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Reasons for managing your personal brand (V)

Start again

Some call it "reinventing", other "reposition", other "reset". The name does not matter, the concept is clear: something is wrong and we need a reset our career: a reBranding.

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”, the 3ª "Be a leader in my market"And 4th"Progress in the organization”.

Possible starting points

We are working in an organization and did not feel motivated. The type of tasks to be performed not fill us and we have no ability to change.

We are self-employed or have our own business and we see that our project does not work or has already reached the peak of growth.

We are good things, our reputation is solid, but we believe the time to change to not get into a repetitive cycle.

It is clear, we need a plan B. Start again. As REM say, “begin the begin”. Actually we are constantly reinventing, but here we focus on something more serious, a reset.

5 Steps to avoid mistakes too

View, with a purpose, dream, horizonte, why: that's the first thing you need to know, research, think. What we want our contribution, our bit in this world? Perhaps it is making others happy, Perhaps it is to protect the weak, Maybe it's clean up the planet, Maybe it easy transportation ... seek our might, our north.

Mission, tools, method, how: This is the second part, creating something that is different from what exists or is handled differently. Here it is worth some benchmarking and put potential competition on a map to find out what place each brand and opportunities presented by the market or empty.

Activities, services, products, what. Remember that no product (or service) no brand, so worth defining well we meet our potential customers needs, whether physical or psychological (or both).

Story. Here we are not inventing anything, but to tell it in an attractive way, dramatic, funny, disruptiva. Explain the triggers of the idea, the personal account, obstacles on the road, small failures, small successes. It is reaching the hearts of others, so better emotional mechanisms that enable functional. You have to work thoroughly metaphors, before and after, The good ones and the bad ones. In the story it is important not to throw overboard the past, but to make this slingshot: It was commercial, I took a course in digital marketing and now I wont be a commercial director online: this discourse advantage assets, It gives added value and commitment to differentiation.

Relaunching. Now we need to present ourselves in society again. At this stage it is important to note the proposed new embedded value in an elevator pitch that will not lead to doubts about how we can help other companies or individuals to progress. It is the time of networking, to work our address book, classical and emerged as digital platforms Linkedin, Twitter... We will need equipment to enforce what we present: a card, a book, a web / blog, a video presentation, a conference, an exposition…

And finally, some luck, why deny. If we get the conjunction of the stars our effort will see additional results.

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There is no crisis challenges: Moving from routine challenge

Of course, There is no crisis challenges

May I use this phrase Albert Einstein to influence an aspect of the your personal brand I think is important: the need for autocuestionarse with some frequency.

I explain: although it looks like the self esteem It is the key to a good projection of personal branding, the question oneself occasionally generates new challenges we take to improve. It's what you call into crisis.

The crisis does not refer here to an economic downturn such as we are living now, but there is no doubt that the crisis forced many people to reinventing themselves and generate new yields.

If every day we are able to complete 3 sudokus, there will come a point where addressed to a sudoku will not generate interest and help develop our brain, It is what would be a routine. We'll have to look for a new challenge that will allow us to continue to grow intellectually, like chess, crossword puzzles or learning a new language.

Imagine that we are in a situation of personal crisis. ERE has put us on the street, or we have decided to get out of a company that would not let us live. Start a new challenge, is sure to be interesting. I have in mind the case of a friend who, after years working in advertising agencies, and yéndole great things, He accepted the offer of some financial analysts. Theoretically something unthinkable: I agree. They paid much better. This new work has taken him to countries around the world, and he has now achieved a status with just 40 years that many wanted for themselves. She decided to change her routine, put in crisis. And it went well. But we know, If you do not try you do not know.

If you decide to put in crisis, Health. your your personal brand will benefit. And remember, There is no crisis challenges.

Einstein image by Shutterstock.com

18. Do you use often Google to find answers?

If so, well done. Google It is one of the largest sources of knowledge. And not only for its search websites, as well as image search, blogs, Map, alerts… If you also have knowledge of English, expand your answers, since the sum razes. Google will take you to Wikipedia, a YouTube, the millions of blogs in the world, social networks, online press, thematic websites…

I only see one but. And is that many of us we do not know properly use Google metabuscador. Not the same look that Lateral Consulting “Lateral Consulting”. In the first case we have more than 1 million answers, most unrelated. In the second case we have just over 3.000 but totally related. Try it with your name or your company.

More clues?

