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 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.

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.

Cover photo by

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? Yes, 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 communication Balnquerna

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.


Personal brand, business model and collaborative environment

The 27 November 2014 It took place in the main auditorium Barcelona Activa a round table entitled “Collaboration and new ways of seeking employment”. The table was coordinated by Celia Hil, and I participated with consultants Alicia Pomares and Virginia Guisasola. Remote format the event also included the presence of Andrés Pérez Ortega, Eva Collado Durán, Arancha Ruiz, Alfredo Vela, Pedro Rojas, Maria Redondo, Victor Candel, Isabel Iglesias, Manel Macia, Victor Puig, Ximo island, álex López, Pedro de Vicente and Pablo Alonso.

Here I attached a summary of my part of the presentation. The paper analyzes the relationship between personal brand management, personal business model and collaborative environment (to find employment or to generate a more effective networking). Also attached link to Storify according to the Twitter hashtag #bcntreball.



You are looking for work 8h a day? ¿No? Then you do not look for work

I sincerely hope that no one is offended by the owner, especially if that someone employs eight daily looking for work. I just wanted to show too common occurrence among those seeking work: the short time they devote to the topic.

This will not CV's

This is not to send CV's to the beast and then lie down on a couch to wait. Job search can not be passive, It should be active, or better, proactive. I'm not a specialist outplacement, but I understand some personal positioning, enough to know that apply for a job is a task 24x7x12 (that is, a task that takes a looong time).clock

A job seeker needs to devote time and talent to succeed, but most important is to use something called strategy. Yes, the classical scheme Where I am, Because I am here, Where could I go, How can I get to, but applied to the person. I call him Personal Branding, but the name is not relevant, what is the process.

The iceberg of personal branding

Imagine Iceberg. If you think below what you see on the water there is nothing, stop reading this text. If you understand that under water is the core, the foundations, base, alright.

  • Empieza for your most submerged and dark area, analyzes your inner self. Do not do it alone. Prepare your personal DAFO, seeks what others know about you and your not know. Do some self-criticism, for a moment, and without precedent, about thinking you have rightly dismissed. Dreaming is free, displays where you want to be in 5 or 10 years old .
  • If you already have your dream, Start with your strategy. Tu modelo de negocio, your vision, your mission, your values, your differential positioning, your key message. It will be your roadmap.
  • With the strategy well prepared, Work your visibility model. What will you. high or low profile, higher incidence “vivo” the virtual. mass or custom channels. Work drip or trickle.

Work looking for work

That'll be busy at least 8 hours daily for a month (if you do well and help). Since then, You can start creating your content and direct them to your target customers in each of the channels you have chosen. A personal positioning is nothing day, It takes time, so try to spend much time reading, listening, By learning from people who consider concerning. That is also in the 8 Daily hours.

I'm being serious, few people “working” employability 8 It takes longer daily hours 3 or 4 months to find job a job that you like, that fits your dream. And I mean it: be autonomous is not a sin, it's just a compendium of administrative dirty tricks, but with strong emotional compensation (and sometimes economic).

Have you been out of work? You wait three or four months of vertigo, but do not let them become 3 or 4 years of boredom.


Stock Photo from rawF8 / Shutterstock

Personal Branding in the era of introverts


The TV had accustomed us to extroverts talents, people who move well in stressful environments, with lights, With public, with nerves of a direct.

Are there any introverted leaders?

I had always thought that leadership was reserved for extroverts. It was Swiss psychiatrist and psychologist Carl Gustav Jung (1875-1961) who promoted the concepts of extroversion and introversion in their theories of personality. for Jung, extraversion is the attitude that is characterized by concentrate interest in an external object. This means that the extrovert is interested in the other when engaging in social ties and predisposes his spirit for the relationship to flourish. On the other hand, introversion attitude is characterized by the concentration of interest in the internal processes of the individual. In other words, introverted prefer quiet environments, easy, minimalist.

Eye, not to be confused with embarrassing introverted. The shameful is one who constantly fears the negative judgments.

What has happened since the famous "markets are conversations"?

Following the Manifiesto Cluetrain of 1999 (markets are conversations), Internet opened to the collaborative network, to an environment that allows individuals and businesses to communicate fluently and transparency on equal terms, without hierarchies.

The blog allows one person to communicate, Comment Comment.

The Web 2.0, this movement, that starts with forums and blogs continues and culminates with social networks, It encourages people who previously had been raised or stand in front of a camera dare from a while back to write, throwing slogans, messages, alerts. They dare “enter into conversation”. They are introverts. Its natural environment is the blog, the king of kings of social media. Also frequent some networks, but they are not very comfortable with Twitter (too many people). Nor they are comfortable presenting your message in videos for YouTube. The blog, instead, allows them to communicate person to person, Comment Comment.

I am often asked about whether or not to launch and maintain a blog: I'm a big supporter of this digital medium. But I recommend it especially to all introverts have something interesting to say: They will move like fish in water.


Stock Photos from Macrovector / Shutterstock