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#ExecutiveBranding Three types of managers according to their visibility

There is no single rule to measure the level of public visibility presence or managers in traditional or digital media . And more at a time of hybridization ON / OFF, where many means available OFF platform are replicated ON: press journals, TV, radio…

I differentiate three executives profiles according to their visibility and if you allow me the term- their "findability".

  1. The Invisible manager
  2. The discreet manager
  3. The connected manager

Before developing their profiles, I must say that there is no one better than another, since the choice should be aligned to the values ​​of the person. You neither can force a discreet person to stop being it nor can mute who wants to talk.

What's Executive Branding?

I begin by defining the Executive Branding. The easy way is to think about personal branding for managers, but it is more than that.

Executive Branding is the process that differentiates and gives prominence to a manager in front of others in a market. It is not optional. Not today. A different point is how their public visibility is modulated.

The management methodology is based on the same Personal Branding' Iceberg:

  • Diagnostic phase: patterns of self-knowledge to identify the present projected brand, identify the values ​​and see if they are aligned with the professional project
  • Strategic phase: definition of purpose, objective, value proposition and business model. Also brand territory.
  • Communication phase: Message Definition, keywords, visibility plan, and analysis of related content, Personal Learning Environment (digital)
  • Measurement phase: analysis and monitoring of KPI's for the marked correction strategies.

The executive branding is for managers, known as C-Suites, and remember that refers not only to people working in an organization but also they do it to one or more organizations (interim managers, consultants,…).

The executive branding is not about how a manager manages his/her reputation online, this is a small part. It's about becoming a single reference in its field of activity and its area of ​​influence.

Managers according to their visibility: The Invisible manager

This profile corresponds to a person who prefers to leave the minimum mark both in digital trail as in real life. Use to be (not always) guys at Baby Boomers who prefer to build their reputation in small , but powerful environments. They represent the highest percentage of managers in weighted terms of turnover.

They don't like to give interviews and online presence will drift, since you have not consciously manage, and that makes them appear on websites that surely had not chosen. Let's be honest, It is not easy to disappear from Internet. I recently wrote a post designed for these profiles: Getting an invisible personal brand.

That does not mean it's not a Internet consumer. It is a e-observer, looking for information, following (discreetly) people, publications, but their presence is invisible. Some have been able to create a troll or false profile to loiter on social networks like Twitter.

Examples of this profile could be Amancio Ortega (Inditex group) or Florentino Perez (ACS).

Managers according to their visibility: The discreet manager

This is the most common profile in more organizations in quantitative terms. Of course they care about their reputation. The build this reputation in small environments, and they have no objection to participating as speakers at symposia, congress, media interviews, etc. Here abounds generation X.

Although they are not very present in social networks, their online presence is wide, and exceeds the administrative appointments in companies. By participating in TV interviews, radio, press, means that are hybrids, It is easy to find many of his references.

As for social media, their presence, is limited to sites such as LinkedIn. But it's testimonial, They do not interact not enter the circle of "online conversation" but mostly for fear of being accosted by people who do not know (or possibly they don't want to know).

Examples of this profile could be Juan Roig (Mercadona), Maria Dolores Dancausa (Bankinter)…

Managers according to their visibility: The connected manager

Definitely, although minority, It is the fastest growing profile. The emergence of millennials in management positions it is changing the landscape of communication in the management area. Reputation matters, personal brand matters. I remind you that your personal brand, reputation and online reputation is not the same.

They are aware of the footprint they leave and even more of that they don't leave. They have an active profile in conventional media, but also they published with regular frequency in some of them, corporate blogs ...

They have active profiles on social networks as Linkedin, Instagram o Twitter. They interact in some, and they are not afraid to show their values ​​and hobbies through moments beyond work. They do understand that networking is played on the online and offline.

Examples of management by visibility of this profile could be Rosa Maria Garcia (Siemens), Antonio Huertas (Mapfre), Teresa Palahí (ONCE Foundation) O JM. Alvarez Pallete (Telefónica).

