are your Brand?



Well, that's the way it is: your people are your brand. An advertiser says so. The data do not lie: Only 33% of consumers trust brands. Instead, a 90% of the same consumers trust on peer' recommendations (source: Nielsen).

If you have just a minute, In this video I make a summary (in Spanish):

The Mad Men era is over

Many ask me if the agencies were like this, as in Don Draper's fiction in Mad Men. Advertising agencies were very important at that time and until the end of the 80. The reason is that they were providers not only of creativity, but also of research, marketing (many companies didn't have that department then), strategic planning, media buying ... As you see, nothing to do with what they are now, basically creative and strategic "boutiques".

And now advertising is something our millennials skillfully avoid. They use AD blockers, don't watch conventional TV, few listen to the radio and basically consume the Internet without barriers. More info in the study SmartMe Analytics of IAB Spain.

That's right, the Mad Men era is over. Now agencies are looking for alternative formulas to traditional advertising, to that which interrupts what we want to see, read or hear.

People trust people. If it seems logical to you, why don't you apply it?

The Edelman Trust study our top trusted sources are people like us, business technical experts and academic experts. .

So, why do many companies insist on "drilling" us with old-fashioned advertising, with unlikely testimonials (I guess you don't think Rafa Nadal really drives a Kia), with unbearable messages inserted in YouTube videos, with long boring newsletters with corporate blogs that aren't signed and don't admit comments, with the same false corporate values devised by a great consultant, ...?

Is it so difficult to humanize our relationship with the market? The market, according to the Cluetrain Manifesto, is made up of human beings, not demographic sectors. And businesses are made up of people, not demographic sectors. It is crystal clear… The Pope is Catholic: Your people are your brand.

company and brand ambassadors

Photo: Burst in Stocksnap

Empowering your people is vital, that should be the strength of a brand, of a company

There are many companies that are dedicated to creating applications for employees to share corporate content on their people networks. This is good business. But that's not about asking your people to share content. A good internal brand ambassadors program (employee advocacy programs) requires empowering (You do not know how I hate that word) the in-house professionals.

If a company asks me to share content created by someone without a name, why should I? What's in it for me?

Many entrepreneurs are afraid. "If I empower my people, they will take away my best professionals," they say. Of course. And if you don't empower them, they will stay with you forever. There's no choice, it's not just about getting employees to amplify the brand message. It's about giving them tools to understand the purpose and values, to make them their own, to manage their personal brand, to collaborate on the content each brand creates,… Do not forget: Your people are your brand.

Your people are your brand. It's your turn to move

In this game, In this game, if everyone doesn't win, no one wins. You can't ask without giving.

If you want to know more about how to successfully run a program of internal brand ambassadors, , invite you to subscribe to this blog and as a gift you get an ebook that explains it from top to bottom. Have a happy week..

ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.


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Cover Stock Photo from chattanongzen / Shutterstock


It polarizes confidence -Edelman Trust 2018, summary-

This week has published the prestigious barometer “Edelman Trust” 2018. For me, the report is not only a global thermometer on the state of the world, companies and the media; It is also a strategic tool.

The Edelman Trust takes 18 editions, and current have worked 33.000 questionnaires 28 countries of the world, distinguishing general public of public informed (the latter formed by university graduates).

It polarizes confidence

In 2017 We saw a general decline in confidence in the world very biased by the Brexit and the victory of Trump. In 2018 We see a contrast between two giant, EE.UU, -where confidence plummets- and China, a country on the rise.

polarization of confidence

It is no coincidence that the report has been conducted informally during the Davos summit leaders (Switzerland), notice a whole for the great leaders of the OECD.

Spain is one of the countries that recovers positions, and within Europe, Switzerland leads the rise and fall Italy.

The battle for truth

A year “fake news” has been trending topic, I could not give a different headline: the battle for truth.

The battle for truth

Source: Edelman Trust 2018

Manipulation that are the subject much news is news. Bad news.

In 2005 live a change happened confidence in large authorities to trust in people like us. This year, nevertheless, profiles with greater authority (CEO’s…) recover a bit and peer people (peers) lose significantly.

Retrieves trust authority, but it is far from technical profiles

authority retrieves trust

The political class, boards of directors of companies and CEOs, They had fallen to the lowest. But this year seems to raise its head, despite leading the tail of confidence. I am struck by the rise of confidence in journalists, that coming back from hell to appear. Curiously, the two profiles, despite being trusted generators, They are down “people like us” and employees.

Who Queen, who we trust more? The experts. That profile is who reigns, whether technical experts or academics. This is the graph from a perspective of personal branding consider most relevant. It indicates the strength of confidence in historically profiles “hidden” by employers. Do not exercise the role of spokespersons, but they should exercise. The programs of Employee Advocacy programs They are there for that, to supply the -still- distrust- in management profiles.

