Personal brand diagnosis 9: Analyzing weaknesses

In the 8 previous chapters of the series Iceberg we have worked the diagnosis of our personal brand we have focused on perceived identity, on its own, in digital identity by name in search engines, on social media and by keywords.

In this chapter we enter the SSO (Swot, SWOT…) of our personal brand, analyzing the "D" of "Weaknesses”, and focusing on how to manage them. I am especially excited to have in this post the art of my friend and colleague Elena Arnaiz, Talent and Action, that as a psychologist, coach and personal brand management expert gives us some gold keys (like her hair) how to masterfully manage our weaknesses. A luxury.

If you have little time, I invite you to watch this video-summary:

About the SSO

SDOO is an acronym for Weaknesses, Threats, Strengths, Opportunities. It is also known as FODA in America and as SWOT in English. Regardless of the order in which the four axes are placed, there is an internal view of SSDO (weaknesses and strengths) and another that belongs to the context, external vision (threats and opportunities).

This is often a diagnostic method for companies, But in the last 10 there have been two major "mutations" with respect to SSDS:

  1. Its application to people, yes, personal SWOT, the one we'll deal with here.
  2. Its transformation from diagnostic method to action plan.

Despite some problems involved in its use, the personal SFF is still an important strategic tool to list a person's strengths and weaknesses, and register those strengths and translate them into Value.

The DAFO methodology distills the strengths and weaknesses in core competencies and fundamental problems. These core competencies and fundamental problems are then linked in an action plan aimed at preserving and leveraging the basic competences of the person, defending it at the same time from exposure to central problems.

Why it's important to know our weaknesses

Imagine you have a good friend. You know that person well.. So much, you know the dedillo his weaknesses, and you arm yourself in front of them. And, by modesty, out of fear, for whatever reason, you don't see yourself able to communicate those weaknesses to that good friend. You know you're doing wrong., but your head prevents you from getting into conflicts with someone you appreciate.

Houston, your friend has a problem. He doesn't know his weaknesses.. But their surroundings do know them. And it acts on them. Your friend is in a clear disadvantage position. He doesn't know his own weaknesses.; and maybe that's closing some doors for you.

It's time to act. And that's why it's important to know our weaknesses. It is possible that, after meeting them, let's keep acting as usual. But at least we'll be aware of a part of the footprint, of the personal brand that we're leaving.

Elena Arnaiz: Don't turn your weaknesses into obsessions

In the knowledge of your weaknesses you will find one of your main strengths

Do you have to invest all your energy in getting “pa out” the bad? Isn't it?. Your energy, your time and all your resources have to be put in to boost your strengths. I don't know anyone who shines in all their splendour basing their entire strategy on polishing their flaws.

Rather, on the contrary, people who achieve their goals often have in common this way of dealing with weaknesses:

  • They understand that it is a priority to look at each other courageously enough to Identify, recognize and modify those weaknesses that prevent me from moving forward in the implementation of my action plan. Admitting our miseries, our envy and all that has to do with the most varied mechanisms to safeguard our ego is an exercise of so much maturity that achieving it is to succeed. To get started, with having them identified we're doing well.
  • Knowing how it's affecting me in my actions and modulate its impact until I keep the positive part that every weakness has within it. Is excess perfectionism a weakness? Of the most unproductive and destructive I know. Identifies, modulates and keep the nice part that gives you to take care of the detail. Know how to stop it, and use it to your advantage, will bring you closer and closer to your results.
  • Reconcile with those weaknesses you can't solve. It's impossible for you to have the time and energy to modify each and every one of your weaknesses. In the Acceptance our weaknesses is also our differential value. Your despistes, your "border", that point a little innocent, the suffocists you get because you keep sending your earrings the night before (like I'm doing with the lines you're reading now), it's part of you.
  • And always remember that no one buys your value proposition for being perfect. That no one wants you exhausted, who want you humble. No one wants the fuller and most polished version, but in a position for continuous improvement.

There's the key, Question, Identifies, assess what to do with each of them, acts and enjoys. At the end nobody gives you that much importance as you do..

