#FakeContacts When a stranger asks you to spread his project (or worse)

I have started a new project that I think you may be interested in and I would also like to explore if you can help us in the dissemination”. This phrase, poorly worded -- why deny it- (I Started, we you can help) is becoming one of the new viruses of our day.

If you have little time, I'll sum it up in a minute:

Before getting into this new wildlife from the web 4.0, the one that governs now, let's review the history and its recent evolution.

The first FakeContacts, those "friends" created by a bot

Until recently, the FakeContacts were those friends or Fake contacts bought on social media, especially Twitter and Instagram. A regrettable practice based on the wrong principle: if you have a large community it's better than if you have a good community.

I recommend to anyone who still thinks this works so read the book "Influencers" from Carlos Rebate (active business, 2017). Rebate talks about the importance of 1.000 true followers, a qualitative goal of achieving a community that we really influence and is willing to read - really- what we wrote, to buy what we sell.

The makers of friends are still there

The problem is that creating a Bot it's practically free. The first bots they were very rudimentary, created profiles without a photo, unintelligible in name, no descriptions. Today there are Artificial Intelligence programs that fine-tune by creating fake profiles. They create images of people who don't exist, that are a combination of thousands of photos tracked from the Internet. Create possible names, And the best, create biographies and publish content.

If your ego finds reward in the fact that you are followed by a 50.000 people who don't exist, ahead, I can't fight that..

But believe me., Those 50.000 they're not going to buy you anything, or to read anything, they're just going to give you "likes" and fake comments until the networks decide to remove them (I think they're on it).

The new ones FakeContacts, those who ask without giving anything in return

The evolution of FakeContacts is that now they are real people. And they're probably your contacts. (even if you don't know them). His biographies are imperfect, that is, human. Its value proposition is real and powerful. You look at his professional record and he's not imposted. Up to this point, everything seems to be in order.

His biographies are imperfect, that is, human

The problem is that they go from being "contacts" to "FakeContacts" at some point. They ask you for something without giving anything of value in return, and they do it automatically, without having bothered to read your "bio" before.

In his book "Marca eres tú” (Ed. Rasche, 2015), Eva Collado explains it loud and clear:

Don't you dare sell your services in the first message you cross with your new contact or ask for a job or favors... would you do it on the street with a stranger?

I've come to the conclusion that when these people contact you, you've already been placed on a spreadsheet as "possible lead for...". And what's after the "for..." it's very varied:

  • Send a CV to the first change (luck they're no longer papery, it would be an environmental attack).
  • Invite you to an event that's nothing interesting to you. I've gotten to get a message inviting me to visit a new chicken farm, My god....
  • Asking you to make them broadcast an event (this one is very common) that has nothing to do with your business universe or that competes directly with you.
  • Asking you to do like of a post they just posted, and that's obviously a slug.
  • Ask you if you want be affiliated or franchised projects not linked to your professional activity (the last, an offer to open a hair product franchise).
  • Asking you to you work for free in a project where they make money, go a win/lose from which I'll do a monograph shortly.
  • The best: I have received offers of self-styled "experts" in personal brand offering me a free audit to help me increase my online communities. A curiosity, when you look at their profiles, do you have 15 followers. Anyway...

An experiment during the Covid

In full confinement I did a little experiment. I wanted to put in place of these "requesters for nothing" and try their luck. I picked ten random victims, on a network like Linkedin. And I sent them a direct message from the same network talking about the importance of employer branding and inviting them to a very select webinar, with date suggestion included.

They were Level contacts 1, and all the people were HR directors. HH and contacted me from years ago. The language used, Right, brief and direct.

The result: Only one of the ten people answered, politely rejecting the invitation. Agree, statistically it's not valid, but it gives you to think about the effectiveness of such requests.

The only solution not to be FakeContacts is to contribute, give and create value

I hope I don't disappoint you, but there are no magic formulas to achieve a good harvest without having sown first, subscriber and watered with care. And that requires weather, Tracking, interest and a lot of empathy.

Before you direct a message to someone you have to put yourself in place and find out if you really need what we can offer you; if it adds value, and if you do it in a clear and differentiating way.

As a advisable practice, it's worth walking around the profiles of the people we want to send a request for action, see their websites (if they have), your experience, their skills. With that we can manage not to be spammers and above all, don't thicken your list of FakeContacts. Have a nice week!


Stock Photos from Boule / Shutterstock

Personal brand diagnosis 13: Building the SWOT (PPL)

In the 4 last chapters of the series Iceberg I've treated the "D" of "Weaknesses"with Elena Arnaiz, the "F" of Strengths with Xavi Roca, the "A" of Threats with Arancha Ruiz and the "O" of Opportunities with Francisco Warden. A luxury.

It's the turn to build the SWOT, and to do so in a practical and effective way. And for this I joined in this post my colleague and partner Nancy Vazquez, co-founder of Integra Personal Branding Mexico. Nancy works the SWOT with a methodology that solves diagnostic issues, but with the add on of three"outputs" possible.

If you have little time, I invite you to see this summary:

The SWOT matrix as a talent boost

We are more likely to succeed in life if we use our talents to the fullest. Similarly,, we will have fewer problems if we know our weaknesses thoroughly, and if we manage them in a way that doesn't affect our professional activity.

In the SWOT' context, our talents could be the sum of our strengths with the opportunities that open up. And let's remember that identifying our weaknesses and threats is a strength and a competitive advantage.

We have already identified our Weaknesses, Threats, Strengths and Opportunities. It's time to create the SWOT matrix, and not just any matrix, but one that answers three big questions. Nancy explains it:

Nancy Vazquez: The PPL SWOT (Person-Professional-Leader)

To manage a brand in an integral way we must work on three very important axes: The Person, The Professional and The Leader.

A good Personal brand is not less than one to be another, it is oneself, a person, a professional and a leader.

These three axes are roles that remain constant throughout our lives and that we can now develop them to achieve a much more complete competitive advantage.

When doing a PERSONAL SWOT my proposal is to be able to work it from a comprehensive analysis, from these three axes that help us clarify and thoroughly supplement relevant information about us, in order to be able to create a greater number of opportunities that at the same time will lead us to have a higher level of personal-professional satisfaction.

Persona SWOT

Perform your SWOT by working your three axes, think about your strengths or weaknesses in the first place as Person, which is the basis for developing as a professional and as a leader, the personal side currently plays an important role in interaction with the people, because it's the human side, stories, core values, etc. it's our emotional-sensory side to what we want to connect with and what leads us to have a chance to connect with different micro-niches.

Professional SWOT

Secondly, work on your SWOT from the perspective of Professional, your experience, results, work skills, studies, and everything that relates to your profession, this axis is on the normally we rely to establish strengths and weaknesses, so it's the easiest to work with, this axis we can see it as a structure with which we can provide a solution to a certain need in the market (resolutor side).