Means not connected

As for the media, are not connected. At least, journalists this year improved over large media platforms, but the reasons for this disconnect are here, in this graph:

media skepticism

Source: Edelman Trust 2018

The reasons for the disagreement are three 1. The media seems more interested in getting large audiences on content 2. Exclusive prioritize the accuracy and reliability of the news 3. They are at the service of a political ideology that really inform the public.

Confidence in Spain

These four figures show the following conclusions:

Spain edelman 2018

Source: Edelman Trust 2018

institutions: NGOs continue to lead institutional trust, and confidence grows slightly in companies and administrations. Confidence in the media continues to stagnate.

Gender: Men seem to trust more than women in institutions and media.

ages: There are no differences by age, the three groups exhibit the same recovery and the same index.

Training: Confidence remains greater for the public informed, although decreases. While, the general population perceives some recovery.

Personal branding and trust

No doubt people are great confidence transmissive. institutions, and media companies must rethink their corporate branding and move more weight in the press service of employees, and especially technical profiles.

managers, political profiles and boards of directors required to offer a more transparent and sustainable vision of business. Programs corporate branding staff (executive branding, professional branding, employee advocacy programs, employer branding) may help build bridges of trust in society, markets and, in, people. P2P (person to person) It's the key.

Much more information on this barometer, Here's the download link PDF del Edelman Trust 2018.


People vector by


imperfect welcome

In recent weeks I have been fortunate to see me with people I respect, I admire and with whom, above all, I connect. The curious thing about these meetings is that there are always ideas and projects, some eventually materialize and others do not, law of life.

One of the patterns of these meetings is governed by the principle of trust, and for the delicious imperfection enveloping the lives and careers of people with whom I've seen. Empatizo fast: pure humanity.

imperfect welcome


I do not know if it happens, but when you talk to someone whose only speech revolves around the yohechismo, "I've done this, and that and the other, and I managed ... "you get to a conclusion: that, a CV or profile Linkedin it's okay, light, brightens, but in an informal conversation with someone reliable pedantry round. With this profile you can share a specific project, but it will be difficult connect to go further.

Humanizes imperfection

When you speak (rather, when you hear a monologue) of someone perfect always you end up feeling that this person has passed, or parents, or friends, He has never broken a plate. If you have been laid off from a company it is by mistake Company, It never assumes ownership of the grounds for dismissal. This type of person is more abundant than we think, and I do not think they are robots, only wolves lambskin, dehumanized beings.

When a genuine emotional connection with someone occurs is when they confess sins and errors: The cards on the table. In Personal Branding imperfection is perhaps the most human value: the opening, nudity, maximum honesty. It comes from "I will not cheat, I've screwed up many times ".

Professionalism and confidence

The letter to Santa is clear: It is not only good professionals associate or only with people you trust and with whom you connect: We want it all! And that's hard, but not impossible. Younger professionals suffer from a good resume error, and perhaps that dehumanizes, puts on a false pedestal. They need to go through two stages to maturity that inspires confidence:

  1. To make mistakes
  2. recognize

And between one phase and another can take years.

The point of madness

If the imperfection humanizes, a point of madness puts salt and pepper to the personal approach. And I do not speak from a pathological perspective as well as to recover those moments of immaturity perhaps once we have repented but are part of our DNA.

Stating that I agree with Xavi Roca when it measured as exaggerated culture of failure, but I want to clarify that for me imperfection does not amount to failure, but simply to recognize that we can not know everything and that we will have broken a dish, if only because the excess soap made slide uncontrollably hands.

Get in Value

In a process of personal branding usually insist much on the value proposition, a center differential axis explains the reasons for choosing a person. And just as I insist on giving "the human touch", which approaches you, you about, you humanizes. The personal account It is another key axis in brand management, and often forgotten. We are delightfully imperfect: mostrémoslo, Put it in Value. imperfect welcome.



Your brand starts inspiring confidence

I confess that I never believed it too much for first impressions. Phrases like "You never get a second chance to make a good first impression", or "face is the mirror of the soul" strike me as trivial in the context of brand management, either corporate or personal.

And one reason not to believe is that there seemed no scientific evidence to show such a level of transience in the sense of judging in a few seconds. So, everything was in an aesthetic assumption.

A few years ago I heard for the first time psicomorfología, a widely used technique in human resources with a simple photograph allows a specialized psychologist can draw a profile of the candidate and extracting personality traits. But although they have written books and treatises on the subject, the fact is that the level of precision is low, and employers often cheat.