Types of weaknesses

On the one hand, I distinguish non-limiting weaknesses, they're the big group, and the beliefs, less but with a more damaging effect on our Personal Branding and our career.

On the other hand, there are weaknesses from diverse backgrounds: labor, personal, limiting beliefs, impossible competitions, means, personality, reputation, digital presence.

You define which ones are limiting, because that depends on your value proposition and the activities you do to carry it out.

  • For example, a degree of blindness may be relevant to an aviation pilot, but not for a wine taster, an administrative, a musician or a radio announcer.
  • Not knowing the English language can be limiting if your scope of work is global, and it's not limiting if the scope is local.
  • On the other hand, personality weaknesses are only such if they prevent the development of a particular employment position. For example, if a person is shallow can devote himself to many things, but not to analyze data, to investigate...

Here's a list - very expandable- of the main weaknesses. In order to complete it, it's interesting to turn to 8 previous post exercises on personal brand diagnosis, you'll find in the category Iceberg from this blog. Here you can download in Excel the box with The Types of Weaknesses.




Bad work habits

Disorganization, lack of punctuality, not knowing how to delegate, take too many risks, Indecision, lack of leadership, lack of ideas, bad presence, difficulty expressing yourself…

Bad personal habits

wrath, envy, Cranky, Impatience, Pride, Greed, Lust, sloth…

limiting beliefs

Political beliefs or phobias, religious, Sexual, Affilliations (sports…)

Competitions we dodge for fear of not dominating

Languages, digital capabilities, certified, Licenses, studies

Lack of resources

Financial, Educational, Affective…

Other limitations

Ignorance of other languages, physical limitations, Psychological, lack of experience, over-experience…

Personality (feedback, DISC, Mbti, Crystal…)

Negativity, Intolerance, arrogance, Aggressiveness, Cynicism, lack of empathy, Irresponsibility, Selfishness, Impulsivity, close, Cynicism, Despotism, Greed, Temerity, Passivity, distrust, superficiality, Shyness, Procrastination…

Digital reputation

Damaged reputation, fake news, confused reputation (someone else, same name)…

Online situation

Not found, it's ubiquitous, confusion with another person, not association with keywords, ca" digital selling index, mal social selling index, insufficient communities, communities “fake”, bad digital habits (netiquette), lack of authenticity, fishing, Cyberstalking…

A cumbersome but interesting job: Validate our weaknesses

No one likes to manage their own negativity. It's awkward, very uncomfortable. You want it to happen fast., like pain, or as an inopportune ad on your favorite radio show.

The validation phase allows us to, on the side, that our environment validates weaknesses, and for another, that can detect some that have gone unnoticed.

One tip here may be to create a picture like the one above, but putting a scale of 1 to 5 so that it is the others who place the degree of relevance of our weaknesses based on their relationship stakeholders with us. You can even do it with a Google form, adapting the configuration as an evaluation questionnaire.

And now comes the good: the action plan

To move from diagnostic method to operability, now comes the time to manage our weaknesses in an action plan.

The action plan is very simple: It consists of three phases:

  1. Minimize
  2. Manage
  3. Mentorizar
  1. Minimize the impact of our weaknesses by avoiding tackling projects that require skills that we don't master. Or better, find a way to delegate to another teammate so he can play to his strengths. This second option is interesting, avoiding a weakness of its own while reinforcing a stronghold of others. For example, if you ask me for a collaboration on digital humanism, better deego in Joan Clotet, true?
  2. Manage. Focus only on solving those weaknesses that can get in achieving our objectives. In a nutshell, limiting weaknesses. If I can't speak English and look for a global job, it's time to immerse yourself in the study of the language.
  3. Mentorizar. To make the most of the opportunities that "weakening" our weaknesses will give us, we might consider the help of mentors. Psychologists, Guiding, Coaches... They're there for that., they're not an expense, are an investment.

Stock Photos from Blackboard1965 / Shutterstock



Beyond the Value Proposition

If you are IESE alumni or current student don’t miss my online keynote “Beyond the Value Proposition: How can your Personal Brand survive this Crisis“. May, 20, 18 – 18:45h CEST on Zoom.

