Personal Branding FAQ 20 Frequent questions (1)

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. Of course, 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!


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

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 Trust 2019, 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.


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Team Branding: the team spirit in front of your competitors

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, yes, leadership ... and it is so now we manage our management.

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:


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, yes, Team Branding It's the key.


Image: Shutterstock

Ten years incontinence, ten years of this blog

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 or 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 old , I opened my own. Then the URL was My own company was called so, Lateral Consulting, and it was not until 2010 that I changed the name to the current

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 PetersThe 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 of 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 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.

Who it is best spokesperson, Does the employer or its people?

When we talk about the best spokesperson for an organization we often confuse. We think the best spokesperson is the person who holds that office. It is not like this. All professionals in an organization, from its leader to the fellow, are mouthpieces thereof.

The digital humanist Joan Clotet usually tell a story in formations that share personal brand. I had to take the place of his boss at a round table made up of various professionals from different companies. had just 25 years old . A reporter approached him with the question what do you think Arthur Andersen…?

The anecdote reflects the importance and responsibility that comes with working for an organization, no matter how long you take or position held. We are all brand ambassadors.

Agree, but who is best spokesperson, the businessman / or its people?

My answer is: if you have done well, everybody. According Edelman Trust 2019, we believe less in management. But not because they offer less confidence, but some tend to be more opaque, more reluctant to tell what really happens in their organizations. Usually they go on the defensive, and often they play or manipulate data in the public domain. Hence it is that reputation unfairly won, since they do not just be attributed to all.

It makes sense that lower and intermediate profiles provide more confidence because they do not have to cheat, ni exaggerate. Technical and academic profiles offer much reliability, it is logical that an engineer knows more about a car that the company president.

However, portavocía the potential of middle managers or technical profiles is the great forgotten. A missed opportunity?

Why do not they want to voice their key people?

A few years ago I wrote an article entitled Soymimarca Your business does not give voice to key people?. At that moment (2011) few companies were aware of the importance of projecting his people. The main reasons were two powerful enemies: ignorance and fear.


unfamiliarity, on the other hand, It was understandable. In 2011 very few companies had an internal social network. Many had access to social networks “castrated”. I must say that this figure has not improved too: according euro Firms, still today 60% companies limited access to social networks for their employees. That's ignorance of the potential of their people act as human and credible strengthening of its brands portavocía.

employees access RRSS

X-Employee Branding in Spain. 2017. euro Firms

In addition, there was little literature on employee advocacy, employer branding, and penetration of social networking company was still scarce.


I fear to break the status quo, to be different, to promote his people with the risk of being captured by competition. But it is said out there that there is something worse than train your people and go, and not to form it and stay. I moved in 2011 that a strong and positive image of an individual, by charisma, benefits the end image and confidence in the company and its brands.

The keys: mindset And training

The solution to this comes in two phases: awareness and implementation of training programs. And always in that order, and starting managers and then transferring it to the rest of the organization.

I usually do sessions mindset with executives, not carry more than two hours. Through a tour of the Falling effectiveness of traditional media, the benefits and ROI of project programs Employee Advocacy programs in the company and raised the features and routing them.

The next step is the formation, whose programs ranging from workshops from 8h to 16h other. Of course, There are also shorter formats, but are less Experiential.


Conclusion, any professional organization is the best spokesperson, managers offer greater understanding of the context, market and business, employees know best product and service. Only 16% of companies they have initiated a program of this type in Spain. They are the ones who have decided not to be outdone. But 84% (according to Eurofirms) that makes it a priority objective of attracting employee advocacy external talent, what seems to me an error of order: first acts with your people, then with the market. How dice Arruda “your people are your brand”.


Photo by Apollo Reyes on Unsplash


Personal Branding in the fourth industrial revolution threat or opportunity?

I'm already starting to hear the expression “technological Darwinism“. So you can imagine: who does not adapt to technological change will fail to survive. The fourth industrial revolution it's here.

