I am the only person in this world who...

Paradoxically, "unique" is the only excluding word or adjective. "Unique" means that there is no other equal. Throughout history, this adjective has been applied to denote singularity, exclusivity, prestige, rarity.

What happens when we use "unique" applied to person? Some time ago I wrote a post on this blog entitled "What makes you unique". There I explained the need that we have to promote this uniqueness.

"Today I want you to check three ways to treat "uniqueness"in your personal brand management (personal branding): The USP, the SMP and the value proposition. If you have little time, here is a one minute video-summary (in Spanish):

The USP or unique selling proposition

USP Rosser Reeves Any ad person that claims to be it should remember the USP (Unique Selling Proposition) created in the 50 's by the great Rosser Reeves, from the Ted Bates Agency. The unique selling proposition was a commitment of effort and differentiation for brands. With a good USP followed by a good investment in advertising and distribution, brand success was guaranteed.

In this Colgate example, Reeves compared directly Colgate with its competition to create a unique selling proposition.


The SMP or "unshakable value" proposal

Times are changing, and years later, in the Decade of the 80, the Saatchi brothers slightly modified the concept, creating the SMP (Single Minded Proposition). The SMP was more looking for the singularity, although it was not "unique", a matter of preference, more emotional than rational.

For example, the campaign for British Airways signed with "The World's Favourite Airline", whose 1987 TV commercial won several international awards:

If this campaign had been signed by Rosser Reeves, possibly the announcement had been plagued with text comparing international flights booked British Airways with other airlines, their prices, on board services, punctuality statistics…

The SMP comparison SMP is still there, but it appears more as a singularity (emotional) not as a rational choice.

The Value Proposition

It was Michael Lanning the creator of the Value Proposition (TVP), about the 90, although his book dates of 1998. Lanning puts the customer's value contribution first as a key element of choice.

10 years later, Alexander Osterwalder and Yves Pigneur placed the Value Proposition in the center of their Business Model Canvas. The same authors published "Value Proposition Design" (Wiley John + Sons, 2015). There, the value proposition was used to satisfy gains or problems (gains & pains) of consumers.

This value proposition model is perhaps the most easily applicable to people, not only to corporate brands.

I like to work the value proposition with a simple formula: It first explains the benefit to your customer and then explains what you do to achieve this.

Here are some examples:

  • Eva Vila-Massanas: I help companies to compete successfully in VUCA environments through internationalization, diversity and technology
  • Jorge Mas : I drive innovation and growth in retailers, associations, sales communities and international business, creating more profitable projects
  • Eva Collado Durán: I valorize people and organizations to develop , and project , their best version in a digitalized and changing environment
  • Francesc Albiol: Creative Analytics Marketer. Accelerating SaaS Startups with Growth Marketing #EmbraceChange
  • Marta Mouliaa: My commitment is to build loyalty and attract talent in organizations by implementing personal branding programs in volatile and increasingly digitized environments
  • Christian Fernández: Managing cultural change and empowering people in organisations

What if the Value Proposition is unique??

If we search the Book Guinness of Records, possibly we would find many unique proposals. If they are of value or not, each one should value it. I wonder how important can it be to be the only man in the world who swims with polar bears, at least from a business model point of view.

The exercise to be carried out is to complete the following sentence:

I am the only person in this world who...

Don't think that it's so easy to make it relevant. It can happen to you like swimming with polar bears or like Nigella Lawson: "possibly the only woman in the world who could make felt horns look attractive".

Searching the web, I found one unique and singular Value Proposition, the one of the director and actor of X rated movies Keiran Lee. Lee writes inTwitter bio profile “the only man in the world with a penis insured for $1 million dollars”.

k. Lee twitter bio

In this case, can it be relevant to his audience? Why not, possibly for a performer like this, the 'tool' is important. Anyway, I think, his true value proposition should be like this:: the only man in the world with enough profits to secure his penis in a million dollars.

Ok, maybe this example is not actually inspiring. In any case, you already have- a challenge for the season 2019/20: to answer this complex question.

If you have clear your unique value proposition, leave me a comment in the post, Maybe you can inspire many people.