The three profiles of managers according to their visibility coexist in a business ecosystem increasingly complex. As I said, there are no rules or preferences. At a time like today where advertising is becoming less visible and people trust people, maybe I would venture to advise a migration to the connected manager profile. The Executive Branding programs are made for this purpose, but it is also logical to think that if the manager is not connected, one can not expect the rest of the organization to be connected. The employee advocacy programs (programs to boost internal brand ambassadors) make no sense without the management complicity.

Girl colourful umbrella by Guitar Photographer @ Shutterstock.com

Personal Image and Personal branding: is it the same thing?

It is logical that confusion. When you hear someone say “that man conveys a very strong personal image”, the "party" begins.

The top of the iceberg

I usually say that personal image is one of the elements of personal communication that may have greater significance in the footprint we leave. Following the methodology of Personal Branding' Iceberg, personal image to the communication area, in the top of the iceberg.

A good personal image must be able to convey maybe not who we are, but how we are. That is the meaning, to give coherence through our gestures, tone, color and voice volume, Dress Style, way of walking, look, type of hairstyle, image sensors (jewelry, tattoos, accessories) on what we are.

Image codes disappear: We don't want to be like everyone else

Some time ago, codes were clear: a financial man could not go tattooed, a CEO had to be someone senior, an economist could not wear brightly colored, a lecturer business could not appear wearing jeans. Check out these paradoxes:

paradigms personal image

Josef Ajram, David Hernandez, Xavier Sala-Martin and Álex López

Here they are, Josef Ajram (Photo found in his site) tattooed hands up, David Hernandez (CEO of Pangea), such a centennial, Professor of Economics Sala-Martin (the picture Elisabeth Magre) looking colors and specialist of sales and social selling Álex López in a conference jeans and sneakers. A paradox is a strange or irrational idea that is opposed to common sense and to the general opinion. And that's why I like it.

In many enterprises, no matter what the business they are “dress codes” have been relaxed. I remember a few years ago Andrea Vilallonga and I gave training to Panasonic (visit her site Andrea Vilallonga) and the company staff told us that he had removed the dress codes. Tie was no longer necessary, and jacket only for salespeople. Even Japanese of Japan excuse the use of the tie when summer arrives.

Nevertheless, there are certain rules, and / professional image pros are here to ensure that these paradoxes lead to transfer consistent personal brand of its customers.

The confusion, saying “personal brand” when you mean “your personal brand”

Some days ago, reading my Google alerts for “your personal brand”, I found a link to the Spanish newspaper El Español, titled How to build your personal brand with autumn trends 2018. Till then, I thought that it was a serious newspaper. It is very clear that the headline should start with something like “How to enhance your personal image…”, but of course, it does not have the same impact and not so fashionable. They chose “How to Build Your Personal Brand…”.

We don't know who signs this aberration, It seems to show a certain “jaleos”. If in doubt, editorial content is, and therefore, endorsed by the newspaper brand. Let's see. If you are able to “build” your personal brand with this fall trends, What will happen when winter arrives? OMG! Too much work!

A perversion to use a word like “your personal brand” in a place that does not belong can only obey two reasons: 1. Ignorance: The article was written by the scholarship holder (with due respect) 2. Malice: They have used the wrong term to attract idiots like me to read this load of nonsense.

Executive Branding, personal branding and personal image

During executive branding projects I use to work on the management personal branding. I usually included at the end of the process a personal image specialist so that everything results aligned. Here nonverbal language is in its broadest spectrum, nobody believes that it is limited to a personal shopper. How to speak in public, the gestures, the looks, silences… They are analyzed thoroughly and provide guidelines for improvement, while maintaining the essence of the person.

There are great professionals in this field, self Andrea, my colleague and friend Beth Borés, from a more scientific level María A. Sánchez... If there's a place the world fan of the advisory personal image is Brazil. The next 5, 6 and 7 November 2018 I will be in Sao Paulo together with Ilana Berenholc and Reinaldo Campos imparting workshop BRAVE (Brand Value Evolution) personal branding to a image consulting staff.

