Personal brand diagnosis 6: Digital identity by name

In the 5 previous chapters have focused on perceived identity (external feedback) and in its own (self-diagnosis tests).

Now we go into digital identity. Here we see the digital identity by the name in search engines, and soon we'll do it for social media and keywords.

If you have little time, I invite you to watch this video-summary:

What appears when someone writes your name in a search engine? What is - or is it not- you digital identity?

Today we cannot work properly personal SWOT not including our digital identity in weaknesses and strengths.

I insist on the idea of "when someone writes your name", because when a person searches for himself on his own device he tends to have biased. This diagnosis of digital identity is clearly more efficient if it is carried out by a third person.

We should also ask that person to use the worst of assumptions:

  • Search in incognito window, to prevent device history from altering search results
  • Simple search, the one that everyone does quickly, no quotes or square brackets.
  • And to put it something more challenging, I suggest that the first search be done with only the first last name

The digital identity by Juan Martinez

How many Juan Martinez will there be in the world? Now we don't just have to look at our country of residence. Business and relationships have been globalized. So, we now compete with the world.

It is true that in each country the search will give different results. But the Juan Martinez who appears in the first organic place (after the ads) in a search, has part of the battle of the digital identity Won.

This is the search obtained from -Juan Martínez- in different top search engines of the world (in order of importance):

The funny thing about these searches is that none gives the results in the same order. Plus, depending on which region of the world we make them, they'll give us different results. For example, when I look for my name on Yahoo it gives me completely different results from Google's, highlighting more forcefully the different sections of my website.

Search with two surnames (or two names)

As a general rule, it will be easier to be found if we always facilitate our second last name. That's what's recommended when you have digital "clones", like the case of Juan Martinez.

I usually advise my clients and participants in trainings that if they have a very common first name (García, González, Rodríguez, Fernández, López, Martínez, Sánchez, Pérez...) who always put their two last names on the Internet with a hyphen in the middle, as if it were a compound surname. That way, they'll always look for you with the two surnames.

There may be many "Federico García" , but less "Federico García Lorca". That's how you're closing the funnel..

If you're in a country where the second last name isn't common use, uses two names to differentiate you.

You may be interested in: The pain in the ass of the name Garcia, part I, Part II, Part III.

We distinguish digital identity online reputation

Maybe your digital identity be solid. A battle won. A different issue is online reputation. It's another battle..

Our name may appear in the first place, but hurting our personal brand. It's even possible that person who shows up with a negative online reputation isn't you., But bear the same name. What an injustice! Some may think it's about you..

Identity is getting search engines to take you when you type your name. Reputation is to get those first (and ideally everyone) results are positive.

Don't you show up? That also leaves a mark... negative

In a 21st century digitized, This is digital identity added to a good online reputation are a necessity, not a luxury. That's why it's important to manage - comprehensively- your personal brand.

Don't show up leaves a mark, everything leaves a mark. And unfortunately, leaves negative mark (unless you're a secret agent). Let's think about the phrase from marketing consultant Ramon Freixa: "if you don't say who you are, others will say what you're not". You need to take charge of your personal brand and control its effects on the Internet.

Today we make very quick guided decisions - often- for first impressions. Y today, first impression is digital, either by presence or absence.

Another fact about your name: the suggestions of the search engines

In some search engines, while you're writing a name, suggest you some of the results people are looking for most. Here's an example:

Google search by Guillem Recolons

This is particularly interesting as a digital identity diagnosis. Not just knowing what is specifically looking for you, but even knowing the suggestions they make you (in my case, publish a book).

Elements that contribute to improving digital identity linked to your name

Although the article is basically about diagnosis, I put down some ideas that will help improve your digital presence and identity. In order of relevance:

  1. Appearance in media that is in the ranking top 100 Alexa of your country
  2. Web/blog own active
  3. Book publishing
  4. Videos on YouTube/Vimeo with thousands of views
  5. Podcasts (own or own Outside) at iVoox, Spotify, Apple Podcast and others
  6. Active profiles on major social networks, own or other people
  7. Latest tweets (in case you have an active profile)
  8. Profile in using that digital signature in your emails
  9. Presence in directories of all kinds
  10. Presence on big social media like Wikipedia, Amazon, Spotify… and use of hashtags

Elements that help improve the online reputation linked to your name

  1. Shares that have left a positive mark
  2. Creation or healing of good content
  3. Have good online recommendations made by third parties (Linkedin, Google,…)

In the next chapter I will discuss the digital identity social media. Have a nice week (Nonetheless).