Leader SWOT

By last, thirdly we're going to look at our axis of Leader, from that perspective we will look for everything that strengthens or weakens us according to our personal brand management objective, here we're going to coincide many times with the others 2 axes, but also according to our level of self-knowledge we can find guidelines that help us enrich job or personal and even social opportunities, this axis is what makes us guide others and ourselves, I consider it the conscious side.

At the end of the PPL SWOT you will have the opportunity to generate a much more robust plan, understanding that the axes complement each other to generate a greater number of opportunities and at the same time we will be able to increase our level of self-knowledge.

And here's an outline of the matrix of this PPL SWOT.

DAFO PPL by Nancy Vazquez



Webinar: The four pillars of Personal Branding in companies

The 4 pillars of personal branding in companies

I invite you to this webinar that will take place next Thursday 25 of June 2020 7pm ESP, 12h MEX together with my partner in The Human Branding, Helena Casas and I'll take a tour of the personal Branding's four areas of influence and ROI in organizations.

Organizes: Vic University.

Free registration link: The four pillars of Personal Branding in companies

Congratulating Francisco Alcaide on the 20th edition of "Learning from the Best"

F Warden Learning from the Best 20 EditionMy good friend, writer and lecturer Francisco Alcaide, has seen his book "star" as the first part of "Aprendiendo de los Mejores” (Alienta), has reached its 20th edition. And what less to celebrate with a hardcover binding.

In the sash you can read two impressive facts and a great reflection:

  • The book that has inspired more than 70.000 people. (you read well, more than seventy thousand people).
  • The management book best-selling of a Spanish author in recent years.
  • "The results don't lie. If your life isn't how you'd like it to be. either you don't know something or you're not doing it right".

Congratulations, Paco!

Personal brand and sense of humor: If you have it, don't hide it

This week has been the one year of "you have a minute?”, those video summaries that never last a minute. And to celebrate I have decided to make a little homage to humor with a montage of some false shots of among the 52 videos of the year.

Here you go:

What we see is usually a 10% of what's behind it

This montage has no other intention than to rip out a small smile. But at the same time it symbolizes the invisible effort of putting yourself before a camera.

True truth? There was only once that went well the first time., and with the time of about one minute. I usually record between 5 and 10 videos to find the good. I don't read, I don't use the Teleprompter (although I have one), and I prefer some imperfection to a perfect speech, Read, maybe rigid.

I started making them from home, then I encouraged myself to discover beautiful corners of our geography, and the Covid19 I'm back at home and with a chroma.

I want to thank the enormous patience of those who have been behind the camera: especially to Mary, my half orange, to Berta, my contribution to the world, and also to Helena Casas, Ana Reyes, Eva Collado, Andrea Antelo, Oscar Martinez. And also to the many people who have dared to say, do you have a minute?

In this link you have the 52 video-summaries 1st year of this format. I threaten: this is going to continue.

The sense of humor is part of our personal brand

There's a certain trend, especially in my "fifth", avoid showing certain emotions in public, as if that made us vulnerable.

To be consistent is to show our facets of personality, use without abuse. Many times I have been surprised to meet a person who saw as dispossessed of humor and who in real life overflows a sense of impressive best humour.

When we analyzed the secret area of the Johari window, we must understand that it is good to let go of certain aspects of our personality that define our personal brand.

We all have a sense of humor, but some people are more sensitive than others. If you see you don't have it, don't try too hard to force it, to show it. We have to make baskets with the wickers we have. But if you have it, don't hide it, you'll be projecting the person you're not.

Sense of humor is not seeing the good side

Let's not confuse optimism with a sense of humor. A pessimist can spend an acidic sense of humor, Ironic, like the missing one this week Rosa Maria Sard, a woman prodigy that we will miss in theaters and movie theaters.

"La Sardá" boasted of having some "bad milk", but that didn't overshadow his sense of humor.

I wrote (mayo 2013) on Soymimarca these words about the sense of humor and personal brand:

Humor, well-managed, can be a critical tool of great efficiency, can be the key to promoting tolerance, to see what others don't perceive, to relativize things.

A new television space based on the Do you have a minute?

Sometimes many people think the good news comes from a stroke of luck. In this case, the videos "You have a minute?" came to a person related to a new TV channel that starts on Monday, Fibracat TV.

The result? I've been commissioned for a one-minute microspace a day with small personally branded pills. It will be titled "Tot deixa marca" (Everything leaves a brand) and I hope you'll soon find a sponsor. At the moment I'm on tapes 10 Programs. I'll tell you..


Final advice, don't take your life so seriously, and as my friend Paula Fernández-Ochoa says, "that no one beats you to laughter".

Stock Photos from Sofia Zhuravetc / Shutterstock



Personal Brand Course Online, already available

Box Curso Marca Personal OnlineIt's now available, the Personal Online Brand course, whose trainers we are Nancy Vazquez, Alan Urbina, Helena Casas, Isaac G. Merino and I.

  • When: Anytime. The course is already underway, And once you enroll, do you have 6 months to finish it. Although we advise you to do it in two months maximum.
  • How much: Enrollment in the course costs approximately 90.00 ($99,00), but if you put this COUPON: GR20MPTEAM you'll get a discount from the 10% righ now.
  • Where: Copy the coupon and go to the registration page https://www.marcapersonal.online/product/registration-course-course-brand-personal-online/. There you click on "add to cart", and on the next page you add the coupon code and click "apply coupon" and you'll see how you immediately discount the 10%. Then you click on "finish purchase" and on the next page asks for your credit card details, your customer data, billing... and start! If you have doubts during the process, here we answer them hola@marcapersonal.online.

If you want information about 28 Lessons, and all the details, you can see this page on this same website: Personal Brand Course Online, born of a success story.

Personal brand diagnosis 12: Analyzing opportunities

In the 11 previous chapters of the series Iceberg I've tried diagnosing our personal brand: perceived identity, own identity, digital identity identity by name in search engines, on social media and by keywords.

I have also dealt with Elena Arnaiz the "D" of "Weaknesses" of the DAFO, the "F" of Strengths with Xavi Roca, the "A" of Threats with Arancha Ruiz. And today we close the "O" of Opportunities with my admirad Francisco Alcaide, author of one of the best-sellers of business literature Aprendiendo de los Mejores (already in the 20th edition), Aprendiendo de los Mejores 2, and, among others, “Tu futuro es hoy" in this case with Laura Chica, and possibly the best lecturer I've ever met about leadership and motivation.

If you have little time, I invite you to see this summary:

The importance of detecting opportunities

Golconda's diamonds

Al Hafed was a rich man who owned a large farm in southern India. Lived a comfortable and luxurious life, until a former Buddhist priest told him about the existence of diamonds, the world's most valuable mineral. He became so obsessed with the idea of getting incredibly rich by finding these precious gems that he sold his farm and traveled the world in search of them until he spent all his money. Without a penny and despondent, Finally, drowned.

In the meantime, on the former al Hafed estate, the new owner took his camel to a stream in the garden to give him a drink. While the camel drank, noticed a brightly colored rock shining in the water. He took her home and placed it on the chimney. Some days after, the old Buddhist priest returned to the estate. He looked at the rock and recognized it as a great diamond in the rough.

