Summary

Introduction 3

Chapter 1
The person as a company 6

Chapter 2
How to create your personal brand? 17

Chapter 3
Manage your personal brand 26

Chapter 4
Learning how to network 33

Conclusions 37

References 40
Introduction

Introduction

Back to summary -3-

Introduction

In this course we will study the on how to build and manage your personal

phenomenon of creating and managing brand so that you can leave behind the

a personal brand. This concept has been traditional notion of a career. This course

around since 1997, when Tom Peters and the activity provided are designed

first coined the phrase in Fast Company to help you understand the concept of

Magazine. personal branding, to help you think about

your own brand and, if you want to, to

Peters said that “the last thing you want to
incorporate its management into your
do is become a manager”. This term, like
habits and routines.
the term CV, is obsolete. Reinvent yourself!

Forget living a life enslaved by your career This eBook is divided into four chapters. The

progress and start thinking about yourself first two adopt a more theoretical approach

as a brand. You are in control of your own and aim to demonstrate why personal

company, Me Inc. branding is relevant to you and how you

can apply it to your everyday life. It is not an

Our objective with this unit is for you to
issue that only concerns marketers.
reflect on this concept and offer you advice

Back to summary -4-

Introduction

We suggest that you read the eBook carefully in the first few days, so you will be able to start

completing the activity and put into practice what you have learnt so far. We want you to

analyse a case study and identify what kind of elements you need to take into consideration

to create an influential personal brand.

Therefore, it’s time to learn, reflect and understand why personal branding is, why it is

important and how a personal branding process works, so you will be able to manage your

professional brand, enhance your value and make a mark on others.

ME INC.
Today, companies are becoming a lot more like individuals, and individuals
are becoming a lot more companies. You’re running Me Inc. and business
is booming. Here´s how you do it (by Beehooved):

CEO
You run this company, and all decisions go through you. You’ve put together a
business plan, analyzed the goals and strategized where you see this company in
the future.

Publicist
You’ve got connections and you use them. You’re adapt to any situation. You
monitor and control the message better than anyone.

Social Media Manager

Your post are strategic, and thought out. You follow the IFE IFE rule: Interesting,
Funny, Educational, Impressive, Flattering, Embarrassing.If your content doesn’t
contain two of those attributes, it doesn’t get posted.

Sales
You’re a pitch-man. You make eye contact and have conversations that last
longer than 140 characters. You think os innovative ways to get your product into
the hands of the masses.

Assistant
You handle greeting cards, calendars, appointments and set up meetings. You
make sure everyone is where they need to be and are prompt.

Back to summary -5-

Chapter 1 The person as a company

The person as
a company
Chapter 1

Back to summary -6-

Chapter 1 The person as a company

A personal brand aims to identify and Brands are products, things to be bought

communicate what makes you valuable, and sold, and something in us rejects being

useful and trustworthy so that you are labelled and treated in that way. But the

perceived as a person worth knowing idea of personal branding goes beyond

or hiring. The ultimate goal of a brand, that first impression. To demonstrate this,

whether personal or commercial, is exactly let’s reflect on the two concepts on which

that: for you to be considered the best personal branding is built: the person and

option and for them to finally choose you. the identity. We would be happy if, at the

end of the course, you were to come to the

According to Peter Drucker, one of the
conclusion that, in order of priority, the
forefathers of management, companies are
person comes first and then the brand.
“factors of social change”. The innovations

that organisations incorporate affect society

as a whole and end up transforming it. They

have become the driving force in our social

life.

As individuals, we compare and liken

our behaviour to that of companies. Just

like them, we know that the present is

fleeting, fast, and does not allow us time for

reflection. Companies, like people, have a

tendency to regard the present as essential. Video What is personal branding?

Unfortunately, both struggle to anticipate

the future; people and businesses are

similar, although we do not like to admit it.

However, the idea that we are a brand

initially causes us to raise our eyebrows.

Back to summary -7-

 Chapter 1 The person as a company

We are not thwarting our own efforts, nor In this day and age, humanity is increasingly

do we want to contradict the personal connected. We are living in a global

branding experts. However, as the village where nothing is alien to us. Being

president of France George Clemenceau connected means being closer to more

said, “war is too important a matter to be people, and this can lead us to feel a

left to the military,” and in the same way, certain vulnerability if we are not ready

personal branding is too wide a concept to for it. In our connected society we interact

be left to the experts. Personal branding in communities with varying degrees of

does not just depend on marketing, human belonging.

resource management or coaching. It is

Our environment is increasingly changing
interdisciplinary. We should not build our
and our life stories have become
personal brand without foundations, but
unpredictable. The future is uncertain
nor should we be guided solely by what the
and nothing can guarantee us permanent
specialists of a single discipline say.
stability. Jobs for life and planned careers

are a thing of the past. We do not know

Society what might happen to us. Therefore, in

order to lead a full life, we must adapt, be

flexible and live coherently according to

ME Family
shared values.

INC. It is time to be in control of our own

destiny. The expression “we are our own

Personality
Identity business” should encourage us to take

initiative and exercise intrapreneurship

Culture which essentially means behaving like an

entrepreneur in the workplace. We respect

Biology our colleagues in the same way that we

respect our customers. We work together

Back to summary -8-

Chapter 1 The person as a company

and we are leaders, we make others want Person and digital identity
to work with us because of our passion. We
Are we just our identity? Are we indifferent
do it knowing that in the connected society
to what is alien to us, as seems to
our personal and professional lives are
be suggested by the quote from the
inseparable.
philosopher Nietzsche? Those of us who

In the past, our career and personal life have prepared this course think otherwise:

were separate areas. Now they run parallel we are more than just our identity. We are

to each other. Mixing them too much can constantly influenced by others. We are

be problematic, but those who try to keep how we are and what we are, but we cannot

them apart do not understood the nature of leave the world out of the equation.

the current era.

