Today I woke up provocative and seeing the World upside down. It sounds crazy, but it makes more sense than it looks.
If you have little time, I invite you to watch a one-minute video summary.
Personal branding is understanding the world upside down
This statement "personal branding is understanding the world upside down" is based on a simple observation. On one side, Businesses need to humanize in order to connect better. And on the other side, it would be good for us people to manage ourselves as companies. The latter was anticipated by Tom Peters drawing an imaginary Me Inc. (translatable in spanish as Yo, S.L.) in his article "The Brand Called You" from 1997.
Businesses lack humanization
Some companies would do well to humanize themselves. In the post Goodbye Customers, Hello People: Branding to People (B2P), Ivan Diaz (Branzai) clearly says:
From birth we are able to recognize other humans. We are programmed to interact with people
Many companies insist on calling us customers. From sociology they call us individuals. Many brands insist on calling us users, consumers, patients... They also call us citizens, pedestrians, drivers, sportspeople, participants…
The truth is our main singularity happens to be people, human beings, and not the role we play for a particular brand or product. I usually say that branding, if it's not human, is not branding. And Businesses (not all) have a pending issue that we can help solve from the corporate applications of personal branding:
The fact that a brand is humanized makes it a connector. And this requires the sender of the message and the receiver to be people. It requires the message to add value. And it requires that there be a story. That's it, traditional advertising based on mass ad bombardment no longer succeeds.
It would be good for us people to manage ourselves as companies
You see, the world upside down. If it would be good for the company and its brands to be humanized, it would be good for us to learn how to manage ourselves in a more organised and effective way.
Let me try to break some limiting beliefs:
- If you analyze the competition of corporate brands, why not do it from people who may be occupying your branded territory?
- If a company has a purpose, mission and values (something profoundly human) doesn't it make sense that a person has it as well?
- Organizations work on the basis of Business models for each of your brands do you know that there are business model canvases for people?
- Every mark moves around a value proposition can people survive (professionally) without a unique value proposition?
- Brands often have a "claim", a Slogan And why couldn't a person have it?
- Brands and their products are made known through communication plans have you heard of the communication plan personal?
I welcome you to the exciting world of Personal Branding (or if you prefer, Discovery, development and projection of the personal brand). It's not exclusive to celebrities, nor super-executives, nor gurus. It's for you, whoever you are, wherever you are, whatever you think, whatever you do. If you still have doubts, I invite you to read the answers to 20 recurring questions that I have received over the last 10 years old . If you look at the world upside down, you're on the right track.
Stock Photos from Nikolas_jkd / Shutterstock
podcast: We'd be better off if people thought like businesses and companies were like people (Interview by Julio Muñiz)
If you want to delve into what's covered in this post, click on the image to listen to the podcast of an interview that was done to me a few days ago the expert in digital marketing and entrepreneurship based in Florida Julio Muñiz unmistakably in your program.