A few days ago, I proposed in this space an approach to what I consider to be the negative trends that are manifesting in the development of personal branding processes; in that text I described and analyzed the four that in my opinion currently have the highest incidence. Today I propose and analyze what in my opinion are positive trends (luckily many more), which are marking the future of this function in transit towards a status of recognized profession; and I stop at the risks to be overcome in several of them, also providing some suggestions. Growing overcrowding Every day the number of people from all strata, professions and sectors that enter the process of discovery, development and market projection of their personal brand grows, under the guidance of one or more specialists in the subject; Likewise, the number of organizations that incorporate this into their arsenal of human management, managerial and organizational development tools is increasing. This growth trend is very good and valid, as long as the concepts, models and methods that are emerging and are being validated in / by the praxis of personal denmark cell phone are taken care of, protected and developed in good practice (whatever the subject under development. , they are often vulnerable to distortion and alienation at such an early stage). It is very good that every day we are more. And the risks inherent in this trend, present in personal branding as in every process of our human existence, must be carefully avoided. The massive always collides with the selective and affects quality, and in such growths all sorts of entities tend to “sneak” in, luckily a minority: imitators of gurus, followers of fashion, upstarts without a theoretical basis and even less practical, seizing opportunities lacking of tools to do it, etc.
We all fit into a field of knowledge, and this is one in full expansion; but we must acquire and demonstrate the necessary knowledge for a competent, pertinent and competitive exercise, the only guarantee (if any exists) to continue winning and consolidating respect for the market and society. Well, it is not just about the personal brands of the practitioners: we must continue to strengthen the growing collective professional brand that is cultivating this activity on a social scale . Suggestion? The most conspicuous and experienced exponents must continue theorizing, conceptualizing, disseminating, making themselves present in every space that allows it and creating new ones, so that the rest of us can continue learning and growing on the subject based on their imprint and example. The best message must always be cultivated and spread: professionalism as an Betting Email List requirement. And at one point in this journey, we will have to start talking about a formal accreditation for the exercise, as well as some type of association, and a code of ethics or equivalent instrument. Coaching and consulting already do. Why not the personal branding, which has both? They are only suggestions, which can be viable with the good will of those of us who want this to grow; and there are many more, of course. Another chance? Virtual congresses, with all the laws. They are carried out in various other fields. In Spain and Latin America there are interesting precedents. Why not one of Personal Branding, one that engenders trend and seeks tradition? There are beautiful and rich recent experiences of exchanges full of input and contribution to development, carried out via Hangout, in which we have been able to see many of the best practitioners offering their accumulated knowledge (also lamenting several key absences). Wouldn’t it be time to take a leap of greater scope, for example, with a virtual Congress in the imminent 2016? Professionalization and progressive specialization of practitioners I think this can already be spoken of as a trend. Postgraduate specializations are taught (few still, but something starts). There are quite a lot of face-to-face and online courses and trainings on the subject (in this, as in everything, there are different levels and qualities). And those who already practice, continue to grow in practice, study and exchange; good proof of this is the growing intellectual production on the subject (books, articles, blogs, courses, videos, etc.).