“ a t a ll th o se y e a rs a re li ke one
So
an
th
oth
the sm
every
e

g
a
r in
ll
re
e
a
st
t
th
,
y
e
so
e a
g re
th
r, a
a
a
te
t
re
w
st

li
e
a
o
ke
n
u
o
d
rs
u
a
e
rs
lso in
lv
e
es, in
lves in
“
te st a n d a lso in th e sm a lle st.
the grea
Thus Spoke Zarathustra

Friedrich Nietzsche

Back to summary -9-

Chapter 1 The person as a company

Certainly, our genes and our personality,

which we show in the best and worst of

times, shape our identity, but they do not

define us. Even when we think we know

ourselves perfectly, we can still discover

aspects of our personality that we were

unaware of. Moreover, we often end up

discovering that our identity depends on Video Digital Identity In Social Media

others. As hyper-connected people, today

we are very exposed to others. In the age of social networks, the digital

identity has appeared. Previously, we

According to Erich Fromm, human beings
had to rely on what our environment said
have three main needs (affective, cognitive
about us, but the core of our identity was
and volitional) that must be addressed
protected; our image depended primarily
equally and which make us fragile and
on us. Now, we share the construction of
vulnerable.
our identity with our environment. We no

longer have a monopoly on our personal

Cognitive information. Anyone can label us, in all
needs
senses of the word.
(self-awareness
and the others)
This is one of the main changes to our
Emotional
needs physical-digital relationship, because
(feelings) of connectivity and the digital identity.
Volitional
needs Intimacy has been split, for some painfully,
(the active use into two categories with blurred lines: the
of our freedom
new intimacy and the emerging privacy.
and will)

Back to summary - 10 -
Chapter 1 The person as a company

VS
INTIMACY PRIVACY
It is not observable. It is the Accessible to other people.
closest thing to the identity It is the external part of the
of the person. It refers to the personality. It refers to the
conscious, beliefs, values, image, personal details, family
ideological positions, etc. life, friendships, hobbies, etc.

Before the widespread use of social taking into account when establishing a

networks, our intimacy was confused with digital identity.

our privacy. Now our private life is much

Privacy is an essential right for people
more exposed. If we participate in the
and organisations. So, when we exercise
digital society, we must accept the privacy
our personal brand, when we act like
conditions that warn us about how others
businesses, it should be of concern to
may treat our images and data.
us. However, it would be absurd and

At the same time, we are more at risk from impractical to raise insurmountable

somebody harming our intimacy. The risks obstacles and barriers. We live in an open

have multiplied and this is a factor worth society where the management of our

Back to summary - 11 -
Chapter 1 The person as a company

digital identity, our data and the use of our

image, corresponds to the area of privacy

which, paradoxically, is managed without

opacity. Privacy managed transparently

need not violate our intimacy.

Online
There are no shortcuts when building our

digital identity. If we are true to ourselves,

we will take the best of our personality, Reputation

experience and knowledge to configure

our identity on the Internet. Be yourself.

Keep in mind that, just as in real life, first

News & blogs
impressions are very important and that

image is important to others. This is the

Opinions & votes
second issue about the emergence of the

digital identity that we want to highlight,

online reputation, and how to manage it,

Forums
positioning.

Reputation depends on what others say

New sites
about us. The current social use of the

Internet means having to devote time

and effort to your digital identity since it Social networks

is no longer optional. It is an act of pure

responsibility. The other Internet users

Competitive sites
are the ones who build your personal

brand. Taking them into account at all

times means taking care of your online

reputation.

Back to summary - 12 -
Chapter 1 The person as a company

Are there differences between a reputation in the physical world and one in the digital world?

Nineteenth-century novels are full of stories about reputations and how easy they are to lose.

Although our world is very different to that in the novels of Balzac or Galdós, our reputation is

still associated with the ability to create a good image that maintains and enhances goodwill.

After all, a reputation is good for business. It protects against the vagaries of the market and,

as we have seen, it is linked (voluntarily or involuntarily) to our privacy and to the privacy

those with whom we have a relationship on the net. If we refuse to live in the digital society

and have a small digital footprint, it is not that we have no reputation. We do have one, but

we have a poor reputation associated with neglect and carelessness. In short, we have a

brand image of great irresponsibility.

Although it has the same leitmotif, as physical reputation, the digital reputation is developed

in the online environment, and that means it has different characteristics.

DIGITAL REPUTATION Credibility of the

source of information

Performance of Visibility and erase On the Internet we have

many more points of
information finding content online information about any
individual or company. We
have a greater wealth of
When you write something Any content posted on information and it is more
on the Internet and post it on the Internet on an open easily accessible.
a freely-accessible page you page is likely to be located,
should assume that those indexed, copied and linked Deception is still possible,
lines will be permanently by Google. For better or for but has become much
stored and available on that worse, our reputation has to more difficult. Building a
page. We must be aware that some extent become more reputation is an increasingly
the fundamental mechanism reliable, more grounded collaborative task and much
for the dissemination of in reality, making it more more dependent on the
information on the Internet difficult to intentionally opinion of others. This could
is copying. Even if the original manipulate it. In a society be in relation to a social
publication of the information that values transparency, circle, experts in a field, or
was private, the ease of the separation between other users with previous
copying makes the odds of it our private virtues and our experience of the same
being made public very high. public ones is less and less person or product.
clear.

