The 5 stages of a compelling personal message


I remember from my time in J. Walter Thompson a process that analyzed the purchasing system of a product. She is beginning by the need, followed by the search, the proof, the comparison, the purchase, experience and repetition (if the experience was good).


imageObviously, the “buying system” It was very complete and sophisticated investment in large-the homebuying, a car- and much simpler in the case of a product of impulse buying, like an ice-cream (is hot, passing through a kiosk and bought ice cream).

Is the purchasing system is applicable to persons?


In a way yes, but I will point out some logical changes resulting from the more emotional and enduring nature of the human condition. And since people are not objects to be bought (agree, He has not yet entirely disappeared slavery, but we speak in general terms), we will focus on staff efficiency MESSAGE.

I distinguish 5 steps to calibrate a personal message cale deep and be effective:

1. Notoriety. I know you?
2. Affinity I know what you offer?
3. Do I need to fit what you propose me?
4. Choice. Are you better than your competition?
5. Fidelity Do you keep your promises?
Next week we thoroughly on stage 1, notoriety.

Will this be the year of personal branding?

Determining indications poke:

  1. Perceive in professional circuits that expression “personal branding”, “your personal brand” or “branding personal” the They do not sound Chinese as a few years ago. These circuits include both independent professionals and those working in organizations.
  2. Search engine perceive that every day there are more people talking about it on the net. Unfortunately, many are “false” Consultants who have not even taken the trouble to read a reference book.
  3. I perceive the growing interest publishing for publishing titles about personal branding.
  4. I sense that many responsible RRHH -even are approaching a timid- this world. Some do not because of ignorance or fear (not know what).
  5. I perceive that the US is no longer the only country referential personal brand. Latin America He is waking up and preparing professionals. And in Europe it burns.
  6. Perceive that the universities begins to open his eyes to the reality of personal branding.
  7. I perceive that companies, large and small, realize the power of people and the growing humanization of corporate communication.
  8. I sense that many people no longer are embarrassed recognize who they have been counseled by a personal brand consultant. Forgive the analogy, but other people think the issue should be treated as a breast enlargement operation: but it does not say.
  9. perceive that courses proliferate -Unfortunately the personal branding 90% son incomestibles- in the training scenario.
  10. I perceive, with great satisfaction, many already understand the personal branding as a personal investment medium-term.
Here you have a picture of Google Trends showing the evolution of interest about personal branding.

You have to thank many people this year, maybe, It will be the year of personal branding. On the right side of this blog is a list of link call “Personal Branding”. There are many of those responsible for spreading the concept.

Nonetheless, I have not gotten my mother knows what work. There is much to do, but the year looks good.

23 -the personal brand definition video-

If you had not yet clear what personal brand, This video helps to clarify concepts. Happy 2013!

Now is the e-book with the best of Soymimarca of 2012

Soymimarca yesterday presented his book summary of the best of 2012 “It's something personal”. It is an e-book for free download that from Slideshare.

This time involving many more authors: Jordi Collell, Aléxia Herms, Neus Fornells, Paul Adam Mico, Carmen Gibert, Celestino Martinez, Cristina Lastra, David Alcubierre, Gian-Lluís Ribechini, Pau Hortal, Paula Fernández-Ochoa, Xavier Roca Torruella, Javier Zamora Saborit and a server.

As the e-book the first year, “Personal and transferable“, This time the items have been classified according to the three parts of the iceberg personal brand: self-knowledge, and visibility strategy.

To download the book, you just have to click on the image:


Mistakes to Avoid When presented

I read an interesting article Pete Leiman, author “I Got My Dream Job and So Can You” it reveals a error common, seemingly innocent, we make very often when we meet someone who does not see time.

The conversation, a whole classic, I could go here:

  • ONE: How are you? How are you doing?
  • OTHER: Well you can see, one year older and a little fatter

Leiman warns that this conversation is doomed to follow a very different path to type a reply “"Good!. I had my first child and my life has changed for the better since, I can not complain!”.