Stock Photos from / Shutterstock

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Now, someone is looking for your name on Google somewhere

Why not, right now, as you read this, someone somewhere is writing and searching for your name on Google

Like it or not, your whole life passes at the speed of light in front of that person you are looking for your name on Google to find out information about you. This information can help him or her make a positive or negative decision for your interests. At that time four scenarios arise:

Google search results scenarios

  1. Your name is common and appear in 30.000 pages related to it, but is not really you the person of the results, and no one can know what they are. This is the most common scenario.
  2. You don't show up. As if you hadn't been born.
  3. You show unequivocally, but things linked to little or nothing interesting: crazy binges, scams, litigation, insults or the dreaded affiliation PRSF (political, religion, football sex and its derivatives)…
  4. Show up correctly, adequate information, updated and unequivocally yours.

These are four very different scenarios that require different strategies. As an appetizer, here are some clues:

You have a common name

If you have two names or two first names, use them, surely thus you avoid matches. If both names are common (García Pérez, for example), get yourself a good “nickname”, a key name to be associated only you or put a hyphen between Garcia and Perez, this way: García-Pérez (pure digital license).

For more information about other alternatives I recommend reviewing posts The pain in the ass of the name Garcia, First part, Second part, Third part.

Your name is not on Google

It is better not being there than appearing in a bad way, but today is in practice appear to NOT EXIST digitally talking. Clearly you need to start giving your personal brand visibility in the network.

I would start with a profile, Linkedin and Instagram. While only you complete your profile on Linkedin and post once a week in Instagram soon, magically, your name will be perfectly indexed at the top and if someone is searching for your name on Google you will stop being a ghost.

You appear, but bad

The problems of Online Reputation (which they are not always mirror real reputation) have become a headache for many professionals. The big problem is that internet footprint is virtually ineradicable. Recently, and following a statement known as “law of oblivion“, it is possible to negotiate the removal of very old and prescribed information about us. Slow and laborious, but that's one way if someone is searching for your name on Google and find damaging information.

If that route is not viable because the information is recent or have not prescribed, there is a plan B I call “the carpet law”. It is simple, It is to publicize your positive part . With that, you can “hide” the negative news that the network has you beyond the first page of Google, in places that no visit. A carpet.

The strategy “carpet” is simple, which does not mean it is not laborious. Possibly you need to open a blog, work fine positioning online (SEO). A second tip is to interact in other blogs, on social networks, and try to make a positive mark with “broom effect”.

If the problem persists, because you're a person high direction and there binding reports against you, my colleague Paula Fernández-Ochoa and I have recently launched a specific program to defend consulting companies and executives cases like this.

Congratulations. Your personal brand online works

If you also have clear who you are, where you want to go and how, double congratulations, you PERSONAL BRAND it is well placed. If someone is searching for your name on Google you will find what you want. And if you want to count on an interesting project, ¡bingo!

Ok, the solutions of the first two assumptions are tactics. One tip is that you plan a personal brand strategy, more complex and possibly requiring some external support, but effective.

Differences between personal brand, reputation and online reputation

I wanted to talk to you about Online Reputation and its relationship to real reputation “and” personal brand. Everything is debatable, there is no exact science on this, but I hope to help you understand something important: Personal Branding, online reputation and reputation are different things.

Online reputation can be fleeting

If our personal brand is a solid foundation, generated by what we leave in others (perceived identity) and what we are (identity), reputation is the result of our actions (or inactions) seen by others. And the Online Reputation is the result of a positive, neutral or negative perception that it occurs in the Internet environment.