This is how the Golconda diamond mine was discovered, one of the most magnificent in the history of mankind. Golconda diamonds are now known as the highest quality gemstones in the world. Many of the world's most famous diamonds are believed to be, including the Hope diamond, come from the Golconda mine.

Opportunities are closer than we think

We don't need to look for opportunities elsewhere. All the opportunities you might want can be found where you are now – in your community, job, family and other circumstances. To achieve the best results, we have to dig in our own backyard and find opportunities.

You may have heard the expression, “The grass is always greener on the other side of the fence”. We all dream of finding our success or fortune – somewhere else, in a different set of circumstances, in a different city, with a different job or a change in our marital status. When you get to the “other side of the fence”, you'll probably find that the grass wasn't so green there after all.

Problems and opportunities, the link

Many problems often contain within them the seeds of opportunity.

The reason most people never see them is because no one has taught them to look for them

When they get off the ground, diamonds don't look like the bright, multifaceted gems we all know and love. They come disguised as colored rocks and coarse grain. It takes a trained eye to recognize them.

Many people only see the problems, and quickly give up. But a small handful of entrepreneurial people push through the challenges to identify and capitalize on opportunities.

Francisco Alcaide: If you're not ready, Opportunities won't appear in your life

He said Aristotle Onassis (1906-1975), Ari, the Greek tycoon of the 20th century shipping industry, that "the secret of a business is that you know something that no one else knows”. When asked what was the formula of his success, he answered: "Do you see that chair there? I saw her first.".

Opportunities exist on all sides, in all ages, and at all times... for those who know how to see them, is prepared and takes advantage of them

One time, Mexican businessman Carlos Slim, among the ten largest fortunes in the world, Pointed: “All times are good for those who know how to work”.

It is not enough to be in the right 'place' at the right 'time', but you also have to be the right 'person'.

And how does one become the right person? Preparing. Opportunities are rarely presented to 'unprepared' people.

It is rare to spot opportunities if you do not have the sensitivity to identify them. Sensitivity is nothing but the ability to see what many are unnoticed. And sensitivity is not innate, but the result of knowledge, experience and observation. Definitely, of curiosity: the more you study, the more experience you have, the more you ask, the more you investigate, the better you relate, the more you're interested in other areas of knowledge, the more open you are to life... easier you'll find discovering opportunities. If you're ready, Opportunities will find you.

If there's one thing that's distinguished by 'winning' people is that they're one step ahead of the market. And that's no coincidence., but causal.

Types of opportunities

Opportunities: One of the most abundant elements in the world, and so hard to identify.

The tale of diamonds shows us opportunities in front of us and we don't see. The words of Francisco Alcaide tell us that better preparation predisposes us to locate opportunities.

Just by reading the two books of "Learning from the Best" can we see how more than a hundred world leaders have been able to find opportunities where other people only saw problems or threats.

For practical purposes, and with an eye on your personal SEDO, I distinguish opportunities in 10 categories:

  1. Continuous learning: New competencies, skills and knowledge you can acquire
  2. Thoroughly analyze complaints from competing customers
  3. Benchmarking success stories from other business sectors
  4. Changes in your business sector that may favor you
  5. Technological news at your fingertips applicable to your industry in the future
  6. New positions available at the company you work in
  7. What networking meetings can you attend?
  8. What coach, consultant or mentor can help you?
  9. Parallel projects
  10. Recommendations from reference professionals

Here you can download in Excel the box with the Types of Opportunities.

Types of STEFO Personal Guillem Recolons Opportunities

Questions about opportunities

It's time to analyze whether any of the opportunities arising from the above points have a viable business.

Does anyone else does? is the idea relevant? do I need funding to get it up and running? Are there patents? would the demand be elastic or inelastic at the price? Local, Global, Glocal?

This period takes time, but also agility. This is not to fall into that of "paralysis by analysis". Perhaps the time factor is critical to ensure the successful launch, but above all the continuity.

And let's not forget to include those chosen opportunities in our business model personal.

Stock Photos from Korpithas / Shutterstock

Personal brand diagnosis 11: Analyzing threats

In the 10 previous chapters of the series Iceberg I've worked with the diagnosis of our personal brand: perceived identity, own identity, digital identity identity by name in search engines, on social media and by keywords.

I have also dealt with Elena Arnaiz the "D" of "Weaknesses" of the DAFO, the "F" of Strengths with Xavi Roca. And today I start with the outside of the DAFO trying the "A" of Threats with my colleague and admired Arancha Ruiz, talentista, one of the pioneers in personal brand management and author of the books "El mapa de tu talento”, “What the Headhunter is looking for" and "Now or never”. A woman who has been able to deal with threats and turned them into opportunities.

If you're wondering why I chose that eye-catching image, in the animal and plant kingdom, eye-catching colors often appear in poisonous species, so they're actually alerting them to their potential danger, the predator recognizes them and thus avoids being hunted.

If you have little time, I invite you to see this summary:

Why it's important to know about threats

It's critical to know everything that can negatively affect your business model from the outside.

Few days ago, with my peers TEDxEixample, we had the opportunity to help prepare a TEDx online talk to Juanma Freire entitled "Can we evolve from Homo Sapiens to Homo Cooperator?”. Among the threats detected by this nuclear physicist and specialist in Open Innovation, I was struck by one referring to the professionals who are engaged in translation.

Juanma told us that he explained to a translator friend that in a short time (weeks, maybe) any of us will be able to travel to Japan, and with headphones connected to an app and a 5G network, you will be able to hear a real-time translation of what any Japanese explains in their native language… What an irony! what is a threat to some is an opportunity for others.

We must perceive the alarm signs, threat, like shift levers

But like a ingo mom who smells danger and puts her puppies safe, people we must perceive the alarm signs, threat, like shift levers.

Juanma's friend knows that in two years his business model will have mutated. But you also know that your skills as a translator will drive you to spot new opportunities.

In my case, the deadliest threat I've ever detected is to expect something to happen. Without going to look for it and without having the right human equipment to make it happen.

Arancha Ruiz: threats sharpen ingenuity, generate riddles, renote to instinct, And more!

It's often called “threats” environmentally friendly factors that pose difficult challenges to navigate. People are unique in identifying threats…And also by voceting them! The news, gossip, the rumor that jumps from word of mouth to ear helps to increase the fears of these giants that are more scary than the windmills of Quixote.

However, threats also have their bright side. As you read it. Because they sharpen ingenuity, generate riddles, they reful of instinct and prevent people and organizations from sleeping on their laurels and not being able to look beyond their oronda belly.

Threats are born of weaknesses that prevent them from being addressed as opportunities

There's a motto I apply a lot in my life: If a problem approaches, you already have one thing to do: Solve. If the problem has no solution, it's not a problem but a new situation, so you'd better get used to it as soon as possible. And most of all, don't confuse one with the other. It is my particular adaptation of the phrase of wisdom coined by Reinhold Niebuhr “Sir, give me strength to change the things I can change and patience to endure the things I can't change. And wisdom to distinguish them”.