In the first case you are forced to ask why age and obesity, a conversation little positive. The issue here is that if it had been a first meeting, Mr. “Other” certainly he had not responded with the old and fat.

This obsession self-degradarse It is deeply rooted in our culture: Typical answers to how are you? son, for example:

  • If you do not go into details, good
  • I've been better
  • Taking, doing
  • Well, I can not complain at all
  • Are bad times

Although very familiar everyday expressions, the truth is that condition the conversation and lead to a depressive scheme, from which nothing good can come.

Leiman stresses that, instead of that, demos a good reason to rejoice the meeting. Try to be positive in times of crisis, safely, be different, leave a your personal brand interesting. On a positive conversation it is more likely to appear possibilities of a new personal or professional reunion they can leave benefited both parties.

Smile, that something is.

You are not what you promise, if not you show

While I have the honor of meeting Patrick Renvoise, expert in neuromarketing, I completely agree with your statement: We are not what we promise, we are what we show. I do not intend in this post theorizing about neuromarketing, that's what the specialists. But the claim that titles this article deserves a reflection from the perspective of personal branding.

In any process of consulting personal branding there is only one thing beyond our control: Actually execution of an action plan. I can advise a person to write on a given topic to convince a certain audience. But I can not write about him; yes, I will perhaps early in the process, to cheer up, to demonstrate that writing is not so difficult. But writing, in the long run, would be devoid of authenticity, prove false.

When a large company president issues a speech, your personal brand is present. The same applies to a political leader; You can being advised, but in the end the speech has to chart its mark. Otherwise it will not be credible, at least in the medium term.

As much as we help someone to define its proposal, his message, eventually that promise needs to be demonstrated by card issuer. remember that, at the end, everything is known and masks just revealing what lies behind.

The conclusion can not be other: personal branding does not work miracles, in the end everyone has to be responsible for complying with the plan. A doctor can help you stop smoking, but can not make you stop smoking physically, that action up to you.

self-knowledge, and visibility strategy, the keys to managing an attractive brand

Review appeared in EQUIPMENT AND TALENT

self-knowledge, and visibility strategy, the keys to building an attractive brand

Does the online image of a professional is as important as offline? How important plays in improving employability? Viadeo along with Guillem Recolons, personal branding expert and co-founder SoyMiMarca, They have presented the keys to building, improve and enhance the brand that projects an individual personal and professional level, both online and offline.

In this sense, Guillem Recolons noted: “The strategic goal of personal branding is to help us visualize where we want to be in ten years and learn to use the tools to reach that destination”. Thus, Recolons has highlighted three key steps for creating professional positioning we want:

self-knowledge: It is important to start by asking yourself some questions about our current situation. Who I am? What are my skills? How far my education and training arrives?
Strategy: How do others see me? How did I get here? What is my competition? What I want to achieve target? Once we have an accurate idea of ​​how we see ourselves and how we see, we are in a position to raise the best strategy for our positioning.
Visibility: It is time to start communicating our mission, vision and values, as if it were a business, and build our personal brand.

Likewise, Recolons stressed the need to work the message we convey and how we do. Bearing in mind that our brand communication occurs in any context, either offline level (on a business card, a networking session, el popular ‘elevator speech’, among others) as online (social networks, professional and nonprofessional, blogs, Online Reputation, among others).

The marches begin with one step. Brands also.

Nobody will give us anything. Leave easy mark, anyone can do it. Leave a good brand requires years of perseverance and effort.

Dicen que las marchas empiezan por un paso. Brands also. But after the first goes second, and then the third, and then…

…Constancy, constancy, constancy.

No one, anyone, no people, You will achieve its objective without evidence.

The pain in the ass of the name Garcia (II)

A couple of months ago I published the first part of this article (link HERE) giving some hints on how to help the differentiation from common surnames such as Garcia, González, Rodríguez, Fernández, López…

I also promised a second part devoted to this issue in social networks, So there I. There are places that allow duplicates and others not. Let's start with allowing clones:


Facebook clones can coexist, that is, May exist 1.000 “Juan García”. Cast, precisely, It is a problem when the name is very common. A logical solution is to place the 2nd surname, reducing the number of clones. But since Facebook is a network of friends, here we can afford more personal solutions:

  • Use our most common nickname. For example, If your name “Juan García” but your friends call you “its”, do not hesitate, register on Facebook as “Nito Garcia”.
  • Use our personal brand. If we know as “Marilyn Cuenca”, and we like the brand, ahead, Why cut?. Think we can have closed profile, banned for scouts and people who could not understand the reasons for such a name.