Back to summary - 13 -
 Chapter 1 The person as a company

Know your identity Self-awareness refers to both personality

traits, skills and abilities (competencies)

We often build our digital identity without
as well as to professional preferences.
much thought. However, expressing it and
An honest reflection on these aspects
building it can be a creative and enriching
will reveal our personal and professional
process. We will start at the first stage of
strengths and weaknesses, which will help

γνῶθι
expressing our brand.
us to define the ultimate objective behind
σεαυτόν This is what experts
the creation of our brand.
call self-awareness. By

consciously planning There are many ways to achieve self-

to create our brand, awareness, but its analysis is beyond

we gain a deeper the scope of this course. We have many

understanding of resources relating to emotional intelligence

ourselves which will and how to cultivate it that are accessible

allow us to establish through the Internet. In the Spanish blog,

consistent targets, soymimarca.com they define their own

both personally and technique as “iceberg soymimarca” which

professionally. consists of three phases: self-awareness,

strategy and communication. At the base

The concept of self-awareness of the iceberg, motivations, the diagnosis of

is not new. More than 2,500 years the current situation, fears and resistance
ago in the temple of Apollo, in the
to leaving our comfort zones are analysed.
Greek city of Delphi, people were
reading an inscription that read: “Know
yourself”. This was the key principal of the
Delphic Oracle.

Socrates claimed that once we know ourselves, we can learn to take care of
ourselves, but if we do not know ourselves, then we will never do so. Being
aware of our limitations, motivations, interests and skills is the key to building
an effective personal brand.

Back to summary - 14 -
 Chapter 1 The person as a company

HOW TO CULTIVATE
EMOTIONAL INTELLIGENCE
Based on the “iceberg” personal branding method

Communication
Communicate your message through the most appropriate
media such as blogs, television, social networks etc.
How can we communicate with our audience? Which
media channel is best? Which one best fits my strategy and
objectives?

Strategy
Draw a roadmap which includes the vision, mission, values,
objectives, audience we are addressing and an action plan.
Where do we want to be at the end of our lives? How do we
want to be at that time? Do we have the necessary skills?
What is worth changing or maintaining? What message do
we want to transmit? Who do we want to reach? What are
the timeframes, what are the shortcuts?

Self-awareness
Detect the beliefs, values, skills, competencies, motivations,
fears, comfort zones etc.​Who knows us? Are we capable of
transmitting what we are? Do we like how people see us? Do
we know what we want? Do we like the life we have? Are we
willing to change?

Back to summary - 15 -
Chapter 1 The person as a company

Self-awareness allows us to detect our Of these values, perhaps the most

comfort zone, that space where we are interesting one to explain because of

comfortable and where we do not feel its relationship to self-awareness is

threatened. If we remain stuck in this zone, Magnanimity: Magnanimity is a disposition

we will not progress or learn new skills. to go beyond what is considered normal, to

devote yourself to the end, to start without

We need to take on small challenges, decide
fear, to move forward despite adversity.
to experience new situations and expand
In the fourth book of Nicomachean Ethics,
the boundaries of that comfort zone. This
Aristotle deals with the virtue megalopsychia
determines our personal development. If
or magnanimity. This is the greatness of the
we dare to take the plunge, we will be more
soul (psyche) and requires self-awareness.
prepared to face challenges and better at

dealing with the changes that await us in Greatness of the soul means greatness

the future. with respect to each of the different

virtues (courage, temperance, generosity,

Hyper-connectivity has once again
openness, etc.). A magnanimous person
highlighted moral values and principles that
has to be virtuous in general, halfway
should not become obsolete: generosity,
between the fainthearted (showing
honesty, the importance of being genuine,
feeblemindedness and lacking courage
recognising others, awareness of humility in
to take action) and the pretentious
our contributions, being kind in our actions,
(condescending and unfounded airs).
giving back regardless of status, having an

optimistic attitude etc.

These are the virtues that define the

personal brand of those who have a full

digital life. These are the digital evangelists,

the new preachers, believers in the benefits

of the new economy and the new digital

Video Do you dare to dream?
society.

Back to summary - 16 -
Chapter 2 How to create your personal brand?

How to create your

personal brand?
Chapter 2

Back to summary - 17 -
Chapter 2 How to create your personal brand?

We saw in the previous chapter that place where our deepest self, our identity,

before creating your brand, you should ask is found. A paradigmatic example is the

yourself who you identify with, who you artist Spencer Tunick and his famous

want to be and where you want to be in installations.

five or ten years. What remains in us is our

The people taking part in them do it under
identity, which moves along planes that run
the slogan “now we make art, together”.
in intertwined dimensions.
Although many interpretations can be

Our identities are not parallel universes, made of this artist’s work, we want to

like in science fiction, but sometimes they stay with that related to the search and

do seem to be. We can examine how our reconstruction of the identity of the

identity passes from the physical to the postmodern man or woman. In the body,

digital. matter and spirit are united. Collectively

and publicly expressing ourselves with

The digital society marks our bodies and
our bodies connects us with the most
our visual and graphic language. Today
intimate aspects of being human. Tunick’s
we see the phenomenon of body art,
photographs create a sense of community.
which aims to represent the body as the

Back to summary - 18 -
Chapter 2 How to create your personal brand?