Stock Photos from Dmitry Guzhanin / Shutterstock

What drives social conformity? (Asch's experiment)

Some time ago I participated in an article with my colleagues Alicia Pomares & Jordi Collell and Celia Hil called De luciérnagas a estrellas refulgentes (From fireflies to glittering stars). It was not intrinsically about social conformity, but on whats is known as "Solomon Asch syndrome," a condition derived from Asch Experiment. This pathology could be summed up as the fear of difference.

Solomon Asch (1907-1996) was a world-renowned and prestigious Polish-American psychologist known for his pioneering work in social psychology

Today I deal with the main reason of Asch experiment, This is social conformity.

What is social conformity?

In a simple definition, This is social conformity happens when individuals in a social group change their behavior, opinions and attitudes to fit the views of the group.

Many times, and unconsciously, we "relax" our criterion not to swim against the tide and avoid possible conflicts. And this is not something that happens occasionally, it's just installed in our routine.

In a more complete definition, psychologists Gil Rodriguez & Garcia Saiz, authors of "social influence processes." (Ed. Pyramid) nuance:

"We could speak about conformity for commission (act in the line pressing group), and default (not to act in a certain way because the group does not approve). So, It is more appropriate to use the congruence concept rather than movement, when we refer to a group ".

Asch's experiment

Asch conducted a set of experiments related to visual identification tasks. The task was actually simple: the subjects had to indicate which of the three lines of the card had the same size as the model contained in another cardboard.

This task was done in groups up to 9 people, and all, except for one (experimental subject and both "naive subject"), were accomplices of the experimenter. Accomplices were instructed to answer correctly in the first two trials and answer incorrectly and unanimous remaining (in the twelve critical essays), which they were interspersed by four other trials in which accomplices answered correctly. Subjects were publicly express their judgments in the order in which they were sitting. The position of the test subject, placed in the penultimate, allowed the views of most members of the group before giving your answer.

This video shows the sequence:

The results

The results were surprising, even for Asch himself. Although the task was simple social conformity occurred, so that the experimental subjects gave wrong answers in a third (36,8 by 100) of critical essays, which it did not happen hardly ever if they performed the task alone (control group) and, so, without knowing the views of others.

Most of the subjects indicated that they had been carried away because they believed that the majority was right, and they were wrong because they did not understand the instructions well or because their visual acuity was not good.

Only a subject which followed the judgment of the majority believed that the answers were correct.

Here is another video about social conformity in a tv show format showing identical results:

A small number were aware that the answers were incorrect, but they answered following most not be displayed alone or different.

Personal brand and relevant difference

As my professor, the social psychologist Dr. Ricard Faura says, "In social conformity is not only shame that people express, it is a profound doubt of their own criteria before the collective consensus".

We settle for not publicly display the difference. This is the fact. From the perspective of personal brand, not to show the difference makes us automatons dumbs. But just being different isn't everything...

I appeal to the relevant difference. When we work the value proposition we always wonder why they should choose us? And the answers are 1 It is because we can solve a problem or meet a need. And 2 because we do it in a different way. The two answers complement each other, both are needed.

Cover image by Iconic Bestiar on

What's new (Integra Personal Branding)

Although the news came several months ago, I inform you that I have the honor of being personal branding consultant and partner of Integra Personal Branding, the most important personal branding agency in Mexico and Latin America.

Staff Integra Personal Branding

We have been working together with Nancy Vazquez and Alan Urbina, founding partners, some time ago, and now part of my job will be to help develop in Mexico and LATAM the area of corporate personal branding (Executive Branding, Personal Branding and Employee Advocacy programs).

Our next collaboration is on the Dominican Republic from 29/5 to 9/6. We will run various workshops of Personal Branding and Employee Advocacy programs for companies such as Banco Popular and RE/MAX. We also plan to give two lectures on storytelling and social selling, within the framework of the #BrandingWeekRD, all coordinated by QUIFER Consultants (+

Value proposal: Do you know which one is yours?

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

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

Value proposal: Do you know which one is yours?

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

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

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

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

How would you define the value proposition?

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

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

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

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

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

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

Here are four ways to find our value proposition.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Anything else to finish?

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


Photo by Cody Davis on Unsplash

Normality is overrated

Isn't it?, I do not invite you to become anti-system, He does not go around. It's just that our society, It has historically overvalued normal.

We are children of the generation stealth and discretion. Son, do not do this, anyone who does not. Son, do this, which it is what everyone does.