A person can enjoy an excellent reputation “and” and poor Online Reputation. That's a fact. I worked for managers whose reputation among peers, team and customers is impeccable, but their Online Reputation is negative. Let's see what can be the main causes.

Negative online reputation due to digital absence

That's the most common case. Some companies “hide” their staff, or managers thereof, by ignorance, obviated minimal presence in the network. The no presence brings out what I call digital trash, that is, everything you do not want it to appear on the network: personal information, public legal affairs, negative news. Here the principle that applies here is to take control of our digital brand.

Wrong digital protocol

To be an engineer you need to study four years, so to transfer your reputation to the network you need a minimum of training. Or, delegate to someone in the organization that manages for you (I do not recommend it except for a trial period). Develop the value proposition, the message for each stakeholder, the tone, the content, interactions… not far from the real world, but it requires its protocols.

Wrong storytelling

The digital narcissism, always talking about oneself or one's company bores flies. It is important that digital storytelling is interesting, generating interaction and, above all, value. Share contents of other companies or individuals doesn't hurt, on the contrary, eventually we become good content curators (one of the competencies of 21st century).

Share contents of other companies or individuals doesn't hurt

A few years ago, the spanish singer David Bisbal published an unfortunate tweet about Egypt during one of his trips. That could affect his Online Reputation, but all their real or personal brand reputation staggered. Sometimes, even these mistakes have their positive side: humanise, because they put the person as a mortal like others.

Those who might be punished by a “bad” Online Reputation are the most senior managers of organizations. To face this problem there are programs such as Executive Branding.

Cover photo by Sergei Nivens on


TEDxEixample Salon

Albert Vilalta

Albert Vilalta, first Spanish man to get on a TED stage

TEDxEixample TEDx Salon is a small format (a single talk). It will be the 22 January at 19pm in the old factory Damm Barcelona. Free admission if you subscribe on this form.

We will have the privilege to have with us the architect specializing in sustainability Albert Vilalta. Albert was 2011 It was the first TED Fellow of Spain. His talk "Architecture at home in its community"Has more than one million copies in the TED platform.



From 4 to 8 February will take place the Branding Week in Santo Domingo (Dominican Republic). This is an event organized by QUIFER Consultores full dedicated to Personal Branding. Among the workshops that will be held I feature:

  • Employee Advocacy programs
  • Healthy organizations
  • Political Personal Branding
  • HR Digital Transformation.

Branding Week RD

I will be part of the group of trainers and speakers together with Eva Collado, Paula Fernández-Ochoa and Nancy Vazquez. For registration, contact Anabel Ferreiras at


Ebook Personal SWOT

I am preparing a book on the steps to create a personal SWOT. It will be exclusive to subscribers You're not yet?, cheer up!


digital reputation: Who wants a misogynist and racist in its workforce?

For digital reputation newly expelled Lleida FC footballer is unfortunately not the first and not the last

the signing

simplify, Lleida FC, 2nd division B, tab Eric Zárate (20 years old ) as a forward again from Albacete B Third Division. Zárate has also played in the lower selections of Catalunya, where he was born.

The last player online

When the player had 15 years could not suppress his emotions on the net and was writing on his Facebook slurs, Machists and anti-Catalan. Although they are already deleted, Here are some of her pearls:

reputación online eric zarate

They do not want you

Lleida FC, shortly after hiring, ejects after learning that digital past, as it happened in his day with footballer Sergi Guardiola who he had signed the FC Barcelona.

Our digital trail can end our career

Although comments were published network when the character had only 15 years old , the effect can last a lifetime: Who wants a misogynist and racist in its workforce?

Tips to prevent our digital mark is negative

  • N1 Council: If you are a calm person, count to 10 before publishing anything
  • N2 Council: If you lose your temper easily, count to 100
  • N3 Council: If you think Lewis Hamilton It is worse than you being black, that women are inferior or that the Catalans deserve to be shot en masse, avoids network profiles (even as a troll) and urgently visit a psychiatric clinic. Your digital reputation will thank you.