We must be able to anticipate the threats, read the first signs and activate the talent to develop capabilities that allow us to face them.

COVID becomes a threat when we believe it can beat us. That can stop us We don't let him!

The opportunity is to believe that talent, as the unique ability of people to add value by collaborating with other individuals, Expire. To dream that he is a gentleman who together with his faithful squire can change the world in which he is. Because while he continues to dream, keeps trying. And by persisting they can find the strength to change reality.

Types of threats

Threats come from several fronts. And let's think that every missed opportunity is also a threat.

Imagine you're the translator of the example above. You work for a translator's agency, but by projects. You haven't considered having your own translation services website. You also don't have an excessive presence or social media essence.

From the other side of the world, someone is looking for a person like you, with your skills - almost unique- translation. They need a simultaneous translator for an important symposium. You're the perfect person. But they're not going to find you.. Missed opportunity. And threat, that can happen many times. You'll wonder if I'm the best, why they choose other people? As said by Rubén Montesinos, being good is fine, but you also have to look like it.

I distinguish the threats in 8 categories:

  1. Strong competition in your professional field
  2. Technology
  3. Misuse of new technologies
  4. The metooism
  5. Difficulties of the current working framework
  6. The legal framework
  7. Globalization
  8. The gifted horse

Here you can download in Excel the box with the Types of Threats.

Guillem Recolons, personal DAFO threats

Trends, an antidote to prevent threats and take cover

A good way to prevent threats (Eye, not all can be prevented. Example: Covid19) is to analyze trends. And also the trends that relate to technology.

If you're a car driver, Truck, you should know that there is less missing for the arrival of autonomous vehicles.

There are two options. The main threat is to wait for the inevitable to come without doing anything. The option 2 is to try to participate in some way in that new business, whether it's creating apps, as a sales agent, coordination, vehicle maintenance, Insurance...

There are many places and forums where it is possible to see what will happen in the short term. Although the long term is more complex, there are also opportunities, for example, the emergence of senior and the increase in active life expectancy, representing a new business model for people in good health, some purchasing power, and a life ahead.

The action plan for your threats

Although business literature holds that threats are beyond our control, the truth is that we can exercise some control. We'll never be faster than machines, But we can think divergently, Guess, Anticipate and many other facets that at the moment put us ahead as humans.

The action plan for our threats consists of four parts once a possible threat has been identified:

Imagine that your main threat is the arrival of the autonomous vehicle:

  1. Design a strategy. Putting yourself on the winning side. You can help deploy 5G technology, create specific signaling for the sensors of these vehicles, imagine new forms of entertainment for travelers, who should no longer be aware of driving…
  2. Analyze resources you need. List the resources you need to deploy that strategy, look for collaborators, business angels, software developers…
  3. Calendariza. If you don't put a date, you won't have it ready when the time is right.
  4. Prepare the action plan, developing each of the stages, your needs...

Next day I close the personal SFO trying the opportunities, and I'll do it hand in hand with someone else wonderful. I hope you were helpful in the article.. If it has been so, Thank you for commenting and sharing!

Stock Photos from agsandrew / Shutterstock

Personal brand diagnosis 10: Analyzing strengths

In the 9 previous chapters of the series Iceberg I've developed the diagnosis of our personal brand: perceived identity, own identity, digital identity identity by name in search engines, on social media and by keywords.

I also dealt with Elena Arnaiz the "D" of "Weaknesses" of the DAFO, and today it's the "F" turn Strengths, for what I've invited the friend and colleague Xavi Roca, author of "Desmárcate”, great personal brand book. I would say that Xavi is one of the people I've read the most about strengths, a true champion.

If you have little time, I invite you to see this summary:

Why it's important to know them

We often compare ourselves to each other, and we feel superior or inferior based on their strengths and weaknesses.

But the truth is that every person is different and we all work based on our personality. It's important to know yourself and our abilities, that's why I advise you to see the first 8 chapters of Iceberg, to really know you.

Your strengths represent levers that you can leverage to push yourself more and, above all, better

Knowing your own strengths gives you a better understanding of yourself, keeps you going on a lot of things. For example, if you're looking career options, you could reduce specific areas of work based on what you know you're good at.

It also helps you grow more. Knowing what you can excel at allows you to aim higher and achieve more.

Xavi Roca: just a 20% professionals manage to align their strengths with their professional activity

Most people think that to succeed they must correct their weaknesses. But it's much more productive to focus on your strengths.

Different studies claim that if you spend the same amount of time boosting your strengths or correcting your weaknesses, on average return on investment is a 600% superior when you focus on your strengths.

To get a great personal brand you have to identify your natural talents, develop them into real strengths and make them the real centerpiece of your strategy and communication.

It is estimated that approximately the 80% professionals develop professional activities that are not aligned with their strengths while only the 20% professionals manage to align their strengths with their professional activity

How much would a company's productivity improve, country if we could get more professionals to know, develop and apply your strengths in your professional activity? How much would personal happiness also improve?

When a person focuses on their strengths, multiplies by 3 the odds of claiming that they have an excellent quality of life and multiplies by 6 the odds of being committed to your work. In addition, they want to go to work, have more positive than negative interactions with their peers, treat customers better, tell their friends they work in an excellent company, they achieve more every day and have more positive moments, creative and inspiring.

Types of strengths

Your greatest personal strength would be natural in you, very easy to get going. For example, the result of external feedback and working with Strongholds of the Crystal test, I'm credited (And I attribute) creativity to think of unique ways to solve problems.

I distinguish the strengths in 8 categories:

  1. What sets you apart and you do better. Those are the queen strengths.
  2. Your skills and competencies
  3. The ones that have helped you achieve goals
  4. Your core values. This is becoming more and more noticeable.
  5. Other strengths
  6. Personality strengths
  7. Digital reputation strengths
  8. Online situation strengths

Here you can download in Excel the box with the Types of Strengths.

Author: Guillem Recolons mayo 2020


Total identification

Only the others / Just me

What sets you apart, what do you do better

Elements where you clearly stand out from the rest

Skills and competences

What you know how to do well, what you've learned and mastered

Strengths that have helped you take on goals

Key achievement levers in your career

Your core values

Your three pillar values

Other strengths

Address book,

Personality (feedback, DISC, Mbti, Crystal…)

Action-oriented, Adventurer, analytical, Artistic, Athletic, authentic, Careful, intelligent, Compassionate, Charming, Communicative, Committed, Brave, creative side, Curious, Determined, Disciplined, Educated, empathic, emotionally intelligent, Energy, Entertainment, Fast, flexible, Focused, detail-oriented, Predisposed, inspiring, Leader, you learn well, motivated, Optimistic, open-minded, Organized, Outgoing, patient, Precise, Responsible, self-controlled, Conversationalist, Spontaneous, with social skills, strategic thinker, team-oriented, Thoughtful, Reliable, visionary, Kind, Willful, Reflective

Digital reputation

Very good reputation, reviews, reviews… network positives

Online situation

Presence and essence, it's easy by name, you find yourself through keywords, good digital selling index, good social selling index, interesting and sufficient communities, authentic communities, good digital habits, AUTHENTICity and coherence OFF/ON,..