The story has changed, and will continue. According to the report “Work in 2033” PwC, “Distinguish between the large crowd will be the great challenge for workers, on the other hand, They require companies a new model and working relationship that allows them to work independently and for several employers”.

Normality is overrated: today, If you do what everyone else does, You're not going anywhere.

He has completed a degree and a master's degree is no longer a differentiating element. Perhaps what is relevant, you have acquired new skills, but your 200 classmates also. How do you ensure you choose you for a job, and not the other 200?

Accumulate 10 years of professional experience may seem Differential, but if we look at our side, We see thousands of equals.

In the field of securities, volunteer of an NGO, although neither is interesting differentiator.

Having a blog is great, but many professionals have one, and updated.

Where can then be the difference?

This is not to pull the rabbit out of the hat, It is as simple as SUMMER. I explain: if in addition to having studied a degree, mastered a foreign language, You have any professional experience, You do volunteer work and have a blog, I assure you will be a single person in the world.

The key to all this is to consider our values ​​and personality traits and emotional attributes that, coupled with rational, make a difference. It is you see what our value proposition.

Often it is considered that the difference is due to factors image (Josef Ajram and their tattoos, for example). The media drive that belief. But nothing is casual, a type as Ajram is no different in appearance, it is to defend a differential investment model (trading) and seek improvement in everything he does (sport…).

The teacher Xavier Sala i Martín is no different for wearing colorful jackets, it is to explain the economy through similes easy to understand for laymen and for being professor at Columbia University.

Beyond what you'd expect: cases

extraordinary people

This week I completed a process personal branding exciting with Dr. Salvado. He is someone who beyond his excellence as anesthetist, He got down 30 kilos weight, prepared to complete two ironman and create a catalog of health services out of the ordinary in a profile like yours. Beyond Health (beyond health), It is the essence of your project.

my admired Paula Fernández-Ochoa is lawyer, legal marketing specialist, personal brand, and last but not least is a consecrated athlete, whose account Instagram @vivircorRiendo makes it an exceptional professional.

Specialist human capital and colleague Eva Collado Durán It is also an expert in personal branding and social networks and digital transformation. That distinguishes it from any manager, the trainer consultant RR.HH, adding the value of the sum. And to add more, It is an emotional connector cream.

The brander staff Helena Casas It is also a scavenger emotions, psychologist and photographer, digital marketing expert, singer… His vision of personal branding is 360, which places it in a plane beyond the expectable, of normal.

My good friend and humanistic digital, Joan Clotet, is a knowmad in pure state. He works in a large organization, but is an entrepreneur with multiple projects add up your personal brand, and also to your organization. Of course, knowmad find an organization it is out of normal.


summarizing, and not frustrate expectations, not overreact. It's not about being an extraordinary person, just bring entrepreneurial DNA regardless of whether you have a single client (employed professional) or many. And that DNA It comes from the sum of powers, values ​​and concerns. Within a focus, of course. Is, put it in some way, the perfect personal brand.


Birds image by

Personal Branding FAQ 20 Frequent questions (3)

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

Frequent questions (1)

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

Frequent questions (2)

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

It's time to raise five new issues

Frequent questions (3)

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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


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

FAQ Vector by


It seeks young inexperienced (although amply prepared)

¿Young inexperienced is the same as Worthless?

A few days ago journalist Alba Casilda (Expansion) He called me to ask how they should do the inexperienced young work to succeed in networking and get a good start in the labor market. The interview gave much, and a small part of my inputs was reflected in his article “Without work experience, Can you get to have good contacts?” that I share with my colleague spaces Alicia Linares, among others.

As well as the interview he also sent some written notes (for reasons of space they were not published), I think this a good forum to discuss the opportunities presented to young inexperienced or inexperienced. Regardless of whether they are millennials or centennials or the stereotype that we want to put them, the truth is that is professional with tremendous potential, but in many cases they are unaware of what they are worth.

To illustrate the example, just imagine a young inexperienced person (although amply prepared) you plan to install StartUp launch a business in the UK. Here are the questions and my answers Alba:

How you should start making networking young people without work experience?

offering Value, one of the basics of attraction marketing (inbound marketing). Work experience is important, but the key to networking is to connect with people who can give you courage, and that is not related to age or experience. Imagine that a professional can help your business smoothly between the UK economy, imagine that, medium-term, you can assume that the sales of your business or project to grow 20% and also imagines that can be carried out with low investment… Did it really matter that whoever offers (with guarantees) have 26 years or little work experience?