Have a nice week, and do not forget your personal image is part of your your personal brand.

Cover photo by mentatdgt on Shutterstock.com

Agenda

What is the positive impact on society want to leave? You got it? It called purpose

Why do you wake up every morning, beyond money or happiness? Are you in your hands better world, or a small part thereof? Why or who you're ready to fight? What makes that sometimes do not remember lunchtime? and add What is the positive impact on society want to leave?

We welcome the Purpose, to purpose, the vision, the search for meaning.

Some time ago I published on this blog post The person as a unique, a review of the magnificent book by psychologist Viktor Frankl “Man's Search for Meaning” and its observations on the purpose during their captivity in several Nazi concentration camps during World War 2. One conclusion of their studies is that people with a higher purpose, something that was waiting for them beyond the fences, They survived better than others.

In the field of organizations, as I said Ivan Diaz, branding expert and founder of Branzai, “Reality, is that the whole company that has elements of focus, ie propositions that help to walk in the same direction, It grows above average. It's more, any company that has defined a Brand Purpose, It is highly likely to have greater brand culture, and that by itself already it makes you above average.”

The transcendentalist philosopher Ralph Waldo Emerson (1803-1882) he said “The purpose of life is to be happy. It is to be useful, be honorable, be compassionate, do that makes a difference that you have lived and lived well “. I agree, Happiness may be a consequence of your purpose and how you take it out, not an end in itself.

I help to draw futures“. That's my purpose. It took me years to discover, and I did simply analyzing the positive impact of what I was doing in my work as personal burner.

Agree, and how does this apply in an organization?, who is the reponsable?

I recommend reading a great article Harvard Business Review called Creating a Purpose-Driven Organization, Robert E. Queen and Anjan V. Zhakor, two teachers and consultants. It's a long article but full of examples, fruit of their research and consulting experience.

It is extraordinary the mobilizing force of a good purpose. But demobilize his absence or purpose other than genuine. The article talks about a company that during the crisis of 2008 He tripled their income in subsequent years, fidelizó the better their professional and more. So, is not only an improvement of intangibles.

I know, You think it's much easier to write the purpose of a non-profit organization (ONG, administrations, public school, Public hospitals…). It is not like this. To a funeral home business can generate a positive impact on society, humanizing dealing with family, facilitating the procedures… The same with a company of military equipment did not the blue helmets of the O.N.U. They do not act as a peacekeeping force? No excuses serve. any organization (no criminal) creates a positive impact on society. You have to research what. Most important, share it.

I can not agree more with the phrase Simon Sinek, leadership expert: “Customers never feel anything for a company until its people first sit”.

In any case, and again recommend reading the article, summarize their 8 keys to creating an organization with higher purpose:

  1. Display an inspired workforce.
  2. Discover the purpose.
  3. Recognizing the need for authenticity.
  4. Convert the true message in a constant message.
  5. Encourage individual learning.
  6. Convert to middle managers into leaders driven by objectives.
  7. Connect people with the purpose.
  8. “Break free” to the change agents

Connect people with their purpose

Quinn and Thakor conclude that “although a purpose does not guarantee economic benefits, We have seen impressive results in many organizations. And other research, particularly the study of Gartenberg, which included 500.000 people in 429 and companies involved 917 annual observations between 2006 and 2011- It suggests a positive impact on operating financial performance (asset performance) and forward-looking performance measures when the purpose is clearly communicated.

So the purpose is not just a lofty ideal; It has practical implications for financial health and competitiveness of your business. People who find meaning in their work do not accumulate their energy and dedication:. release them, challenging conventional assumptions about economic self-interest. They grow rather than stagnate. They do more, and make it better.”

Do you still think that the purpose due to an empty and simplistic rhetoric? If you have banished the idea, You have a mission as leader of your organization: connect people with their purpose.

 

Photo Colourful defocused glitter by SBW18 on Shutterstock.com

Executive Branding: Changemakers Executive

It is interesting expression “the changemakers used by the authors of "Social Selling”, Tim Hughes and Matt Reynolds (Kogan Page, 2016). We might translate literally as "change makers", although the most accepted term is "agents of change".