Tattoos are another physical expression of our

identity. In the past, they were restricted to

the minority and mostly limited to men. Today

Tattoo tabu
however, many young people have tattoos. If we

are consistent with the approach of this personal

Although they are becoming
branding course, we cannot come down for or more common, there are still
against tattoos. However, we do advise you to be many prejudices to overcome
regarding tattoos. Many
cautious. employers consider that a
people with a tattoo or a piercing
Today, when the loss of a sense of identity gives off an unprofessional
has become one of our biggest problems, the image, as revealed in this
article.
expansion of digital photography supports the
Do you have a tattoo or do
individuality that differentiates each person.
you know someone who has
one? Most personal branding
The search for our identity concerns us as
experts are very cautious about
individuals. Somehow, the selfie phenomenon this topic. Tattoos express
independence, creativity and
continues the body art collective art project.
individualism. Just what the
Halfway between narcissism and vanity, the experts recommend for personal
construction of the ego and our identity, selfies branding. However, having a
visible tattoo is still deemed
have taken over the collective imagination. unwise when working for a
They have reached the pinnacle of power (Pope company.
Francis, Obama, Queen Elizabeth, etc.). Have you thought about the
pros and cons of having a visible
tattoo at work?

Think about it!

Video Identity

Back to summary - 19 -
Chapter 2 How to create your personal brand?

Our legal identity is that recorded on our With the explosion of social networks in

identity card. Most people consider it set everyday life, almost without realising it

in stone. However, this is not always the we have gone from needing a username

case. In Spain you can change your name to register on websites (usually an email

and since 2007, also your sex in the Spanish address) to customising our profile. In

Civil Registry. Another case is that of some the infancy of the Internet, pioneers

foreigners who have to change their name used impersonal pseudonyms to identify

in order to become citizens. For example, themselves (a recourse recently used

somebody with the name Lenin, which by trolls). Now, as we incorporate the

is a common name in Central America, networks into our daily lives, our nickname

cannot be registered under that name in and avatar are becoming increasingly

Spain because of its political connotations. real. Inadvertently, our nickname becomes

Similarly, women who take the name of our second name. It defines our identity

their husband (as often happens in the through our aspirations and desire for

Slavic countries, for example) must change originality. In social networks, the user

it for that of their father and mother. name helps shape our identity and, of

Imagine the difficulties and problems course, influence the image we project.

they face when they need to translate

In today’s world our physical and digital
documents. The legal identity is intertwined
identities are visually configured.
with the physical identity.
Photography as a medium of expression

This issue becomes more complex with the and images as a support (mainly emojis

Internet. Our digital identity is recorded, and emoticons) are the means by which

checked and made tangible: the digital is we express ourselves more easily. Writing

real. Our presence on Google can bring us belongs to the Gutenberg era and, in this

more than a surprise. Paraphrasing Alfredo time of postmodern transition, the audio-

Vela, your personal brand can end up being visual has not yet conquered the minds of

what appears on Google when you type people. Will we soon reach The Imaginarium

your name in. of Doctor Parnassus?

Back to summary - 20 -
Chapter 2 How to create your personal brand?

Creating your strategy

Our brand is the projection of our personality. It is a product that is

born from the execution of our personal and professional development

strategy. We will ensure that our brand is better known and more

recognised by managing to surprise and excite with our actions.

Andrés Pérez Ortega has boiled down the formula for creating a

recognisable personal brand to three elements: Strategy

Relevance

You must have something really useful to offer. Relevance means that to create a

personal brand, we should, above all, be useful, meet a need and do it well. Despite

what some may think, the positioning of a brand (branding) and the management of

personal or commercial brands is not all smoke and mirrors. If there is no real benefit

behind a brand, it will be short lived.

Trust

You should be reliable. However, this is not enough. We live in a world where many

people can meet a need or perform a job. The important thing is to earn trust and a

good reputation as a reliable and effective professional. This makes us valuable and

increases the chances of being selected in a homogeneous and competitive market.

Visibility

You must appear in all the forums where your potential customers are. However, this

is still not enough. It is no use being useful and trustworthy if nobody knows about

you. You need to come forward and tell everyone what you can offer. We must be

well-known and have a place in the mind of anyone who might need us (managers,

customers, friends, family and colleagues, etc.).

Back to summary - 21 -
Chapter 2 How to create your personal brand?

Do you want to create a personal brand? At

this point in the course it is worth stopping

to think about this question. It should be

clear that people are not a product for sale.

Our work is our product.

What we offer others is a service that is

worth it if it meets their needs, in other

words, if it is useful. If you are also reliable

and offer something attractive, you will be

sought out and selected ahead of others.

That is the core of the personal brand.

Infographic How to hit your goals
Once these principles have been embraced,

the strategic question to be asked is: what

This means treating your job as a hobby,
can I offer and how can I differentiate
working with an amateur spirit, and, doing
my brand from the rest. Most personal
it in beta mode, open to changes that will
branding experts advise specialisation in a
improve your skills, being attentive to
field. This can be achieved in many ways:
those faults or bugs that you have and that
through experience, behaviour, lifestyle,
you need to improve on. It means being
mission, profession, etc.
inquisitive and critical often lead to learning.

However, specialisation refers more to

differentiating yourself than becoming an 10

Ben Casnocha and Reid Memorable
expert. It is about emphasising the most
Hoffman, cofounders
Quotes
original aspects of ourselves, being creative of LinkedIn, explain the
meaning of working in a from The
in what we like. That is what building a
beta spirit very well in the Start-up of
personal brand is about, cultivating hobbies book The Start-up of you. you
and telling people who might be interested

about them.