Covid19 has changed the way we persuade in business. It’s not time to sell yourself, but let the others do it. Activating your value proposition means designing a unique value proposition for each stakeholder. Once you have done it, it’s time to implement a double strategy: On the one hand, an inbound plan of value content to position ourselves as experts. And on the other hand, just think that selling oneself is less effective than getting quality referrals to do it. You need a plan with your key partners.

Registration here.



Personal branding is like plastic surgery: not explained, noticeable

What you will have to do plastic surgery Personal Brand (Personal Branding) y Personal Branding (the process)?

I start with a question something special. I intend to answer it, and I thank two good friends of the environment Plastic Surgery, the doctors Salvado and Vila-Rovira they have inspired me (without knowing it) to write these lines.

Personal brand

A few weeks ago I discovered one of the best definitions I've read Personal Branding (in English marca personal), to the Joan Clotet, digital humanist and inspiring person. Says so:

personal brand is perceived identity. It is what others think and feel especially what we say and do (or not anymore). Inspired by our values ​​and projected on our channels of influence.

If I look so good is because it contains the whole and the parts:

  • perceived identity. Do not control. It is what they see and perceive others. As said by Bezos, what they say about you when you're not in front. It is the result of what you project.
  • What others think and feel about what we say and do (or not anymore). If you read me occasionally, you've probably had enough of the phrase “Everything leaves a brand“, a sort of personal mantra. It also leaves no marks what we, so we do not feel, I do not say, what we do.
  • Inspired by our values. They represent the human factor and pillar of the personal brand: we are what we are. And it is absurd to change, our values move us. Recall that emotions and mistakes are the factors that humanize us.
  • Projected on our channels of influence. Many will think social networks. But each has its channels of influence. Some do not need internet, because their good work spreads by word of mouth. If you're one of them, as my friends doctors referenced, congratulations, there is no better way to grow than by growing your direct customers. If your business model requires amplification, You need social networks, and, above all, own place, web, blog both the.

Personal Branding

The personal branding, process by which we manage our marca personal or personal brand, It has good definitions. Perhaps because just out of the oven, I recommend a reading of the definition does my good friend and colleague, Professor Vladimir Estrada, from the blog Soymimarca.

Professor defines it as (abstract):

Personal Branding is the strategic process through which a person, with or without expert advice, integrally manages, a concept / brand project and communicates to the world.

Professor Let me dismember your definition to take full advantage:

  • strategic process: Part of diagnosing own personal brand, What is the brand that I leave in my environment? This is a process of self that begins asking feedback, but it does not end there. (I take this opportunity to recommend reading Smart Feedback). Follow personal strategy and ends with a projection plan (communication and networking).
  • With or without expert advice. Indeed, do not need to hire a personal burner to work conscious of our personal brand management. Basically it is a matter of speed and accuracy. Because the speed / personal brander has specialized in this, and you know where to start and how to follow. Precisely because cases leading to their backs (the experience is a plus) You know what mistakes not to make. Of course, it has a price. You can learn to ski alone or with monitor, automedicarte or go to the doctor. You know the consequences of one or another action.
  • fully manages a concept / brand project. easily explained, if only we manage our communication, we will not know what brand must modify or strengthen. It refers to fully autoreconocernos (who I am and what brand leave), work one personal strategy (what brand I want to make, according to who I am and my skills, value proposition and values) and visibility plan (I announce how these competencies, value proposition and how to convey my values).
  • And communicates it to the world. If we do not, we exist, even we can find. But we must get others to communicate and disseminate our brand for us. It is word of mouth, the most effective means B2b. If you go to large audiences, you need to communicate or yes, and for this you have traditional media but effective (book, journals, newspapers, radio, TV,…) and online media measurement effectiveness easily (the best, do not hesitate, a blog).

Personal Branding, Plastic Surgery and hope of personal branding in organizations

What you have operated lately?

Many people who go to a psychologist / a do not tell anyone. In old Europe seems to go to a psychologist is like being tared. My question is how we are perfect? Do not we need help?