Everything leaves a brand

Everything leaves a brand, what we say and what we are silent, what we do and what we do. The network does not forget, and there will always be a person interested in finding things that can damage your reputation. Go carefully and dedicate yourself to build, to create value, to leave a personal mark reference. A case of digital reputation (salvageable time) It can be converted into a case of personal brand without a future.

Fall down stairs by

Is it positive denounce bad practices of brands in the RRSS?

The last case of online reputation Canal + It is not the only one of its kind, but it is the most notorious because of the influence of the author of the complaint.

cube-channel-plusI read the excellent article blog smreputationmetrics called “When a complaint becomes a crisis. Risto Mejide, a decline in Canal Plus, #unHDMIy2Euroconectores, 35 euros y Twitter”. I will not repeat the content because it really is brilliant, but I summarize in three lines and give my opinion on it:

The context

Unsubscribe Canal + is equally complex and puñetero to unsubscribe a mobile operator or a tax advisor. These are all problems. Attest, I dropped the Plus, Vodafone and tax advisor, and is a bad experience, long and costly.

the what

A person is written off in Canal + and share the experience through Twitter with two seemingly harmless tweets:

  1. Unsubscribe from Canal + is to check how crappy that can become a business in distress: I demand an HDMI cable 2 euroconectores.
  2. Maybe it makes pricing Canal + : 35€!!! Hahaha

In the second tweet author creates a hashtag with the intention to generate some “conversation” around the theme

The WHO (that changes everything)

If those two tweets had launched a deadly anyone, the thing would not have happened a few giggles and complaints by the network and little else. But the key here is the author of the tweets, Risto Mejide, with about 1.500.000 twitter followers. Whether it is having an affair, the thing promises maximum viral.

The result

How could it be otherwise, It soon becomes Trending Topic, and CM (community managers) they had a quick and effective response to a case like this, which it spreads like wildfire: 3.900 mentions a few hours after the first tweet.

An analysis of this reputation crisis

1. Why not

I think that social networks and blogs are great ways for someone reports abuse of a brand. Before we had to hire a lawyer, now only we have to detail the case and ensure it reaches its destination correctly. I reported it on this blog Vodafone (unsuccessfully) to Banco Sabadell (successful and excellent response), to Loewe, and some other brands.

2. Isn't it?

I think before reporting must assess the importance of each issue. It is not unusual for Canal + I ask for the return of some devices that have not paid, but do 15 years are paid. I do not see a strong reason to launch a tweet. It would be different from Canal + I would have left without line in a Barca-Madrid bought gold price the day before (thing that happened to me repeatedly). But devolution settlement is not, in my view, News. Unless, Of course, that says Risto, or Jordi Évole or an influencer with an enormous army of followers (I am also a follower).

Bad habits

I see here a matter of personal responsibility that goes beyond action “annoyance” as would the Mejide own. A seemingly humorous performance could have terrible consequences for Canal +, when all they have done is reclaim what they claim everyone, It is not a case of malpractice. We'll see! To a influencer you have to leave all free? Do brands have to remove the fine print of contracts to the famous?. Isn't it?, I can not agree with this.

A influencer It must be very aware of the damage it can do to a brand launching such a superficial message like this case reputation. Mind you do not defend Canal Plus, I myself sent them to hell (in media silence a few years ago), I'm just saying you need to cool a bit before launching a tweet to a million and a half people. Seguramente a ti, that you read me now, Canal + I had not forgiven 35 €. To the, you can afford, yes.


Professionals seeking 'personal branding'

Here's the article María Paz López appeared last Thursday in La Vanguardia

Employment strategies in times of crisis

Professionals seeking 'personal branding'

The method has two phases: Self-analysis of strengths and how to communicate them to others | Digital identity is built upon interaction and contacts; If you do not interact, do not exist

few years ago, talk about Personal Branding suggested a sporting universe of improving race times. But the words mutate social uses, and the emergence in the world of business and professions of Anglo-Saxon concept personal branding -this is, brand commercial sense applied to the people- has given expression personal brand new meaning.

augusto costhanzo

In Spain, more and more managers and business executives, and professionals from different disciplines, including master craftsmen, turn to agencies and experts to help them set up their own personal brand, which, in the best case, it will take to get a new job, advance your career or shine more in its scope. Internet and social networks have become essential elements of that bet.