Back to summary - 22 -
Chapter 2 How to create your personal brand?

How to do it and not die in the process

One of Steve Job’s most quoted pieces of advice is that you should not waste your life trying

to be someone else’s brand. Creating your personal digital brand does not mean imitating

the bloggers, YouTubers, Influencers, etc., but rather being yourself. But how to do it? We

recommend improving the presentation (personal branding) of your product (your work)

applying marketing techniques through the SAVE model (Solution, Acces, Value & Education).

In 2013 Richard Ettenson, Eduardo Conrado and Jonathan Knowles introduced the SAVE

model, revisiting the classic marketing mix paradigm of the 4P’s.

Diagram of the SAVE model by Richard Ettenson, Eduardo Conrado

From promotion
and Jonathan Knowles. You can read recommendation from Alexia
to education
Herns, of soymimarca.com, on the positioning of the personal brand.
Provide information
relevant to the
From the product From attribution From price specific needs of
to the solution to access to value the customers
at all stages of
Define the offers Develop an Express the benefits the buying cycle,
on the basis of the integrated cross- relative to the instead of relying
needs they meet, channel presence prices. Instead of on advertising,
not their features, that takes the whole emphasising how public relations and
functionality or customer buying the price relates to personal sales which
technological process into account, production costs, cover the direct
superiority. rather than focussing profit margins or service with the
on individual competitors’ prices. customer.
purchasing locations
and channels.

Back to summary - 23 -
Chapter 2 How to create your personal brand?

An alternative view of the 4Ps model and, Six principles for

in some respects, although it precedes it, socialising your brand
of the SAVE model, is provided by Brian (by Rosario Ochoa)
Fetherstonhaugh from the advertising

agency Ogilvy. In 2009 he made a proposal,

to which we have added its possible Characterise Vocalise

application to personal branding.

˜˜ The personal brand should be an

Six principles
experience -your Ux- which you live with Democratise for socialising Systematise
your brand
authenticity and originality for and from

your environment.
Harmonise Visualise
˜˜ Forget the world of yesterday. Live your

work in digital and your interests with an

amateur spirit.

Characterise
˜˜ Fire up your creativity, share, improve,

reinvent and learn. Live in beta mode. Apply an image that characterises you

personally. Determine the role that your

˜˜ Practice the virtue of giving without
representatives will adopt, and the power
expecting anything in return. The digital
they will have to resolve any problems that
society is generous. Inspire others with
arise. Define how they will interact and
your passion.
respond to the public and to news related

In our opinion, and in order to help us to your brand.

create our personal brand, the alternative

Vocalise
in the marketing area proposed by

Brian Fetherstonhaugh has the virtue of Stay away from the old ways and means

connecting with the realities that have of telling your story. Reinvent your brand

emerged in the digital society. message, update your message.

Back to summary - 24 -
Chapter 2 How to create your personal brand?

Be transparent in your communications and

Visualise
in the way you respond to questions and

suggestions from your audience. Visually represent and interpret the flow

of data that reaches you: conversations,

Systematise
comments, links, activities, preferences etc.

Generate content using different media

Democratise
such as blogs, video blogs, slideshows

or computer graphics. Provide platforms Remove the old barriers of communication

for two-way communication with the between you and your audience. Let them

consumers to engage them with your be the centre of attention and encourage

brand. Organise the content generated so them to participate, comment or explore.

that it has a greater reach on the net. Determine what your attitude will be

towards criticism and bad reviews.

Harmonise

Ensure that the efforts you are making on

social networks are well organised and

headed in the right direction. Use a unified

strategy for reaching your online audience.

Video What the #$%@ is UX Design?

Back to summary - 25 -
Chapter 3 Manage your personal brand

Manage your
personal brand
Chapter 3

Back to summary - 26 -
Chapter 3 Manage your personal brand

When we say manage your personal origins and you can reinvent your

brand we are essentially talking brand and do something new.

about communication. Closeness, However, do not forget that

when our audience identifies it is not about starting with a

with what we project on the net, clean slate. Instead, you should

strengthens and enhances our consider it as a change in your

brand. It is a task we cannot do interests which leads others to

alone. We need our audience, with think, “yes, I can see you doing

who we converse. We must listen that”.

Communication
and talk to them.
Sometimes, the best thing that

We have reached the tip of the can happen in your job is to

iceberg, the last point of the brand change departments, carry out

creation and management process. new activities or take on new

In this chapter we will give an responsibilities. As Krista Walochik

overview of some of the digital tools says, the world of work is no longer

that you can use to convey your about finite production lines or

brand. There is no need to try them closed boxes in an organisational

all, and we would not advise you to, chart; the flexibility of each person

just try those that interest you. Go to create their position is extremely

ahead and have your own digital high.

world experience!
Communicating your personal

In the process of communicating brand simply consists of telling your

your personal brand, the first story. A story that should reflect

rule is that the narrative you use your charisma and as Deborah

to present your story must be Shane says, connect with your

consistent with your past. Of course, personality and your personal

you need not be a slave to your magnetism. As with marketing,

Back to summary - 27 -
Chapter 3 Manage your personal brand

your story should have a unique selling

point (USP), the differential advantage of

Your bio is
your product that makes it recognizable and A sentence or group of sentences
unique compared to the products of your that summarise your challenges, your
accomplishments and your career.
competitors. They must relate to:

What you do best.

Among other personal branding experts,
What problem are you able to
Jörgen Sundberg recommends that the
solve (your value).
first thing you should do in the stage of
Who finds what you do useful
communicating your personal brand is to (your audience).

create your personal brand statement. Your How you do it differently to the
rest (your USP).
personal manifesto is your bio.

