Reasons for managing your personal brand (IV)

Progress in your organization

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

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

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

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

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

Why employed? When we banish this idea?

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

So, we have step N1 to progress in an organization

6 Proposals to progress in an organization

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

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

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

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

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

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

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

Image: Freepik



23 -the personal brand definition video-

If you had not yet clear what personal brand, This video helps to clarify concepts. Happy 2013!

I wish you had existed before, Graduate Personal Branding

Two years ago the newspaper La Vanguardia It placed the personal branding as one of the professions future 2020. They were wrong. The thing is ahead a few years.

Although it varies by author, my definition goes like this: Marca Personal It is the brand you project on others and Personal Branding It would be the strategic process to manage that mark.

We need to thank Tom Peters, Neus Arques, Andrés Pérez Ortega, Dan Schawbel, William Arruda, Brenda Bence, sappers personal branding, who began to talk about publishing reference books on the subject. then we have been others who have entered, as Jordi Collell, Pablo Adán says, Oscar Del Santo, Arancha Ruiz, much others… and myself.

Although everything evolves, Today there is a lot of literature on personal branding, but until now, and I know, It has not been treated the subject from a university formative perspective. Until now. The first step will be the last -no- it has dado Blanquerna Communication, from Universitat Ramon Llull, wherein the first Graduate Personal Branding.

What makes this unique graduate is new, but especially the quality of which will impart and its director and coordinator, Jordi Collell (Soymimarca) and Antoni Solanilla. Also noteworthy is the completeness of the program, you can refer to micro-site the graduate.

I would have loved that there was something a few years ago, When I was a student. I have no doubt that he had chosen. But I'm not complaining, now I can see from the faculty, I will share with colleagues except among whom are some of the pioneers of the personal brand.

If you have creative and entrepreneurial mindset, If you like helping people, If you want to feel the satisfaction of becoming one of the few personal branding consultants, do not hesitate, this is your graduate. I think it starts in October, so do not sleep, places are those that are.

personal brand and lateral thinking

ago 40 Maltese thinker years Edward de Bono he published his "Lateral Thinking”, one of the best manuals creativity that has existed. I assure you that the method described in the book of Bono remains more relevant than ever. Today I will try to draw an analogy between the lateral thinking and personal branding.

If we consider that a personal brand is the bearer of a message and if we consider that this message should be compelling, Differential and relevant, we have a justification for using techniques divergent or lateral thinking.

To make a difference to help us generate a preference we need to think and act differently (Einstein got that too). Tom Peters, on “The brand You 50” It establishes forms of divergent thinking as "The main chance is becoming a free agent in an economy of free agents, looking to do your best work and to secure a remarkable track record”.

If we spend our lives trying to solve our weaknesses, We abandon our strengths and we will lose a unique opportunity to To position a linear environment.

Here we summarize some of the techniques that includes lateral thinking, both provocation and analogies:

random word

It is introducing a random word (entry point), then generate a word that is related to it, and so on, repeating this last step. Each time you change the word will attempt to link this to the problem for which you are looking for a solution, generating potential ideas.


In this case or objects involved in the problem under consideration and refuses or cancels a feature of it. From this new environment, this new situation created, They are seeking ideas with the usual tools.

Stepping stone

Here the idea is to exaggerate, distort or modify in any way an entity of the problem environment (is generally very useful to assume some entity is such that as it were want, not as it really is).

The method investment

Investment in these problems are altered in your direction to see what your hand and see how it can be solved, see the problem and turn to reach a favorable outcome. As this method is not planning to solve the problem of taking full but the main idea to invest serve to approach your solution. The investment approach also tries to avoid chain of ideas and stubbornness, find the craziest solutions may work sometimes. See the problem from different points of view, not look only at one, have different viewing angles that allow us to have a clearer view of the problem, not see superficially.

Fractionation or division

The purpose of fractionation is to break the solid model unit ideas, no matter what is confused at some points, but not about finding the parts or components split models, but creating new parts and fractionating the same components. Thus, by splitting the model, material is obtained for a restructuring models, It is attempting to form a new order. The purpose of fractionation is to avoid the effects of implicit models inhibition fixed by its decomposition.

appropriate responses

According to De Bono, There are three ways in which thought can be blocked: You may be missing some information, there may be a mental block or the obvious obstructs the vision of a better option. The third case would have a solution with the side logic. Once the information is structured and difficult to transform it into something else. Thus it seems obvious that the only way out is one that offers information and structured, so if responds to the problem being solved, it seems that there is no need to seek another.