"The method of creating personal brand takes elements of psychology, marketing, business management, communication and philosophy ", explains chemist Andrés Pérez Ortega, advisor of personal branding ( and author of the books Expertología. The science of becoming a professional reference (ed. Alienta) and Personal brand. How to become the preferred option (ed. Basic). Attention, Pérez Ortega clarifies: "Creating a brand, either a person or a product, It has two stages. The first is self analysis, their beliefs, values, strengths and abilities, and the second is that brand communication, establishment of relations. And everything has to be looking for authenticity, no makeup or false appearances ".

Mark -recalcan the experts is not a mere container; is confidence of others in that person or product, transmission is credibility. Among the cases cited by the agencies consulted, There are some illustrative (who they prefer not to be named). A steering Barca, for example, Consolidated employer in its sector, made abroad a refresher course for entrepreneurs. In that course he was awarded, so he grew his reputation as a "young entrepreneur", which paradoxically injured his profile entrepreneur and seated. For reposition, He lectured in business schools, and thus he created a personal brand senior expert in business management.

Another case: a Mexican journalist specializing in project management communication in his country wished to turn around his career. With the help of an expert in personal branding, redefined his: focus on communication projects in the field of women and work in Europe. The sessions were conducted via Skype and paid services by PayPal.
Internet tools are basic to create and transmit personal brand. It should be business card also in electronic form, and packaged in the classic curriculum vitae network as new modes teach professional knows what to do, with minivídeos, graphics and links. Keeping a blog theme help (the search engines favor), as well as having profiles LinkedIn andFacebook, and not neglect messages Twitter.

"The digital network identity is characterized by the interaction and contacts", Explain Neus Arques, partner and director of digital identity management companies ( and author of Y tú, ¿qué marca eres? 12 keys to managing your personal reputation (ed. Alienta). Interaction: "If you do not interact, -alerta not exist Arqués-. The mere fact of having discharged a profile online is not enough, must interact. And the contacts are on the network, people you know, They make endorsement of that digital identity ". Arqués and his team work with companies, not individuals, but they give seminars to groups of executives and business school students, They encourage those who manage themselves that personal brand online.

"The blog is an excellent tool visibility, as well as being in social networks, but we must also take care of the networking classic", Add Guillem Recolons, partner and consultant for a consulting career high ( Exchanging business cards at conferences and congresses still works, Just as the eye contact generates an empathy that does not give a photo, so it makes sense to combine both types of networking.

To define and direct the personal brand, Recolons and its partners and team practicesystem iceberg with a multidisciplinary approach: "The part of the iceberg that is not included self-knowledge and introspection, in the hands of a psychologist and a Coach, and product strategy, leading marketing specialist; while the visible part of the iceberg is the brand communication, of which an advertising deals, in this case ". Its clients include: Masters students loaded, entrepreneurs and unemployed professionals or active.

"Personal brand has to do with the values ​​we want to project, both at work and in society, with how we want to be perceived ", stated Nadine Kazerounian, British living in Barcelona, owner of the agency Praxis Image Consultants ( And, according Kazerounian, do not underestimate the classical concept image, understood in face mode. "First impressions about someone, and even the following, They are largely formed through visual cues: locker room, ways, body language and tone of voice, he argues,, so having a good self-image is essential to project the values ​​of personal branding, As the packaging is fundamental to the brand of a product ". As well help position it's welcome.

augmented reality and personal branding II

Retaking the previous post on augmented reality From the past 14 of September, it seems that new matches are between augmented reality and development Personal Branding. In the blog specialized in AR “Wildeyes” We found this accompanying cartoon shows a scenario in which our fingerprint will be so visible that we can not mislead anyone.

Moraleja: better to have a good personal brand behind.

Do you have a clone on the net?

What if the Googlearte you find people with your same name? Worst, and if any of them has a bad reputation, what will you do?

If this happened to you, urgently you need program Online Reputation. Not much more to say. We will wait for you.

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