In the same way, many professionals who have commissioned a process personal branding they prefer to conceal. As that man or woman who operate to achieve a more youthful appearance. They never say. But note. And believe me, There is nothing bad. No need to feel ashamed for wanting to be better with yourself.

before after plastic surgery

It seems that if you recognize that you're the psychologist, ask for help to manage your personal brand or rejuvenate a part of your body, quotes a sin. Our friends in America have fewer hobbies to share these things.

Something positive about some organizations

I see light at the end of the tunnel. The organizations (I define myself groups of people who share a vision and mission temporarily, that is, driving one or more brands) see it otherwise.

corporate brand = Personal Records

A corporate brand is (or should be) the union of several personal brands do not you think? Then do an exercise investment terms (lateral thinking): The opposite of a personal brand is a brand impersonal Would you like your organization is an impersonal brand, cold, distant, robotizada, inhumanely?

This week's been two things that reinforce my theory. And the two took place at the beginning of the week, a Monday:

Smart Key (clave-i), some organizations explain smoothly

The first is that my colleague, mentor and admired Eva Collado Durán (felicítala, please, your book Marca eres tú -Rasche 2015- It is now in the 3rd edition) and I share an interesting training. Or more. We worked for two days program Internal Brand Ambassadors (employee advocacy programs) in an SME call Clave, proud of its most precious treasure: its people.

In Clavei we were able to see something important: Marca eres tú, and her, and the, and we, and you, and we. Brand are they. I am my brand, but with you, with the rest, one Superbrand satisfied with Superpowers: the organization of the XXI century. The companies like Clavei (digital processing) They not intended to grow. They want to be better, They want to be David, no Goliat.

His strength lies in his humility and professionalism. Your brand is a union of personal brands led by a visionary team to Grow? yes, humanized form pero, custom. Human branding the good one. A great lesson. And they have no qualms about publicly say that train their people (including its founder and promoter) programs “corporate personal brand” (before un oxymoron).

VS impersonal personal brand mark

On Monday, my friends and colleagues Andrés Pérez Ortega and Claudio Inacio launched an street personal branding recorded video on the fly in the street in Huelva (mayo 2018). If you have just under 7 minutes, We'll see what we mean concepts like humanize, coherence, Personal Branding, manage communication in social networks and something more. All with humor, a value that should never hide (please).

If you want to see them in action with other issues, see my dear Elena Arnaiz (My psychologist north) or my dear Eva Collado Durán (alias M.A.) telling truths as fists in full canal street sign Street Personal Branding. Is worth.

As a conclusion to all this, manage personal brand can not see, but as in the case of plastic surgery, noticeable. Happy week!

Before-after woman & lips photos by Shutterstock

Recommendations of the week

Are you an interesting person? Journalist and director Expansion and Employment Tino Fernández presents interesting reading an article about the value of professionals and their relationship to job search. In the part involved friends and people whom I follow and admire, Ovidio Penalver and Carlos Rebate (author of Influencers). It also provides ideas Professor José María Gasalla, Miren Olcoz (Sodexo) micro with a last-minute intervention of one Guillem Recolons.

You are not excuses for not learning. Alex Duran, expert talent and Project Manager of Consulting and Training, the consulting team ConTalento Human Resources, it is clear. “Of course no one will pay you only for the titles you have or you've got in your academic stage, but are your skills, competencies and continuous recycling that will make the difference. The market and not only claims titles, liquid claims mentality and adaptation as key elements of the new professional emerged from this global catharsis.”

do not give much importance. Elena Arnaiz remember, My psychologist north? A post to read every line (although she does not believe you do), with fresh language, direct, as is. “Your spare ideas and you need take your importance… And as you also give yourself more important to you than me, you're going to mold your knowledge schemes and interpretation of reality”. very Elena.

Slavery numbers. Andrés Pérez Ortega, strategy and expert staff street personal brander. Andrés wonders why who search on Google the term “Personal Branding” You will not find any of the references that they have made this concept:

Which, Nose, Guillem, Eva, Claudio, Pablo, George, Elena, Arancha, David and many others should be there without question.” Things SEO, you know, sometimes it seems that Google values ​​more look good to be.