What difficulties faced?

A limiting beliefs, They are indicating that only someone with experience can carry out a skills. The above example is clear. A young professional creates a “hub” with the United Kingdom to simplify the installation of external firms and seek market, labor force… Why they trusted banks in Mark Zuckerberg when he began? Because behind there was an excellent value proposition as business model. True to practice mentoring experience required, but there is also reverse mentoring, mentoring young people who exercise on digital skills séniors.

How do you rate the contacts you can have someone? What different professional circles you may well find 'contacts'?

I define four levels of contact:

  1. Key partners or prescribers. They are the first to identify and activate, as they facilitate the way to the “Final client”, either a recruiter, a buyer, … They can be mentors, friends of friends, contacts contacts, family, satisfied customers, fellow students…
  2. People who have interacted ever since social networks, situation that would avoid a collision “a cold door”
  3. The final recipients of our value proposition. customers, mostly. These are people or companies that will benefit from the actions that we can exert on their brands, products or services. In the case of the young man “hub” in the United Kingdom, SMEs would be those whose local market is stagnant, mature and highly competitive, and they have a chance to grow exporting or settling in other markets.
  4. Heads of institutions that can provide us with databases of potential customers. In our case, a chamber of commerce, for example. In the case of a graphic designer, a professional body. In case of a journalist, the Association of Journalists. Also useful herein are groups Linkedin, Twitter lists and other digital directories.

What different strategies should be carried out?

The strategies are based on segmentation. It would be absurd to try to reach a senior banking executive through Snapchat or try to reach a rock singer at a meeting of business school Opus Dei. It is vital to identify each of the members of the 4 defined groups, and immediately analyze in depth their role as “prosumers“, that is, producing and consuming, how often, tone, protocol, activity level… I mean all means, not only digital. If you want to sell something to a writer ask yourself go to the presentation of his latest book, participate in a debate, ask you to sign the book; the way will be clear.

How should you prepare your speech professional according to each of these strategies?

Making it clear that win “the client” before formally submitted. A good example is the elevator speech or “elevator pitch”, that there is little time to arouse much interest. This order, value proposition, guarantees compliance of the proposal (in our case the hub, have a team in the UK with experience in these efforts and testimonials from other companies that have done) and formal presentation (but quick, No need to explain ESO notes).

What would you say are key factors for a good networking for such professionals?

Inspire confidence, deliver value, have patience, a plan, follow him, creating micro-objectives, be honest, insist, in order to maintain the databases, be inspired by what others have done, but creating their own path.

There are multiple tools, some as classic as an Excel maintained news via Linkedin, and more sophisticated as “Sales Navigator” a complex and comprehensive solution to automate tracking Linkedin (among many things). It is difficult to keep abreast of all changes and updates, but not impossible.


Summarizing, a message to all young inexperienced: your value proposition, if powerful, is better than 10 years moving papers. I also remember that a young Michelangelo Buonarroti finished artwork “Vatican Pietà” with only 26 years old . MARCAD this book as the beginning of the road: Designing the value proposition (Wiley John + Sons, Alexander Osterwalder, Yves Pigneur, Alan Smith, Gregory Bernarda).


Young Mark Zuckerberg image by

Value and Values, the heart of the personal brand

A personal brand is transmitting Value and Values

  • Does 40 years old : A factor of choice for professionals ago 40 years was based on merit, family, contacts, accumulated experience…
  • Does 20 years old : The same factor ago 20 years valued above all the skills and reputation, especially from “bosses”.
  • Today: Today one of the main factors is the choice combination value and values. I explain. Valued I mean value proposal, the ability to solve problems in a unique way. With Values I mean our way of dealing with problems, solutions and connect with others. Today is a career which suggests Value and Values.

This is not to communicate, it is to communicate well

Soon they will be fulfilled 10 years of this blog, and 9 I write about personal branding. I was the first to coin the phrase: "If you fail to communicate not exist", but after that time I realize that the phrase is not defined at all the heart of the personal brand.

This is not to communicate, it is to communicate well, and we need message to convey our value proposition and style (way to do it, to interact ...) to transmit our values.

Of course, We also need a public, a recipient of the message, also channels, a transmission routes,..