What is the fourth industrial revolution

It might explain a theory about what that means, but I prefer to give some examples of its implications in our lives and in our work:

  • Automation: What will -including Uber taxi drivers and the like- when taxi fleets are autonomous driverless cars? And driving schools?
  • IoT: The new Apple watch It is an independent phone (integrated data), plus a small multifunction computer what will happen smartphones? And the pulsometers?
  • Logistics: Prime Now, the new Amazon service supermarket, you take a custom home in two hours without stop by the store what will happen online supermarkets? And traditional? A pharmacy could send a request via a drone to 200 Km in just twenty minutes what will become of traditional courier services?
  • Big Data: Alphabet (Google, YouTube…), Facebook (Whatsapp, Instagram is…), Amazon, WeChat, Weibo… They are able to generate more accurate data in real time no one what will companies research and public opinion research?

This is nothing new. Every revolution brings changes, and society just adapting (although some of its members do not). The first industrial revolution, with the steam, modified the map of industry and labor. The second revolution, the early twentieth century did the same with oil, electricity, zinc, the steel, the aluminum, the car… Third, closer and overall, It is the intelligence, where converge the new technologies of communication with new energy systems.

This fourth industrial revolution, It is marked by the convergence of digital technologies, physical and biological, they anticipate that will change the world as we know it. He describes an excellent article BBC.

And the best part is the breakneck speed with which changes occur. If between 1st and 2nd revolution they passed over 50 years old , now the new digital and artificial intelligence environments conducive incredible speeds.

The bad news

The pessimistic view of all this is that our work may disappear. A few weeks ago, an excellent professional insurance world that prefers certain anonymity, He introduced me to an app called Will robots take my job?

If you place your current profession (moment is in English) It gives you a percentage of robotization scheduled for 2024, zero being a safe profession and 100 one profession without future. Not only that: It gives you an estimate of salary (a United States) and number “competitors”.

Must be read with caution percentages, as they relate to the US market and do not take into account the elements of the proposed differential value in a curriculum (Languages, experience, skills, achievements…).

Here are some examples: insurance agent, graphic designer, accountant, attorney, advertising executive or driver.

robotización insurance agents

High level of robotization. “You're doomed”. uncertain future for insurance agents.

graphics designers robotización

Low robotización. Future secured for graphic designers.

accounting robotización

High level of robotization. Black future for accountants.


Very low robotización. Future safe for lawyers.

advertising executives ROBOTIZATION

Robotización level alert for advertising executives

taxi drivers robotización

High level of robotization for taxi drivers and chauffeurs. Uncertain future.

The good news

as advanced, each industrial revolution brought threats for those who are not “get in the car” but also opportunities for those who do. This recommended Enrique Dans reading, the author does not rule out that it can cause destruction of jobs, but he believes that the speed will be slower than expected willrobotstakemyjob website.

And Homegrown, the key to personal branding is given by little factors “robotizables” that they have to do with emotional intelligence rather than pure skills. A key factor, as in his day he progressed responsible for innovation VISA Inc. It is the management of our personal brand (personal branding), certainly one of the new transversal skills necessary to identify the value proposition, differential and relevant areas to project our brand.

digital processing and value

The digital transformation is a concept that, in my judgment- on 15 years extinguished. Basically because the concept is aimed at non-digital generations -baby boomers and Gen X-, which they must adapt to change or die trying. But in a few years, new professionals will integrated the digital chip naturally.

That does not mean that there are no new challenges and changes management, and it seems clear that everything will revolve around the Value, the ability to communicate with others and to easily adapt to new environments.

Recall that without personal transformation no digital transformation.

Great opportunity

If you are accounting, insurance agent, driver or you're on the list “convicted”, do not despair. In the same way a threat to your future looms, it is possible to be yourself who seeks what part of your job is automatable and how much provides greater value.

For example, for an insurance agent claims handling is something automatable (apps, management programs, CRM…) but the selling or personal advice not so much. In this case the value would be around the ability to connect, to persuade, and the agent could focus on the task to increase its value and avoid obsolescence.

