tendencias 2020 trends, by William Recolons

Trends: 2020 trends

First of all, I warn that these trends are a very personal estimate. I haven't spoken to world gurus before.. Simply, I try to observe the branding trends 2020 and understand which ones are best applicable to people.

Trends have an air of myth, like the Cretan myth of Pasífae, daughter of the moon, who married King Minos. Legend has it that Pasífae prevented Minos, unfaithful by nature, had children with other women. Eventually she fell in love with the Cretan warrior Taurus and had a son who was called Minotaur, since it was not known if it was her husband Minos or her lover Taurus.

If you have little time, here I summarize the trends 2020 in a minute:

1.- The impulse of social consciousness

Beyond some ephemeral trends, social conscience takes on a permanent meaning. It's partly logical. It's a human trait, and that's why some brands are adopting it (*Ikea It's a good example).

If companies are adopting it it it's not for manners. We're moving from prioritizing benefits + people to people + planet + profits.

People care about the environment, peace, diversity, The education, social justice, resources, pensions, conciliation, health, equality… It is good that we commit to these causes and make it known to promote the contagion effect. Contagion to other people, and above all, corporate brands.

The millennials and centennials have given us a lesson. They have always argued that companies, brands, have the ability to alleviate some of society's biggest problems.

*IKEA is one of the brands fighting for a sustainable future. They control the use of water in their stores, use solar panels and buy all the cotton they use from sustainable sources. They're working to use energy 100% renewables and get all their wood from sustainable sources.

2.- Experience. Facts are imposed on the said

It's not new., but it's going to more. Experience trumps marketing. The important thing won't be just what we say., It will be, essentially, what we do. In the midst of the economy of care, the content and ideas we can create or share should focus on real experiences, not in conjecture.

Our customers will be more interested than ever with items that transmit "do" above "saying". Some examples of formats that convey action:

  • Real cases
  • Statistics turned into stories (the data to account)
  • Testimonies
  • Feedback
  • Infographics showing indicators of success
  • Live broadcasts

An example: In 2009 I decided to report a case from a professional, a customer 55 years that after a dismissal as CEO of a company saw his career stalled. A personal branding process re-positioned him as the best director "interim" to project, and thanks to a solid value proposition, and using the web, blog and social networks managed to re-enter the world of work in a more autonomous and results-oriented way.

The communication of that case attracted new customers who empathized with this situation. Customers like to understand that a personal branding process not only mentalizes or empowers, it also generates income and provides a reasonable degree of freedom.

3.- From influencer to influential

Many would kill to live a day of glory as one of the Youtubers of the moment. But look at the trajectories, in its contribution of value and in its duration:

Some have retreated because of the pressure of contenting millions of fans daily (and don't forget that "fans" come from "fanatics"”).

Others have been more comet than star, his time for our lives has been short-lived because his house had no foundation, the message was not supported and everything was based on the way.

What's interesting is to really influence, transform, add value. Personal Branding is based on net contribution of differential value. It's better to be influential, transformer, than illusionist. And if it's not better, at least guarantees a longer run. If a shoe cleaner fails to move from one dirty shoe to a clean, shiny shoe, you'll simply have to change your trade.

4.- Don't think about Google, think about your customers

Google tries hard, but its algorithm is imperfect. Why don't the real experts in a subject appear until the page 4 or 5 de Google? Will we have to get used to going to the last pages of a search to find what really works well?

Few days ago, the "father" of the personal brand in the Spanish language Andrés Pérez Ortega reported that the first three pages of Google do not include any specialists in "personal branding". Those who are there, ahead of everything, are the ones who know Google's algorithm, not the secrets of personal brand strategy.

If Google doesn't help you, forget and think of alternative formulas for your customers to find you. To me, for example, I'm doing really well on Linkedin (at B2B is unbeatable). If you sell holsters smartphone it's better Facebook, if you sell cooking courses you might want to look at Instagram and if you sell a course for journalists you may need to go to Twitter.

Empathize. Think about your customers' needs and the sources they consult. Question. Ask again. And you see there, and create value, And it attracts, and convinces, and persuades, And it shines, and conquest. If Google doesn't humanize its algorithm, sooner or later someone will show up to do it. However, get into your customers' minds and look for creative and useful solutions to their problems.

5.- Don't let technology step on you. Use it to your advantage

In the trends 2020 could not miss the technology. I'm a big advocate for the "Human Branding" philosophy., to take advantage of human traits such as empathy, the creativity, imperfection, improvisation, intuited herN... It's something innate in human nature.

But I also think that technology makes us better, faster, Accurate, helps us eliminate the idea of time (on the Internet our brand is awake 24 hours a day) and space (our online messages go beyond the local level).