On the value proposition it has been said and written. If you know me, You know I do not like beating around the bush, My favorite definition of value proposition is: I solve what problem. And the way you solve the problem reflects your values. It may seem very simple, but how difficult it is to find the proposal and the best way to reflect it.

value proposition

Example of a good value proposition

If you say you're firefighter me you convey a profession, an activity. If you say you help save lives're telling me solve problem; and that may not be enough.

In the image, Tsavo Neal helps consultants to win customers through their web to devote less time and more billable marketing. It is a proposal full value, which not only indicates that problem solved but what comes Neal won his client.

Values ​​are the factors, in my judgment- determinants of an election. I explain. Before two professionals with identical value propositions always be inclined us to choose to transmit values ​​that give us confidence and that are commensurate with the activity we require.

You have two candidates for a job; Both have studied the same degree and the same master, They have similar age and experience Who choose? You give a tour and discover the candidate Instagram A volunteering to collect food at Christmas. That's what I mean, the candidate A He has not said that is someone solidarity, altruistic, committed; it has passed with a simple image.

Transmit better explain

In a nutshell, in our relations not only we seek competent professionals, also good people. The first thing we have with the value proposition, the second with the values.


Values ​​are not counted, transmitted. As much as you say you are a person committed, you'll have to demonstrate or have to get others to recognize you as such. Your words, in this case, They have little effect.

In the image, my colleague Paula Fernández-Ochoa from Instagram profile @vivircorriendo transmits the values ​​of sport: self-improvement, discipline, preparation, effort,

Blog, value proposition and Values

I often repeat everything marring, what we do and what we do, what we say and what we are silent. At a time when to communicate (good) is connected, I take this space Value and Values ​​to claim the blog as great transmitter of both drivers.

The blog could be considered a digital home. In our house we keep fewer secrets than in other people's houses (social networks). But as in all, everyone decides graduation on the exposure of his personality. I've seen blogs without about me and I've seen others that the author has published results of psychometric tests or emotional intelligence.

As my colleague says Arancha Ruiz, no rules, but consider that matter our story. Increasingly. The generation of our parents, call “silent” advocated discretion. Again, today, If we do not "good" we do not exist. By that I do not say that demos the kibosh on privacy. You have to be careful about what you post, but also worth being yourself. I remember that the values ​​do not communicate, transmitted.

Blog dominate the middle, We have the last word. In networks, just the opposite. Some people remove negative comments on blogs, and I think that's an error. It is a challenge to respond with an angry comment elegance. Networks struggle to open field, without protection. Twitter ha “killed” more than a political, artist, businessman. It is a network that requires great communication skills Assertive, but not the only. There is nothing more cruel than troll comments see hundreds of people after a story in a digital diary. So we are bad? possibly not, but the anonymity and the relief that allowed some ciberextremistas is a response to some frustration. When the mask is removed, But are they still themselves?

How to convey our value proposition and our values ​​in various digital environments can and should be differentiated. Everyone chooses the degree of intensity of your privacy. I have a differentiated strategy for each social network, and only I could "clone" a post on Instagram with Facebook, and I've done it a few times. Each network has its codes and its public. Would not make sense to publish the same and with the same tone in all social or professional networks, although it is full of gurus out there saying we have to link all our social networks.

An essential value

The authenticity It is one of the mandatory values. It is a risk position yourself politically moderate and even being thought pactista. Praising a goal by CR7 can close doors in Barcelona as one of Mince praise can close in Madrid. It seems that we have become intolerant, so the transmission of values ​​should be imposed on the creeds. It is a complex issue, of that there is little science but a lot of experience. I can hardly explain that people have a single personal brand but we can hold different roles.


summarizing, I am increasingly convinced that the essence of personal branding is a powerful combination of value (value proposition) and Values (Superpowers). Without that, we can do SEO, SEM or be present in many social networks. The secret (if any) It is essentially on the presence prioritize. Was about being. Connect on making noise. A hug!

Firemen photo by

Jobseekers, better go for the 80 and forget 20

It is said that a 80% of job offers is not published. Jobseekers, Is not it better to go for the 80 and forget 20?

Last 3 Aviles May there was a conference organized by extraordinarily personal brand team Training and Employment the city council and Elena Arnaiz. The summary of the event and 6 presentations is described in Articles “Trace in the liquid space“, “The heart of the personal brand: #MPAviles” and the hashtag #MPAviles.

