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brands, increasingly personal

Every time brands more personal?

I know a headline and a very focused blog management You can give more than one reading. And has.

Big brands, which come, that convinced, They will be directed only to persons who are not looking for products or services. people seeking ethics will be addressed, brands and businesses that defend the values ​​that abanderamos.

I recently saw a video of an interesting initiative of the firm Ecoalf: Asked fishermen trawling various brotherhoods that collect plastics for recycling networks and remove them from the seabed.

With those plastic, a group of entrepreneurs get recycled to manufacture sports shoes and other clothes. A second chance. Recycle, re-use, increasingly sustainable, increasingly personal.

Not catastrophism, time is running out

Climate change and its consequences is not a lie, It is a reality that requires conscious businesses and consumers. Consumption by end use our planet as we know it.

The responsibility is twofold, On the one hand we, as consumers, we must ask before purchasing a product or service:

  • Do we really need?
  • Do you need it again? Is there a recycled version?
  • It is manufactured in accordance with our values? That is to say, without child exploitation, without abuse small producers, avoid greenhouse gases in production, that is easily recyclable, that have a price according to its performance, duration, without obsolescence, that does not contain harmful or unnecessary chemicals ...

The producers, by his side, must understand that not only buy products or services, but to defend our values ​​brands. brands increasingly personal. John Galiano, of the fashion Maison Margiela it's direct:

Ethics brands

Source: The Future 100 JWT

On the other hand, Enrique Dans He warns in one of his articles: "A part of humanity is too busy making money to raise that something as insignificant as saving the planet and human civilization". tremendous notice.

Values ​​indicate that not everything is

Like people, every time we will be more aware of our values. Many test or self-image as DISC How To Fascinate They help us identify.

And What about businesses and brands? who defines their values? who defines its purpose? In recent years managers have entrusted to external consultants (often not specialized in branding) the definition of "corporate statements”. It's a mistake.

In my judgement, the values ​​and Purpose of a company and its brands they must be agreed by professional. I often do exercise to define the purpose and values ​​to a group of professionals, personal branding courses. And I assure you that the results far exceed what written in a section “official” hidden from the corporate website to which few ever.

A company has the potential strength of the sum of personal marks of their professional. But few know, and least advantage.

Humanize is to connect

Organizations should be aware of this dual challenge: on the one hand, identify Values of consumers. That will help generate a human branding (human branding), a human marketing, of connection, empathy. It's not about competing on price, but to attract generating confidence, real confidence based on ethics.

On the other hand, identify the values ​​and purpose of the organization and each of its brands. And do it from within, from home, having talent who best knows the company and its brands: professional.

With these two premises, the marks will be increasingly personal, and therefore will generate greater trust and empathy. managers, the the changemakers (change agents), They have an enormous responsibility to consider their people as emotional shareholders, as true connectors with something called "consumers", and we all know that they are people like us.

Girl photo by WAYHOME studio on Shutterstock.com

Believe it or not, an entrepreneur is a person

Yes, yes, businessman He has had a bad press as a collective. Likely due to the opacity in how they communicate (communicate in the). Fortunately, something is changing. And those beings who like iron now show their vulnerabilities, His emotions, human condition.

The entrepreneur is like you.

The businessman It is like you; it's more, you, You may not know, also you are an entrepreneur.

A company no longer a task involving some difficulty. And I wonder daily affronts not many of these difficulties? You did not take complex decisions that can harm a few to benefit a lot?

And reminiscing Tom Peters, each of us is a businessman your YO, S.L. We have the ability to manage many small departments that depend on us: I+D, production, branding, marketing, finance, RH, Logistics… You are like the entrepreneur, with the difference that you will auto-you manage and businessman managed for many.

Our superpowers have always been there, but now we transmit without fear

Our Superpowers (Our values) now they make us proud, not shame us. It was a time to show certain values ​​such as solidarity, empathy, the intuition, the imagination… It was considered a sign of weakness businessman. competences soft They were not taken into account. It was what I learned, not how we applied and what we broadcast.

Hence that some were baptized as empresaurios. If we remember Gordon Gekko (Wall Street, 1987), all that mattered to businessman yuppie of those years was the success at any price, the luxury unleashed the accumulation of money. Was far concern for employees and partners or actual corporate values ​​that go beyond hierarchical and authoritarian leadership.

Values ​​are seeking values, power connection

The businessman, and that includes you, It begins to be interested in how that confidence is transmitted. The strategic vision of the business is no longer enough. Executives need to achieve a humanised vision. As claimed by the surgeon and writer Atul Gawande, “hires attitude and skill training”. The skills can be acquired, but the attitude (whose engine are our values) They come with us.