Like Facebook, in this professional network can live several people with identical names. Any advice:

  • Monitors with accents, Linkedin It is sensitive to them. In other words, if you write someone searches Perez and obviating the accent, you will not find. Beware that.
  • If you have two names or two surnames, feel free to use, provided that others know.
  • Unlike Facebook, prevents diminutives and nicknames that might commit, unless you dedicate yourself to the show or you want to bet frontally to create a consistent brand across all media.
  • LinkedIn claims more seriously, and that we must place the name you would place, for example, in CV.
  • But there are resources to differentiate. Some alumni of IESE Business School, for example, They use a parenthesis after the type name (IESE UNAV on).
  • Others “slip” email your name, Juan Perez Garcia type (, which makes them easier to find.
  • Finally, there are SEO techniques to get your name is the first on the list. Luis Alvarez Emilio Shout, skilful in the art.

And now let's review some of the places that do not support clones:

YouTube, Flickr, Twitter, Skype, gmail, hotmail…

In this places, first come gets the name. It's like web domains. To exacerbate the problem, plus we get a character Limete, what prevents us from placing name and surname. What do we do?

  • Imagination to the power, but with some order and consistency. If we decide to call JPerez321X, We try that is our name on all these networks that do not support clone.
  • JPerez321X would be nice to have some sense, a story that facilitates us who seeks finds us. I recommend not using birth year, It is too easy to “to hack”.
  • The username is one thing, but you should always be linked to our real name. Twitter, for example, would allow JPerez321X username associated with Juan Pérez García.
  • Another formula is to use the underscore _, juan_perez_garcia type or JPerez_Garcia. Recall that these networks do not support spaces in usernames.
  • What never, Never, to do is to link our name to the company we work. Journalist Ana Pastor recently was fired from TVE. His profile on Twitter was AnaPastor_RTVE (or something like that), so he had to give it up and start again. Recall that our work is always provisional, that employment for life does not exist. Our brand is us, not the company we work.


So far we have come. If you have any interesting case “naming” you please send, we could raise a third of this article. Thanks to everyone s.

García Lorca image by

“incompetent headhunter”: These great creators of personal brand

In 1919, a young artist was fired from the Kansas City Star that “It lacked imagination and he had no good ideas”. It was called Walter Elias Disney, and four years later founded The Walt Disney Company, one of the largest media and entertainment companies in the world.

Few combinations of first and last names have as much ability to suggest emotions, values and all kinds of attributes brand. Few people have developed an activity that has marked so strongly as many generations as it has the artist who gave life to Mickey, Donald and many other unforgettable characters. It is very likely that none of these characters come to life to be at that “headhunter incompetent” that Disney fired del Kansas City Star.

Perhaps Disney had continued drawing advertisements for newspapers and, surely, I had a great race, in view of his undeniable talent. Possibly, when the young Walter came to Hollywood with 40 dollars in his pocket and a film unfinished in the suitcase was not aware that, at that moment, It was to be born the largest “dream factorys” modern history.

All we have ever enjoyed with “The Sorcerer's Apprentice” or “The Lion King“, to name just a few examples, we have to thank a “headhunter incompetent” is crossed in the life of Disney and “facilitated” creating one of the personal Records most influential twentieth century.

Perhaps Walt Disney is one of the most striking cases, but there are many: Elvis Presley, Michael Jordan, Oprah Winfrey, Jerry Seinfeld or the same asked are good examples. So, If one day you come across a “headhunter incompetent”, Remember the story of the young cartoonist Kansas City Star.

A dismissal may be the beginning of your personal brand, although it would be better not to wait for that time, so why not start tomorrow?.