What I analyzed here in a recent article is still missing as the need to incorporate the subject into the Pensa of undergraduate university training, because every professional must be able to adequately manage their personal brand, and needs to be trained to do so. And obviously: when this happens, be it in a massive or progressive way, the first great batch of academics -or trainers of them- to impart personal branding in universities, must arise precisely from among those who do it today as strategists, coaches, trainers, advisers or consultants. Therefore, we must continue to specialize and professionalize at an accelerated pace. Experimentation It is important to reiterate that personal branding is a professional space in full training and incipient development. Its body of doctrine is still young, but very vital, and brims with prospects for growth and diversification; Therefore, serious experimentation is worth a lot here, as well as formal research that a lot is required to transform it into a truly recognized field or field of personal, professional and social development, or into a solid and competitive branch of the already existing ones. And it is being done. Perhaps a little lacking, to systematize the spaces to share such experiences and results. Suggestion: let’s take the experimentation approach that the father of all this, Tom Peters, proposed to us since the 80s. Let’s try something. Does it work once? Let’s try another. It’s still working? Let’s go ahead, consolidate it and validate it with new tests that don’t take too long. It does not work? Let’s discard it and try something else. And the cycles and times for this must be short, and ever shorter. Because that’s how change goes and life goes! Project it as a strategy The growing tendency to incorporate actions related to the issue in their full-term development strategies and in their life projects is being appreciated in more and more people from all fields, involved in personal branding processes. In my practice I have been able to appreciate, even, some cases of collectivization of the trend, in families, organizations and informal groups. This is very important. The person that each person will be in the near or distant future, requires and must be the bearer of a solid brand of such or such characteristics to achieve a competitive position; and this must be worked in the best strategic sense. That parents do personal branding and encourage their children to do it, contributes a lot. That friends and fellow students or social gathering encourage each other to insert themselves into it, too. And of course, that the managers do it with their hobbies, it is simply revolutionary in the most developer of the senses. And all of this must continue and expand. Do it through coaching There are many interesting experiences of coaches doing personal branding of a good level, confirming de facto the close relationship between both processes. Both share a lot in philosophy and methodological conception. And of course, at the aspirational level of a strategic nature that is cultivated in the clients of each intervention. Here is a truism that is very relevant: coaching is not the same as doing personal branding. Now, in my opinion, the respective spaces of social and market incidence should be defined and established, because there are enough opportunities for the crossing of lines. A client with a solid and well-positioned personal brand may require coaching processes at various times, to help him continue to grow and / or achieve new goals (because in addition, there are different types, levels, modalities and specialties in coaching ). And another client may need the guided use of coaching tools to help him in the process of discovering or shaping, developing and projecting his personal brand to the environment. Among these, for example, there are many coaches. Support it in content marketing Content marketing (defined by the Content Marketing Institute as “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a defined audience and ultimately generate profitable customer actions”) , is a marketing trend in vogue internationally, whose use is growing and progressive by multiple organizations, independent professionals and brands of all kinds. The concept has two very different and conceptually well-defined component parts (marketing and content), but its integration constitutes a powerful resource that, well applied and managed, can generate great benefits in various ways. Obviously, a personal brand will be much better known, recognized, valued and selected as a preferred option, to the extent that more and better uses the content it proposes to achieve and consolidate its professional position in the market. This is happening in an important and increasing way, and the positive results are in sight (the selection of an expert by personal branding clients is increasingly based on the content they access and the impact of these ). Therefore, it should continue to stimulate and help professionalize the use of content marketing by itspractitioners. Integrate it into organizational development The operation, performance and results of organizations depend essentially on how they act on a day-to-day basis, on how much they achieve and how the people who work in them and make up their human team do it. The development of the human team also necessarily involves the individual development of its members, and the way in which they manage to integrate and work as high-performance teams, whether on a stable basis or in specific projects. And all this is integrated into the organizational development model, which, based on permanent learning, configures the way in which each entity designs and manages its internal processes (human, social, technological, etc.) to achieve the best possible results. Obviously, all this is based on people and their integral development. And the number of organizations that incorporate personal branding processes into the development of their human teams is still growing slowly but surely, recognizing that only strong and recognized personal brands can contribute to the positioning and increase of the results of institutional brands. or commercial. This trend must continue to deepen and broaden. The quadripartite