Time to validate our strengths

Just like we did with the weaknesses, starting a validation phase will help us confirm those that are self-perceived and perceived by others, and also to identify new strengths.

A text could be this: As part of an exercise I'm doing on my personal brand, I've identified what I think are my strengths in various categories Could you validate those that you identify me?

I remember the advice to create a picture like the one above, but putting a scale of 1 to 5 so that it is the others who place the degree of relevance of our strengths based on their relationship stakeholders with us. You can even do it with a Google form, adapting the configuration as an evaluation questionnaire.

The action plan

We move on to action, it's time to manage our strengths.

The action plan consists of three phases:

  1. Listarlas
  2. You communicate
  3. capitalize
  1. Listarlas it's simple. I might include those highlights that we can draw recommendations that have made us throughout our career here (and academic).
  2. You communicate it's key. Where? our CV, in our elevator pitch, in our bio Twitter, Facebook, Linkedin extract ... and -how not- in our personal story. And if we have our own website, ¡Bingo!
  3. capitalize It is more complex. If we work in a large company, put the radar to offers of jobs that require these strengths. Small business or are unemployed action is slower, since many of the bids do not reach the labor market, so it will be good idea to think about creating a blog and be constant in publications.

I hope you were helpful in the article.. If it has been so, Thank you for commenting and sharing!

Stock Photos from Lightspring / Shutterstock

Personal brand diagnosis 9: Analyzing weaknesses

In the 8 previous chapters of the series Iceberg we have worked the diagnosis of our personal brand we have focused on perceived identity, on its own, in digital identity by name in search engines, on social media and by keywords.

In this chapter we enter the SSO (Swot, SWOT…) of our personal brand, analyzing the "D" of "Weaknesses”, and focusing on how to manage them. I am especially excited to have in this post the art of my friend and colleague Elena Arnaiz, Talent and Action, that as a psychologist, coach and personal brand management expert gives us some gold keys (like her hair) how to masterfully manage our weaknesses. A luxury.

If you have little time, I invite you to watch this video-summary:

About the SSO

SDOO is an acronym for Weaknesses, Threats, Strengths, Opportunities. It is also known as FODA in America and as SWOT in English. Regardless of the order in which the four axes are placed, there is an internal view of SSDO (weaknesses and strengths) and another that belongs to the context, external vision (threats and opportunities).

This is often a diagnostic method for companies, But in the last 10 there have been two major "mutations" with respect to SSDS:

  1. Its application to people, yes, personal SWOT, the one we'll deal with here.
  2. Its transformation from diagnostic method to action plan.

Despite some problems involved in its use, the personal SFF is still an important strategic tool to list a person's strengths and weaknesses, and register those strengths and translate them into Value.

The DAFO methodology distills the strengths and weaknesses in core competencies and fundamental problems. These core competencies and fundamental problems are then linked in an action plan aimed at preserving and leveraging the basic competences of the person, defending it at the same time from exposure to central problems.

Why it's important to know our weaknesses

Imagine you have a good friend. You know that person well.. So much, you know the dedillo his weaknesses, and you arm yourself in front of them. And, by modesty, out of fear, for whatever reason, you don't see yourself able to communicate those weaknesses to that good friend. You know you're doing wrong., but your head prevents you from getting into conflicts with someone you appreciate.

Houston, your friend has a problem. He doesn't know his weaknesses.. But their surroundings do know them. And it acts on them. Your friend is in a clear disadvantage position. He doesn't know his own weaknesses.; and maybe that's closing some doors for you.

It's time to act. And that's why it's important to know our weaknesses. It is possible that, after meeting them, let's keep acting as usual. But at least we'll be aware of a part of the footprint, of the personal brand that we're leaving.

Elena Arnaiz: Don't turn your weaknesses into obsessions

In the knowledge of your weaknesses you will find one of your main strengths

Do you have to invest all your energy in getting “pa out” the bad? Isn't it?. Your energy, your time and all your resources have to be put in to boost your strengths. I don't know anyone who shines in all their splendour basing their entire strategy on polishing their flaws.

Rather, on the contrary, people who achieve their goals often have in common this way of dealing with weaknesses:

  • They understand that it is a priority to look at each other courageously enough to Identify, recognize and modify those weaknesses that prevent me from moving forward in the implementation of my action plan. Admitting our miseries, our envy and all that has to do with the most varied mechanisms to safeguard our ego is an exercise of so much maturity that achieving it is to succeed. To get started, with having them identified we're doing well.
  • Knowing how it's affecting me in my actions and modulate its impact until I keep the positive part that every weakness has within it. Is excess perfectionism a weakness? Of the most unproductive and destructive I know. Identifies, modulates and keep the nice part that gives you to take care of the detail. Know how to stop it, and use it to your advantage, will bring you closer and closer to your results.
  • Reconcile with those weaknesses you can't solve. It's impossible for you to have the time and energy to modify each and every one of your weaknesses. In the Acceptance our weaknesses is also our differential value. Your despistes, your "border", that point a little innocent, the suffocists you get because you keep sending your earrings the night before (like I'm doing with the lines you're reading now), it's part of you.
  • And always remember that no one buys your value proposition for being perfect. That no one wants you exhausted, who want you humble. No one wants the fuller and most polished version, but in a position for continuous improvement.

There's the key, Question, Identifies, assess what to do with each of them, acts and enjoys. At the end nobody gives you that much importance as you do..

Types of weaknesses

On the one hand, I distinguish non-limiting weaknesses, they're the big group, and the beliefs, less but with a more damaging effect on our Personal Branding and our career.

On the other hand, there are weaknesses from diverse backgrounds: labor, personal, limiting beliefs, impossible competitions, means, personality, reputation, digital presence.

You define which ones are limiting, because that depends on your value proposition and the activities you do to carry it out.

  • For example, a degree of blindness may be relevant to an aviation pilot, but not for a wine taster, an administrative, a musician or a radio announcer.
  • Not knowing the English language can be limiting if your scope of work is global, and it's not limiting if the scope is local.
  • On the other hand, personality weaknesses are only such if they prevent the development of a particular employment position. For example, if a person is shallow can devote himself to many things, but not to analyze data, to investigate...

Here's a list - very expandable- of the main weaknesses. In order to complete it, it's interesting to turn to 8 previous post exercises on personal brand diagnosis, you'll find in the category Iceberg from this blog. Here you can download in Excel the box with The Types of Weaknesses.




