Posts

Marketing Humano V: The fourth C is Communicating

In addition to establishing our personal brand, built and built on real values, and on a consistent vital argument with what we are and our aspirations, human marketing establishes relationships between people, between personal brands.

Both aspects of visibility and attitude are bases of a communication strategy. Communication between people is a condition sine qua non human activity for marketing.

We live in an increasingly complex society. And we do not refer to recent years, no. Society leads evolving for a million and a half years, and even today has not stopped. yes, growing at a rate higher.

Since the appearance of the first homos until today, language has always lagged behind the need to use, until modern man has built over the centuries a system so complex language we have learned to use it even to work deception.

That is why the complexity of language does little to relations in human marketing, marketing among people, if we do a proper use thereof.

  • The brand must be consistent
  • The intention must be sincere
  • Communication should support it

So that, and based on the premise that we are trademarks and transmit control would not be inevitable that communication? control, their learning and practice exercises at three levels of our personal dimension:

  1. What you see
  2. What you hear
  3. What is perceived

1. What you see.

What you see represents the image, responsible for the first level of impact. It consists of the physical appearance, but also our ways of transmission of the message, in the non-verbal aspect. A Chine, gestures that support my message, that makes it look sincere, the palpable demonstration of our qualities as a business card or presentation. And the proxemia I stood at that intimate or social distance

2. What you hear.

Tone of voice, if expressed safety or fear, openness or doubt. Our verbal ability, supporting respect, knowledge and courtesy. intonation, the liveliness and musicality of my message. make it entertaining, nice. It is the level paralinguistic, the resources of sound.

3. What is perceived.

Energy, frankness, credibility, the trust,... our promise of value. It is the fruit, the result of the previous, but it is also the ultimate goal of a career, and structural background of human marketing.

The interrelationship between personal brands, conceptual sense and human, Reality Based, sincerity and trust is the ultimate goal of social memory installed in, that part of our brain that is intended to remember after being identified and admitted.

For this memory uses the filter of perception. And it will decide whether we have become part of a collective memory, and therefore to be among those called to interrelate in the marketing of people and perceptions. Human marketing.

Paul Adam and Guillem Recolons / Personal brand consultants

Marketing Humano III: question of confidence

The tremendous impact on various social forums that are generating this new twist to the marketing (#marketinghumano) It was in a predictable way, although it is still surprising ease and enthusiasm with which this proposal is being assumed that rather than change the view that the new marketing has the new market it aims to change the approach itself. This is; overcome the marketing concept of company / product / consumer / person into a new dimension person / person.

Construction and development personal branding It has a lot to do with this new scenario. Personal brands with values ​​strengthen social and economic relations.

This implies that people become aware of their brand value, not as a product or client. The difference goes far beyond the lexical. The difference is the emotional authenticity.

I can make a product and provide it with emotions. It's really easy, that's what advertising. It is an inanimate, unable to communicate Leg. Arguments and advertisers communicate by him or brand.

But when we talk about people talking about particularities, life experiences, sensory and emotional. It is pure reality.

People build their brand from values, skills and differences. And a promise of value based on trust. Trust is something of an accepted hypothesis on the future behavior of the other.

What role does trust in human marketing?

The role of trust in human marketing is bidirectional. It is home generator but also receptor.

The first creates a system of interactions where my brand, my values, my skills and my differential arguments act creating an environment of respect and cordiality to govern the personal and professional relationships.

The second confidence returns received and acts as catalyst relations.

This relationship marketing, between people and values, human marketing, Confidence needs to be viable and practiced.

It generates credibility to convey your value promise. It generates confidence to predict satisfaction. Satisfaction used to amplify and extend its model.

We can say that with confidence, it is possible to assume a certain degree of regularity andpredictibilidad in social actions, simplifying the functioning of society. And that's saying something.

Leaving aside the functionalism of this proposal we can say like other authors that trust is the basis of all institutions, and also acts as contrast power, forcing him to conform to our own expectations.

Loss of confidence usually comes by emotional exhaustion. This occurs when our value promise has not met expectations in shape or expected time. And you know how hard it is to recover.

Do you believe in the power of trust? Do you believe in the Human Marketing?

+45: Looking for a second chance

In 2009, more of 1.300.000 people older than 45 years have now joined the unemployment line in Spain.

I read a few months ago in Expansion professionals over 45 years are among the hardest hit by the economic crisis. It is somewhat curious that this age represents the fullness of leadership, the maturity, experience. Do not have value all that? Yes, Of course it does, but also that age may represent the highest salary level of a professional. And here comes the problem.

What are the alternatives for these professionals?

Companies prefer younger. Budget issue. But questions are emerging What are the alternatives for these professionals? How can exploit its advantages?

  1. Continue working for the same company that you terminated the contract, but from outside. Starting a business is an appropriate solution to unemployment for this group. While companies cut costs, there are functions that have to keep doing and that now outsource. Because, placed on their own can be an interesting alternative, because for the company to hire these services is cheaper, and professional work in a familiar field and builds on lessons learned.
  2. Find a new job as an employee. That maybe you should take into account two factors. On the one hand, be willing to lower i perhaps more rigid working conditions remuneration (The crisis forces). On the other, in this estapa is essential leverage to Acquire training in new areas of knowledge. In other words, catch up (Languages, technologies…).
  3. Becoming an entrepreneur And why not? With 45 years one can support elements that a junior can not offer: A good network, management skills and competence most important, the value of leadership. The only brake that could have here is the willingness to change, but as the crisis forces, the approach could be as simple as "now or never".

Becoming yourself a brand

The option chosen is chosen, our advice will be the same: Working depth personal reputation, reposition, strengthened and, above all, Informing the rest of the world ABOUT US, AS WE ARE, and what we can do for a company, for a society…

At this point is absolutely indispensable tool PERSONAL BRANDING In order to get our offer to the outside world. Today, the possibilities of web 2.0 facilitate the issuance of quick messages to specific groups and economic. The curriculum is outdated, Now our base information on experience and training hangs on LinkedIn O Viadeo, O Xing O Plaxo.

If we want to extend our particular view on a topic, we have to throw the ring and blogs Twitter, publish our opinions on YouTube. In a nutshell, must be disclosed.

Afraid to jump? Contact, We have skipped a lot. grecolons@lateral.es