We must act as digital humanists, as Joan Clotet, taking advantage of the best of the human condition and the best of technology. It's not against each other, it's the one with each other.

My friend and colleague Arancha Ruiz has included a chatbot on its website to better target its potential customers. Her name is Maria José, and the important thing is not whether it exists or not. The important thing is if it solves our problem. Technology at the service of the person, and not vice versa.

6.- Watch. Brevity is effective but short-lived

And the depth does not epata but gives results drop by drop continuously. Choose your format. It's not black or white. But keep in mind that a long content, even if it may not give short results, can bring more value than an inspiring phrase or an ephemeral genius.

Don't be in such a hurry. Good stew takes time. And even a Maki perfect salmon requires the experience of a master "sushi" who has needed a year to select the best raw material, another year to cut it and another to prepare it. Sometimes, the tip of the iceberg looks like the whole, and we don't see what's underneath.

We're willing to watch a three-hour movie just because tarantino is directed and we're not able to read a double-page article from a newspaper.. Formats tempt us, we're looking for the quick tweet, the easy headline, the book of 100 pages or one-minute video (And that goes for me).

7.- I am the content... but I'm still the King

José Alfredo Jiménez Sandoval wrote my mother's favorite ranchera, "The King". I love that verse.:

"With money and no money

I always do what I want

And my word is the law

I have no throne or queen

Or anyone who understands me

But I'm still king"

I never knew who he meant.. But you can imagine. Content remains the KING. And his prince is the blog. If you want to position yourself well, and simmer, do like friend Ivan Diaz, the soul of Branzai and Grávita, the transphomator of brands. Demonstrate what you know, Write, share, creates value, and waits for the harvest of its fruit. And do it from your digital home, you blog. Social media will never be yours.

By the way, set to choose a version of "The King" I stay with that of Maria Dolores Pradera, a gem.

Editorial news

Fourth and Half Contacts and The Four Steps

Fourth and Half Contacts, by Juan Martinez and The Four Steps, by Jordi Collell

This week I had the opportunity to look (at the moment) two editorial news that has a lot of relating to the personal brand.

Fourth and half contacts

The new book of Juan Martínez de Salinas, edited by Rasche and dedicated to networking in great detail.

The four steps. Climb to the top of your personal brand

Second book Jordi Collell, this time edited by Profit Narrative and that tells the personal branding process through Martin's story.

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

Want to see my TEDx talk?

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8 replies
    • Guillem Recolons
      Guillem Recolons says:

      Hello Patron!
      I recognize that they are a mixture of trends with desires, but some are already underway and some are looming. Google is the hardest thing, it seems that in spite of everything a machine behaves in a human form remains the great outstanding subject of the big tech companies. And that's what a boy, we are inimitable…
      A hug!

      Reply
  1. Claudio Inacio
    Claudio Inacio says:

    Very interesting trend post in personal branding Guillem. And more when it comes from a real personal branding crack like you, hopefully others write about the same topic to read various opinions, which in the end is what contributes, (for example, in digital marketing there are hundreds of posts about marketing trends and that's good, because some points of hit and others do not, but we have more opinions on which to reflect).

    There's a point that strikes me from those you mention, I think the point 4. That there are no personals of the personal brand up to the page 3. It's a mistake for me to think like that.. Since the search is poorly posed. The keyword shouldn't be so generic, as “Personal brand” and see who comes out…it's like we're Googled the word “Architecture” and see who comes out. Well, it comes out of everything but architects…

    If we want to go out on Google and we are personal brand professionals, maybe it's more interesting to see if we go out for concrete searches on that topic (personal brand advisor, personal brand consultancy, personal brand consultant, how to work the value proposition of your personal brand, how to create a personal branding strategy, etc).

    These searches without are interesting to come out in them (well if someone is looking “personal brand consultant” is because you will probably be interested in hiring the services of that professional).

    C'mon, it's just my take on this issue. But I'm one of those who think it's best to go out in concrete words (who have a concrete search intention).

    A hug and thank you very much for your post, I share it.

    Reply
    • Guillem Recolons
      Guillem Recolons says:

      Thank you Claudio for writing on “my other house”, and thank you for applying critical thinking, essential competence to help us see new perspectives. You're right, I don't fight for the keyword “management” but by “personal branding company” “executive branding” and “employee advocacy programs” which are my specialties, And that's where I'm fine. But imagine that one day a journalist or a company manager wants to interview you hire and seeks “management”. That's what our friend Andrés Pérez-Ortega and I are talking about.. What that journalist or manager would find would not agree to reality, but to the noise, and that's why Google's algorithm can improve. What I don't know is how. I send you a big hug!!!

      Reply

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