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The gripping story of the Lord of Hugs

This weekend I had the good fortune to meet the Mr. HUGS. Whenever you meet new people you bring a first impression may be wrong if you do not go deep a little. The truth is that every time I value more the second printing. It will I get older, but there are many techniques to make a good impression and very few to give a good lasting impression.

he knew Guillermo, my namesake, in the virtual world. It does not go unnoticed, It is one of the few entrepreneurs who know how to properly use the Internet to generate valuable relationships. Well knows how to manage your personal brand, understanding that the secret of success is winning others to hire their services or purchase products created.

But I must admit that the initial impression I had of Guillermo was neither good nor bad. I looked like one more. And collecting the phrase Andrés Pérez Ortega, If you are one more, you'll be one less.

The power of the second printing

This weekend I've been fortunate to have Guillermo as an assistant to a course of personal brand. I say fortunate because I have known his true mark, permanent impression. The context has been the workshop Get in Value we have given Fran Segarra, Eva Collado and I in Madrid. I must admit, It has been a wonderful experience, and the protagonists were attendees, hungry for knowledge but also emotions.

My companions and I knew it would be a special workshop. Shortly after start, personal presentations wowed attendees. They were not impersonal and cold curriculum. They were authentic stories with lessons learned, and especially with the lived. I will discuss other attendees in another post, but here I will focus on William and his powerful story.

Who is Guillermo?

Guillermo Rodriguez Borges

Guillermo Rodriguez Borges, Mr. hugs

Venezuelan, 45, married with two young children, Guillermo Rodriguez Borges had the courage to tell his father that he would move to live with his wife to Spain, and he did so in 2005. Pharmacist by profession, He has worked in various positions in his native Venezuela and Spain. medical representative for major companies, as Novartis, Lily,... Head of Pharmaceutical Marketing, sales, Pharmaceutical attached ....

The world collapses ... or not

In 2008 promyelocytic leukemia will detect Aguda. Guillermo says that we are all born with 2 passports: the health and non health, we do not know when to use them. Far from collapsing, he faced illness with unerring therapy. She calls chronic optimism. In two years he was cured and with renewed energy to initiate change.

chronic optimism

This variety of optimism could have your mirror resilience, the ability of living things (yes, plants and animals also) getting up again and again in adversity. This athlete completed the marathon of NY and soon after Tokyo. What made the challenge of self-improvement? Why not, but also with altruistic cause to help children with heart problems from the Hearts Foundation Menudos.

But there's more. He realizes that cancer patients suffering from acute skin problems because of the treatments were given. And so he decided to undertake and create Galenika COSMETICS, a company with which it shares vision: improve the lives of cancer patients.

The Lord of hugs

The story of the course, starring chronic optimist, It is that full exposure of the TV where we projected Eva presentation breaks and half is dark. Guillermo, at that moment, tells us: “it's time to embrace”, and he gets up and begins to embrace all. The movement spreads and becomes a symphony of hugs. chance (or the magic of the moment) TV wants to regain its image. unforgettable momentazo, mark time it is demonstrating that chronic optimism there.

Goddamned first impression

In honor of Guillermo, I will try with all my strength not to let myself go more for the ephemeral banality of first impression. You have to get to the bottom of the matter. I do not doubt it, I will always remember Mr. hugs because now I'm going to follow closely as a sincere admirer.

Hug image by

Are you worse in social networks in real life?

Then a fragment I shape article Tino Fernández published in Expansion yes, 4 September 2015: What if you're much better than samples in social networks? drawing a frequent situation of default in the personal communication plan. One of the great contributions of the article is my good friend and mentor Andrés Pérez Ortega, and the view is also reflected Montse Ventosa (Truthmark) and mine. Enjoy your meal!

What if you're much better than samples in social networks?

Some tend to sweeten and exaggerate their professional lives in networks, but others are sold worse than they are: good professionals who provide an image on Facebook or Twitter away from your reality.

What if your real life and professional -the staff- much better than you samples, even proudly, in social networks? Can you recover if you make the mistake of selling on Facebook, Twitter or LinkedIn a byproduct of your true reality?

overstate, sugarcoat or lie in the nets on what you are doing or, showing a wonderful life, overactive, Superinteressante and hilarious has its risks… But perhaps you should appreciate what you play by providing an image that you think appropriate but that has nothing to do with your real life. Worse if you are a great professional who does not need exaggerations or false stories that reality.