Without a doubt, business drivers in organizations are sellers (commercial, account managers…) with executives who make the big decisions. But with the fourth revolution He has emerged a new figure: the Changemakers or change agents.

My colleague Eva Collado defines these the changemakers as informal leaders organizations, connected, formed, informed, and they end up taking key decisions before taking the big managers (Hughes calls C-Suites). Raquel Roca rather call Knowmads, these nomads of knowledge that many believe are always free agents, but really also we found in companies working for others.

Changemakers Executive

Executives of organizations no longer have only mission is to make the big choices, manage teams or clients. Top priority, in the connected economy, It is acting as the changemakers, as change agents. But, why?

Because Yesterday does not exist, although the brand has left the morning can affect us. And the decision, the change process, must be taken today. This temporary gibberish may be the key that justifies these new executives engaged as agents of change in a difficult environment. We live in Moving Waters, where not only past successes do not guarantee future success but deny them.

this barrizal, formed by atoms and bits (real and digital) It requires changing the mindset of executives to adapt to unforeseen situations, not yet discussed in case studies of business schools. If once we thought that failure is the prelude to success, now we should understand that change is the lever survival and growth.

We filled the mouth of digital transformation, but that's not the fuze change

The expression digital processing It is being spent overuse and misuse. I am working with a manager of an organization in the telecommunications area. Talking with him, working business model, I realize something important:

First it is required to work in the transformation of people and cultural change in the organization, and thence to the digital transformation

And that's where I see the true sense of change. The people, First. Organizational culture, after. And the digital transformation, at the end, as one of the shift line.

The mistake many executives in organizations is trying to implement digital transformation without having worked through a change of people and corporate culture. Start cart before the horse. We often get carried away by words rather than concepts and action plans.

the changemakers

Not everyone is ready for change. Source: Shutterstock.com

Executive branding para the changemakers

The executive branding is a process of personal branding plan for change agents, for professionals who must decide and manage the transformation.

Some business schools have already included in their training plans. But in my humble opinion and based on my experience, executive branding process is closer to the consulting training. We can not consider an individual who must make critical decisions as if it were a collective.

Branding for change agents is a very introspective process, that personal values ​​play an important role, and where empathy becomes the lever of transformation of persons and equipment. Organizations are its people. And those who run them should print your DNA and enrich corporate values ​​too poorly differentiated.

The executive branding is not intended only empower executives to develop your personal brand or train them in digital skills. It should be more ambitious and tidy, with the idea of ​​managing a permanent change in people, culture, organization and business development. Just so you can reach the digital transformation, a concept that has left 15 O 20 years of existence until millennials and centennials reaching positions of responsibility.

The process and the craftsmen

-and not dwell protect some method- desglosaré not process executive branding, but the resources needed to carry out.

Because for me it is consulting, are a bis aa. But a consultant to a "client", but from a computer to a customer.

  1. Introspective part requires, in my view, a person trained in psychology. Lately it has focused much self-knowledge in coaching, but I refuse to believe that four or five years of training in psychology can be compared to six months or a year of coaching. If there besides psychology coaching training, better, but it is not essential.
  2. The strategic part requires two key elements: on the one hand someone with experience mentality and strategy, and someone with managerial experience and cultural transformation.
  3. Finally, the communication part requires someone with expertise and experience in this area. Someone who can not only develop but accompany an action plan to put the value proposition and change the service of the organization and its main stakeholders.

In summary, I would say to forge a changemaker both are needed the changemakers. You have an inspiring week.

Dedicated to Christian Fernández, a true changemaker. And my good friends psychologists and branders Helena Casas, Fran Segarra, and Elena Arnaiz.

Images by shutterstock.com

Personal Branding FAQ 20 Frequent questions (2)

We continue with frequently asked questions after first delivery a few days ago. Then I tried to respond to the time factor management, the misconception that this is for unemployed, the concept of service catalog, the idea “manufacture” a brand and the reasons for managing personal brand.