Your bio is NOT

The position you have at work. Nor is it
the dreams and ambitions that guide
your life.

Video What’s on your mind?

Back to summary - 28 -
Chapter 3 Manage your personal brand

The anatomy of the perfect

Personal Branding Statement
Hi, I’m Josh Braaten. Associate Director of Your name, title
inbound Marketing at Collegis Education. and company

Education is the only thing proven to grow

Why do you do what
economies exponentially and empower
you do?
individuals to achieve their full potential.

I’m a strategic marketer seeking to

envision and communicate the future of
Your personal branding
higher education marketing and to initiate elevator pitch
campaings and programs that maximaze
ROI for clients and students.

I aim to help marketers, technologist and How do you want to

education professionals help other pursue meet and why?
lifelong learning.

you have undoubtedly used, and other less

Managing your personal
brand well known ones. We have chosen them

so that you can reflect on how some tools

Next, we review some of the social shape your personal brand without you

networks and applications that can help realising it.

you manage your personal brand. We have

selected some very well-known ones that

Back to summary - 29 -
Chapter 3 Manage your personal brand

Hootsuite LinkedIn
Hootsuite is a manager of social Linkedin is a social network geared
networks through which you can share towards the world of work. You can
and schedule publications in your add your career, achievements, skills,
Twitter, Facebook, LinkedIn, Google strengths, etc. It is an indispensable tool
+ or Foursquare accounts, among for consolidating your personal brand
many others. It is an essential tool for and staying connected with your business
managing your personal brand, saving sector.
time and increasing the performance
of your presence in the networks.

Video What is LinkedIn?

Video How to Use Hootsuite: A

Tutorial for Beginners
Pinterest
Pinterest is a digital pin board. On it you
YouTube can compile the things you like most
or that inspire you most and share
YouTube is the social network of them with the rest of the community.
videos par excellence. It is not just an It allows you to show the world your
entertainment tool, it also offers the work, interests and abilities. In short, it
possibility to show the world your skills is a creative tool to communicate your
and make them your way of life, as in personal brand.
the case of Youtubers. It allows you to
post content, increase your visibility
and even go viral.

Infographic
YouTube
stats, facts
and video
marketing

Video What is Pinterest?

Back to summary - 30 -
Chapter 3 Manage your personal brand

Klout Tumblr
Klout lets you share content with other Tumblr is a platform that lets you create
users and also measure the impact different personal blogs with high visual
of your posts on the social networks. appeal. In addition, you can share links,
The application will assign you a score photos, videos and texts with the other
(from 0-100) based on the feedback users, and in other social networks.
you get on Facebook, Twitter, LinkedIn, This is another tool where you can
etc. This way you can measure your communicate with your audience and
influence and optimise your online highlight all your strengths, abilities and
reputation. interests.

Video What is Klout? How-to Measure Video What is Tumblr?

Social Influence?

About.me Vimeo
Vimeo is a video platform
About.me is a personal page that brings together
similar to YouTube. The
your entire online presence (social networks, blogs,
advantage of Vimeo is that it
etc.) so that you can present it like a business card. It
does not include embedded
also provides statistics about who visits your profile,
advertising and allows you
how many have clicked on your social networks, etc.
to upload content of higher
It is the perfect showcase for your personal brand.
technical quality. Vimeo’s
image is associated with
quality and professionalism,
qualities that should also be
reflected in your personal
brand.
Infographic
Vimeo and
Video About.me YouTube
app

Back to summary - 31 -
Chapter 3 Manage your personal brand

Vine Slideshare
Vine is a platform that allows you to Slideshare is a platform where users
upload short videos, barely 6 seconds can share presentations and follow
long, and in a square format. It is about and be followed by others. This tool
bringing together photography, video is a very useful way of demonstrating
and images in gif format. This tool is used and explaining your knowledge,
to provide concise messages to your sharing it on other social networks and
audience that do not exhaust the viewer enhancing your online presence.
but can draw their attention to you and
your personal brand.

Video Introduction to SlideShare

Infographic Vine for business

Instagram
Instagram is a social media platform that helps you to show
the real you, so you can connect with the audience in a more
deep way. You need to express your personal voice, whether
it be humorous, informational or motivational. You can offer
a behind-the-scenes look at your work, special events or
even interesting pictures from your life.

Infographic Instagram:
how to select photos
your shoppers will love

Back to summary - 32 -
Chapter 4 Learning how to network

Learning how to
network
Chapter 4

Back to summary - 33 -
Chapter 4 Learning how to network

In this chapter we will discuss networking. The

University of Harvard Alumni Association defines

A book worth to read
networking as a way of developing relationships that

help you better understand a sector, company, a It has been said that networking
consists of constantly chatting
professional opening, etc. Given that between 65% and
and making contacts and because
85% of jobs are found through networking, this activity of this shy and introverted people
think that it is not for them, but
should take up 80% of the time you assign to searching it actually is. Devora Zack uses
the book to argue against the
for a job.
traditional tips on networking
that claim to be universal and
The maxim “it’s not what you know but who you know” are designed for only one type of
person, usually extroverts. Anyone
is still important when trying to understand networking. can use their own qualities to
Today, with increased mobility, it’s worthwhile noting turn networking
into a key part
that the number of people we have in our network does of their personal
and professional
not matter quite as much as the care and attention that development.
we dedicate to the people in it.