There are more concerned professionals to do things well and grow that appear

Andrés Pérez Ortega, expert personal strategy, remember that “Until a few years ago, being on the Internet was something distinctive that conveyed the importance of a professional. But social networks have removed barriers to entry… En Facebook o Twitter, every day is more difficult to find unique pearls, and so any professional who intends to emphasize is very difficult to convince of his ability. And if he succeeds, are you going to do with suspicion. It's like trying to sell a gem of Tiffany's in El Rastro”.

Recommends looking for sites in the less saturated Network, most exclusive and most professional, or create your own as a blog.

Outside appearances

Montse Ventosa, president of Truthmark, ensures that “in many social phenomena it exists what is known as the silent majority: a group of people more concerned about doing things right, and grow personally and professionally that appear”.

He adds that there are a number of professionals who often think that when inspiration strikes snagged them is better than working; others who do not lack that appearance, because his talent and actions speak for them. They are also those who are unaware of their value or impact of their work, and also those who have little ability to gain visibility of their work, or they think is negative politicking, so do not take time to cultivate relationships, when the politicking can have a nice and necessary side. Not to mention that, Contrary to sell the bike (understanding this as promising more than can be met) They prefer to meet more than promised (overdeliver & underpromise).

If the first impression is important, Internet is lethally important

Guillem Recolons, partner Soymimarca, It refers to those professionals who believe that magnify its image, their profile descriptions and even “rejoice” its online curriculum is common and recommended: “It is not like this. Not easy reach equilibrium, but be yourself, inside or outside the network, It should be a compass that marks our North. Often in these profiles the effect occurs disappointment, that is when the virtual relationship becomes real. That is to say: It is a overpromise, anglicized denoting that you've crossed the line”.

An unreal and smaller image

What happens when the situation is reversed? If you are someone with a good brand, well recognized, but the virtual image you project is below what you really are and offer… Recolons believes that the only way to prevent virtual “desvirtualice” the real is eligible for this “it is good to be good, but it is better to be and appear so”, and urgently hire a professional who knows how to clone your brand networks: “If the first impression is important, Internet is lethally important, since they are not usually revisiting a profile that does not arouse interest or sympathy”.

Continue reading the article…


Reasons for managing your personal brand (IV)

Progress in your organization

Who has not felt a sense of bumping against a wall that prevents progress in a company?

I hope you have not missed Part 1 "If you do not you manage, The manage your enemy”, to 2ª "They do not valued professionally as you belong"And 3rd"Be a leader in my market”.

Arrived at issue today, it is essential to play a key paragraph of the first person who coined the term "personal branding”, Tom Peters, in his article 1997 “The Brand called You”.

“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”

Curiously, Today many believe that this management personal brand only applies to liberal professionals, autonomous or free-lance. It is true that these profiles have a major challenge to go from people to companies, but the interesting article raises Peters is that personal branding under the intraemprendedor, a professional who works in a company, for others.

Why employed? When we banish this idea?

If we internalize we work for others we can never expect any progress, we become pawns, with very limited movements. Even if you're the "employee" 23.400 of an organization, a small part belongs to you, the brand for which you work ends up being yours heritage, at least in the emotional plane.

So, we have step N1 to progress in an organization

6 Proposals to progress in an organization

1 Understand that our goals can be aligned with those of the company. That is to say, shelve this "employed persons" and think that we are an active part of the structure. Without that mindset it will be hard to pretend internally career.

2 Understand that we are a company within a company. If companies need to humanize themselves to better connect with their audiences, professionals organizations need to set goals, strategies and plans as if they were companies. In this sense, it is essential to work our business model. Without a plan we are lost (although the plan may change due to an unexpected factor).

3 Proactivity like flag. Although our ideas may come up against the wall "here things have always been done so", we must not throw in the towel, since the day we do we become interchangeable and expendable pawns. I will not be the first to say it, but the fact is that the key to success is to insist, insist, insist.

