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Our way of writing reinforces (or destroys) our personal brand

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I read a while back on the blog Dan Schawbel that all our emails, messages and other writings become key elements to strengthen our your personal brand. I would add that these elements can also damage our personal brand. We never know who will end up reading it, so you better make sure that we are on the right track.

Writing strengthens our brand. Keys:

The shorter, is better…

The more simple and brief, better. More than once, after writing a phrase we say "What I'm meaning is…”. We must avoid complexity, try to be as clear as possible. The use of assertive language It is essential to our way of communicating. In a world where attention economy sets the tone, best to avoid circumlocutions.

Lets anticipate questions and make answers easy

People are busy. It's not so difficult to add document links, refer to specific dates, provide data. Attach documents in universal formats (Maybe a .PDF a .docx). That will save a lot of time to others.

I am very grateful that when I call for a meeting, or videoconference call me several well explain the objectives of the meeting and would provide the necessary background information.

Let's aboid mistaqes taht make us seem dumbs

It hurts, doesn't it? It's not that hard to review a text, use a concealer (They are free). It takes a few seconds to check a text that has passed through a corrector.

To e-mail includes free correctors (like GMail). Make some mistakes is human in a long text, but wrong in a headline, a brief bio on Twitter or Instagram, It implies sloppiness, you have not even read what you've written.

Count up to 100

Reflect before answering a complex email. One of the virtues of a professional is the ability to remain calm. If we receive an email unpleasant, you have to think a bit. First of all, fairplay.

You have to let tempers cool and not create negative labels. In addition, emotions can be misinterpreted. In these cases, written appeal should be the 2nd option. It is always better face to face or, if there is no choice, a phone call.

Communicate frequently

It is very interesting to send messages thanking just after meeting new people. Ask questions to our colleagues, bosses…. Provide useful items to our colleagues, customers, contributors…

Finally, you see that it is common sense, absolute sense. I recently found a restaurant slate in text 15 words containing 8 misspellings. That tells us a lot and bad personal brand owner of this restaurant. In addition to misspellings, the text does not make sense, not know where the starter, the second or dessert. You may eat well, but surely we avoid an intellectual discussion with the author of the copy. Write reinforces our personal brand… or destroys it.

Girl photo by The Everett Collection on Shutterstock.com

Few days left for TEDxEixample 2019 Do you have your ticket?

The next 22 March will take place in Barcelona the first edition of TEDxEixample 2019. More information on the webpage www.tedxeixample.com. If you do not have clear why go here I give you nine compelling reasons:

speakers TEDxEixample 2019

Why the combination of Employee Advocacy and Social Selling is unbeatable for the company

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In this blog I have writen often about employee advocacy programs, the momentum of internal brand ambassadors. A few days ago I came across a great article on Scribble, a software platform, fusing two disciplines as Employee Advocacy and Social Selling, and, more than just reference it, I decided to translate it to keep nuances. The original title is Why Using Employee Advocacy & Social Selling Will Help You Attract Buyers. I hope you find it useful.

Employee Advocacy and Social Selling to attract customers

Existing customers have higher expectations than ever. Gone are the days when buyers responded to calls to cold calls and emails mass. Gone are the days when it was easy to click the banners advertising. Gone are the days when just having a presence on social networks it was was enough. Only the most intelligent and personalized messages reach and influence current customers.

It goes without saying that potential customers do not accept a single general message. They want a message tailored specifically for them, and they want to hear it from someone they can trust. But, How you can create custom messages to scale? How can you build trust with both potential customers and with current? How to get them involved with their content? That is where employee advocacy programs You can make a big difference.

Employee Advocacy and Social Selling What differ?

More and more companies are training their employees to act as internal brand ambassadors social media: to share marketing messages, increase engagement and drive sales. This form of marketing has christened the Employee Advocacy Marketing.

The employee advocacy programs allow people to come to their own social networks and expand the scope of business communication. It is a cost-effective approach to increase brand awareness, boosting prospects, improve website traffic and develop revenue opportunities.

On the other hand, the Social Selling refers to the use of social networks and blogs (social media) by sellers to interact with potential customers. They can interact with them along the buying process, allowing relationships are promoted and questions answered. This helps speed up the buying cycle by encouraging customers to become the supplier of choice.

The employee advocacy programs is broader and includes all employees involved (marketing, Customer Support, human Resources, TI, etc.), meanwhile Social Selling is allowing sales team sold through social sale. In both cases, the Employees are considered the most important asset of the company and can measure the impact of their activity on revenue.

Thanks to information and technology, buyers are much more informed than they were and have become more autonomous. They expect more companies than ever. To live up to this challenge, companies must take social selling through employee advocacy programs to identify, understand, attract and build relationships with buyers.

Benefits of Employee Advocacy and Social Selling

With Employee Advocacy and Social Selling, representatives may:


1. Attract new buyers:

Build a list of quality customers can be complex. But when done correctly, the social selling It can help to attract new potential buyers. By constantly share content and add value, sales representatives are positioned as resources sector information, and build confidence by showing potential customers understand your business.

2. Better understand customers:

To learn in depth about their customers and sectors, sellers are better equipped to position their products and services on each client and, at the same time, increase your chances of success. The media are a goldmine of information, and a strong platform Employee Advocacy and Social Selling that will make it easy for commercial listen to online buyers.