The profiles millennial They have understood like no idea, the prioritization Values ​​on competence. This allows the businessman have better integrated teams, shirt bearing the brand and proudly wear. It is no longer leads, with what-Lider. Do not believe it, if co-creates. And that is possible with integrated teams, motivated and related values.

Values ​​matter and purpose. More than ever.

Entrepreneurs Region Murcia

4th in full digital revolution, remember the words of futurist Gerd Leonhard “…anything that can not be scanned or automated be considered an outlier”. And I assure you that the values ​​and purpose are not robotizables. So every time, yes, businessman, It should take into account these two factors.

Anything that can not be scanned or automated be considered an outlier. Gerd Leonhard.

The purpose It will help all who work behind a project to find the meaning of it. A place to see where they go, They know why they should get out of bed in the morning.

The values, meanwhile, will act as vectors emotional connection between those involved in the projects and their stakeholders, its stakeholders.

This week I had the opportunity to share this powerful triangle Purpose / Values / Connecting with a group of entrepreneurs Business Forum Murcia. Thank humanist friend Juanma Egea for having me. I checked live: a businessman It is also a person.

Executive woman photo by Nariz on Shutterstock.com

Agenda

  • 28N. Update Zaragoza. 28 November in Zaragoza active. free event. Registration on the website soon Zaragoza Activa. Do not miss my colleagues Victor Candel, Meme Romero, Elena Arnaiz, Eva Collado, and Juan Martinez (organizer and speaker).
  • 28, 29N. Workshop Personal brand and Relationship Management. Ferrovial, Euroforum II in San Lorenzo del Escorial. You can follow the hashtag #MarcaPersonalSumma
  • 1D. Personal brand 4.0. Personal Branding Lab Day. From YouTube, 11 Personal Branding conducidas hours followed by Nilton Alicia Navarro and Ro collaboration with the Blanquerna Communication and International Relations and Infojobs. From 10 a 21h (GMT+1). Free. You can follow the hashtag #PersonalBrandingLabDay Personal Branding Lab Day 2018

 

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 Shutterstock.com

Starting from scratch after a bump… ¿Impossible task?

Will start from scratch happened to you? You can spend?

I've encountered some cases of people who, After a blip in his career, they consider Starting over. Personal brand management we often talk about change. When someone searches for a new approach it may be due to many factors.

Causes that lead us to start from scratch

  • Dismissal. In this case I would like to recall that when a person involuntarily terminated his career in an organization, you are fired from the organization, not of the profession. Often occurs syndrome “I'll break all” leading to decisions not always appropriate. We must deeply analyze the reasons for dismissal, you may have no connection with the skills and achievements.
  • Dissatisfaction with career development . It occurs when a person realizes he was wrong career. Example: a person studying economics, and spent two years working as a consultant realizes that what he does not like. It's not the company's fault, simply that the vision and values ​​themselves are not aligned with the “job description”.
  • In environments “contaminated” (Interior dismissal). Be watching the clock, lose enthusiasm for work, leave a few minutes before the hour. It is not a problem of the type of work to be done. The Interior dismissal It has to do with emotional stability, with living with greater than or equal to no chemistry.
  • Uncertainty. In a recent post I discussed automation risk professions. If you are an insurance agent or accountant you will have seen that many of the tasks you desempeñabas now can manage software, CRM, an app. The risk of uncertain future is there.
  • Disease. Many people ask Starting over after suffering a disease that could be related to job stress. Heart problems, depression, some cancers… It is common to seek a new life, even at the expense of giving up income or other benefits. There is something very important at stake, more than any employment or entrepreneurial project.
  • failed entrepreneurial project. Maybe the most frequent case. Among entrepreneurs, raise your hand that you have not had one or more failed projects. In this, and experience, I can only say that every failure is a lesson that indicates the ways in which we must not return. Get up and insist.
  • New skills acquired. I comes to mind coaching. Many people I know have been trained in coaching as a parallel activity to work and ended up starting a new project from scratch. Or even changing department within the organization.

Starting over 1: Overcoming self-pity

In most cases the reason for the change is involuntary, a period of self-pity occurs. Not worth for anything, this is not my, there is no place for me. Curiously, This is a time instead of looking for answers, we keep asking questions. As if we did not believe in the diagnosis.

I declare myself a fan of the series Suits (the key to success). In a passage of the 7th episode of the 4th season I found a reflection in this sense that I leave here. Lasts less than a minute, but it contains an idea which helps to understand how to overcome self-pity:

Mike Ross (Patrick J. Adams) It is a professional transit time. You will see one of your customers, someone who overcame a blip, and asks what was the key to success. The employer created a new concept called “fantasy baseball”. To get there was essential to stop questioning to start finding answers. But that was not all, and most importantly.