Bad work habits

Disorganization, lack of punctuality, not knowing how to delegate, take too many risks, Indecision, lack of leadership, lack of ideas, bad presence, difficulty expressing yourself…

Bad personal habits

wrath, envy, Cranky, Impatience, Pride, Greed, Lust, sloth…

limiting beliefs

Political beliefs or phobias, religious, Sexual, Affilliations (sports…)

Competitions we dodge for fear of not dominating

Languages, digital capabilities, certified, Licenses, studies

Lack of resources

Financial, Educational, Affective…

Other limitations

Ignorance of other languages, physical limitations, Psychological, lack of experience, over-experience…

Personality (feedback, DISC, Mbti, Crystal…)

Negativity, Intolerance, arrogance, Aggressiveness, Cynicism, lack of empathy, Irresponsibility, Selfishness, Impulsivity, close, Cynicism, Despotism, Greed, Temerity, Passivity, distrust, superficiality, Shyness, Procrastination…

Digital reputation

Damaged reputation, fake news, confused reputation (someone else, same name)…

Online situation

Not found, it's ubiquitous, confusion with another person, not association with keywords, ca" digital selling index, mal social selling index, insufficient communities, communities “fake”, bad digital habits (netiquette), lack of authenticity, fishing, Cyberstalking…

A cumbersome but interesting job: Validate our weaknesses

No one likes to manage their own negativity. It's awkward, very uncomfortable. You want it to happen fast., like pain, or as an inopportune ad on your favorite radio show.

The validation phase allows us to, on the side, that our environment validates weaknesses, and for another, that can detect some that have gone unnoticed.

One tip here may be to create a picture like the one above, but putting a scale of 1 to 5 so that it is the others who place the degree of relevance of our weaknesses based on their relationship stakeholders with us. You can even do it with a Google form, adapting the configuration as an evaluation questionnaire.

And now comes the good: the action plan

To move from diagnostic method to operability, now comes the time to manage our weaknesses in an action plan.

The action plan is very simple: It consists of three phases:

  1. Minimize
  2. Manage
  3. Mentorizar
  1. Minimize the impact of our weaknesses by avoiding tackling projects that require skills that we don't master. Or better, find a way to delegate to another teammate so he can play to his strengths. This second option is interesting, avoiding a weakness of its own while reinforcing a stronghold of others. For example, if you ask me for a collaboration on digital humanism, better deego in Joan Clotet, true?
  2. Manage. Focus only on solving those weaknesses that can get in achieving our objectives. In a nutshell, limiting weaknesses. If I can't speak English and look for a global job, it's time to immerse yourself in the study of the language.
  3. Mentorizar. To make the most of the opportunities that "weakening" our weaknesses will give us, we might consider the help of mentors. Psychologists, Guiding, Coaches... They're there for that., they're not an expense, are an investment.

Stock Photos from Blackboard1965 / Shutterstock



Beyond the Value Proposition

If you are IESE alumni or current student don’t miss my online keynote “Beyond the Value Proposition: How can your Personal Brand survive this Crisis“. May, 20, 18 – 18:45h CEST on Zoom.

Covid19 has changed the way we persuade in business. It’s not time to sell yourself, but let the others do it. Activating your value proposition means designing a unique value proposition for each stakeholder. Once you have done it, it’s time to implement a double strategy: On the one hand, an inbound plan of value content to position ourselves as experts. And on the other hand, just think that selling oneself is less effective than getting quality referrals to do it. You need a plan with your key partners.

Registration here.



Personal Branding and Personal Marketing Is it the same?

The confusion between the personal branding and personal marketing exists, and it has its logical point. It comes from the same confusion between branding and marketing.

I myself was the victim of this confusion. In my time as a publicist, most companies went to branding companies for a logo, not for a brand strategy.

If you have little time, here's a one-minute summary:

Personal marketing saved Paul Adam's life

Personal marketing saved my life. Paul AdamLooks like a pompous headline.. Actually, it's the first book of my colleague and friend Pablo Adán says, which he posted in 2011 and that I had the honor of prologaring. The exact title in the first edition was “Personal marketing saved my life”.

Oscar Vega, advertising and marketing professional, recounted his moment of transition to what he called "personal marketing.". An autobiographical narrative that showed the projection of marketing towards people as a new "modus vivendi" of the protagonist.

Back then, Soymimarca had barely been a year old. And Paul wanted to be Soymimarca's man in Valencia. Adapted brand identity, the logo, Colors... but he didn't call it personal branding, personal branding or personal branding. He called it personal marketing..

By the way, the book -short reading and highly recommended- is available in a new edition of 2013 renamed "I'm a crack: personal marketing saved my life”.

Personal communication saved my life

A parallel story, but what happened 6 years before Paul's. In January 2005, after 25 years in the world of advertising, I printed a change in my life: I moved into the wonderful world of personal communication.

Guided by a purpose greater than that of making the shareholders of my previous agency richer (of which I too was a shareholder), I set out to change. Years later, defined is purpose as "helping to draw futures", and so I explained a TEDx talk titled "Small Data".

Change I don't know if it saved my life, I think possibly in advertising he would have suffered a heart attack. But I do know that I started living off it, And I keep doing it.

There's only one nuance. Seen over time, I'd say that neither Paul was personal marketing nor my thing was personal communication. True, on 2005 personal branding was not known in Spain. Neither Neus Arqués nor Andrés Pérez Ortega had yet published "Y tú, ¿qué marca eres?" and "Personal brand" respectively.

But then, what is personal marketing and what is personal branding?

In a simple definition, personal branding is the one who handles the management of the PERSONAL BRAND in its entirety, and that includes personal marketing, which is the set of strategies to make ourselves known, or make our brand known.

And even that has nuances, so I've turned to two professionals of obligatory reference:

Personal branding and personal marketing are needed: The case of Andrés Pérez Ortega

This is how Andrés Pérez Ortega defines in it is post your idea of personal marketing:

Visibility, the notoriety and marketing of your Personal Brand is just one of the phases of that positioning strategy. It's not the first or most important. In fact there are many people who have left their mark throughout history and who have not bothered to divulge it (maybe because others already did it for them). But it's true that if you want to make an impact so they know you, consider you as an option to consider and finally choose, you'll have to work hard to communicate what makes you valuable.

Andrés is a personal branding expert, but we've also met him thanks to his personal marketing. Here's your first “Pill” personal brand video, of June 2007, or if you want, the year 12 Ac (before the Covid):

Personal Branding and Personal Marketing seen by Ivan Diaz

In case you don't know Ivan Diaz, is the soul of Branzai, for me and for the whole blogosphere the best blog about branding, and also the soul of Grávita, one of the best (although not older) branding consultants.

I asked Ivan about that difference.. And his explanation seemed clear to me, Impeccable:

Branding Personal is the way to define your position in front of those around you to be part of their lives.

Personal Marketing is the way to make that happen. The way we have to show what we say we are

Don't you think it's great.? There's no better one than the other., it's just part of a process. You can't drive personal marketing without first working on defining what makes you import others. That's why sometimes certain people's messages appear dissonant, lacking in essence, of purpose, Empty: have started the house by the roof.

Two ways to understand the hero's journey

The simile of the "hero's journey" is interesting, proper to the story, to define that difference between personal branding and personal marketing.

I tend to say that personal marketing is when you talk about yourself, and that personal branding is the process that allows you to add value your interest groups. If this process is successful, you get recognition by others.