3. Follow customers throughout the buying cycle:

It is not just about selling. It is to guide buyers since the start of their journey until they become customers and beyond. This is to allow sellers to maintain relationships and add value, buyers no matter where they are in the buying process.

4. Reach buyers on their own channels:

Your customers rely on multiple types of communication channels, like email, social networking and mobile messaging applications. A solid platform of Employee Advocacy and Social Selling allows its teams to hold talks with buyers in key channels and all devices.

5. Measure sales performance in the social field

A platform of Employee Advocacy and Social Selling It allows you to easily determine the effectiveness of your team's efforts in the social field. In this way, you can improve your sales process, saving time and increasing their business effectiveness of their conversations with buyers.

The goal should be to build relationships using social networks to sell more. As usual, vendors and sellers supply and discuss social content, generating opportunities and prospects, It generates income and increases the value of customer life.

Does it Really Work?

So, the Employee Advocacy and Social Selling really they help you win more than traditional methods? The answer is clear: Yes. Vendors who use social networks outperform their peers. The 78% social marketers sell more than their peers who do not use social media.

Why is that? Buyers use social networks like LinkedIn and Twitter to find solutions. Bambu has found that 84% executives use social media to support purchasing decisions. Social marketers can become leading experts and gain influence over purchasing decisions by publishing relevant content and engagement with buyers in social networks.

So, Is the Employee Advocacy and Social Selling are for you?

If you are considering this approach to help you create a genuine commitment to society and to boost sales, take a look at this table and determine where lands:

Employee advocacy

Fists photo by Nito on Shutterstock.com

Events

TEDxEixample 2019, tickets are already on sale. Click this link Enterticket to buy them. I remind you that the event is on Friday 22 March 16 to 22h on Antiga Fàbrica Damm from Barcelona. Here are the speakers:

Anna Gener

President and CEO of Savills Aguirre Newman Foundation and patron of the Museu Picasso

Daria Shornikova

Project manager at Imagine

Jordi Hereu

Mayor of Barcelona during the period 2006-2011 and consulting partner in planning and management of urban projects

Mar Santamaría

Architect and urban planner

Paula Fernández-Ochoa

Legal expert in marketing & personal brand and high-performance environments.

Toni Segarra

A man who makes ads

Víctor Amela

Journalist and writer

Personal Branding is not about you, It's about adding value to your customers

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I know (fairly good) a guy who's bio on Twitter, Instagram is…

Shoeshine of the XXI century. I love, helping other people to shine

We are not the key. The key is to add value to others

Although the expression “Personal Branding” and also “Personal Personal” may indicate otherwise, this is not about us… contradictory? Isn't it?. A person has value based on what he brings to others, a adding value to others, whether customers, contributors, friends, etc.

If we are willing to invest a good sum of money for an art masterpiece, it is because for us has value. It is an intimate relationship, as may other people do not have it at all.

Personal Branding is about adding value, not about self-selling

I liked an article by my colleague Marco Tomasone called 10 Symptoms of ego branding, published on the blog Integra Personal Branding. In the post, Marco perfectly defines the symptoms “of the ego Brander”. If I had to summarize them into one, I would say this profile (very common on and off the web) it's about self-selling.

Do you recognize any profile of those who have thousands of followers and they don't follow anyone?? They are ego branders. They only care about them, they don't give a shit about the rest of the world..

Any personal branding strategy should aim to solve problems and identify opportunities to our stakeholders (stakeholders). Whether customers, providers, superiors, colleagues, shareholders…

Dan Pink made it clear in a comic

The writer Daniel Pink, Author, among others, from best seller A whole new mind, published the comic The adventures of Johnny Bunko. One chapter of the comic (highly recommended, by the way) is called It’s not about you (no se trata de ti). Pink is the need to project our personal brand to the value we can add to the other.

This is not a spirit of service, it's about making our environment grow, improve, improve, shine.

If you help others shine, the reflection will make you shine

Yes, the word “Personal” confuses us

I don't blame those who may think that personal branding, understood as the management of our personal brand, it's about us. Every week I read articles against personal brand of authors who have not bothered to read a book. The reality is that the word brand and its process, branding, always involve adding value. I often say that with no value there's no brand..

If you get to this blog for the first time and did not know that personal brand is not personal, sorry for the confusion. Stay with an idea: personal brand is what we project in others, personal branding is analyzing how we add value to others.

#EKGranada18Knowmads space is to add value, definitely

This week has taken place the 2nd edition of Espacio Knowmads, in Cadiz, the # EKCadiz18. Following the success of the first edition in Huelva in May 2018, the creator and promoter of the initiative, David Barreda, and the main sponsor, the Cajasol Foundation, are replicating the event in other cities.

The cover photo is a view of the bay of Cadiz in all its glory. Now the event moved to Granada, where David is joining us again. In addition to Eva Collado, Andrés Pérez Ortega, Elena Arnaiz, David himself and I, this time we will have two very special guests as Sonia Rodriguez Muriel and Azahara G. Peralta. And the co-sponsorship Fundación Caja Granada. The #EKGranada being held on 20 November.

