When I heard the term PERSONAL BRAND the first time, I imagined being a product or providing a service, which is still difficult to accept. However, when I reflect and delve into the subject, my perception has radically changed.
Unquestionably assimilating and understanding that leadership is accompanied by the personal touch and that being a brand goes beyond the simple definition of a product / service, to later understand that we refer to the essence of who we are, which has a lot to do with our way of thinking and acting; which additionally has to do with what we transmit to others (energy, influence, significance… etc.) and that therefore someone else (clients) would buy from us…
… To buy; In the good sense of the word it means, those characteristics or added values that we can offer and for what others (clients) would choose us, among a variety of options in which each of us wish to convey the best of ourselves, but that many times it is contrary to what we really are.
The success of brands is in differentiation, which for the purposes of this article refers to applied differentiation, in order to be successful in the development of personal relationships (social and professional); which is derived from the ability to make themselves known, solve, influence others or simply "make themselves seen."
Today, undoubtedly, being seen is accompanied by personal skills appropriate to a changing world, where understanding the needs and desires of customers is very important to be able to offer solutions that generate immediate satisfaction, at a reasonable cost (satisfaction, quality, price = purchase decision), so applying the concept of PERSONAL BRAND is an important strategy to be a successful professional in the modern business world.
Como líderes, enfocarnos en ser una MARCA PERSONAL ayudará a persuadir a los clientes (entendiendo por clientes mercado objetivo al que queremos llegar, o a los seguidores a quienes queremos influir) y por persuasión (estrategia para llamar la atención); con ello lograremos darnos a conocer y ubicarnos en la mente de los demás como la solución a sus problemas.
The PERSONAL BRAND seeks to position ourselves in the minds of our clients (potential and current), in a constant, permanent and sustainable way; seeks to show the best of each one of us based on our knowledge, abilities, experiences, skills, etc.; but above all by our attitudes (way of behaving in relation to the external environment - way in which others perceive us); It also has a lot to do with what we transmit in our first impression, which includes our way of expressing ourselves, dressing, etc.) and that undoubtedly makes others observe us and remember us.
The important thing is that this memory makes a difference in relation to what they remember about others.
Leadership based on our personal brand is what will help us to position ourselves at the door of a market that demands more and more of us every day, due to the creativity and innovation that we can contribute to what customers and users demand today, but without Tomorrow will doubtless be history… a history in which we must set the standards of the future.
Research and development of new products / services or new ways of doing things have become the main reason for successful leaders within successful organizations.
The vision of the organization must be based on the research and development of business and market trends that underpin the ways of doing business through the word SERVICE.
"Doing well what is operational does not mean a strategy", it is difficult for contemporary organizations with an administrative approach to the future, could guarantee their ambition using the practices of the past, not even by perfecting these practices could they be certain about it.
The foundations of Organizational Development are creativity and innovation, competencies that only correspond to people, so in recent years there has been a radical change in the hiring of professionals, who under a contemporary scheme are no longer the hand of work to become minds at work, which is called: Human talent management; But the concept takes us even beyond the simple hiring of professionals as strategic collaborators of an organization, today leaders are perceived as semi-autonomous and independent entities, with freedom to apply their creativity and innovation in an agile and dynamic way, which can and they must design, produce and implement new SERVICES and whose only way to compete within the labor or professional market is by their intellectual capacity,that allows them to observe the world from a different perspective.
Creative Talent today has more value than ever, it is paid for the intellectual capital applied, for the imagination in motion, for breaking paradigms, for knowing the strategic concerns of the clients, but above all this, companies are willing to pay for those minds that look ahead to the future and with it, find solutions to the desires and needs that have not yet been developed in customers, users or consumers, but that will undoubtedly emerge at the least expected moment for cutting companies traditional.
Intellectual Capital adds value to organizations that base their success on Customer Satisfaction, in reality they are two complementary themes and at no time exclusive, it would be very difficult to try to satisfy the needs and desires of customers if we do not use our imagination to really understand what those needs and wants are. Without a doubt, they are not what we imagine behind our managerial desk, nor are they what we would like them to be in relation to our tastes, preferences, trends, knowledge and experiences.
The application of Intellectual Capital allows us to understand the evolution of those needs and desires of clients, through what happens around us and that undoubtedly generates new standards for organizational development.
The term Add Value has changed, it is no longer about adding value to what we currently do, it is about adding value to the future of our organization, which sometimes means stopping what we do and dedicating ourselves to doing something different.
Of course, adding value to the future of our organization goes hand in hand with adding value to the future of customers, in a simple relationship of supplier and customer or user, so it is indisputable that the analysis is carried out in a comprehensive way and that the efforts are also comprehensive.
Our personal brand adds value only through the application of intellectual capital for the development of SOLUTIONS, understanding by solution, the satisfaction of needs, desires, concerns, dreams, etc.; not only to problems; This is how we generate added values in the competitive and changing world.
It is important that before developing our personal brand, we are clear about our purpose ?; What will differentiate us from others in a competitive market ?; what is our essence and what can we offer to others that makes a difference?
Our focus on creativity and innovation must have an impact on customers, users and people who interact with them, it is a focus on and towards them, which must allow us to contribute and generate added values that justify our service and guarantee the continuity of our relationship with in the medium term.
Today more than ever, successful people and companies only want to interact with leaders who generate value and why not say it, with those leaders who add value to our quality of life, who facilitate the fulfillment of our organizational vision and who offer us different experiences growth and development.
Leaders, through their personal brand, become agents of change, whose mission is to restructure the business world, restructure the way things are done and the way customers (user or consumers) perceive today in day the concepts of product or service; our business reality demands that we approach the future, with greater agility and accuracy in terms of meeting expectations.