In my speech, in addition to discuss strategic issues and personal positioning message, I suggested to job seekers who think big, in that 80%. Agree, but how do you do?

Do you know of WOM?

Despite what social networking is still the most effective means of communication that exists is what the Anglo-Saxons call Word-Of-Mouth (WOM) and here we might call mouth, ear. That is to say, use our closest circles of influence.
Why? so that, yes, 80% the job never sees the light, and we must fight to enter that 80%, not in the Infested 20% remaining.

Or prescribers our key partners who are? How we can help?

In our business model, one of the most important elements are our key partners, prescribers, those who can help us reach our target audience. Jobseekers, your audience are all professionals who can offer before it on the market en masse.

Your specifiers are different: satisfied customers, contributors, friends, family, fellow students, ex-colleagues, professional associations and generally anyone who meets two requirements:

  1. Attest that are good professional and your value proposition is powerful
  2. Meet professionals who may have fresh information on job vacancies

How we can help? Already imagine. Commending before the offer reaches the market.

What would be the protocol to make the WOM is effective?

  1. Having a good health of our personal brand. That means that when someone searches our name or our specialty good, we find unblemished. Inside and outside the network. Easy? Why not, it is to be a disciplined and consistent fast Flesh Do? Three, six, nine months, one year. It depends on the dedication and whether accounts with a mentor or not.
  2. Identify prescribers. Create an exhaustive list of people who can help, and make sure they have contact details. I remind you that if someone is direct contact on Linkedin already have your email.
  3. Announce your intention to find work. But not only that: you have to send them a briefing or summary of what you want and what you think you can add value. To send the CV? for me it's wet paper, something that becomes obsolete in a week, but if you have, better than nothing. It is better to spend Linkedin profile link or bebee (if they are up to date). And even better: clearly explain your value proposition.
  4. Do not be stingy. Investing a little. Looking for work is an investment, and each depends on whether short or long term. Investing is invite your prescribers coffee, to lunch. Investing is dedicating 8h daily to look for work (including additional training, if you need). Investing is hire a mentor to help you with managing your brand: Diagnosis > self-knowledge > Strategy > Visibility Plan.
  5. get recommendations. It is a classic, but it works. Before social networks, the recommendations were oral (mouth, ear) the writings. There is a great platform to send and receive recommendations, Guudjob; If you do not know, You're taking. We now also on Linkedin, for example. Validations serve competencies, but above all the recommendations written in the network. I like because nobody would play his reputation by recommending someone who is not worth for the position (I am somewhat idealistic, I know).
  6. Stop being and start being. Do not be member organizations, I know someone reference in them. Do not be in networks, I know someone offering value, conversation, action. I am a creative person: Dare with videoCV, for example (if properly raised, It is an accelerator).

Useful information if you use the WOM

  • According to the study IAB Spain 2017, from 86% of penetration of social networks in Spain, of which a significant portion includes professional networks.
  • The networks used are Facebook (91%), Whatsapp (89%), YouTube (71%), Twitter (50%) Instagram is (45%), Spotify (41%), Linkedin (26%), Google+ (26%), Pinterest (19%), Telegram (16%) and Snapchat (7%)
  • The professional networks used are Whatsapp (89%), followed by Twitter (50%), Linkedin (26%), Google+ (26%), Pinterest (19%), Telegram (16%), although the latter is the only strictly professional Linkedin, the rest are hybrid.
  • As I read in the ‘Report Infoempleo-Adecco Social Networks and Labor Market‘, yes, 78% of users used social networks 2016 to seek employment. But remember, we talk about 20% employment sees the light.
  • According to the same report Adecco, Linkedin and Facebook lead this look with a 66% and 50% respectively. The other networks are far, with a 19% Google+, 16% Twitter, 13% forums, 9% blogs, and 6% Instagram is.
  • Adecco indicates that the number of companies that use them as a means to attract talent is a 84%.
  • During last year, yes, 55% professionals surveyed human resources has reconsidered its hiring decision after consulting profiles a candidate preselected networks, worsening their opinion in a 36% of the cases.
  • According to my experience, This is usually a first filter, but it can also be repeated before a final process between two matched nominations.
  • Ojito with social networks are a tool to boost personal brand, but at the same time can hurt you in your job search. Do not put all your eggs this letter.