AGENDA November

  • 5, 6 and 7, Sao Paulo, Brazil. Workshop BRAVE, I teach with Ilana Berenholc and Reinaldo Campos. registration here.
  • 9, 10 and 11, Puebla, Mexico. Personal Branding Experience #PBEX. registration here
  • 20. Granada. Knowmads space. registration (free) here.
  • 23. Business Forum Murcia. days directives. Conference on Personal Branding and Values. Information and Registration on this link.
  • 28. Something interesting happen in Zaragoza. I can not say more. Stay tuned.
  • 29, 30. Workshop Personal Brand and Relationship Management. Ferrovial, Euroforum II in San Lorenzo del Escorial. You can follow the hashtag #MarcaPersonalSumma

Value proposal: Do you know which one is yours?

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Some days ago, my personal friend and valued colleague brander Ilana Berenholc I was interviewed on value proposition para el blog of filial brasileña HERE (Association of Image Consultants International). Here you can read the post title Value offer: You know what your? .

I found interesting translate (using Google) the Castilian if the Portuguese cost you. There goes that:

Value proposal: Do you know which one is yours?

a Brazil, image consultants complain that the market is saturated and, When we look carefully, the feeling is that all do the same. How to solve this problem?

This is a serious problem because, If the perception is that all do the same, simply become commodities. The increasingly low price to customer and does not care to choose one or other, because they see no difference between professional.

A personal branding, We work not only on how to achieve relevance and the difference, but especially in how to identify the value proposition: Why choose a consultant and not another? What is the value you will add one or the other depending on their experience, their skills, their values, their way of doing things?

Image consultants, What I would say is working its own brand, find their differential, separate their supply from the rest. Separating means adding more value than others. Nevertheless, Easier said than done.

How would you define the value proposition?

I'm a publicist. For me, A brand is a unique value proposition. Thus, a personal brand is a unique personal value proposition. It is as important as what we do how we do.

The value proposition answers a question: What I solve problem? and also, In another approach what chance detected?.

If I say I am an image consultant, I am using a definition of my professional activity. But that's not a value proposition. A value proposition would say “I get my clients stand out and improve their career profile through my work”. This is a value proposition.

The value proposition focuses on your customer, not you. Speaking of image consultant, career consultant or personal brander does not solve any problem for the customer. The way to solve problems is explaining exactly how to reach your client from point A to point B.

To work the value proposition, I recommend answering these four questions:

  • What is the problem we solve? (pain)
  • What is the chance that detect? (gain)
  • What is the need to satisfy?
  • What are the benefits we bring?

Here are four ways to find our value proposition.

An example: If you define yourself as “senior manager”, I can not tell you solve problem. “Senior manager” only explains the professional category within the company. Nevertheless, If you approach it as “We promote the development of professional certifications for different groups”, here I understand perfectly the problem-solving. In the first case, just you say what your position within the company, and second, give an answer to the needs of your customer.

Another example is Sarah Harmon, Head of Spain & Portugal Linkedin Talent Solutions, in their profile, instead of writing his professional qualification as office, wrote Chief Motivator @ LinkedIn Iberia, transforming the way companies hire, sell and grow. (LinkedIn chief motivating Iberia, transform the way companies hire, They sell and grow). Thus, explains the problem solving for companies.

Eye! We can not create a value proposition that is not grounded in reality

Our value proposition consists of a series of attributes. If we analyze a well known brand, for example IKEA, We recognize the attributes that are more price and design, attributes that nobody had joined before. Our value proposition consists of rational and emotional attributes, those derived from our values ​​more. And it's much more difficult to imitate an emotional attribute.

An example is a client with whom I worked: It is audit manager. All clients want to work with her because she is always cheerful, with a ready smile. She broke the established idea that auditors are very serious people, gray, you boring. Its value proposition is “Audit Manager, specializing in Real Estate and Infrastructure. Auditing with a smile.”

My advice to all professionals seem cloned others is thoroughly working your value proposition. I recognize that this is not easy in any process of personal branding, but it is the key to differentiate. I recommend that you make with the help of a specialist, a personal brander or someone who can understand the identity of the professional: How am I exactly? How do others see me? What are my hidden attributes I do not know?

Summarizing, the value proposition is something that answers three questions: What problems we solve, What opportunities detect, what needs we cover. To do this, we need to understand our main attributes, and we need the help of someone who understands how we really are. It is important to understand that we are made up of rational and emotional elements, connecting elements which are.

About values, affirm that convey is better to explain. explain it to me.

The person who is aware of your values ​​you can use them in its communication. But there are nuances. If I say I'm a caring person, I like helping others or I'm altruistic is one thing. If you see me on Instagram helping an NGO, I am transmitting these values ​​in a much more powerful way to explaining.

There are several ways to express our values; we can express in words, videos, images and other things. If someone posts a video on Instagram Stories singing with his daughter, that transmits vitality, joy, conveys a lot of information that would not allow another format.

We have to understand the game we got with social networks, knowing that each has its code. LinkedIn is not the same as Instagram. The latter allows us to not only show better who we are, but how we are. We must use more facts and less words. We must use all means not only to explain what our professional offer, but also explain who we are, how we are, and how we can help.

Is there a risk that professionals submit proposals for similar value?

Of course there. What happens is that we know very well our competitors, but our customers do not. Y, many times, who wins is the one who has the best SEO, who managed to position your website better than others. And that is something against which we must fight. Many times, the first to appear on the Internet is not the best.

The important thing is that we have this evidence which supports that are good and show we work in a way that no other works. We need to build on the momentum that good feedback from our customers can give us to fight these SEO experts.