A very recent example:

Branding: When a friend sends me a screenshot of a college course in which my colleague Victor Candel puts me as an example in videos on the IGTV channel:

Marketing: When I take advantage of that branding result to do self-promo:

So synthesizing it, personal marketing is talking about you, and personal branding is getting others to do it. The difference is due to the saying "from the saying to the fact". So marketing is what you say and branding -in my view- it's the result of what you do.

At an online conference held this week (I treat below), my colleague Nancy Vazquez translated my vision of personal marketing and branding with the hero's idea:

In the case of Andrés Pérez Ortega, the branding part came to me when others talked about it. Others made him a hero, and that came to reinforce and put more value on your personal marketing. I hope the differences are clear to you.. Remember, before talking about you as a hero, worry that your customers are.

Stock Photos from PathDoc / Shutterstock



An online personal brand conference that points to the 2nd edition

This week, between 4 and 7 of May 2020, the first edition of the congress has been held Personal Online Brand. At the end, something more than 90 assistants in direct rigorous could see 28 presentations in the form of short pills of 15 minutes + 5 minutes of questions.

I'm nobody to talk about success or failure, here the interesting thing has been the feedback received, And it's been good. True, a lot of content, that's why a lot of those who attended will be able to take advantage of and review the 28 videos, along with other materials, at no added cost, in a online course we'll be launching in a few weeks.

Thanks to Nancy Vazquez, Alan Urbina and equipment Integra Personal Branding for organizing communication and transmission. And to Anabel Ferreiras e Isaac García Merino for mobilizing the Dominican Republic and Anabel in particular for presenting the congress. And to Helena Casas, colleague of The Human Branding, for helping me get started with the web. And thanks to tod@s for the content. Thanks also to GNP Seguros from Mexico and REMAX Dominican Republic for your essential support. Living is incredible, and doing it in a good house is fantastic.

Guide to creating your ONLINE ACTION PLAN (book)

Guide to creating your action plan online: 6 easy steps for your organization to, Finally, grow onlineSix easy steps to finally get your organization to, grow online… That's how he captions his new book/guide, fresh out of print, entrepreneur and entrepreneur Montserrat Peñarroya. I confess I just got here., so I haven't finished reading it. But after watching it calmly, I see it'll be for more than just reading it.

The Guide to creating your action plan online (Editorial 3iSIC, 2020) is full of strategy exercises and action plan so that when you finish reading it, simply, Get it going. Billing more over the internet is a problem that Montse has been able to turn into an opportunity throughout his life, creating its first online company in 1998, yes, you read well, before Facebook, Linkedin… and the same year Google was founded.

This, dear readers, Promises. Back to personal branding, Montse is a guarantee of professionalism and this book is a beautiful example of personal marketing.



Personal brand diagnosis 8: Digital identity by keywords

In the 7 previous chapters have focused on perceived identity (external feedback), on its own (self-diagnosis tests) and in the digital identity by name searchers and social media..

This chapter discusses our ability to be found online through keywords, and not by our name. We should not assume that whoever conducts a search knows us by name. But you may come to us looking for keywords. Difficulty level increases, definitely. But there are ways.

If you have little time, I invite you to see this summary:

Defining keywords (keywords)

It is usually a term used in online positioning (SEO). Javier Marcilla, of NinjaSEO, defines keywords like this: "are essentially questions you ask Google and that strives to answer in the best way possible. And Google's way of answering them is to provide the most relevant pages in the results."

At Personal Branding (managing our personal brand), keywords are what define our main areas of activity. And well-used, become a hook that attracts those who use search engines and social media to find experts in those areas of activity.

Keyword types in Personal Branding

When we talk about keywords, we speak in the plural. Try to get strong on a keyword like "Facebook”, for example, it's almost impossible, since you fight a monster.

Because, what's really operational is working with key phrases. In the example above, if you add one more word, for example "Facebook campaigns”, you already specify your area of activity and you can compete. And if you add another one "effective Facebook campaigns”, defines also a benefit.

If you're looking for a personal brand consultant, surely you won't put the floor "consultant" but the phrase "mark personl" or better "personal brand consultant”, which will take you straight to a post from my colleague and friend Claudio Inacio (thank you Cláudio for your help with this post).

And the nuances are interesting. If you're looking for information on how Personal Branding works in the company, the key phrase is Personal Branding company”, what - possibly- take you to a page or post of my website.

See the difference? In one case we are talking about an open model, B2C personal consulting, in the other a B2B model focused on companies.

The effectiveness of the blog binomial + keywords: the case of Joan Clotet

To show that you don't need to be a digital marketing expert to be found by key words or phrases, I explain my friend's case Joan Clotet. Joan has been self-defining as “Digital Humanist”. I attest that it is, and the best. And beyond self-defining, Joan created many years ago a blog whose main title is that: Digital Humanism.

So far it may seem normal to you. The peculiar thing is that Joan, when he created that blog (and several profiles on different social media), he was employed by a large company. That's already been seen., at that moment, as something exceptional.

What happened to Joan and the keywords? In his words:

It was the first Digital Humanism Forum which was being done in Colombia, organized by the Andean Area University Foundation. They contacted me because the last few years they collected information about the concept “Digital Humanism” and they found me ubiquitously. In addition, the vice-chancellor of the university was a s closer follower of my blog. I can say that thanks to the blog and the keywords they found me. My contents gave me the authority.

Joan Clotet

Joan Clotet in her speech in Colombia

The lesson learned with Joan is exemplary in terms of personal branding:

  • Focus: Digital Humanism
  • View: Be an area benchmark
  • Communication: create a platform like a blog to express reflections on the focus
  • Consistency: publish frequently (once a month, approximately) always with the people and technology, their great passions and specialties.

By the way, don't miss his presentation, it's really worth it:

Diagnosis, business model, communication plan and keywords

Keywords relate to essential stages in personal branding:

  1. Diagnosis. It's the object of this post. Here we analyze - raw- what are the words why our customers and other stakeholders should come to us. And of course, we test them for search engines to see where we are (if we're) and who we're competing against. It's a starting situation analysis.
  2. The business model, because activities that we have defined in the model are possibly the basis of our key words or phrases. The value proposition it's hard to turn it into a key phrase, because it's usually a broad wording. But activity can be a phrase: for example "content writer" is a key phrase. "Valuable content that produces lead generator for your brand thanks to expert and bilingual writing" is a value proposition.
  3. The communication plan: That's where we define the keywords and phrases we want to position. To do this, we'll use tools to help us understand the relevance and scope of these keywords. Claudio Inacio recommends using Semrush, and has recently prepared the SEMrush Guide 2020: what it is and how to use its tools to improve your personal brand. And there are more tools:
    1. Keywordtool.io
    2. Ubersuggest.org
    3. KW Finder
    4. Keyword Planner Tool de Google
    5. Keyword Suggestion Tool by Small SEO Tools
    6. Google Trends
    7. Soolve
    8. Keyword Shitter
    9. Google Keyword Planner and Auto Suggest
    10. Ninja Search Combination Tool
    11. Keywords Everywhere
    12. AnswerThePublic

Face keyword search in diagnostic mode

The above tools are useful in the communication plan, when you meet DAFO, objectives, value proposition, business model...