Everything leaves a brand

I usually say that everything marring, what we say and what we are silent, what we do and what we do. Today we have overcome the silent generation our parents advocating discretion, and we have a great opportunity to project a strong personal brand to attract companies and recruiters. But should be solid, because if it does not become a weapon double-edged.
What can harm us is:
  • Presence: absence or overexposure
  • Reputation: bad ways, poor content, plagiarism, very extreme opinions in FSPR (football, sex, politics and religion)
  • Egocentrism: Speak only of oneself, forgetting our value proposition to others.

In summary, Jobseekers, fight 80% offers better quality that are settled in private settings. The 20% is too crowded remaining candidates. Y, above all, do not forget your background work value proposition.

Fish vector by

¿Focus or dispersion? A dilemma in managing our personal brand

Yesterday I was giving a presentation on personal brand to a group made up of family photographers at a conference in Barcelona called PhotoForum. I am aware that asking about focus or dispersion implies conditioned response, since the dispersion has negative assessment. But we see that is not always negative.

The issue is that a photographer specializing in weddings asked about whether or not to focus on its service offering, and that invites me to write today about.


Throughout my years as a consultant in Personal Branding (and it goes to 12 years old ), This is lack of focus It has been one of the problems I have more often found in my clients. And it is natural: They do not want to miss the opportunity to "sell" products or services that are in their competence.

But advertising, my life before the Personal Branding, She taught me something valuable: an ad people are only able to retain an idea. A. The briefings of advertising companies they were full of mandatories (requirements) about the 5 important things to communicate in a campaign. And that's not counting that should at least mention the brand 3 times in 20 seconds. Crazy.

Fortunately, advertisers like Roser Reeves They generated a remedy to avoid this dispersal. first USP (unique selling proposition) Reeves's own, then the Saatchi They evolved into the SMP (single minded proposition) and in recent years Alex Osterwalder He did not invent but popularized Value proposal (Value proposition).

The value proposition and focus

One of the advantages that I see the value proposition is working on an axis of maximum relevance to the recipient of the proposal (market, stakeholder…). The value.

Analyze a value proposition, despite the difficulty, It solves many problems not solved or USP or SMP. I explain.

An example. Being the only photographer who takes pictures with green light (for example), It can be a unique selling proposition, but it does not imply value from the time it is easily imitable and very relevant.

On the other hand, be a photographer who has photographed Babies 5 continents and many cultures is a value proposition, since it is more difficult to imitate and is more relevant, because it allows a cultural reading of the portrait could be few more.

Dispersion or portfolio

When he wrote "scatter" I meant to offer more than one service. And that can be a problem because it can remove focus. But if it worked correctly the value proposition, dispersion becomes portfolio.

Example Recuperemos (fictional) multicultural photographer who has worked in the 5 Continents. It is not this person able to portray other people at a wedding, business professionals, babies or children at an early age? What changes in each case are elements of environment: background, light, shades, colors. But there is one common factor: know what is the best version of the person pictures.

What I would scatter -in negative- is a photographer provide legal services to its customers, or a portraitist want to devote to war documentary photography.

An idea, a proposal, various services to implement it

The upshot of all this is that if we have clear value proposition can expand without fear our portfolio of services or products, provided they have concerning the proposal.

Responding to the photographer specializing in weddings, You can offer photography services baby or family photo, since we are under the family portrait in all cases. That's not scatter, It is to enrich the focus.


Personal Communication Plan: Where do I begin?

The plan of personal communication or visibility plan is the latest stage of Personal Branding' Iceberg, which you will get us out of anonymity or enhance the printing and distribution of our brand. We could say that we are facing the roof construction house, which means that before the foundation will have consolidated (self-knowledge) and worked in the central structure (personal strategy). If not so, do not read, since lanzarte to communicate without knowing what to say to go is like a chicken without cabeza¹.

Personal Communication Plan, general scheme

personal communication plan / William Recolons / soymimarca

Infographics by Guillem Recolons / Shutterstock

Booting the personal communication plan: objective

Realize that I have written “objective” and not “objectives”. In personal branding the goal is one: to become recognized as… We do not need to rely on SMART objectives, own online communication area.