4 Domain communication. If you fail to communicate not exist, so soon we will have managed a major project if you have not heard anyone. It is important to collect feedbacks from our customers (whether external or internal) and write them down in a notebook achievement, blogging or if the company has internal network- make it known to our colleagues in a pleasant way, not pedantic. If we have a leader of those who annuls the talent these tools will be useful, even at the risk that the boss is pissed.

5 Not lower our guard. The job for life does not exist. We tend to remember that of "everyone remembers Santa Barbara when it thunders". At work, We stay active agenda and forget not maintain our social media profiles daily. Networking activo, a key tool to avoid having to start from scratch if they come wrongly made but also to progress in the organization.

6 To form and inform us constantly. Management skills, Equipment Management, Communication, Languages, new skills that would enable us to expand internal powers, catch up on the latest news in our industry, understand the difference of cultures (in a multinational), negotiation skills ... all helps to show our dissatisfaction with the status quo and our desire for continuous improvement.

And although it may seem contradictory, no hurry. A larger company, lower speed is usually the implementation of changes. It includes patience in your plan; The good things make you wait.

Image: Freepik



Finally a congress of Personal Branding with face and eyes!

Welcome to Personal Branding Lab Day 2015. More than a congress of Personal Branding

Which we took some time on this the Personal Branding we threw to miss an event like God sends bringing together the cream of the profession and open the door to experimentation among professionals, companies and students. I remember going with my partner Jordi Collell to a day a day which it was organized in Madrid in April 2010 about personal branding, but although it was a successful organization and attendance, the truth is that among 10 speakers only there was one who spoke knowingly of personal brand management: the sherpa, Andrés Pérez Ortega. That day was the germ that caused months later born Soymimarca, so I personally never forget. But having said that, It was not a Congress itself, and personal brand was still in diapers.

already 2011, in Valencia, we managed to reunite with Pablo Andres Perez Ortega Adam and hence the idea of ​​a conference on personal brand was conceived in uppercase sense, ambitious, theoretical and practical, interaction with attendees and international impact. For several reasons, and I assure you that Paul Adam has not stopped insisting, the idea was postponed until you find the ideal setting to celebrate. And the framework is here.

The final impetus to the organization of an event “properly” It has been the commitment of institutions, professionals and companies for personal branding. It has been a slow cooker, but with very good results.


During this time, between 2010 and today, great professionals have emerged: In addition to Andrés Pérez Ortega, Neus Arques and Oscar Del Santo, already they talked about this for years, an entire group from different disciplines was adding value to the brand: Own Pablo Adán says from marketing, Xavi Roca from the management, Alfonso Alcántara from HR, Arancha Ruiz from the selection of persons, Risto Mejide from our own experience and from creativity, Jordi Collell from coaching, Aléxia Herms from communication, Eva Collado Durán from HR and from 2.0, Ruth Rios from communication, Alfredo Vela from ICT, Paula Fernández-Ochoa from law firms, Cristina Mulero from HR, María A. Sánchez from Personal Image, Natalia Gómez del Pozuelo from his role as writer, Celia Hil from HR, Javier Zamora (including Ph.D.) from sports personal brand, Jane's Trunk from coaching, Santo Carmen from advertising, Francesc Segarra from psychology, Enrique Rueda from the humanist vision, Marta played from training, Fabián González from Colombia and international trade, (visit her site Andrea Vilallonga) from personal image, Helena Casas from the professional image, Diaz-Aroca emerald from science, a server from advertising, and many more that are there and we will soon displace all.

Personal Branding Lab Day logo


A big boost to personal branding comes from the hand of two people with faith: José Maria Carbonell, dean Faculty Blanquerna Communication and International Relations (Universitat Ramon Llull) and my socio Jordi Collell, that they were forcibly three years ago to create the first college graduate in Personal Branding and they got. They are two editions. There have consolidated great professionals like Fernando Rios from Venezuela, Ilana Berenholc from Brazil, Oianko Choperena from Donostia, Ruben G. Castro from graphic design (by the way, the creator Brand Personal Branding Lab Day), Ricard Pons from sales, of Pau Samo from sales and TED, Silvia Rios from HR, Laura Cabezas from fashion, Veronica Paredes Rivero from Mexico, Veronica Sanchez from Colombia, Patricia Dalpra from Brazil, Adriana Marins also from Brazil and very important, Anna Noguera, that has been the lifeblood of the organization Personal Branding Lab Day #PBLabDay. And here I leave to those who will finish this season, which are all in the event and hope you are noticed.

