Posts

Personal branding is like plastic surgery: not explained, noticeable

What you will have to do plastic surgery Personal Brand (management) 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 management (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, management, 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 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 “management” 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.

 

Normality is overrated

Isn't it?, I do not invite you to become anti-system, He does not go around. It's just that our society, It has historically overvalued normal.

We are children of the generation stealth and discretion. Son, do not do this, anyone who does not. Son, do this, which it is what everyone does.

The story has changed, and will continue. According to the report “Work in 2033” PwC, “Distinguish between the large crowd will be the great challenge for workers, on the other hand, They require companies a new model and working relationship that allows them to work independently and for several employers”.

Normality is overrated: today, If you do what everyone else does, You're not going anywhere.

He has completed a degree and a master's degree is no longer a differentiating element. Perhaps what is relevant, you have acquired new skills, but your 200 classmates also. How do you ensure you choose you for a job, and not the other 200?

Accumulate 10 years of professional experience may seem Differential, but if we look at our side, We see thousands of equals.

In the field of securities, volunteer of an NGO, although neither is interesting differentiator.

Having a blog is great, but many professionals have one, and updated.

Where can then be the difference?

This is not to pull the rabbit out of the hat, It is as simple as SUMMER. I explain: if in addition to having studied a degree, mastered a foreign language, You have any professional experience, You do volunteer work and have a blog, I assure you will be a single person in the world.

The key to all this is to consider our values ​​and personality traits and emotional attributes that, coupled with rational, make a difference. It is you see what our value proposition.

Often it is considered that the difference is due to factors image (Josef Ajram and their tattoos, for example). The media drive that belief. But nothing is casual, a type as Ajram is no different in appearance, it is to defend a differential investment model (trading) and seek improvement in everything he does (sport…).

The teacher Xavier Sala i Martín is no different for wearing colorful jackets, it is to explain the economy through similes easy to understand for laymen and for being professor at Columbia University.

Beyond what you'd expect: cases

extraordinary people

This week I completed a process personal branding exciting with Dr. Salvado. He is someone who beyond his excellence as anesthetist, He got down 30 kilos weight, prepared to complete two ironman and create a catalog of health services out of the ordinary in a profile like yours. Beyond Health (beyond health), It is the essence of your project.

my admired Paula Fernández-Ochoa is lawyer, legal marketing specialist, personal brand, and last but not least is a consecrated athlete, whose account Instagram @vivircorRiendo makes it an exceptional professional.

Specialist human capital and colleague Eva Collado Durán It is also an expert in personal branding and social networks and digital transformation. That distinguishes it from any manager, the trainer consultant RR.HH, adding the value of the sum. And to add more, It is an emotional connector cream.

The brander staff Helena Casas It is also a scavenger emotions, psychologist and photographer, digital marketing expert, singer… His vision of personal branding is 360, which places it in a plane beyond the expectable, of normal.

My good friend and humanistic digital, Joan Clotet, is a knowmad in pure state. He works in a large organization, but is an entrepreneur with multiple projects add up your personal brand, and also to your organization. Of course, knowmad find an organization it is out of normal.

 

summarizing, and not frustrate expectations, not overreact. It's not about being an extraordinary person, just bring entrepreneurial DNA regardless of whether you have a single client (employed professional) or many. And that DNA It comes from the sum of powers, values ​​and concerns. Within a focus, of course. Is, put it in some way, the perfect personal brand.

 

Birds image by Shutterstock.com

A key and a story for your next career reinvention

In the course of your life, there will be good times and bad times, times when it will seem that you are invincible and times when you feel defeated and useless. The times when you think you're invincible not last long, so you should enjoy and savor them because then you'll find something that will remind you that you are standing on a roller coaster, and soon you'll come down. However, overcome moments when you feel defeated and useless is much harder.

Reinventing Syndrome Abrupt

A classic of these hard times is the dismissal of a job, and it is no less hard if we talk about a direct dismissal or dismissal interior. One day to another, you go from being valuable in an organization to feel displaced and to doubt yourself, your knowledge and return to find a job in which you feel accomplished. I have met many people in that situation and, the vast majority, risk of falling into what I call the syndrome Reinventing Abrupta.