Conor Neill and Fabrizio Ferraro mention seven

networking characteristics in IESE Insights, defining

networking as the art of building mutually beneficial

relationships:

Back to summary - 34 -
Chapter 4 Learning how to network

In Latin cultures, when we refer to networking we think that it is restricted to people

who have a job related to sales or is limited to senior management. In addition to the

communication difficulties common to all cultures, Latinos naturally find it difficult to network

and are somewhat distrustful of the concept. Here are the reasons:

1 Managing spontaneity 4 Sense of humour

We find it difficult to manage our We find it hard to laugh at ourselves. Not

spontaneity in an organised way. Generally speaking English is an endemic problem

we are good improvisers and have closely related to our badly understood

communication skills, but we are less able sense of the ridiculous. We miss out on

to exploit the results of our friendliness. many opportunities as individuals and as a

2
society.
Cronyism

We find it hard to accept that people

5 Tolerance to authority
progress on the basis of their merits. We tolerate authority, although we

Although it is less and less common, distrust its legitimacy. This does not favour

cronyism remains a blot on society. horizontal networking on the basis of

3
equality.
Localism

We accept “you scratch my back and I’ll 6 Importance of appearances

scratch yours”, but we lack a sense of Often, the importance we attach to

belonging to different communities. We are appearances prevents us from selling

too parochial. our product naturally. Some mistakenly

believe that networking is making personal

contacts, not professional ones. Watch the

following infographic.

Back to summary - 35 -
Chapter 4 Learning how to network

You may be wondering about how networking can help you find employment. In many cases,

personal branding tips seem to be focused on those who already have a job and a career.

Therefore, let’s look at some platforms that can help you build relationships that will help you

find a job.

Back to summary - 36 -
Chapter 4 Learning how to network

Conclusion

Back to summary - 37 -
Chapter 4 Learning how to network

We have reached the end of the unit and we act following the organisational logic of

hope that we have aroused your curiosity the company. Recognising this does not

about your personal brand and reputation, mean devaluing our dignity as people.

especially your digital one.

˜˜ A personal brand is a projection of our

In this unit we have provided relatively few identity which has become fragmented

tips on how to create and manage your and more complex with the rise of social

personal brand. This is not because we networks and globalisation. Our digital

think that tips are not useful or because identity has expanded the limits of our

we think they are personal and can only privacy. Preserving and enriching our

be transmitted after an individual analysis. intimacy requires a self-awareness that

We could instead argue that the length of will help us to be authentic and genuine

course does not allow us to include them in the creation and management of our

and that the profile of the recipients and personal brand.

their interests are heterogeneous. In reality

˜˜ Creating your personal brand is not a
it is probably a mixture of both reasons.
choice. We leave traces on the Internet

We also know that the personal brand is that shape our digital footprint and

fashionable, and that you can find many it has to be managed. Making the

hints on different aspects of it and tools transition from a footprint to a personal

for managing it. In the course materials we brand means living with authenticity,

have provided details of useful resources, originality and passion, daring to

especially those related to jobs. innovate and to use new means of

communication, to be open to constant

So, in order to give a brief summary of the
change and to be generous within the
unit, we can reach some conclusions and
community.
recommendations:

˜˜ Like a company relates to others

˜˜ The premise that we are a brand is true
selling its product and managing its
to the extent that, as individuals, we

Back to summary - 38 -
Chapter 4 Learning how to network

brand through marketing, you have to increasingly aware that our biography

manage your personal brand as if it covers more miles than previously

were a marketing activity. Be inspired and it does this accompanied by many

by the best, but do not try to copy them. and varied fellow travellers. Successful

Specialising is an option recommended networking implies:

by experts. The important thing is to

• Practicing reciprocity and having a
find a story, a story of your life that
generous attitude.
will interest others and that has the

potential for communication. Do not • Nurturing your network, not

forget that the important thing is to sell exploiting it.

your product.
• Not being gullible.

˜˜ Social networks have multiplied the

• Start to build your network
potential for organising our social life
horizontally.
in communities relating to experience

and learning (GAIA is an example). Use Asking for advice about your personal

the social networks and apps. There are brand from people you know as well as

many resources that you do not know strangers. Upgrade your brand. What was

about. Keep up to date. once appropriate may now be outdated or

inappropriate.

“
˜˜ We are social by nature. We are

“
A personal brand is no
matters is not what yo
you leave on
does not com
ot
e
he
fro
rs
m
. Th
yo
u
t

er
u,
wh
sa
ef
bu
y
at
yo
or
t
yo

e,
fro
u
u
ar
th
m
e
ha

th
e,
tr
ve
bu
ue
ose
,
t
bu
th
t
e
wh
fo
at
ot
is left. What
print, the mark
value of your brand
around you, those you
influence. Andrés Pérez Ortega

Back to summary - 39 -
References

References

Back to summary - 40 -
References

˜˜ Alonso, J. (2014): Merodeando.com

˜˜ Dignall, C. (2014): Successful Networking in 7 simple steps, HarperCollins UK.

˜˜ Kintish, W. (2014): Business Networking. The Survival Guide, Pearson UK.

˜˜ Meyer, S. (2014): Branding: Creating an Identity on the Web, Rosen Publishing Group.

˜˜ Pérez Ortega, A. (2014): Marca personal para Dummies, Planeta.

˜˜ Pérez Ortega, A. (2012): Marca personal. Cómo convertirse en la opción preferente, Esic

Editorial

˜˜ Peters, T. (2012): Las pequeñas grandes cosas: 163 trucos para conseguir la excelencia, Deusto

˜˜ Poe, R. (2001): Ola 4: El Network Marketing en el siglo XXI, Time & Money Network Editions

˜˜ Salenbacher, J. (2014): Creative Personal Branding: The strategy to answer: what’s next?, BIS

Publishers.