The difference can come with testimonies of our work. This is the best way to fight against our competitors who do not have the same level that we.

I understand that Brazil is a country with lots of competition – there is no place in the world with so many professionals working in the same area. To do this, work the value proposition is critical.

The value proposition is only for those who already have experience or someone who is just starting now can also identify yours?

Both sides can identify and compete on equal terms. Someone who starts can not use his previous experience, but you can base their value proposition in its powers.

A young person has few vices and has the advantage of being able to adapt to customer needs to be less contaminated. It gives off more energy. And in common with experts, It has the support of its values, that may be the way they connect with their customers. Young people work more easily in the digital environment and can also use this competition as a differential. They also have a more modern and updated training, and more creativity, It is a brutal weapon.

Maybe young people will be more difficult to work with a president of a company 50 years ago, but they can start working with other customer profiles. There is an English phrase I like a lot to be translated “Pick apples from the tree that are within reach of your hand first.”

Anything else to finish?

We need to use a crossmedia strategy, using many means. We have to get the idea that the off-line media have a unique advantage. If you appear in an interview for a TV show, within a few hours you'll be in digital television portal. You will benefit from the two environments – OFF y ON – in one interview. The same applies for a magazine, an interview on the radio (your podcast)… If I can give advice is that, although today there is a large digital offer, we must remember that most offline media are a mirror online, so it is worth not forget that there is a world wide audience, which also has digital impact.

 

Photo by Cody Davis on Unsplash

Personal Branding FAQ 20 Frequent questions (3)

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We continue with frequently asked questions after first and the second delivery a few days ago. For the moment, I have tried the following questions and answers:

Frequent questions (1)

  • Personal Branding FAQ 1. Does this takes a long time?
  • Personal Branding FAQ 2. Is this for when I lost my job?
  • Personal Branding FAQ 3. Is it to advertise my products and services?
  • Personal Branding FAQ 4. A personal brand do you have, it is created, is constructed?
  • Personal Branding FAQ 5. Why should I manage my personal brand?

Frequent questions (2)

  • Personal Branding FAQ 6. being employed, Does it make sense for me personal brand?
  • Personal Branding FAQ 7. Being manager why should I manage my personal brand?
  • Personal Branding FAQ 8. How soon will I see results in a process of personal branding?
  • Personal Branding FAQ 9. ¿El personal branding es marketing personal?
  • Personal Branding FAQ 10. Is any personal mark is the same as personal branding?

It's time to raise five new issues

Frequent questions (3)

Personal Branding FAQ 11. How I can know what my personal brand?

You should not worry too much what others think of us. But it would be nice to know what we know we know. This is achieved by asking, asking feedback.

Ask feedback It is an art. To enter fully into the issue, I recommend the book Smart Feedback of Jane and Rosa Rodriguez Trunk sisters with Naomi Vico (Lid 2017). But as formats that can be at your fingertips, I detail some:

  • DISC, a great self-image test that measures concerning the Decision, Interaction, Serenity and Compliance. You owe ask a coach so you can share the interpretation of results.
  • evaluation 360 A very common test in companies, which among other things measure your behavioral competencies.
  • Emotional Intelligence Test, it gives you a percentile that measures your ability to move better in environments front office (high percentile) O backoffice.
  • Brand archetype test. It gives you information about your archetype, the pillars that form and adjectives that best define you.
  • public Rating. The app lets you ask Guudjob feedback to anyone in your contact list.
  • Test 90º. It is homegrown. Ask your inner circle (20 people) What do you think I am competent? What do you think I can improve? Do it through a Google Form, the results are of great value.

Personal Branding FAQ 12. Will my personal brand begins in social networks?

Isn't it?. I could extend much, but as we do not start building a house from the roof, We not begin to manage our brand from social networks.

Before we know what our brand (the previous question), which would be the foundation of the house or self-knowledge. After this phase we work out our personal strategy (the structure of the house), It is including target, a purpose, value proposition, business model, positioning… And in the final phase, communication work plan (coating and roof of the house) that will include thorough job message, target audience and, supposed, channels off and online (among which are social networks).

Personal Branding FAQ 13. How does brand management personnel with career management?

The only person responsible for managing your career are you. It is not the company for which you work, as it might be several years. One thing is that companies provide training, and another thing to be responsible and guardians of your destinations.

Personal brand management, known as personal branding, is a necessary competence to shore and manage career. Specifically, working depth business model lets you know in which areas we are well and what we need to strengthen.

Personal Branding FAQ 14. To what extent should expose my private life?

It's a multiple choice question. I explain. I never will force anyone to explain publicly what he does in private if you do not want. But I'll tell you the advantages you can have, so that the offset against the drawbacks already known.

This issue is related to the values ​​and networking. Values ​​because those who do not know we can not know our values ​​if we only show our professional competence side. Networking because if I do not intend any contact with new stakeholders (stakeholders), I must not expose anything.

as advantages, we know that our personal activities transmit values. A broker / a background is someone disciplined, zealously self-improvement, culture of effort, lover challenge. A volunteer / a which helps poor or elderly poor is someone solidarity, concerned about sustainability, altruistic, humble, ideal for teamwork. A / a guitarist free time is a sensitive one for art, music, possibly good equipment component. Player / a chess denotes patience, follow the rules, ease of calculation alternatives, self esteem, need to achieve, impulse control…

You decide what you expose, to whom and in what ways.