This dangerous syndrome drags people who suffer reinventing, something very common in this situation, but suddenly cutting off his previous professional environment and focusing on a generally very remote area which has known and dominated until then. For example, A few years ago I met several excellent vendors trying to become web designers or community managers. Predictably, it was impossible to start from scratch in sectors as competitor and returned to their occupation of vendors "old-fashioned", without having taken advantage of that experience and frustration of returning to an environment he had tried to escape.

Professional reinvention is not easy to manage, and the most successful tend to come from the hybridization of new knowledge and past experiences. Around me I have many examples of successful professional reinvenciones, but I have chosen two of these cases as I have lived more closely and because they are well known.

real cases of successful reinvention

Eva Collado and Guillem Recolons They can say they have successfully reinvented professionally. Eva is one of the experts in human capital management companies most requested by Spain and Latin America and Guillem is one of the pioneers and leaders in personal branding nationwide. But as in most cases they choose the path of professional reinvention, They have worked hard and long to achieve these successes and have had to overcome many obstacles on the road.

Eva was responsible for human resource development in a multinational e-commerce and advertising Guillem was a major advertising agency when they were at the crossroads that involves taking the decision to reinvent themselves professionally. For both, the easy way would have been to continue year after year doing the same in other equal companies they left but, even with good offers on the table, they decided to take the difficult path.

However, knew they had to start acquiring new knowledge and enhance certain skills so, once defined their own learning environments, they decided to hone their digital skills, commercial, self-management and networking. As Eva and Guillem ensure and demonstrate their careers as, the sum of experience, new skills and knowledge of new trends in the industry in which you want to focus are the key to your future and the key to professional reinvention.

A key to your way

As you can imagine, This is a long process and involves a huge effort, so it will be very important not to rush and to choose either the direction of reinvention and knowledge will have to add to carry it out. In addition, you have to be patient because the results do not arrive the first day and a bad choice can typecast after an area where actually you will not fit.

Surely this is not what you want to hear a person who is thinking about reinventing professionally. It's hard to ask for patience and faith in oneself to a person who feels defeated and useless, which it looks like an abandoned stone on a road.

A story not to forget

So I want to tell you a story. A true story that begins, with an abandoned stone on a road, a stone in a heap of stones discarded a diamond mine in South Africa, another stone until Julie, a girl 9 years ago, he noticed it while playing around the area.

Julie did not have much more to play than that pile of stones. In fact, did not have much more to life. His parents had died, his brothers worked as slaves in the diamond mine and she just took care of her disabled uncle.

As he suspected his uncle as Julie handed the stone that had caught his attention, what was inside the rock would change their lives and the history of jewelry as, until then, He had never encountered such a large diamond. Weighing 890 carat, since it is known as diamond Incomparable.

After several purchases and repurchases, the Incomparable diamond in the rough ended in New York. If the story of his discovery had been curious, It was no less the cutting process, cutting and polishing. This delicate task was entrusted to Samuel Black, a recognized expert in the diamond faceting.

During the four years in which he studied the stone, Black had to make several decisions. The most important thing was to give up cutting the world's largest diamond, I would have to overcome 530 carat Cullinan I, to avoid the high risk posed operation on a stone in such an irregular. Finally he decided to cut a stone 407 carats and other 14 Smaller stones.

unrivaled diamond

The 890 Unmatched carat rough, and once carved with 407 carat. Source: famousdiamonds.tripod.com

Nevertheless, the Incomparable is the fourth largest in history and the biggest diamond diamonds coffee. In the late 80 It was auctioned for a 20 millions of dollars, but he found no buyer and currently its value would be above 55 millions of euros.

I would not forget this story if you are thinking of a professional reinvention and you thought it the next time you feel defeated and useless. Although it will be difficult at that time to believe in yourself, remember that even the biggest diamond needs someone who is able to see its potential to help you shine and time to polish the edges, so trust yourself and do not rush when choosing what you want to be in the future.