Back to summary - 41 -
Glossary

Glossary

Back to previous page - 42 -

Glossary

Avatar Digital footprint

The origin of the word is found in the There are two main classifications for digital

religion of Hinduism: an avatar is the earthly footprints: passive and active. A passive

incarnation of a God. On the Internet and digital footprint is created when data is

in other communication technologies, collected without the owner knowing,

avatars are graphic representations, often whereas active digital footprints are created

human, associated with a user for their when personal data is released deliberately

identification. Avatars can be photographs by a user for the purpose of sharing

or artistic drawings, and some technologies information about oneself by means of

allow the use of three-dimensional websites or social media.

representations.
Digital Identity
Body art
The trail that every Internet user leaves on

Body art is art made on, with, or consisting the net as a result of their interaction with

of, the human body. It is also a sub- other users or through content generation.

category of performance art, in which artists That is, we are talking about a consequence

use their own body to make particular of communication 2.0.

statements.
Erich Fromm
Comfort zone
Erich Fromm was a German social

Brown describes it as “Where our psychologist, psychoanalyst, sociologist and

uncertainty, scarcity and vulnerability are philosopher, associated with the Frankfurt

minimized — where we believe we’ll have School of critical theory. In his work Fromm

access to enough love, food, talent, time, reflects about the interaction between

admiration. Where we feel we have some psychology and society.

control.”

Back to previous page - 43 -

Glossary

ventures. There are also benefits for the

Hyper-connected people/
organisation as it can develop the quality of
Hyper-connectivity
its human resources, foster innovation and

Hyperconnectivity is a term invented by seek new business models to increase the

Canadian social scientists Anabel Quan- profitability of the company.

Haase and Barry Wellman, arising from their

Leitmotif
studies of person-to-person and person-

to-machine communication in networked We are referring to the central theme or

organizations and networked societies. The subject that is repeated recurrently.

term refers to the use of multiple means

Marketers
of communication, such as email, instant

messaging, telephone, face-to-face contact A person who applies various techniques

and Web 2.0 information services. and strategies to sell a product or service,

the social media or people who manage

Intrapreneurs
staff.

Intrapreneurs are employees with a high

Networking
dose of passion and creativity who develop

their talent while working within a company. A process that fosters the exchange of

This type of entrepreneurship brings information and ideas among individuals

benefits to the intrapreneur since they use or groups that share a common interest.

the knowledge base, financial resources and Networking may fall into one of two

other human resources of the company. categories - social or business. In the latter

category, one of the implicit objectives is

They also have a more or less fixed salary
to form professional relationships that
at the end of the month, in contrast to
may boost one’s future business and
the uncertainty that entrepreneurs face,
employment prospects.
especially early on in their business

Back to previous page - 44 -

Glossary

Nickname Personal Brand

In the case of the Internet, it is a nickname Personal branding is the practice of people

or alias that we decide to take to carry out marketing themselves and their careers

our operations on the net. This nickname as brands. Personal branding is essentially

or “User Name” that we decide to use the ongoing process of establishing a

to “baptise” ourselves on the Internet prescribed image or impression in the mind

is used for entering or registering on of others about an individual, group or

blogs, websites, forums, chats, virtual organization.

communities etc. We may have as many as

Peter Drucker
we want, but usually the same one is used,

mostly for convenience. Peter Drucker was an management

consultant, educator, and author, who

Nicomachean Ethics
contributed to the foundations of the

Nicomachean Ethics is one of the main modern business corporation. He invented

Aristotle’s work on ethics. The title is often the concept known as management by

assumed to refer to his son Nicomachus, to objectives and self-control, and he has

whom the work was dedicated. been described as the founder of modern

management.
Online reputation
Positioning
An online reputation is the perception that

one generates on the Internet based on In marketing, positioning refers to the place

their digital footprint. Digital footprints that a brand occupies in the mind of the

accumulate through all of the content customer and how it is distinguished from

shared, feedback provided and information products from competitors.

that created online.

Back to previous page - 45 -

Glossary

or in majestic places such as museums or

Self-awareness
theaters and in cities.

Self-awareness is the capacity for

Trolls
introspection and the ability to recognize

oneself as an individual separate from the In Internet slang, a troll is a person who

environment and other individuals. sows discord on the Internet with the

intent of provoking readers or disrupting

Selfie
discussion for his own amusement.

A selfie is a self-portrait made with a

Ux
camera, typically a digital camera or mobile

phone. It is mainly associated with the social Ux stands for user experience. It is a

networks, since it is common to upload this concept that has many dimensions, and

type of self-portrait to such platforms it includes a bunch of different disciplines

such as design, information architecture,

Social networks
usability, and human-computer interaction.

The use of internet-based social media

Unique selling point (USP)
programs to make connections with friends,

family, classmates, customers and clients. The unique selling proposition (USP) or

Social networking can be done for social unique selling point is a marketing concept

purposes, business purposes or both. The first proposed as a theory to explain a

programs show the associations between pattern in successful advertising campaigns

individuals and facilitate the acquisition of of the early 1940s. The USP states that such

new contacts. campaigns made unique propositions to

customers that convinced them to switch

Spencer Tunick
brands.

Spencer Tunick is an American

photographer best known for his

conceptual nude bodies photos in nature

Back to previous page - 46 -