First of all, advance that these trends are a very personal estimate. I haven't spoken to world gurus before.. Simply, I try to observe the Trends 2020 branding and understanding which of them are best suited 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 they had a son who was called Minotaur, because it was not known whether it was her husband Minos's or her lover Taurus.
If you're short on time, here I summarize the Trends 2020 in a minute:
- 1.- The impulse of social conscience
- 2.- Experience. Facts are imposed on the sayings
- 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 for your favor
- 6.- Watch. Brevity is effective but ephemeral
- 7.- I am the content... But I'm still the King
- Editorial news
Beyond some ephemeral trends, social consciousness takes on a permanent meaning. It's partly logical. It's a human trait, and that's why they're adopting it some brands (*Ikea is a good example).
If companies are adopting it, it's not because of modal issues. We're moving from prioritizing benefits + people to People + Planet + Benefits.
People care about the environment, peace, diversity, education, social justice, resources, pensions, reconciliation, health, equality… It is good that we commit ourselves to these causes and let us know it to promote the contagion effect. Contagion to others, and above all, corporate brands.
The millennials And centennials we've been released 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. Control water use in their stores, use solar panels and buy all the cotton they use from sustainable sources. They're working to use energy 100% renewable and get all its wood from sustainable sources.
2.- Experience. Facts are imposed on the sayings
It's not new., but it's going to more. Experience is imposed on marketing. What's important isn't just what we say., Be, Especially, what we do. In the midst of the economy of attention, 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 in items that convey "do" above "say". Some examples of formats that convey action:
- Real cases
- Statistics turned into stories (from fact to story)
- Infographics showing indicators of success
- Live streams
An example: In 2009 I decided to report a case of a professional, A customer 55 years that after a dismissal as CEO of a company saw his career stagnant. A personal branding process re-positioned him as the best "interim" project director, and thanks to a solid value proposition, and the use of 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 that 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.- Of being influencer to be 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" comes from "fans").
Others have been more comet than star, his time in our lives has been short-lived because his house had no foundations, the message was not sustained and everything was based on the way.
What's interesting is to really influence, Transform, bring value. The branding staff is based on the net contribution of differential value. It's better to be influential, Transformer, that illusionist. And if it's not better, at least guarantees a longer career. If a shoe cleaner can't get from a 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, But your algorithm is imperfect. Why do real experts in a subject don't appear up to the page 4 Or 5 Google? Will we have to get used to going to the last pages of a search to find what really works well?
A few days ago, the "father" of the personal brand in Spanish Andrés Pérez Ortega reported that Google's first three pages do not include any specialists in "personal branding". The ones that are there, in front of everything, are the ones who know Google's algorithm, not the secrets of personal brand strategy.
If Google doesn't help you, forget about alternative formulas for your customers to find you. To me, For example, I'm doing great on Linkedin (at B2B is unbeatable). If you sell cases 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 should possibly go to Twitter.
Empathize. Think about your customers' needs and the sources they consult. Question. Ask again. And you see there, and creates value, and attracts, and convinces, and persuades, and shines, and conquest. If Google doesn't humanize its algorithm, sooner or later someone will show up to do it. Meanwhile, get in your customers' minds and look for creative and useful solutions to their problems.
5.- Don't let technology step on you. Use it for your favor
In the Trends 2020 couldn't miss the technology. I am a great advocate of the "Human Branding" philosophy, to take advantage of human traits such as empathy, creativity, imperfection, improvisation, intuited herN... It's an innate thing 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 24h a day) and space (our online messages go from the local realm).
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 each other's WITH.
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 the other way around.
6.- Watch. Brevity is effective but ephemeral
And the depth doesn't epata but gives drop-to-drop results continuously. Choose your format. It's not black or white. But keep in mind that long content, although it may not give short-term 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 "sushi" master who has needed a year to select the best raw material, another year to cut it and another year 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 it's run by Tarantino and we're not able to read a double-page article from a newspaper. Formats tempt us, we looked 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 rancher, "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 the king."
I never knew who he meant.. But you can imagine that. The 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 brand transfomator. Prove what you know, Write, Share, creates value, and waits for the harvest of its fruit. And do it from your digital home, your blog. Social media will never be yours.
By the way, positions to choose a version of "El Rey" I stay with that of María Dolores Pradera, a jewel.
This week I had a chance to take a look (for now) two editorial novelties that have a lot of relation to the personal brand.
Fourth and half contacts
The four steps. Climb to the top of your personal brand
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.