The key is confidence

Going beyond belief and subciencias, a few days ago I came across an article Business Insider that illuminated my understanding of the "first impression". According to the article, psychologist and professor at Harvard University Amy Cuddy argues that a quick first print gets determine the level of trust and to a lesser extent the level of competition. I like that, that justifies an acceptance or rejection on first impression, especially trust.

Children are clear

You remember when you were 5 or 6 seleccionabas years at a family reunion who wanted to say hello and who you preferred to flee? Why not, It is pure instinct, but not based on aesthetic criteria or pleasantness but based on trust. I trust this person, then I approach it without fear; I do not trust this, I prefer to neglect it. If the first question is whether you can trust someone, the second according Cuddy- referred to competition if that person is you commands respect.

That's not an opinion, It is findings of studies over more than fifteen years by a group of psychologists, and certainly I suggest that the first impression does not judge how beautiful or ugly we are, judges whether inspire trust and respect.

Your brand starts with confidence

This statement may make more sense apparently seen in the article by Business Insider and a fantastic TED the same Amy Cuddy (highly recommended). The first trial, in tenths, It is based on trust and respect.

Why we insist so much on putting pictures on our profiles?

Because the absence of photography equivalent to a negative judgment, lack of trust and respect. The second question would be whether we can "manipulate" a photograph to inspire greater confidence. possibly not, but I think-and this I strongly agree with specialist personal brand image María A. Sánchez– we can eliminate distractions so that people see in us what we want to see, without further ado.

A real case

I explain in formations often an anecdote referring to a photograph that I used for some time, tanto offline (the back of card) and Internet.

William portraits RecolonsPerhaps because young looked like a child, there was always endeavored appear in photographs with rictus of some seriousness. I remember the wonderful portraits Alberto Schommer who managed to pass the mark of character in a captivating way, cold, implacable.

But what happened to the photograph which I speak (The one of the left) is that apparently conveyed an image of little confidence about me. So I did know a client after a few minutes chatting with him to meet and overcome the first impression. He confessed that a priori expect to meet with any other colleague before me, and it based its expectation on my profile picture.

Without thinking twice, I changed the photo on the other performed during the same session, a portrait that best conveys how I am. Now, almost five years later, and thanks to the findings of Amy Cuddy, I can know what happened with that first picture: He did not inspire confidence.


  • Watch what you transmit. If you are and what you convey do not match, You must give importance to that first impression so there match.
  • Go to a professional photographer, but if possible someone who knows you, you know how you are done inside. A photographer, default, You can get your good side, but often the aesthetic criterion prevails over any other.
  • The briefing can only be one: explains the photographer or want to convey confidence.

Marketing Humano III: question of confidence

The tremendous impact on various social forums that are generating this new twist to the marketing (#marketinghumano) It was in a predictable way, although it is still surprising ease and enthusiasm with which this proposal is being assumed that rather than change the view that the new marketing has the new market it aims to change the approach itself. This is; overcome the marketing concept of company / product / consumer / person into a new dimension person / person.

Construction and development personal branding It has a lot to do with this new scenario. Personal brands with values ​​strengthen social and economic relations.

This implies that people become aware of their brand value, not as a product or client. The difference goes far beyond the lexical. The difference is the emotional authenticity.

I can make a product and provide it with emotions. It's really easy, that's what advertising. It is an inanimate, unable to communicate Leg. Arguments and advertisers communicate by him or brand.

But when we talk about people talking about particularities, life experiences, sensory and emotional. It is pure reality.

People build their brand from values, skills and differences. And a promise of value based on trust. Trust is something of an accepted hypothesis on the future behavior of the other.

What role does trust in human marketing?

The role of trust in human marketing is bidirectional. It is home generator but also receptor.

The first creates a system of interactions where my brand, my values, my skills and my differential arguments act creating an environment of respect and cordiality to govern the personal and professional relationships.

The second confidence returns received and acts as catalyst relations.

This relationship marketing, between people and values, human marketing, Confidence needs to be viable and practiced.

It generates credibility to convey your value promise. It generates confidence to predict satisfaction. Satisfaction used to amplify and extend its model.

We can say that with confidence, it is possible to assume a certain degree of regularity andpredictibilidad in social actions, simplifying the functioning of society. And that's saying something.

Leaving aside the functionalism of this proposal we can say like other authors that trust is the basis of all institutions, and also acts as contrast power, forcing him to conform to our own expectations.

Loss of confidence usually comes by emotional exhaustion. This occurs when our value promise has not met expectations in shape or expected time. And you know how hard it is to recover.

Do you believe in the power of trust? Do you believe in the Human Marketing?