Personal brand management

Although the need to understand and manage our personal brand is universal, in the case of brand management staff We could say that it is imperative.

Why is it so important for a manager to understand and manage their brand?

  • First, because his career depends largely on emotional imprint leave in their environment know. His work is not mechanical, It includes managing people and equipment in normal situations and criticism.
  • Secondly because due to their responsibility in the organization, the manager usually has less time to invest in yourself and managing your career.
  • And thirdly because due to their greater training and experience It is in the crosshairs of criticism of his colleagues, its employees and customers. In other words, It is often “labeled” for others without being aware.

specific needs in personal brand management

  1. Discover what your personal brand, understood as the emotional footprint of its employees, equal, among its clients, friends and family. Howard Gardner, neuroscientist, pedagogue and professor at Harvard University, He said in an interview that a bad person can not be a good professional. Have we asked feedback for how we perceive?
  1. Knowing the factors that make you unique brand and humanize. according to Gardner, “no person is better or worse than another. Nor equal to another. What makes us human is that each of us is unique”. That involves not only an analysis of skills, but the response in stressful situations, and aspects of emotional intelligence.
  1. Internalizing the vision, mission and values ​​of the organization and the corporate brand as their own. If for construction worker may be irrelevant to know where you are going the company, for managers it is essential that their actions are aligned with the goals and values ​​of the organization, and that the purpose is sharing.
  1. Know and develop your brand model, difference in their areas, relevance, networking, communication and commercial.
  1. Develop the content of your professional message according to its vision and mission, and also with its brand model and positioning. This exercise is critical to successfully face communication phase, and it requires development and adaptation of that message to different internal and external media.
  1. Working in a personal communication plan to prioritize the idea of ​​value that the manager is able to move others, public internal and external (providers, customers, shareholders, media, prescribers etc.).
  1. Dominate the digital communication environment because of its speed of transmission and brand values ​​and the magnitude of the hearings that handles real-time. Understand that personal branding is active 24h, never sleeps.
  1. Working with personal learning environments allowing the manager to find the best related to their field of activity content, Add your point of view and share in related social media.
  1. Engagement: Be aware that markets are conversations and places like internet are not just visiting and observation, also active participation, dialogue and interaction (engagement).
  1. Always know the evolution of personal brand management, the real and digital reputation and achieving global targets and indicators (KPI) to see if the model professional brand is operating in line with expectations.

The valorization

All these needs should materialize in action plan which has the north to value the brand management staff.

While this is not a process express, a training process supported consulting smoothly could set the starting point, the beginning of Personal brand management plan.

 

Images by Shutterstock.com

My balance 2014 it can only be good: I have met great people

When it comes to the year-end balances come get used to highlight very egregious facts. I will not be different. Or if. My egregious facts are not behind contracts signed, Job well done, Ephemeral News. My egregious facts are people like you, great people.

Adioses

On the downside, goodbye to my friends Cristina Torrens soul and Javier Giménez-Salinas, two volcanoes good vibes that I will miss every day of my life.

hall!

The positive, I have met people who have helped me be a little better, people with whom grows day by day. I wish I was a sponge to absorb more of them. You welcome ye to my life: Eva Collado, Joan Clotet, Carmen Rodrigo, Enrique Rueda, Cristina Mulero, María A. Sánchez, Ricard Pons, Anna Moreno, Elena Tecchiati, Toni Muñoz, Celia Hill, Virginia Guisasola, Alicia Pomares, Jordi Hereu, Pilar Ruiz, Ivan Portolés, True Ribera, Ilana Berenholc, Eva Tabah, Richard Wakefield, Laura Cabezas, Patricia Dalpra, Adriana Motta, Francesc Segarra, Anabel Obeso, Pepi Belles, Jordi Cabrisses, Isabel Ricciardi, Rubén G. Castro, Anna Noguera, and more sure that I leave.

A large balance. Merry Christmas to all, my old acquaintances, my new acquaintances and that angels fill you with kisses and hugs , Cristina and Javier!