Personal Branding FAQ 15. Does personal branding is for everyone?

Isn't it?, of course not. It is only for those who are willing to work hard for self-knowledge, to define a path, to make themselves known appropriately and with a compelling value proposition, to work for foreign recognition through problem solving. To leave a mark on others. Is only for those who are willing to invest in itself and add value to others.

 

I hope I have clarified doubts and concepts with this third part of FAQ (3). I hope next week with 5 other questions. Have a nice week!

FAQ Vector by shutterstock.com

 

Personal Branding FAQ 20 Frequent questions (2)

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We continue with frequently asked questions after first delivery a few days ago. Then I tried to respond to the time factor management, the misconception that this is for unemployed, the concept of service catalog, the idea “manufacture” a brand and the reasons for managing personal brand.

Frequent questions (2)

Personal Branding FAQ 6. being employed, Does it make sense for me personal brand?

I guess you already know that employment for life has expired. Even in Japan. But beyond the “addiction” to a job, the personal branding for professionals as an employee of an organization it is useful for many other reasons:

  1. It is perceived as a unique and valuable specialist.
  2. break the crystal cealing, a term originally referred to the difficulty of women to access top management positions, but now it could be extended to people of any stagnant sex or stopped by an insurmountable wall superior.
  3. Career planning, a responsibility that was once companies and is now the sole responsibility of each professional.
  4. Align the EVP (employee value proposition or employee value proposition) with the proposed corporate value.
  5. Act as a brand ambassador, moving market value (customers), attracting new talent (employer branding) and improving the effectiveness of communication (employee engagement).

Personal Branding FAQ 7. Being manager why should I manage my personal brand?

You might think that you've reached your professional destiny. But Now the work is more complex: stay there. Leo The country that Otto Walter (consultant) He conducted a study on “Toxic heads”, with thousands of employees of all sectors and professional categories about which were the most irritating behaviors that had suffered from his superiors. concludes “the 49% of respondents he denounced the "disrespect" as the main scourge from the controls. "Prepotency", chosen by a 37%, "Management incompetence" (29%), "Lack of support for the team" (28%) or "absence of humane treatment" (25%) complete the picture of horrors”. A challenge.

your responsibility for team leadership cries a management plan and not just your own brand, but from professionals in your charge. double work.

The management process of a personal brand management as we know it Executive Branding, and the basic difference with a process Personal Branding It is this dual responsibility and a chameleonic symbiosis with the values ​​of the organization, vision and mission.

Personal Branding FAQ 8. How soon will I see results in a process of personal branding?

Million Dollar Question, whose importance reminded me of the brander staff Alicia Ro, recent winner of the award Best Blog personal brand 2017 (Congratulations heart, dear Alicia).

I think you already suspect what the answer: the results will come sooner or later based on the investment. I have had clients who have taken personal branding as a new competition soft on its agenda and others who have thought that six consulting sessions would bring them results in a few weeks.

What is investing? Does it refer to money? Investing means taking time to acquire new competition, It is like acquiring a habit. But who tells you they are 21 deceives days, it is not true (unless they are 21 days without sleep and with total dedication). It also refers to money, what fool anyone. If you hire a good consultant or mentor personal branding help you, acortarás you will accelerate the process and the outcome. If you also accounts a budget for graphic design, Web programming, management and content curation, network management, tracking KPI's, because you're going to accelerate, definitely.

From experience in this (I took from 2007), time to see results range from 6 months for highly motivated and 2-3 years ago for those who lead a more relaxed pace. When we compared to what it took to build Rome, We speak reasonable deadlines.

Personal Branding FAQ 9. ¿El personal branding es marketing personal?

Es marketing personal, but it is also much more than that. Branding is a very broad umbrella brand, among which is the marketing tools. All of identity would in a field between psychology (ideally) or coaching, away from marketing.

In my talks I usually raise the following simile: Personal Marketing is what I say about me. Personal Branding is what others say about me. Even if you think there is little difference, there is a gap between one and the other. Our goal, the main objective of personal branding is the recognition of others and their subsequent choice of our people. In a nutshell, they are others whom we “sell”.

Personal Branding FAQ 10. Is any personal brand is the same as personal branding?

If I translate the question into English, would “Is personal brand the same as personal branding?”. obvious. Isn't it?. The gerund branding indicates action. The personal branding It is the process of managing our own brand, whose main steps are self-knowledge, and visibility strategy. Personal brand (marca personal) the outcome of that process, in the form of emotional footprint we leave on others.

I hope I have clarified doubts and concepts with this second part of FAQ (2). I hope the coming weeks with the 10 other questions. Have a nice week!

FAQ Vector by shutterstock.com

Personal Branding FAQ 20 Frequent questions (1)

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Despite their 20 years of existence aware, el Personal Branding, understood as the management of our personal brand, It is still unknown to many people and organizations.

I teach in formations are given a series of frequently recurring questions that often start either held beliefs or simply curiosity. I thought it was good idea to compile in several posts including responses (always in my humble opinion and based on my experience).

Frequent questions (1)

Personal Branding FAQ 1. Does this takes a long time? (that I do not have)

Time is the great fear of humans. Few people are willing to accept to be removed to put. Remove what does not bring us to adopt what can help is a rare exercise, and healthy again.