So as an exercise, I propose that you fill in the dotted lines:

Become a benchmark in .............................................................. in the zone ………………………. and specialty ..............................…. and basing my value proposition ...................................................………………………

Defining the target audience (target)

Do you remember when we were working business model? There, in the right column, we defined our customers. It is what Osterwalder, creator Business Model Canvas, llama “customer segments”. In other words, who you help with your value proposition.

Here we are trying to define who we headed, which segments are priority. It is detail that are already customers and that we wish they were (potential). As an exercise, writes 10 companies that you would like them to be your customers. That will help you create a plan to reach each.

Potential customers, it is key that once identified, the prospectemos. For this we use paper directories, trade magazines, online directories, Linkedin, Twitter…

prescribers, key partners, influencers…

Do you remember when we were working business model? There, in the left column, Hence we defined our key partners, people who can help us reach our customers, They know us. They can attest that are good at what our, They can advise us, open doors. We all know that is easier to reach a new customer through someone who “cold door”.

It is worth noting that the best Prescriber is a satisfied customer, so I would start here, definitely. La pregunta is Very sencilla:

Based on the experience we had working together, Do you know any company that you think I can add value?

Message and content, so you will remember

This chapter should already be prepared if you worked in personal strategy, the second working phase of the Iceberg. The message is determined by the value proposition and defining the brand territory.

Value proposal

To find your value proposition you can make you questions:

How do I add value to my customers / shareholders / bosses / ... patients.?
What problem solved?
What need can meet?
What if I win-win contract?
What I offer additional, different?

An example? “I can organize an event that will increase customer traffic and your sales”

Brand territory

On the other hand, the territory of personal brand is conceptually a competitive space where our personal brand has a number of opportunities. We define what place we occupy in the market, how we want to compete, and how we want to be associated. For example, What space does for you BMW? Technology, design or experience? Now ask yourself what space I occupy?

Defining the brand territory I advise reading this post Ivan Diaz (Branzai), which also it rests on the 12 Jungian archetypes to define a personal brand territory.

Construction Message

At this point, we can create a basic structure. Then the work is to adapt to different environments. A formula can be

Message = Name + Cargo + Company + Value proposal + Brand Territory

Hello, my name is ………………………….. soy ……………………… the company ................................. I .puedo get your business / ........................................................................ powerful brand.. and I base my working method …………………………………..


Now it is creating a list of 5 main issues that we have authority. For example, If you are interiorista you can talk about previous analyzes, spaces, of lighting, Of furniture, from experience, of colors…

Most important, It is about creating a schedule and plan those contained in time and in the media. We discuss content in more detail in a monograph. The issue deserves. Recall that increasingly we will remember for what we create and share.


Remember back when we were working business model? Why not, when we defined channels that we referred to, media. Those who already use (if successful) and what not but should. As a rule here everyone thinks of the Internet and social networks, But there is life outside the Internet, and remember that many deals are sealed with a handshake real hands.

We can not recommend the same means for everyone. A rock singer, for example, Linkedin can not bring you much a priori. Because, to find out what media choose depend on three factors:

  1. Which means your clients reach (affinity). It is the key point. If you decide to base your entire communication action in Instagram and your customers are senior lawyers, You will fail safely.
  2. available budget. Take off your head that media like blogs and social networks are free. Writing this post has taken me three hours, and time is money. If you have the budget you can use traditional offline media (write a book, appear in radio ads, press, TV, exterior…), PR agencies to appear in media (Editorial format). Or online media: banners, social networks, web, blog, social media campaigns…
  3. Domain medium. It would be absurd to try to manage a blog without authority to do so. So either descartas, o delegates o te form. And the same with social networks: Do not ever get into Twitter without reading a book, that there. And if you want to watch videos “talking bust” or to speak in public without having gone through a specialist as Alicia Ro, Terry Mclean, Carles Lombarte or Elena Tecchiati.

As this issue goes a long way in two case it will cover, one on top and one on offline media online media.

An important point is to define goals online communication S.M.A.R.T., remember, Specific (Specific), Measurable (medible), Achievable (Reachable), Result-oriented (Results-oriented) and Time-limited (Implementation deadline).


I hope I've encouraged to create your own plan. It is a very short article, but you have the basics to start. To delve into the issue you can read the book by Andrés Pérez Ortega You have the OIR or by Neus Arques Your visibility plan +40. And of course, If you need a mentor, features US.

¹Expression by Eva Collado