Frequent questions (2)

Personal Branding FAQ 6. being employed, Does it make sense for me personal brand?

I guess you already know that employment for life has expired. Even in Japan. But beyond the “addiction” to a job, the personal branding for professionals as an employee of an organization it is useful for many other reasons:

  1. It is perceived as a unique and valuable specialist.
  2. break the crystal cealing, a term originally referred to the difficulty of women to access top management positions, but now it could be extended to people of any stagnant sex or stopped by an insurmountable wall superior.
  3. Career planning, a responsibility that was once companies and is now the sole responsibility of each professional.
  4. Align the EVP (employee value proposition or employee value proposition) with the proposed corporate value.
  5. Act as a brand ambassador, moving market value (customers), attracting new talent (employer branding) and improving the effectiveness of communication (employee engagement).

Personal Branding FAQ 7. Being manager why should I manage my personal brand?

You might think that you've reached your professional destiny. But Now the work is more complex: stay there. Leo The country that Otto Walter (consultant) He conducted a study on “Toxic heads”, with thousands of employees of all sectors and professional categories about which were the most irritating behaviors that had suffered from his superiors. concludes “the 49% of respondents he denounced the "disrespect" as the main scourge from the controls. "Prepotency", chosen by a 37%, "Management incompetence" (29%), "Lack of support for the team" (28%) or "absence of humane treatment" (25%) complete the picture of horrors”. A challenge.

your responsibility for team leadership cries a management plan and not just your own brand, but from professionals in your charge. double work.

The management process of a personal brand management as we know it Executive Branding, and the basic difference with a process Personal Branding It is this dual responsibility and a chameleonic symbiosis with the values ​​of the organization, vision and mission.

Personal Branding FAQ 8. How soon will I see results in a process of personal branding?

Million Dollar Question, whose importance reminded me of the brander staff Alicia Ro, recent winner of the award Best Blog personal brand 2017 (Congratulations heart, dear Alicia).

I think you already suspect what the answer: the results will come sooner or later based on the investment. I have had clients who have taken personal branding as a new competition soft on its agenda and others who have thought that six consulting sessions would bring them results in a few weeks.

What is investing? Does it refer to money? Investing means taking time to acquire new competition, It is like acquiring a habit. But who tells you they are 21 deceives days, it is not true (unless they are 21 days without sleep and with total dedication). It also refers to money, what fool anyone. If you hire a good consultant or mentor personal branding help you, acortarás you will accelerate the process and the outcome. If you also accounts a budget for graphic design, Web programming, management and content curation, network management, tracking KPI's, because you're going to accelerate, definitely.

From experience in this (I took from 2007), time to see results range from 6 months for highly motivated and 2-3 years ago for those who lead a more relaxed pace. When we compared to what it took to build Rome, We speak reasonable deadlines.

Personal Branding FAQ 9. ¿El personal branding es marketing personal?

Es marketing personal, but it is also much more than that. Branding is a very broad umbrella brand, among which is the marketing tools. All of identity would in a field between psychology (ideally) or coaching, away from marketing.

In my talks I usually raise the following simile: Personal Marketing is what I say about me. Personal Branding is what others say about me. Even if you think there is little difference, there is a gap between one and the other. Our goal, the main objective of personal branding is the recognition of others and their subsequent choice of our people. In a nutshell, they are others whom we “sell”.

Personal Branding FAQ 10. Is any personal brand is the same as personal branding?

If I translate the question into English, would “Is personal brand the same as personal branding?”. obvious. Isn't it?. The gerund branding indicates action. The personal branding It is the process of managing our own brand, whose main steps are self-knowledge, and visibility strategy. Personal brand (marca personal) the outcome of that process, in the form of emotional footprint we leave on others.

I hope I have clarified doubts and concepts with this second part of FAQ (2). I hope the coming weeks with the 10 other questions. Have a nice week!