The employer supports their values ​​change, professional maturation process that led him to put forward human relationships that the economic benefits. I understand is it not a benefit to be surrounded by people with whom you share goals and values?

Starting over 2: Our personal brand carries scars, can not it be a different way

Starting from scratch is not an impossible task. The scars of our past experiences are pure sap for the future. We must assume that it is never too late to start again. yes, always analyzing what is the engine of change and what will be the fuel that will drive our new life.

If that's not motivation enough, Cheer up listening to the great Willie Nelson and On the road again.

 

Guillem Recolons and Enrique Rueda

20 August 2017

I dedicate these lines to my friend Enrique Rueda, someone who never trembled pulse to start from scratch, delude new projects, and I do always from from humility, The humanity, with respect for the values ​​and enthusiasm for life and friendship. It's a shame you are no longer in this world, Doc. The world needs more people like you. eternal embrace.

 

Pure motivation

I attached this video on daily purposes Jessica, one of the most viewed in YouTube with more than 5 million sight seeing. Jessica, with only 4 years old , It gives us a lesson optimism, motivation and values.

I wish we had that energy every morning. Will the cereal brand? Could it be that your parents are coach?. Whatever it is, Jessica already created a fantastic personal brand.

[youtube=https://www.youtube.com/watch?v = qR3rK0kZFkg&fs=1&hl = en_US]

7. How do you communicate your value?

Last 2 March we referred in the question post How do you create value?

How do you communicate your value?

Is very well create values, have values, defend values. But if you do not communicate no one will know. Will it serve something? Yes, to fill the gap of complacency. Little more.

The truth is that today there are many ways to communicate. Time has passed that it was necessary to publish something in a newspaper that the world found out some news. Now is not it. We are in society hipercomunicación, So the web 2.0 It gives us resources to reach our personal brand, our value, whom we want. It is a less mass communication, more individualized.

The power of information is no longer in the middle, It is in the individual

When someone writes a note Facebook, He wants to share with friends. If the note is written LinkedIn, He wants to share with your professional contacts. Now is sharing information. When someone wants more openly share an opinion, uses the blogs and microblogs (twitter). But that is not all. Now we can enter the digital edition La Vanguardia, The country, The world, ABC… and write a comment about a story. I will be published in the act, and possibly you will have immediate response. We can directly influence the creation and definition of words through Wikipedia. The power of information is no longer in the middle, It is in the individual.

Y tú, How do you communicate your value?

 

Cover photo by Monster Ztudio on Shutterstock.com

Limitation of thought

Edward De BonoPerhaps this time crisis allow us to recover old values we had hidden in a drawer. The phase of the runaway growth of our economy in recent 30 years comes to an end. Nothing is so easy now, but you have to see the positive side: desenpolvemos possibly the culture of effort, something very useful for generating new ideas (among many other things).

I include in this post Quote Thinker Edward de Bono of 2004, entitled 8 = 6+2, referred to limitation of thought the lack of interest to continue looking for alternative answers after a first accurate answer. Bono insists on the need for not stay with the first answer, keep looking, to look elsewhere. The applications of this thinking maverick give excellent results in fields such as political, This is business management or the sport. There goes the quote:

Most people can not distinguish between: 6 +2 = 8 and 8 = 6 +2. The difference can be quite important. The amount of 6 and 2 He will always lead us 8. However, 8 It may be composed of other combinations other than 6 and 2 (5 +3, 4 +4, 7 +1).

Why is this important? Because people start to believe that you have the answer “right” no need to think that we will get further details. Having the correct answer means you do not have to hear other answers, since they can never be certain. The result is a severe limitation in thought. Edward de Bono 8 of 2004


Effectiveness without values is a tool without a purpose. This maxim -of Maltese thinker Edward de Bono- It has been a constant in the Obama campaign and, possibly, the key to its success.

"The effectiveness without values ​​is a tool without a purpose". No matter the race or beliefs: care about values. Only then Obama won their voters. When he talked about economy, it was not with the coldness of macroeconomic figures, I was facing the families, yes, future their children and grandchildren. Obama seized key concepts, as change and esperanza.

The factor emotional and values They have won the battle to a great candidate, John McCain, who has had the misfortune of having Obama as opponent. Obama was the first candidate who has transferred the responsibility to govern people: “To bring change to Washington, I do not ask you to trust my ability, I ask you to believe in yours. "

Fairplay made in USA: McCain has not only congratulated the winner, It has also ensured that America will be a great president and that blacks have gained pride. Bravo McCain.

The most surprising of this story it is that Obama has won McCain using the weapons themselves Republicans: the values. Anyone who has read "Don’t think of an Elephant"George Lakoff you know what I mean. Who has not read, I recommend heart. real-change-its-yours