Conscious and integral management of personal brand carries a certain first year of dedication. It's time to meet, know where we are , understand where we can get (personal strategy) and put things into question to make it known to the world (visibility).

Like any new discipline, until they became familiar with the mechanics spend time. If one is engaged in fund you can lay the groundwork in three months. If the commitment is lower, We would talk a year. And then? That's the best part, maintenance is a matter of a few hours a week, perhaps three.

Personal Branding FAQ 2. Is this for when I lost my job?

I guess the saying "everyone remembers Santa Barbara when it thunders" is familiar. Personal branding is a strategic competition, no tactics. If you have worked well your brand, you may never shine for you, and if it does, You have exit routes.

Answers a simple question: It's easier, look for work while you work or when you have no work? No more questions, Lordship.

Personal Branding FAQ 3. Ya, then is it to advertise my products and services?

Not quite. it is not about you. It is about creating value to your customer or stakeholder. If you have what they need to solve a problem or detect an opportunity, we are making progress.

Of course there will come a time when, after capturing the attention of your customers, you must explain how you contribute VALUE, and that can itself be a catalog of services or products.

It is about sharing insights and contents that have the ability to change the perception of your customers about something, provided through a powerful value proposition, relevant and differentiated (there is nothing).

Personal Branding FAQ 4. A personal brand do you have, it is created, is constructed?

Anglos often use the term build your personal brand (Build your personal brand). My personal opinion is that we are not brands (Sorry to contradict, Tom Peters), or create, We build or manufacture our personal brand. Personal brand, is as values, They not come standard but enrraizan from early childhood.

Leave a mark. leave mark. Everything leaves a brand, what we do and what we do, what we say and what we are silent. The key, and one of the important parts of personal branding, It is to know what that mark we leave on others. It is a principle of self-knowledge that will allow us then to know if that footprint we leave is aligned with our goals or not.

Summarizing this issue, brand and we are able to manage, maximize, boost personal brand, always after a process that includes a phase of self-knowledge and a strategy (where I am + where I want to go).

Personal Branding FAQ 5. Why should I manage my personal brand?

There are numerous reasons. Not long ago I published on this blog a post titled "23 reasons to get in value”. But being more synthetic, underlined the six main reasons for managing your brand:

  1. Control. If you do not control your, You are going to let others who do. Taking the reins is always advisable, and more in digital environments, where it is relatively easy handling.
  2. Value. Brand's Value, Brand value is. Our value proposition acts as a magnet that can attract stakeholders (interest groups) who have unresolved problems or opportunities for detecting, and that they are within our reach.
  3. Values. The value proposition alone may not be enough. Differentiate with relevance should be complemented with the help of our Superpowers, Our values, that make us closer to the project shall be settled in.
  4. Spokesmen. We are all ambassadors for one or more brands. If you work for someone else, the brand or brands represent an organization. If you are self-employed, You represent you or taught you created. It is a responsibility that requires learning and certain protocols.
  5. Find job, improve our position in an existing job or undertake. For any of these three facets, personal brand management is an essential ally.
  6. Ser option elected, preferential. It is a consequence of a process well managed brand, definitely, one of the objectives of personal branding.

I hope I have clarified doubts and concepts with this boot FAQ (1). I hope the coming weeks with the 15 other questions. Have a nice week!

 

FAQ Vector by shutterstock.com

What kind of risks inasumibles can run an organization dedicated efforts to its employees aboquen to the full its uniqueness?

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I confess that the title would have robbed a superb post entitled Miquel Angel Escobar Business and Personal Branding.

The uniqueness generates strong brands (sometimes too)

I asked a few days ago some colleagues if the uniqueness of individuals is important and risky in organizations and the brand they project. think, for example, White House, Is it the same with Trump than it was with Obama? Agree, you think it is a facile example, then why not affect the brand soccer team coach? And if Jose Mourinho? Think about it.

The clash between uniqueness and values

There are times when management of an organization They have given the green light to hire someone as important as a spokesman with equivocal criteria. It's not about “file” the most popular, special, funny, controversial, notorious… It is found that shares the values ​​and vision of the brand. Enough to make the corporate vision his own. The uniqueness is welcome, but within a framework of shared values.

People are part of the brand, and brand people

Branding is increasingly complex, richer. It has nothing to do with a logo, It is everything that makes up a brand, but always in relation to their purpose and the footprint inside and outside organizations. I like the geometry of brand experts proposed sum:

geometry brand

Source: sum:

At the core of the brand is the purpose or purpose the brand, without which it is drifting. There emerges the identity, the pillars are the values. From there, Identity, defined many of the behavior patterns of the brand, their fields of meaning and, of course, its graphic form, colors, flavors, Textures, smells. Also here it fits the history of the brand and its business model. Brand experience can be a result, but it can also be part of the process of strategic reflection, transferred to field customer journey and user experience.

Once defined the core brand, sum: defines five elements that give life and meaning: People and processes, physical environments, virtual environments, products and communication.

What it has happened in recent years with this balance of elements?

