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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.

New influencers: the internal Brand Embassadors or Emfluencers

It seems that the world is turning around influencers. I recognize that this word is being wasted, at least in my brain. I wanted to title this post: New influential people: brand ambassadors, but I'm sure it's less powerfull as "influencers".

If you have little time, here's a video-summary of less than a minute (in Spanish):

Are influencers in decline?

If you Google search the term "decline influencer”, headlines as succulent as these appear::

All these sources agree that various studies warn of the decline of engagement in the publications of influencers with hundreds of thousands or millions of followers. The reasons are the saturation of the number of influencers, the tiredness of seeing the same advice repeated, the fact that many of the advice is insane, fake, absurd or irrelevant.

For example, the newspaper El Pais warned about the bad advice of 8 out of 9 health influencers, based on a study from the University of Glasgow.

Few are saved from burning: : micro-influencers rise

emfluencers by guillemrecolonsThe same previous sources agree that the micro-influencers (1.000 to 5.000 followers) are gaining credibility.

These are people who are not hired by any organisation and who give free and unconditional opinions about their experience as users of travel, fashion, health, cars, etc. with no further ambition.

The big influencers who have not "sold out" to the brands, are also kept at the top, although few remain. A good example is the youtuber Patry Jordan, who specialises in Fitness and DIY beauty advice (do it yourself). Patry Jordán has about 16 million subscribers between her different channels, and as she told me herself, the secret of success is that there are no brands recommended by her.

Emfluencers: the new influencers, internal brand ambassadors

I probably won't make a living as a creative. "As of"EM"from"Emfuencerscomes from "employees", and also, if you prefer, "ambassadors" or "ambassadors" “company”. Leaving the term aside, the truth is that in this blog I have been dealing with the power of internal brand ambassadors, those "of the house" for some time::

Either everyone wins or no one wins

This is a general principle that applies to any action that is taken to stimulate the emfluencers: either everyone wins or no one wins. This type of programs are known as "Employee Advocacy", and also as "Employee Branding"Employee Advocacy programs”, and also as"Employee Branding”.

It's not about hiring one of many apps for employees to share corporate information. That would only generate advantages for the organization, but not for its professionals. And that has its start, but no follow-up. There has to be a balance of benefits and an organizational culture change mentality for this to work well.

Applications are an instrument at the service of a strategy, but without strategy it's an ephemeral essay. In the article La fuerza de los embajadores de marca internos I explain how to develop an Employee Advocacy programs. From the selection of participants, the necessary pre-work, the advantages for each other, facilitators and major return on investment figures.

Emfluencers, the most credible influencers

Finally, I invite you to think: who do you think offers the greatest confidence- - and therefore credibility - when explaining the characteristics of a given product or service?

  1. Large external influencers
  2. Micro-influencers
  3. Satisfied user (Brand advocates)
  4. Technical experts who have created, tested and launched those products and services

Let me get ahead of your thinking. You're probably thinking about 3 and 4.

The brand advocate is one of the objects of the desire of organizations. Their only relationship with the brand is through the experience of use, and that's why they have so much value. They are not always easy to identify, that is why feedback is indispensable to identify them, and also the monitoring of social networks.

The technical expert, the N4, It is the perfect candidate to act as employee advocate, internal brand ambassador or emfluence. In companies, the most abundant person is the technical expert, that includes product or service developers, product and brand managers, communication specialists and, above all, the commercial network. They all know the products and services they deal with every day as if they were their own.

In any case, the technical expert is the professional over whom the organization has the most knowledge, proximity, and in a way, control. In my opinion, the Emfluencers Emfluencers are the new influencers, a role of greater value creation, trust, credibility, in, short lead generator.

If you want more information about Employee Advocacy programs, I invite you to download the free ebook "Employee Advocacy: The power of the brand ambassadors of the house " (in Spanish).

ebook brand ambassadors

 

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Stock Photos from VectorMine & Spirit Boom Cat / Shutterstock