The iceberg of personal branding

As a picture is worth a thousand words, Here I attached the personal branding process (methodology of personal brand management) become the visual metaphor iceberg:

Iceberg Personal Brand

The Iceberg of personal branding is a methodology created in 2010 by Guillem Recolons distinguishes three areas of work:

  1. self-knowledge (diagnosis of the footprint we leave on others, DAFO…)
  2. Personal strategy (goals, value proposition, business model, messages)
  3. Visibility (communication plan and networking off and online)


Likewise it is conceived not construct a building roof starting, personal brand management is initiated by the foundation, self-knowledge. It is a diagnostic phase seeking, on the one hand to know what the mark we leave on others. On the other, and based on the initial feedback, attesting to develop a SWOT weaknesses and strengths (inside of our personal brand) as well as threats and opportunities (external part, the market).

Personal strategy

Once known brand diagnosis, When assessing if we keep our brand in its current state or try to make it more consistent with who we are and what we offer comes. It starts with the purpose or vision, mission and values ​​analysis. The goal here working on personal branding (become a reference in…). Also the value proposition, that makes us relevant and different compared to others. The business model. Y, of course, the message.


With a layout plan, It is time to rise to the surface (tip of the iceberg of the personal brand-the roof of the house). That includes the definition of target audiences, SMART communication objectives, Segmented by targets / media messages, definition of off and online media. Communication strategy. Networking Strategy. Working with Personal Learning Environment. And of course, main track KPI's and performance measurement.

The express personal brand of Professor Jesús Neira

The Minister for Equality, Bibiana Aido, condecorando Jesus Neira

We know that creating a strong personal brand is a matter of time and patience.

When not given neither one thing nor the other can happen what happened with “the brand” Jesus Neira. It was created in 24h and 24h destroyed in. A marca personal express usually not interesting.

Neira defended a few years ago a woman was being mistreated. That cost a hospital eat, which exceeded. From there, Professor received countless awards and honors for courage. Esperanza Aguirre He appointed him president observatory against violence Gender in Madrid. We had the man and the brand, a reference value and values ​​for many of us.

Suddenly, appear tics strangers who think that perhaps we do not find -saving the distances- a case “Tiger Woods” the Spanish. From hero to villain in a few hours. Among the tics there were intemperate attacks on the Constitution 78, the PSOE (murderers, I call them), the daughters of Zapatero…

And the colophon, They are caught driving your vehicle with an alcohol level three times the maximum tolerated. goodbye hero, goodbye brand, reference goodbye. It was nice while it lasted. Now Aguirre wants not see or picture, and people away from their side.

Let's see, Let's not fool ourselves: We all drank more of the account once. But there have two things in mind: the first is not to drive, at the risk of your life and that of others. And the second is that if you are also famous, You can not go overboard in public never. It's the price of fame.

Worst: Neira does not recognize his mistakes. Your personal brand is already in tatters. Seek your name on Google: it is difficult to find the links gave glory.

Here we have the chronology “express” facts about Neira: It is dizzying

09-08-08 A teacher is in danger of death for trying to stop a beating from an abusive to his wife

08-04-09 Jesus Neira will leave the hospital on his birthday, 8 months after the assault

16-04-09 The Equality Minister delivered the Grand Cross of Civil Merit Jesus Neira

06-05-09 Jesus Neira returns home after being operated for a pacemaker

06-08-09 Neira, operated satisfactorily implantation of a prosthesis in the brain

21-08-09 Jesus Neira leaves hospital “Felicísimo” and ready to face the trial Door

11-09-09 The PSOE de Majadahonda angry with Jesus Neira by telling a joke ZP

16-09-09 Sanchez Dredged record her daughter, Neira and Fernando Arrabal for new program

17-09-09 Professor Jesus Neira receives a tribute from the College of Philosophy and Letters of C-LM

06-10-09 Neira door denounces alleged threats by the judge investigating the attack

13-11-09 Neira is now chairman of the advisory board of the Observatory against Gender Violence

22-02-10 Jesus Neira feels “disgust and shame” for bail her attacker

23-02-10 Neira defends his right to apply for gun license after testifying before the judge

29-03-10 Jesus Neira accused the PSOE of having a history full of “barbarities and murders”

31-03-10 Jesus Neira will go on trial for triple the alcohol limit in a control

03-09-10 Convicted Neira 10 months without a license and a fine of 1.800 euros for drunk driving

03-09-10 Neira tripling the rate of alcohol permitted, if only drank “half a glass of wine”

06-09-10 Jesus Neira: “I am ethically irreproachable and I will not resign, to Impeach me”

06-09-10 Jesus Neira, from hero to villain

06-09-10 Aguirre will suppress the Observatory against Gender Violence headed by Jesús Neira

Who’s talking? y personal branding

In many posts we talked about “googlearse” yourself to see what circulates on us on the web. The truth is that this should be the first step in building our management: knowing where we are, a first diagnosis.

An interesting addition to Google It is a website called “Whos Talking“, set to “social media search tool”. The truth is surprising how much information you can gather about a person, and how well the information is classified.

Dispose of 7 search criteria “social: blogs, news, networking, videos, images, forums and labels.

Do the test, It is more than interesting.