I assure you that if you aplicáis one or more of these techniques to improve your personal brand. Often I meet clients presenting clear cases blocking. For example, people with extensive experience in a field, having failed in a project, They decide to reinvent renouncing experience.

I wish you well in trying. If you need a little help, count on me.

Welcome to YO, S.A.

I attached an article Andrés Pérez Ortega that Tom Peters predicts citing a- that in the coming years reinvent our job. Published in Puro Marketing. Worth reading.

Andrés Pérez, Peter Drucker y Tom Peters

Personal Brand new professionals

Dice Tom Peters , with such vehemence that characterizes him, we will have to reinvent our job in the coming years, we are one-person companies and services that jobs will be replaced by projects.

Peter Drucker also says that it's time to take charge of our careers as individuals and not just rely on "daddy" company.

Tanto Peters como Drucker, They refer not only consultants but to all types of professionals. Work is over for life and from now we will all have to think like micro services of one person. That is to say, YO mentality prevails, S.A. even if someone pays us a payroll. You could say that in a few years, we will all become consultants and we will change the concept of employment by the project.

Free Agent Nation

Is this a pessimistic view? I do not think so, quite the contrary. It opens a new world of career possibilities. This new way of thinking forces us to rethink our careers. They will no longer be static and linear but must be flexible to adjust to the new market needs.

Although this need to adapt to change requires effort, also we will give the possibility to go choosing what best suits our strengths, our tastes and our goals. we will not be half of our lives doing the same as a result of the choice we made when we were twenty years.

In order to succeed in this new free-agent market we need to know that we are different, that we emphasize or what is the same in discovering our Personal Brand. A personal brand is what differentiates a professional "commodity" or a professional white label with added value. no longer enough to just be competent in your job, you must also be known standards and style above the market average.

Companies that want to survive in the market, They should encourage the Personal Brand of the professionals. As James Speros says (Chief Marketing Officer de Ernst&Young), "Personal Brand of employees is not a threat to the enterprise, but an active ".

Instead of providing security to employees, companies must provide the tools for professionals reinvent themselves and go as far as their talents can take them. Unfortunately in many cases we will meet resistance from employers because even though there is much talk of retaining talent, in many cases rather it seems to stop speaking talent.

Chess and checkers

It may seem that the development of Personal Records by professionals is a risk to the cultures closed, homogeneous and uniform of some companies in general and consultants in particular. However, it does not have to be this way. A personal brand of the analysis and discovery of values, talent and goals of each professional and if these are aligned with those of the company, the risk disappears and becomes a fortress. evidently, the company must make an effort to know what are those values ​​and try to satisfy them.

In a market where the demographic curve is downward and that loyalty to companies is part of the past, these tables pompous say the company mission is to provide shareholder value, are as motivators for our professionals as the glory of the state for a worker in a tractor factory in Ukraine at the beginning of the 90. Companies that want to survive will have to replace the mentality of playing checkers by chess, wherein each piece has a value and a different function.

People trust people

On the other hand, following recent scandals seems that there is some fear of large corporations.

In the same way we associate trademarks to certain values ​​and intangible characteristics, Personal brand can establish solid and lasting links between people. For that reason, when a professional is known for its brand, it is possible to establish a relationship more individual, more personal, more authentic and that can only be beneficial for him and his company, because if one thing is clear it is that people trust people and not entities. It is back to the old personal relationship of trust, which it is established between two people. And that's not the last of the last, but comes back to something they already knew the Phoenicians but seem to have forgotten.

The discovery (not create) a Personal Brand is similar to product development. Five steps:

1. First, you need to understand the market, the context in which we move.

2. In a second stage to do a thorough analysis of the product, in this case it comes to each of us and could be summed up in something as classic as "know thyself". This is the most important stage.

3. Then you need to understand and apply those concepts that make a personal brand becomes stronger as consistency, authenticity, persistence, The visibility, etc.

4. Once discovered the brand, you have to bring it to light and for that classic marketing tools are used but applied to individuals. Fortunately, technology allows us to reach our market almost at zero cost. It's funny how it has spread in the consulting industry utilizing one of the most powerful tools of Personal Marketing, blogs. They are numerous and every day, young consultants who publish blogs talking about their experiences. Of course, most of them do anonymously.

5. All this should not be a mere theoretical exercise but must take action and to do a strategic plan is established Personal Brand.

This process, so simple and known to apply to persons carrying some ten years ago in the US yet, It has not come to our country until recently. Although I can guess the answer (and terrifies me) I'm still wondering Why?