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
- 2.- Experience. Facts are imposed on the said
- 3.- From being an influencer to being influential
- 4.- Don't think about Google, think about your customers
- 5.- Don't let technology step on you. Use it to your advantage
- 6.- Watch. Brevity is effective but short-lived
- 7.- I am the content... but I'm still the King
- Editorial news
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)
- 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.
This week I had the opportunity to look (at the moment) two editorial news that has a lot of relating to the personal brand.