What are some things past:

  1. We have gone from a product culture to a culture brand. Agree, It is not something universal, we know that without no brand products, and unbranded product may be (bulks, for example).
  2. Communication formats have multiplied in proportion to its lowered impact. If in the years 80 confidence in advertising, public relations… was the 90%, today, according Nielsen, is the 33%.
  3. As a reverse process to lower confidence in brands, confidence in employees and technical experts is, according Edelman, the maximum. That means that paragraph “people and processes” organizations gains weight and becomes transverse, supporting communication very efficiently.
  4. Virtual environments have stressed, if it fits, the influence of people on branding corporate. People create and interact with more powerful and reliable virtual communities that own brands. Not only that, all professionals in the organization have occupied the portavocía brands consciously or unconsciously acting- as brand ambassadors. In a nutshell, virtual environments have first empowered professionals and therefore organizations which represent.
  5. Physical environments have become. Now it is common to find offices where there are no fixed places for professionals, but they are “plug & play”. In many cases, telework has been imposed or introduced force, improving the performance of enterprises and improving the business model. The digital transformation has brought us low-cost tools to communicate with any part of the world in real time.
  6. Y products and services are able to mutate at a rate never seen before. The life cycle is shorter, but quickly replaced by alternative proposals that are on the market fit.
  7. Finally, the ability to measure what we do has been universalized, and that makes it easier to think that We are in liquid business models, phase permanent beta.

Anyone can create a good product, Here it is difficult to raise a good brand

singularity, to end, It can never be seen as a unilateral proposal for professionals or companies, It is something that should feed back to brands.

Wondering what kind of risks inasumibles can run an organization dedicated efforts to its employees aboquen to the full its uniqueness?

I think I have the answer. Any.

 

Sheep vector by Shutterstock.com

 

Team Branding: the team spirit in front of your competitors

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Man has to make great efforts to create great works ... should only have the necessary tools: desire to do, a good idea and a great team.

If you want to go fast walk alone, If you want to go far go together African Proverb

Sometimes we complicate the existence wanting to do everything ourselves, our EGO He says that we are able to do so, but it is not true, we always need other. And it was why there were many issues such as influence, the leadership... and it is so now we manage our your personal brand.

Team Branding: A team is also a brand

A team is also a brand, It is a sum, a whole! it is here where we will add the best of each of us , the best of each personal brand that integrates this team be mixed and yield better results. remember that things are much easier when working in teams. But for this to work, team members must be in perfect harmony: Work towards common goals, know and identify with VALUES Company, have the right motivation and above all, there must be a real commitment to the company and peers.

Each of the members of the Avengers and JLA know that alone can have results, but they can never achieve what team would achieve: defeat the enemy.

Now that are so fashionable, They are the best example to talk about Team Branding y Branding personal, We know them by their individual work and his teamwork (surely we have our favorite and with which we identify), SUMA each skill, an experience or different idea, They know that complement, They share a motivation, commitments and values. Even the villains team up! (Suicide Squad) and account for its misdeeds, then we should be able to work together well.

How boring would our super favorite heroes were able to resolve and do everything, who would not need to bring technology, information…

Behind each company, project or enterprise there is such a common story as life itself, and there are people who add their skills. Branding Team is born when there are customers who serve, skills to practice and to create value, that's where the team is known for something, but it is also where we can not stop adding, must constantly create value, be proactive and like superheroes know our strengths and weaknesses, to our value proposition to add to the great team.

A great brand team will have the best! They are the best communicating clearly what they do individually and team, but they will also be able to make the set objectives are met, They ensure quality and value for its customers.

Where to begin?

I think that in order to achieve Great team record and make a great Team Branding, It should start at the beginning:

Your personal brand, you as an individual and your SELF.

  • What makes you unique?
  • What is your value proposition?
  • What is your weakness?
  • Where are you going?

When you clear this and everything else (Personal Branding) It is easier to know what you are going to contribute, and then to work as a team you need to have:

  • clear understanding of our target market, we serve you
  • Our core competencies, what we do better than other teams
  • Benefits we offer, the value of what we do, and finally
  • Our brand personality, ie the particular way we do things.

When results are achieved through effective Team Branding these will be recognized by our customers, our competence and the equipment itself.

You will have a good feedback and good perception internally and externally, recognition will be for the team and therefore for each join the people in it. Each of the members will be proud of what makes, increase productivity, quality of work and commitment.

A brand solid team supports the strategic corporate goals, It helps the company more competitive in the market, the team goes from a service role to a role strategy, the team becomes a reliable source of information and reference, It will be relevant to other areas of the company or the same competition.

Team spirit is what gives many companies an advantage over their competitors George Clements

This spirit is what makes redefine the way we do things, because after that as a team toast a product or service and nothing should be the same as a button:

Google

The most popular Web search, Perhaps there is another and?

After google nothing is the same, there are other search engines, but none is so cool, dynamic and fun, in my opinion.

Google equipment consists of the 4 fantastic, a wildcard, stirrer, a leader and an expert on business; Sergey Brin, Larry Page, Eric Schmidt y Omid Kordestani, Together they carry Google to the top of a simple way, adding the best of each, with a touch of humility and clear objectives.

Our ability to build great works is much greater if we have the humility to develop the ability to work together toward a common vision, directing our individual value towards achieving common goals.

Build a team

If you want uncommon results builds a team, work in team, leads and inspires your team. Which wants to be your role in the team you must be willing to give all for all, the Team Branding It's the key.

 

Image: Shutterstock

Ten years incontinence, ten years of this blog

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Ten years of not being able to suppress my thoughts, my ideas. Ten years incontinence. The principle is undressing. Then you realize that striptease Mental is not negative if you have your audience and, above all, if it adds value.