systemic dynamics between people, organizations, the market and society demands it. Integrate it into management development Definitely, directing human communities becomes more and more complex in a change of time like the one we are experiencing today. The growing diversity, the almost absolute globalization of everything or almost everything, quality as an essential criterion, competition every day stronger and competitiveness increasingly demanded as a requirement to enter, position and remain in the market (among other multiple factors of the new era), require managerial leadership from a different brand, much more impressive, loyalist and developer of the teams led, much more capable of dealing with uncertainty, effectively managing risk, power, complexity, internal competition and external; and all this from elements such as example, credibility, legitimacy and coherence. Hence, every day they are (and will be) more, Incorporate management techniques from other thematic areas It is very good to enrich a developer intervention process, such as personal branding, with technical and methodological elements from other conceptual spaces; and this is happening as a trend. Examples: strategic planning, management based on values or management by values, and the classic management by objectives. I have seen very interesting cases in the use of one, the other, or all three, well integrated into a developer project where personal branding sets the methodological guideline. And personally, I like to adapt them to the method. The incorporation of technical elements from other conceptual and methodological areas is also appreciated: coaching, consulting, strategic change, NLP, career management, and much more. All this is shaping a conceptual and methodological system typical of personal branding. However, even saluting such a trend, I feel obliged to warn about “cold” extrapolation, taking techniques out of the context and setting for which they were conceived, and “pasting” them here, without a pertinent reconfiguration or adaptation process. I explain myself from an example that I have observed with some frequency. The use of a diagnostic technique such as SWOT – SWOT – is quite widespread in personal branding; however, I think that this use should be more careful, and its relevance carefully evaluated before applying it. Because this classic and excellent tool, destined to take internal and external situational photographs, define an integrating scenario between them, and formulate strategic options from a cross and optimized analysis of its results by quadrants, loses a lot of sense if it is used in the absence of a personal or organizational strategic process carried out with a systemic approach. Because the strengths, weaknesses, opportunities and threats, they are by virtue of a given context, moment and situation, and with respect to previously defined or formulated organizational or individual strategic categories (for example, the fulfillment of the mission or the realization of the vision). And they are not valid, therefore, for everything or forever. There is a regrettable tendency among some colleagues to turn the application of this technique into a mere brainstorming exercise (also misapplied, many times) to obtain a list of facts, processes or factors without due analysis with the appropriate tools, identified only from the subjectivity of the subject analyzed -especially in relation to the environment-, with little or no reliable information base, criteria and data little or nothing contrasted or confirmed, and a long etc. And making strategic decisions for personal development and personal brand management, only from such an inconsistent diagnostic basis, can be fatal. So be careful. Methodological rigor should never be negotiable. I also think, closing the point, that personal branding clients must be educated in the true meaning and the correct and pertinent use of the techniques that we incorporate into our methodological arsenal, to create more and better possibilities of professional success and sustainability. If we want to grow, each client must be a challenge of greater flight and more demanding than the previous one. Work it in a system with personal marketing There are mixed opinions among many specialists about whether personal branding is part of personal marketing or vice versa, and also about the ways in which both processes interact with each other. Personally, I think they are different, but very complementary; And for the rest, I salute and value very positively that the trend towards systemic integration between them is being expressed in practice, seeking to build the synergies that are needed to position in the market and make the personal brand increasingly competitive. Marketing a person is marketing your personal brand. Doing personal branding is building and positioning that personal brand in order to market it more effectively and successfully. So, beyond the terminological and even methodological disquisitions, let’s just do it. And let’s get it right. Increasing use of the online environment Excellent and highly recommended, provided that it is possible to avoid what in a previous text I proposed when saying that “we cannot pretend on the internet what we are not in life”, that is, “the tendency to create a personal brand on the internet, ignoring to the real and not virtual person, bearer of such a mark “. As that text is available right here, I will not extend the analysis. The greatest danger associated with this, in my opinion, is what I call “the on-off dichotomy”, and I will delve into this in a future text in this same space. These are the positive trends, which I have been able to appreciate in the development of personal branding processes, and also the not so favorable nuances that mark some of them. But this, like everything in life, is about continuous improvement. Let’s all make a wave to make the best of personal branding grow and position competitively in the market, and avoid the risks that this implies as much as possible. The very concept of personal branding, and its growing imprint and impact, will thank us. Of these trends, which ones do you identify with? Are there others, in your opinion? What are they, and how do they manifest themselves?