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What is Personal Brand? (Marca Personal) #video

Personal brand (Marca Personal) is…

Personal brand It is what we project in others. If our identity is what we are, the footprint we leave on others is our Personal brand.

As said by Pablo Adán says in his book El reto, our management is vitally dependent on our relationships with others. If we were hermits, We would have own identity, but we would not hace anyone to leave a management. Andrés Pérez Ortega reinforces the same idea in his manifest:

A Personal brand has no value if it does not offer something to others. The strength of the brand comes from "the other".

When did it all begin?

The “personal brand awareness” starts with the first artists signed their works, worrying about his legacy. In the background, the purpose, the legacy we want to leave, is an essential part of our brand. Enrique Rueda (may he rest in peace), in its post No personal brand no artist (Soymimarca, 2016), in reference to classical Greece and the Renaissance, stated:

It is in these moments when artists become aware of their own work, of their individuality and value of their work, and begin to break down barriers. During that awareness they begin to develop the footprint they plan to leave for history, his management

A different matter is when starts personal brand management, known as personal branding (in Spanish, also known as branding personal). The one who coined the term, the writer specializing in business management Tom Peters, did it relatively recently, when it included the personal branding in his article entitled “The Brand called You” (La Marca llamada Tú). To clarify concepts I recommend reviewing the post Isn't it?, Personal Branding is not the same as Personal Brand.

It is not just emotional or rational only

Our management, understood as external view, It is complex. It comprises elements (memories) emotional and rational. The message we communicate is rich, we say is mixed with the way we say, and so it does what we do. To complicate more, what we don't do and we don't say also leaves a brand. Everything leaves a brand.

The personal brand is not built, it is discovered

What we can build or develop is our personal strategy, managing our brand or personal branding process. To discover our management we must delve into our own knowledge, and for this there is nothing like asking for feedback. Should we care what people say about us? Yes, but it should not obsess us. Information is power, and if we do not know what brand we leave then we cannot focus on our own strategy.

And here's the video What is personal branding? (Marca Personal)

I've been waiting a bit long to update definitions from the production we did in Soymimarca on 2012, which has about 80.000 screenings. In that video, we mixed concepts management and personal branding with insights about difference, authenticity…

In this new video, with long boring 25 definitions, I wanted to be more purist and I refer only to definitions or insights on management (marca personal). I'll soon present a specific video to be called What is Personal Branding?

The authors and their sentences

I must admit I've been a bad boy and except in two cases, I have not warned the authors about this video. Many definitions are taken from the bowels of an article, almost stolen. When we are asked for a definition of something, we try to be very academic, very perfect. And that sometimes goes against the principle of spontaneity. Here I transcribe the 25 definitions and their authors:

  1. Personal brand It is perceived identity. It is what others think and feel especially what we say and do (or not anymore). Inspired by our values ​​and projected on our channels of influence / Joan Clotet @JoanClotet
  2. It is the credit of trust that you have in the market, through the generation of value for a community consistently over time / Francisco Alcaide @falcaide
  3. It's what makes us special and what others remind about us / Noemí Vico @_tiruriru_
  4. It is the result of the projection of what you know, what you do and what you feel in others, It is generating a certain perception of you and tilt interactions with you in one way or another / David Barreda @DavidBarreda_db
  5. Personal brand is the clear impression you leave on others that allows you to transcend and collaborate / Arancha Ruiz @alterarancha
  6. It is a footprint, a signal, It is what remains when we are no longer present / Andrés Pérez Ortega @personal brand
  7. Personal… it's you / Eva Collado @evacolladoduran
  8. Today the brand is the sum of everything we do and what not. What we sell and what not. What we say and what not… / Ivan Diaz @Branzai_
  9. It is the intersection between what we are and what we want to become / Ami Bondia @amibondia
  10. Is the perception we have of a particular person and the traces left in our minds / Xavi Roca @xaviroca1
  11. It is what we are, what we do and what we achieve / Vladimir Estrada @Prof_EstradaMSc
  12. Your own identity vitally depends on your relationships with others, and these determine your management / Pablo Adán says @PabloAdanMico
  13. It is the result you get after your effort and your strategy focused on identifying your strengths, put into action your talent and show it to the world / Elena Arnaiz @ElenaArnaiz
  14. It is the binding of a well-defined identity, authenticity, transparency, charisma, strategy and credibility, who manage to leave a deep impact on others / Claudio Inacio @ Cincio06
  15. The biggest risk you can make is not to risk. Dare and make your best record! / Paula Fernández-Ochoa @paulafdezochoa
  16. The Personal brand It is a reflection of the magic inside you / Nilton Navarro @NiltonNavarro
  17. It is the fusion of your changes and your permanences, between who you are, you do and, above all, how do you do reverberating, both positive and negative, to others / Helen Gómez @HelenEgrorienta
  18. It's something that comes from oneself and then is projected into the world / Fran Segarra @fransegarrab
  19. It's when someone hears your name and automatically knows who you are and how you can help / Ana Trenza @aatrenza
  20. Brand is the perfume you use, reputation is the smell you leave / Alfonso Alcántara @yoriento
  21. Personal brand It is footprint you leave, the way you are remembered / Nancy Vazquez @nanvazy
  22. It is the footprint we leave on people with whom we have maintained a professional relationship and allows us to be known and recognized / Jordi Collell @JordiCollell
  23. It's like a scent, difficulto to define but actually are easy to be explained in three words for obvious nuances / Helena Casas @HelenaCasas
  24. Everything leaves a brand, and we much more than anything / Guillem Recolons @GuillemRecolons
  25. … and tell me... What's your brand? / Neus Arques @neusarques

I hope I have helped focus Ideas. Have a nice week!

Isn't it?, Personal Branding is not the same as Personal Brand

Personal Branding

Personal Branding (in Spanish, also known as branding personal) It is the diagnostic process, strategic development and action plan of Marca Personal. Curiously, when we write in English everyone understands. Let me give you another simile: Branding is the diagnostic process, strategic development and action plan of Brand. So, Why to translate into Spanish all the confusions arise?

Managing a "marca personal" refers to its process of diagnosis, strategic development and action plan ..

Marca Personal

The Marca Personal it's the result of this process of personal branding seen from the minds of others. As Joan Clotet says, it is perceived identity. The more accurate is the management process of "marca personal" (personal branding), the more related to the actual and intentional identity, and there will be less gap between actual and perceived brand.

And what is a brand?

The brand is a value proposition, not a logo. Worthless there can not be a brand. My colleagues of Branzai, with long boring Ivan Diaz in front, wrote in 2015 the four key requirements for a brand to be a brand: Insight, Brand platform, verbal identity and visual identity. I transcribe literally from his post entitled: What a brand needs to be a brand:

Insight

The direction, the necessity, where we want to go. Any brand that wants to be a brand has to be very clear that concerns of your audience thinks solve. Which of them can capitalize on a competitive basis. Without Insight to aim not have a place to go.

Brand Platform

Primary, the heart, the soul of a brand. That is what sustains its construction, what shows us the way. If the Insight is the address, brand platform is the way.
A differential territory from which compete, values ​​that drive, a personality that defines us, and a value proposition to propose.
At this point we should ensure that our brand has defined, As minimum:

– Positioning territory
– Values
– Personality attributes
– Brand Promise
– Attitudes and behaviors
– Archetype
– Value proposal (Essence)

Verbal identity

It shapes our personality, our brand. The way we speak, in which we recognize, we interact:

– Naming
– Tagline
– Voice tone
– Matrix Posts
– Storytelling and Character
– Keywords

Visual identity

What represents us and makes us visible, how to express what we are and what we do, our personality and value proposition can imbue each contact point:

-Logo
-Secondary chart (typefaces, Colors, Key Visuals)
-Brand system (Layout, compositions)
-Visual language (photographic style, pictographic, illustrative)
-Brand Assets

Differences between brand and personal brand

Differences are basically focused on the diagnostic part, which regards the self, and also in the visual identity. The diagnostic tools of a brand are somewhat different to those of a marca personal, you need to enter complex psychological grounds as limiting beliefs, attitudes, behaviors. That is to say, the difference lies in the human factor, although I should point out that we are now working hard to treat brands on his human side. Regarding visual identity, in those gestures is added, the way of speaking, hearing, to wear, to relate.

For the rest, the 4 requirements are appropriate for a brand and a career. For example, Who says a person can not work their naming (example @yoriento), or logo (If you look at the top left of this article you will see mine) or storytelling (In fact the story is characteristic of the human being, and later adapted by brands)?

I hope I have clarified concepts, have a nice week!

Shadow image by Pixelbliss on Shutterstock.com

 

Judge you before I met you? Check your brand

Remember the phrase “They judge me before they even know me and that’s why I’m better off alone“? Indeed, Shrek is.

By now you know how you can judge someone without knowing. It's for your management , you “marca personal”. And that mark is generated based on private and public parameters.

They come from the private people who know you and talk about you to others, good o bad. This information is transmitted in a mouth-ear highly effective. Remember that Your brand is what they say about you, not what you say about yourself, and it is more based on what you do than what you say, It is a matter of recognition (branding), so it's key that you know the content of those transmissions word of mouth to see if you need to check or maintain your strategy (if you have) personal branding.

But in addition to the word-of-mouth (mouth, ear) that shapes our private label, exists, almost certainly, a public brand. This public mark consists of the entire footprint available on the Internet related to your name, whether real or not. I know that sounds bad to “whether real or not”, but if someone searches for your name on Google you can find confusing information about you. Imagine your name is Pedro Suarez and are an architect. The right thing is that when you seek typed “Pedro Suarez + architect”, but the reality is that it will remain only with the name. Do the test. Put your name on Google from a device without cookies and what appears is your public brand. Does it fit you? Do you talk about other people? Can be confusing? You can close doors?.

New Zealand consultant Robert Half He promoted a study of more than 400 workers to see if practiced on the network egosurfing. The results, They were of a 61% on behalf of itself. The same consultant gives us 5 keys from this practice:

1. Knowing what the network says about us. In addition to the egosurfing, It is good idea to create Google Alerts with our name or other tracking services to receive notification every time something new is said about you, and then try to remove any content that could be seen as unprofessional or controversial. If you can not remove it (You are not in controlled networks for you personally), it pays to be prepared to explain to a recruiter if you ask about.
2. Harnessing privacy options. It is very advisable to adjust the privacy settings of our social networks to control who has access. And as communication consultant says Francesc Grau, total privacy does not exist, so better safe than sorry.
3. Contribute to the conversation. And share items of self-interest and our business scope, and as far as possible, writing articles for publication in our sector means.
4. Exercise of discretion. As lawyers say, Note that all you can write used against you, and be seen by clients or potential employers.
5. Maintaining current profiles. There is nothing uglier than an abandoned blog or an empty Linkedin profile, no data, ni foto, or extract. It is worth spending a few minutes a month to update public information about our behalf.

Check your brand

If you see both your private and your public brand brand carry your name to a place unwanted, it's time to get to work on actively managing your personal brand (personal branding). What does it mean “active”? Basically do not let others configure your brand, you work your self and your personal strategy thoroughly before you begin to write or publish anything on social networks. Let yourself help, do not think, as Shrek, you're better off alone; You will see that you have a good army of people in your circles you can lend a hand. For once, abused. Your credibility is at stake, your reputation, your brand.

Image: Google Creative Commons Search, by Ged Carroll

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