For diagnostic mode, we will simply type those key phrases in the search engine that we intuitively believe that better define our competencies. For example: “civil engineer Madrid”. I'll let you know., it's hard to go out in that search if you don't have your own website, blog or published works.

Strategically, if you think divergently, a way to be there is to register the domain ingenierocivilmadrid.com. At the time of writing this post, dominance is free. And posting with some regularity, it wouldn't be hard to be on the first page of search engines before a year.

Remember that using keywords doesn't just reinforce your "findings" and your business. Jobseekers, the recruiters also use keywords to find you. Keep that in mind. Have a nice week!


Stock Photos from GarageStock / Shutterstock



Damn routine! Article in The Economist

This week I appeared as a guest of the journalist Ramon Oliver in the article Damn routine! Repetitive activities affect the motivation of professionals at The Economist. In the text, Besides, tabloid sharing with Antonio Pamos, CEO de Facthum Spain, Carlos Herreros, neuroscience expert, and Carmen Lopez, CEO of Business Psychology.

My ideas about the routine are reflected here:

  • I don't think the job is designed to have fun, but to be a stimulating and purpose-built activity. There is still a long way to go before companies, Generalizing, have considered these two factors to increase the motivation to work.
  • It would be interesting if professionals could adhere to a system of work similar to that of the Open Innovation, a way to import and export routines and methods from external companies to constantly improve and innovate
  • To the routine, paradoxically, it is overcome by creating new routines.
  • Against the routine, it is also possible to incorporate new elements of the method, Rotations, alternate face-to-face work with tele-work, changing work equipment, ask for transfers to other departments, to other branches that the organization may have. Creative power.

9 hours and 20 Personal Brand minutes to prevent your brand from being managed by others

If math doesn't fool me, four days at the rate of 2:20daily would give us 9 hours and 20 minutes of pills Personal Branding. That's the Personal Online Brand Congress that starts Monday 4 May and ends on Thursday 7 of May. With morning times in America and afternoon in Spain, this congress is a sequential tour of the three major areas of Personal Branding: self-knowledge, Strategy and Visibility.

You're still in time to sign up for this link: brandpersonal.online.

And remember, what has value is usually not free.

Personal brand diagnosis 7: Digital identity on social media

In the 6 previous chapters have focused on perceived identity (external feedback), on its own (self-diagnosis tests) and in the digital identity by name.

This chapter discusses the digital identity on social media. And in the next we'll try the most complex but effective, our digital identity by keywords.

If you have little time, I invite you to watch this video-summary:

Social media is not social media

Clarify concepts, social media or social media refers to the set of online platforms and tools through which users can create content and interact.

That includes social media, but also corporate networks, blogs, sharing platforms (Slideshare, Flickr), discussion forums, virtual worlds, Multimedia (Youtube, Vimeo, Spotify), geolocation (Facebook Places, FourSquare, Waze), social markers, social games, product or service critic sites... Source: Nagore García Sanz.

What appears when someone writes your name on social media?

Analyzing our digital identity (and our online reputation) by name in generalist search engines is not enough. It's possible that someone is talking bad (or either) us on social media and that's not detected by the big seekers.

That's why I find this exercise interesting, that allows us a greater knowledge about us, often based on external opinions that can be positive, neutral or negative.

Looking well at search engines

As a pre-search step on social media, it's worth getting the most out of the generalist search engines, that offer us very valuable options.

The 90% netizens do simple search on search engines. No quotes or brackets, without 2nd name or 2nd last name, without linking the name to an activity (for example, Juan Martinez + Human Resources).

And not only that. Tools such as time-requiring are not often used (months, years old ), search for books, Flights, Shops, news, Maps, images, videos, Languages. Or simply the powerful engines of Advanced search.


  • Guillem Recolons on maps: Having set up a personal brand profile in Google My Business, you can see it on Google Maps (is one of the social media) my radio of activity. It is free and does not require viewing an address or a phone (set up as a brand).
  • Eva Collado in news: It's official media appearances (doesn't consider blogs). Very useful to know the reach of a personal brand above personal marketing itself. Being there is due to a key factor: the strength of a person's brand based on their value proposition, your positive reputation and online identity.
  • Francisco Warden in pictures: Very useful for "putting a face" on a person you know. It usually collects portraits of profiles of social media, but also images related to them published on blogs, news,….
  • Andrés Pérez Ortega in videos: In videos, search engines go beyond YouTube, Vimeo, etc. and they also find videos hosted on blogs, which gives a very broad result (see the case of Andrew) and recommends this support (the blog) above anyone among the social media.
  • Tom Peters in books: Searching the book sub-section, to 100 specimens have been found of Peters, including translations...
  • Solomon Asch in thesis: If you search for a person (+) the word "thesis", Google moves you to Google Academic and you'll be asked for all the information about its thesis.

Focus on search by name on social media

In the case at hand,, all social media has a search engine (or should). For example, blogs - to my understanding- they should have a search engine and publication date to put the content in temporary context.

Some social networks, Besides, they have advanced search engines, which allows for better need and usually gives the desired result. It is not the same to look for Juan Martínez in Linkedin to look for it by specifying parameters as a 2nd level contact,Madrid, and who works at NetApp, which will lead you to a unique result.

Advanced search on Twitter is as spectacular as it is unknown, and allows filtering by multiple parameters (words, accounts, Filters, interaction and dates). Total, to 15 filters supports the network in these searches. For example, I have searched by user "Guillem Recolons" the phrase "Everything leaves mark" between 2013 And today with this result and this tweet from Andrew of 2013:

Switching social media, we can use the Wikipedia search engine to find a profile of a colleague like Neus Arques. We can find more than 100 marketing essays, Personal Branding… searching Slideshare for Professor Vladimir Estrada.

Also find several articles involving my colleague Paula Fernández-Ochoa looking for his name in the newspaper Expansion. Newspaper search engines are often very accurate.

Definitely, we can find a lot better if we go into social media search engines.

In the next chapter I'll look at our digital identity by keywords. Have a nice week.

Stock Photos from Jirsak / Shutterstock

8 days for the Personal Online Brand congress

It is only a few days before the start of the Personal Online Brand Congress, 28 exclusive presentations to be held between the 4 and 7 of May 2020. If you're interested in taking control of your personal brand, build a value proposition, own brand and communication plan, do not hesitate, Register before you stay out (places are limited).

congress marks personal online

nancy vazquez Personal Brand Online

Nancy Vazquez. Integra Personal Branding Mexico

Isaac García Merino. QUIFER RD Consultants

Isaac García Merino. QUIFER RD Consultants

guillem recolons Personal Brand Online

Guillem Recolons. The Human Branding

Helena Houses Personal Brand Online

Helena Casas. The Human Branding








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alan urbina Personal Brand Online

Alan Urbina. Integra Personal Branding Mexico