FAQ Vector by shutterstock.com

Personal Branding strength in the # PBlabDay17

Yes. That's the motto of next Personal Branding Lab Day of 22 of June 2017: Personal Branding strength in the company. The first two editions were devoted to the fundamentals of your personal brand and its advantages for professionals. But the turn of who can benefit most from the advantages of the different types of programs Personal Branding arrives: the organizations. Business, institutions, Non-profit organizations, Collaborative projects…

Why a format WEBINAR?

Since the first edition 2015 There were many requests for the event could go worldwide. I know, That could be achieved with a live broadcast streaming. But the format webinar, in this case, It offers three additional advantages:

  1. Ability to interact with the speaker. Questions, doubts expressed through social networks and the hashtag # PBLabDay17 and answers rapporteur live by moderators.
  2. asynchronous. Who can no longer live all papers the same day 22 June may do so during the next week, as each presentation will be recorded on a YouTube channel.
  3. gratuitousness. PBLabDay17 organization has decided to follow the presentations is free this year, unlike the two previous years attendance, where there was a fee of € 125 per attendee.

Does that mean that from this edition will always hold the congress in webinar format? Isn't it?. Lack evaluate the outcome of the webinar, but it seems that the Congress will face biannual, and will interspersed with congresses webinar format.

Why do we talk about the power of personal branding in the company?

It is certainly the great unfinished business of personal branding. Many employers remain closed to the implementation of programs of personal branding in organizations because of the false belief that comes to promoting employees with the risk that more visible, and therefore you captables by other companies.

Let us not deceive ourselves, the talent can not be retained by force or by hiding under the desk. I believe in the conviction of talent, and personal programs that corporate branding is more than useful.

What are the applications of personal branding in the company?

Some time ago I tried this in this blog with the post Personal Branding in the company: Applications, pros and cons. Not only that; I spent a brief content the free ebook for free download.

Applications are personal branding corporate:

  • Consultancy: Executive Branding: programs for managers
  • Consultancy: Personal Branding: employee programs
  • Consultancy + Training: Employee Advocacy (o Employee branding), programs to strengthen the role of internal brand ambassadors
  • Consultancy: Employer Branding. Programs to attract the best talent.
  • Training: courses and workshops on personal branding (or personal brand management)
  • Mindset: Conferences or short workshops (maximum 3h) to highlight the importance of corporate branding programs staff.
  • Measurement: Measurement programs control panel monitor employee advocacy.

How to follow the webinar 22 of June?

The first, register. This will receive by email the link to the webinar few days before. To do this, I invite you to connect to the event's website: www.personalbrandinglabday.com.

You will see that there are two types of registration, the free, which lets you see all the 22J papers on the same day and until a week later. And the premium, which also it provides access to the forty-odd papers from previous years and webinar presentations unlimited in time.

On the web you will also find the program and speakers, it can even vary slightly, but in essence is that.

Of course, there hashtag: #PBLabDay17

Organization

This event came as a result of Graduate in Personal Branding URL Blanquerna Faculty of Communication & RI. His academic director, my partner Jordi Collell, He had the idea of ​​holding a congress at the end of the graduate in June.

equipo personal branding lab day 2017

Andrés Pérez Ortega, Guillem Recolons, Jane's Trunk, Fabián González, María A. Sánchez, Isabel Muela, Jordi Collell / November 2016

In this year, we must thank the altruistic collaboration of the same faculty, guys at Soymimarca, guys at Infojobs, and a team that takes a few months preparing this: Andrés Pérez Ortega, María A. Sánchez, Fabián González, Jane's Trunk, Cristina Mulero, Oianko Choperena, Alicia Ro, Nilton Navarro, Jordi Collell and writer. The die is cast. The strength of personal branding in the company now has an exceptional speaker.

I hope the 22J, with all the enthusiasm.

PD: two days ago we heat engines Celia Hil, Jordi and writing in the radio program building Relationships The RKB Radio, directed by Rudolf Helmbrecht with Edward Martin and Francesc Galván. What they talked? You're right: the strength of personal branding in the company.