  • AND: by default Google launches in search results linking the words entered by the user using this operator. So the end result of a search without specifying anything or using the AND operator will be the results that contain both specified words list. The searches “Used cars AND” or “used car” get the same results, a list of Web sites that contain the word cars and the word occasion.
  • OR the symbol "|” : If you want to specify that the appearance of the two words is not necessary in each search result, but each of them separately, you must specify the OR operator between the terms to be met this criterion. “Used cars OR” now will result a list of Web sites that contain the term cars or occasion.
  • The operator - : to exclude search results. It must be specified before the term to avoid so that the results are sought that do not contain the specified word. “car -ocasión” search the Web sites containing the word car but no chance.
  • You can be assigned to different areas limiting them operators parentheses: “(car OR motorcycle) AND occasion” will search all websites that contain the word cars or motorbikes and either of these two is essential to appear occasion.

special commands:

  • “site:site_name words to search”, search only in this site.
  • “site:es.wikipedia.org mathematics”, searches for all pages that contain the word “mathematics” within the web https://es.wikipedia.org. You can consult a site even when it does not work by clicking the button “cache” that appears next to each search results.
  • It puts one “define:” followed by a word (not: define:Body) See definitions and encyclopedic texts on the subject.
  • using “cache:” before a URL, We will show the contents of the cache Google (This is useful at times when for some reason a direction is not accessible temporarily).
  • If you type “filetype:” followed by the extension of a file will search pages containing that file extension. For example: University filetype:doc

17. What was the last time you tried to create something new?

If anything good has the crisis It is forcing the need for change. Not in vain, the Greek word crisis means change. It's hard, unless you work in the public administration, in recent years and months has not been a change in your employment status.

Right now it is when it is most important reinventing oneself. Something like a of construction Ferran Adrià, but your own ideas and projects. If you've done for years and no “sell”, urgently you need to change the perspective. Introduce new elements, evolve. A web 2.0 It has opened many new horizons. You can work online better than ever. TV viewing habits change, and increase the hours in front of computer and internet.

Can anyone imagine that personal branding might be just as fast and effective without the network?

Finally a tip. If you try while not creating something new, we go wrong. The changes come from creative processes. He spends a few hours a day to think of something new. If you need help, I suggest an old hand “A technique for producing ideas” guys at James Webb Young. It has years but it works.

Daring to change or let it die

Yesterday we had the opportunity to read the interesting interview La Vanguardia guys at Víctor Amela the advertising Toni Segarra. Beyond the topics success of some campaigns, Segarra delves into the concept of change and adaptation in a definitive way, as they did in their day Philip Kotler and Fernando Trias de Bes in his book “Lateral Marketing”, which it is removed the title of this post “Daring to change or let it die”.

Segarra argues that advertising is a global concept, holistic. Not a spot 20″ one TV, It is also locate a store 300 m on 5th Avenue in Manhattan. Many brands are defended today by strategies “parapublicitarias” (if you allow me the expression), not based on the classical parameters of outdoor advertising, patronage, press, journals, TV… Hyper-targeting advertising causes need to think about different strategies for different groups.

The digital aparatado takes on a new dimension, as it allows maximum precision segmentations. An announcement of refrigerators when I'm not looking fridge is absurd. Hence the importance of search engines like Google. In fractions of a second are the best places and prices to find our fridge, including interactive catalogs, 3D demos and store listings zones. It is the new advertising. Be where and when to be. Web tools 2.0 Like the blogs, twitter, Facebook are new advertising media and beyond (often) control of advertising agencies.

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Segarra still the issue of the fuerza White brand, and it does so with resignation: Advertising and the supposed value it generates It has not been a weapon to fight the white mark: the opposite. The new consumer “smells” marketing and flees from him. Between a Activia Danone and bifidus yogurt Farmer, What is the difference? A lot, but the consumer he gets a: Activia spend a lot on advertising and therefore more expensive. Little he has served Danone and Nestle have invested astronomical sums in developing new ferments to improve our health. Some invent and other cloned, and cloned into the Chinese way, cheaper.

Perhaps the new strategy consists trademarks reinventing every day, making obsolete the product two months ago. Or perhaps consists focus its efforts on cheapen the production process, distribution and communication. Or maybe manufacture for the maximum number of white marks. Or perhaps make the consumer the author of the formulas, I involve him, create an emotional bond Bulletproof.

Whatever it is, I am with Segarra, with Kotler and Trias de Bes: Daring to change or let it die.