I know that the UNED and other training centers are also doing a lot for personal branding, although perhaps not considered the seriousness of the 35 credits ECTS Blanquerna Communication and International Relations. I can not overlook the summer course personal brand of UDL (University of Lleida) imparting Xavi Roca, nor the number of schools marketing training and leadership that have opted for this discipline.

Diamond cutters

In addition to professional “direct” and institutions, many other professionals and media have contributed to “diamond polishing” to evangelize and give power to a concept that is here to stay: Among the means I want to emphasize to Puro Marketing, with a Andrés Toledo which has opened a huge window personal brand, Expansion and Employment, with a Tino Fernández who believed in this from the first day, but also Direct marketing, The country, Forbes, La Vanguardia and many others who are devoting some good pages and reports to personal brand. In publishing we can not forget the effort Alienta (Planet) and Roger Domingo, which takes over 10 Titles published on the subject, including two essential “And you, What brand you are?” Neus Arques and “Expertología” Andrés Pérez. And among professional polishers, Personal Branding not be understood without the great experts in social networks, public relations, communication, creativity, in-company training, oratory, personal brand, protocol, TIC, starups, marketing experiencial, blogging: I do not fit the names, but there is Celestino Martinez, FRance Grau, Victor Puig, Cristina Aced, Elena Tecchiati, Juan Merodio, Antonio Nunez, Enrique Dans, Virginio Gallardo, Andrés Ortega, Alicia Pomares, Pedro Rojas, Maria Redondo, Pau Hortal, Manel Macia, Ximo Salas, María Gómez del Pozuelo, Álex López, Pablo Alonso, Joan Clotet, Pedro Vicente, Vilma Nunez, Yolanda Saenz de Tejada, Ana Carmen Moruga, Victor Candel, Isabel Iglesias, Cristina Díez, Olga Villacampa, Richard Walkfield, Lola Carrasco, Jose Castellon, Antonio Monerris, Branzai, Morillas, sum, David Ruiz, Virginia Guisasola, Francisco Alcaide,…

Of course, I shall not fail to mention that the diamond found, Tom Peters, nor many of his compatriots who helped build what is now known as the Personal Branding and brand management staff: William Arruda, Dan Schawbel, Brenda Bence, Hubert Rampersad, Catherine Kaputa and, of course, the great Alexander Osterwalder and his Business Model Canvas.


Many companies are betting big on personal branding and branding employeer, either external communication / internal (house, Hasbro, Banco de Sabadell…) as in the field of training of professionals, among which many companies in the Ibex 35 They are devoting a large space. Special mention should be me Infojobs Hand Jaume Gurt, who has understood the need for many professionals to be authentic, relevant and different. 12 million enrollees are no joke, so Infojobs has in his hands a great potential for the Spanish professionals become more competitive.

auditorio Balnquerna comunicació

Section of the auditorium where the staff will take Branding Day

Cuando, where, how, who

So far I have explained why such an event and those responsible have given wings to the flight of the personal brand. To find out who the speakers, managers roundtables, the protagonists of the workshops, the program, the places… I invite you to visit the site of the event, where you can also register at a reduced price if you do it before 15 of June. I only took two important aspects: 26 of June (all day) and 27 of June (morning) the Auditorio de Blanquerna Communication and International Relations (Barcelona).

A dream

My dream is that all the people mentioned here could participate in the Personal Branding Lab Day, but we would need a congress a week at least to accommodate talented. How would Adolfo Suarez (may he rest in peace), “I can promise and promise” in later editions correct absences. The question was put the first stone.

And Giraffe? What paints a giraffe in all this?

This is the “quizz” the event. I invite you to answer why you think the students graduate from last season and raised a giraffe image for these days.