Personal branding continues to be talked about, with good reason (and for many very good reasons). Every day the specific weight of the concept increases and its meaning grows associated with personal and career development, and its management by more and more people in the world, coming from practically all geographical areas and social, economic and political strata . Those of us who work professionally on the subject from any position or perspective (coaches, consultants, trainers, strategists, etc.), stumble upon and attend to multiple enriching cases of our praxis on a daily basis; cases whose essences and characteristics feed the conceptual baggage as well as the instrumental and methodological arsenal of this exercise. And being so, it is becoming necessary to systematize and share them as many of the practitioners are doing (always under the principles of the strictest professional ethics), because that is one of the most how do i find a phone number in france ways to identify trends, formulate regularities. and generalizations, and from all this, promote the construction of theories and methodologies of relevance and universal applicability within the diverse, both for advice and training, and its simultaneous or subsequent application with the appropriate contextual adjustments. Both (theories and methodologies) constitute needs (almost urgent) of a (also almost) profession, of very recent date and in full development, such as personal branding. In recent times, I have attended and given long-term follow-up to several interesting cases within the subject in the Latin American context, and many other short-term ones (I have also observed, analyzed and learned from the very interesting and very didactic Spanish praxis, especially as a reader, as a spectator from this side of the sea, and through some interactions with specialists). On the other hand, I have captured a lot of information pertinent to the subject in the different media, and in the extensive anecdote that is disseminated in them. And between practice, study and reading, some more or less common trends have been very striking to me, which I want to share for the purposes of dissemination and possible debate, without order of priority associated with frequency or any other factor. Just here they go.
In the first place, I observe a tendency to homologate the personal brand to online visibility, a subject that I have dealt with in other works. It happens (in my opinion because of the enormous scope and potential impact that the internet provides at negligible or no costs, among other advantages) that many interested in the subject of personal branding are engaged in “creating and cultivating it” online, without paying due and prioritized attention to what is most important: who and what are they themselves, what they do and how they do it, what are their results, and how they are seen by their environment from all this; from that base to identify and delineate, as precisely as possible, your current personal brand, and manage it properly to achieve the desired one (using, among other various means and resources, the Betting Email List ). In my experience, this trend is on a regrettable increase, and it is urgent that every day more colleagues (we are already many, but not enough) join the demystification of the presence on the Internet as a counterpart or synonym of personal brand. Because it definitely isn’t; The Internet is a communication space and an excellent brand management channel, but it is not the essence of the brand. And allowing it to continue to be used in this sense distorts the essence and praxis of the concept, and hurts us all, but above all, the market and society. In my opinion, this would merit an “intercontinental” forum, specialized and broadly participatory. Second, I appreciate the inclination to confuse personal brand with visible or audible elements such as physical image, financial ostentation, and personal communication projection. In this regard, it is perhaps possible to quote the famous saying that reads “the habit does not make the monk”, and respectfully add to it: nor the noise either. Nothing that you show (or make them show it) will be worth anything in terms of personal brand, until what is shown is not demonstrated and its validity, legitimacy, and in extreme cases, legality. Let us remember that personal brand is, first of all, person, and then brand, understood essentially as the way in which the person is perceived, felt and valued. Prioritize developing on a personal and professional level, and you will see how your brand grows, appreciates it and impacts favorably; Start from the external without cultivating the internal, and you can see that the impacts remain on the surface and are based only on the external, not on its essence or the true value that you could contribute. What would be preferable, that they say “how well Doe dresses”, or say “what an intelligent, competent and good person is Doe, and also, you dress very well”? Third, there is a tendency towards imitation. The NIA syndrome (not invented here) manifests itself with all its faults and consequences, which I remember quoted by Tom Peters in his early works of the 80s (which I studied in the early 90s) about excellence. When we appreciate in another person virtues or behaviors that we would like to be part of ourselves, it is valid to seek a real and organic approach to them; but never from the superficial and non-essential imitation that implies only wanting to be seen, perceived and treated as that other person. Real and profound change on a personal level should not be limited to cosmetics, it should be authentic; and there is no way such a change can be authentic, in the absence of deep introspective, self-analytical, and of course, strategic and practical processes, associated with the transformative process, and all this with a marked intention: to identify and bridge the gaps that separate us from the person we would like to be and from the personal brand for which we would like to be known and recognized. It marks that coincidentally, or in aspiration / goal mode, it is similar or similar to that of that other person. You don’t change from one day to the next. It should not be tried or encouraged, even less if it is only about looking, in an imitative way, like so-and-so. Fourth, there is the propensity to reject the term “brand” associated with the person. Perhaps due to an itch associated with certain values, or due to informational confusion, or resistance of a moral nature to becoming something “salable” (a kind of commercial objectification of their humanities: I think that is how those who suffer from this behavior see it). And here I must stop a little more to clarify this concept, from the resource of analogy. Like it or not, whether or not it resembles what we learned at home, in school, in church, in the neighborhood, in the like-minded group, etc., etc., we are all sellers of ourselves. When we study, and we really like a subject, we try to impress the teacher with the strength of our knowledge expressed through oral responses and written assignments, so that he perceives and highlights, as appropriate, our high performance: a sales process. When we write a resume, we are selling who we are as people and what we can contribute as professionals. When we seek someone as a couple, we offer that person our best image in multiple ways, so that she can appreciate the virtues that adorn us and feel inclined to accept us: we sell her the possibility of sharing life or part of it, and everything that you will receive and enjoy by our side thanks to that. When a university athlete aspires to be recruited by a professional team, he tries to stand out especially in the presence of the recruiters who represent him; he’s selling himself as a valuable prospect for such a team. When we offer an idea to the workforce, with the intention that it be accepted, converted into a project and executed, we try to convince and demonstrate all that it is useful and its innumerable advantages: that is selling. And dozens of other examples could be cited, but I think these are enough to understand something essential: we all live by selling what we are, do and achieve, and not from a reified image or perspective of ourselves; We all simply need the level of recognition and achievement that comes from the fact that our strengths, competencies and strengths are accepted and well valued. This has already been clear from Maslow to date. And that’s very good! This is how it should be. No one is a fortune teller to be able to capture our possibilities at a glance: we must show them, and above all, demonstrate them. And this is where the concept and processes associated with the personal brand, to which I refer, perfectly fit. Personal branding is done so that we can be the best version of ourselves (that is, to achieve our best personal brand), and with it, thanks to it, be known, recognized, adequately valued, and everything that derives from there . So let’s not be afraid of being commodified. We will never be if we manage our personal brand well. These 4 trends summarize a bit the observations that I have been able to make about some not exactly favorable ups and downs of personal branding, after a more or less long time, several dozen cases, three or four thousand pages to the left and clicks with the right, and a good package of hours of reflection, analysis, and writing. Soon, I will return with the favorable trends captured in similar conditions, but in the meantime, tell me: which ones do you identify with?