You are right, this month ten years of this blog are met

It was spring 2007. I reached an agreement with John Paul Tréguer in Paris to represent his successful agency TVLowCost in Spain. The idea was good: packetize advertising campaigns on national TV at affordable price (250.000€) and including research, 6 Ad scripts, shooting 3 O 4 Ad versions from 7 and 10 TV campaign seconds approx. 250 GRPs (some 250 audience points summed crude).

The way to reach customers devised by Jean-Paul was (And it is) buy email lists (permission marketing) to send a monthly newsletter, and, more important, manage a blog. What is a blog? At that time I had no idea, for me it was a web blog but staff. But I was wrong, He did not need to be personal and present its dynamism and, It was not a web use.

First steps in blogging

In April 2007 He had already created two blogs, TVLowCost that of Spain and another for a political candidate. And in December, does 10 years ago, I opened my own. Then the URL was www.lateralconsulting.wordpress.com. My own company was called so, Lateral Consulting, and it was not until 2010 that I changed the name to the current guillemrecolons.com.

If I dared to open my own blog was because I was already familiar with the content creation and publishing platforms Blogspot and WordPress (I unify finally WordPress, there is no comparison). By that time hardly existed SEO, It was mainly to create a tag cloud for visitors to blog could find content more easily.

Although social networks already existed, in Spain few had in 2007 an account on Twitter or Facebook or Linkedin. The important thing was to share the blog in places like Delicious, DIGG and some more healing platform.

The first post

The 12 from December 2007 I published the first post Marketing lateral. The pleasure of rereading Kotler, a review of a book that struck me as much as “the Bible” Lateral thinking, the great thinker Maltese Edward de Bono.

The early years focused more on content areas at that time occupied my field of action: political communication, lateral thinking and environment low cost.

Rereading some of those early posts judiciously today, we would say they were content very simple, anti SEO (very brief post), but with ideas and insights a certain value. And always in personal tone. Who writes a blog as a press release company always boring.

Little by little, transmitting personal brand

It is true that a blog is an "accelerator" personal brand. I explain: what previously he was on the mark in private circles (job, friends, family) extends to the blog your circle of influence humanity connected. Big responsibility.

Besides going to expand that circle of influence, since 2007 I started working without being aware of it yet- personal branding consulting. My first customers: political leaders, artists, managers and entrepreneurs. I called him "personal communication consulting".

A few months later, my friend Linda Reichard said -mirándome with serious rictus- what you are doing is called personal branding.

Awareness of Personal Branding

From that moment I began to realize that there was a strategic process (then something primal) to manage personal branding people, Personal branding. I started to read the first manifesto of personal branding, article Tom Peters “The Brand Called YOU“. My friend recommended me to read Dan Schawbel, and William Arruda. Excellent excellent books and blogs. In addition, I discovered Neus Arques with his And you, what brand you are? (Alienta 2007) very oriented to personal reputation. Shortly after I read Personal brand guys at Andrés Pérez Ortega (Basic, 2008).

Later, I started with other authors such as Brenda Bence (How you are like shampoo), Catherine Kaputa (You are a brand), Hubert Rampersad (Be the CEO of your life), …

Although most texts are very much focused on the need to differentiate, as advertising it was clear that this was VALUE. He remembers that in “Brand = unique value proposition). I also clear that a simple method was needed to manage it, based on three key phases: self-knowledge, personal strategy and visibility; later, to inaugurate Soymimarca, I baptized him as “Iceberg method Personal Brand“.

First content on personal branding

The first post is just 150 words (was little SEO), called “The impact of the web 2.0 in the Personal Branding“. Thereafter there 300 articles under the category Personal Branding, which eventually it drifted to personal branding applications in organizations. If I add that the 400 written in the blog Soymimarca and I add external collaborations, I'm near 1.000 articles.

The most read

I started “audit” the web in February 2012, so maybe I forget some relevant content on the road. The 10 most read, according to Google Analytics, high to low are:

  1. What makes you a unique person in the world. January 2017
  2. How to analyze your CV based on the generation recruiter. July 2016
  3. Personal Branding in the company. Applications, pros and cons. January 2017
  4. What kind of thinker are. December 2015
  5. The best of 2016 a Personal Branding. January 2017
  6. Disappearing professions are you on the list? April 2014
  7. 8 steps to find a good job. August 2015
  8. And you, and you discovered your superpowers? December 2016
  9. 23 reasons to get in value. April 2017
  10. Sr. Risto Mejide, things as they are: Thank you. September 2014

With what I most enjoyed

Los rankings son los rankings, but along the way are some items that may have the greatest influence among my clients.

  1. The pain in the ass of the name Garcia. June 2012
  2. What is a stakeholder and how it affects brand management staff? Mayo 2017
  3. Storytelling, connecting speech, seduces and convinces. April 2016
  4. Mark package as value proposition works? April 2017
  5. Personal Branding y plan B: Key transition. February 2016
  6. 14 questions to see if I fit in an organization. April 2015
  7. What is the trigger for your career? August 2017
  8. A professor of personal brand without personal brand? March 2014
  9. useless words and personal brand. September 2016
  10. Stupidity of stereotypes. June 2016

This does not end here

I threaten: I intend to continue writing. I wish the thing for another ten years. If this has lasted 10 years I owe it to you, the readers. Thanks with all my heart. Everything leaves a brand, recargáis energy and you mine.