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Guía para crear tu marca personal, te revalorices como profesional y las empresas se peleen por ti - Gestion.Org Saltar al contenido Tanto si eres un freelance, un directivo o un universitario, desarrollar tu marca personal te interesa. No es que te interese, es que es algo fundamental para que te conviertas en un profesional valorado en tu sector y la persona por la que las empresas están luchando por contratar. Pero ¿qué es eso del personal branding? Y lo que es más importante todavía: ¿cómo usarlo para que tu imagen como profesional sea arrolladora? ¿Quieres conquistar tu sector y poder subir tus tarifas o el precio de tus productos? Entonces, lee este post y desarrolla tu marca personal para convertirte en el profesional más deseado de tu sector.
¿Qué es una marca personal? La marca personal es un concepto que para muchas personas puede resultar complicado por ser algo abstracto. Por eso, nos parece interesante ver varias definiciones de marca personal. Empecemos con la clásica, la definición de marca personal de la Wikipedia :
La marca personal es un concepto de desarrollo personal consistente en considerar a determinadas personas como una marca, que al igual que las marcas comerciales, debe ser elaborada, transmitida y protegida, con ánimo de diferenciarse y conseguir mayor éxito en las relaciones sociales y profesionales.
¿Qué podemos sacar de esta definición? Se habla de marca personal como un concepto en el que una persona se promociona como si fuese una marca comercial. Pero te mostramos ahora otra definición de personal branding (en inglés) de Andrés Pérez Ortega, es el autor de Marca personal para Dummies y uno de los mayores especialistas en este tema:
Una marca personal está compuesta de decenas de elementos que van desde el interior de la persona hasta la forma de gestionar la percepción que los demás tienen de nosotros. Esos elementos son los que van a hacer que seamos percibidos como profesionales valiosos y fiables.
Fíjate que aquí ya encontramos otro tipo de información. Lo primero que destaca es que abarca muchos elementos distintos. Algunos tienen que ver con el interior de la persona (su personalidad, valores, sentimientos…) como con el exterior. ¿Objetivo? Conseguir posicionarse como un profesional respetado y valorado en tu sector. Lo que también conlleva un mayor reconocimiento y, por lógica, más ventas. ¿Quieres ver un vídeo con la explicación de qué es la marca personal según Andrés Pérez Ortega? Aquí lo tienes. https://www.youtube.com/watch?v=Kw2s-zhV7ng Ideas que se escuchan en el vídeo:
El objetivo de una marca es vender lo que haces. Una marca parte del interior de la persona. Necesitamos unos objetivos y definir una estrategia. No confundir ser diferente con ser extravagante: se trata de aportar a los demás. Un marca tiene que ser auténtica y honesta. Una marca no puede mentir. Ahora que ya tenemos la definición más clara, vamos a la parte práctica. A cómo crear nuestro branding personal.
Frases de marca personal: ¿qué significa esta concepto? ¿Quieres ver cómo han definido este concepto algunos grandes del marketing? Aquí te dejamos 5 de nuestras frases favoritas sobre marcal personal.
«La marca personal es lo que dicen de ti cuando no estás delante», Jeff Bezos. «Para ser irremplazable uno debe buscar siempre ser diferente», Coco Chanel «Si nuestra oportunidad es la de ser iguales, no es una oportunidad», Margaret Tatcher. «La marca que conecte bien con las emociones tiene el partido ganado. Pero una vez que conecte debe saber qué hacer a continuación», Andy Stalman. “Las marcas se basan en lo que dicen otros de ti, no en lo que dices tú sobre ti mismo”, Guy Kawasaki. ¿Conoces alguna otra muy buena? No te vayas sin dejárnosla en los comentarios.
¿Cómo crear tu marca personal paso a paso? Ahora ya sí, vamos a centrarnos en cómo crear tu plan de marca personal. Lo hemos dividido en 6 fases para que te sea más sencillo ver lo que debes hacer en cada una. Veamos cómo mejorar ese branding.
1. Objetivos Si viste el vídeo de Andrés Pérez Ortega, te habrás dado cuenta que él menciona que es muy importante definir cuáles son nuestros objetivos. El primer paso consiste en dejar claro cómo quieres posicionarte en el mercado:
Como profesional o freelance. Como directivo de una empresa. Como empresario. Etc. Y por otro lado, ¿cuáles son tus objetivos a corto plazo?
Ganar visibilidad en tu sector. Captar suscriptores. Aparecer «x» veces en los medios de comunicación. Tener «x» reuniones con directivos de mi sector. Etc. No te tomes esto a la ligera. Si no tienes claro lo que quieres conseguir, es imposible que puedas establecer una buena estrategia. Si estás empezando a plantearte tu modelo de negocio, te recomendamos que te leas estos 2 artículos:
Cómo aplicar el lienzo del modelo Canvas a tu proyecto.
17 ejemplos de modelos de negocio innovadores.
2. Análisis personal Cuando te explicamos cómo crear un plan de marketing te indicamos que uno de los puntos más importantes es el análisis que debes hacer sobre tu situación actual. Un ejercicio interesante en este sentido es realizar un DAFO. Iván Martínez explica muy bien cómo hacerlo en este post . Al igual que en un DAFO normal, analizaremos nuestros puntos fuertes y débiles tanto a nivel interno como externo.
Debilidades (nivel interno) En este punto es importante que seas sincero contigo mismo. Intentar maquillar tus carencias no solucionará nada, más bien lo que hará es que retrases que las afrontes. Analiza cuestiones de este tipo:
Experiencia previa: tampoco te obsesiones. La ilusión y las ganas son los motores de cualquier proyecto. Aunque como es lógico, con experiencia siempre es más sencillo prevenir errores.Contactos que tengo en el sector: conocer a personas dentro de tu mercado siempre facilita las colaboraciones y los cierres de tratos.Formación: vas a tener que estar aprendiendo de forma constante. A lo que nos referimos aquí es a si existe algún tipo de conocimiento que sea imprescindible para que puedas empezar a desarrollar tu labor.Aspectos de tu personalidad: timidez, falta de capacidad para trabajar en equipo…A nivel global, ¿en qué te supera la competencia?: si eres consciente de que hay algo en lo que la competencia te saca mucha ventaja, deberás ir trabajando poco a poco para que tu marca personal no sufra tanto. Es duro afrontar las debilidades de cada uno, pero mucho peor es obviarlas. No te asustes que ahora viene un punto «más dulce».
Fortalezas (nivel interno) Toda moneda tiene 2 caras, ¿no? Veamos cuáles podrían ser tus puntos fuertes:
Experiencia previa: de la misma manera que podía ser una debilidad, también puede ser una fortaleza. Si dominas tu sector podrás acortar tiempos y establecer una estrategia mucho más eficaz.Contactos: lo mismo que en el caso anterior. Conocer a personas desde un inicio puede abrirte muchas puertas.Formación: ¿dominas tu sector y conoces las últimas estrategias que han salido? Déjalo claro.Aspectos de tu personalidad: ¿eres capaz de trabajar en equipo ? ¿Tienes madera de líder ? ¿Eres proactivo y eres capaz de adaptarte? Cualquier rasgo positivo de tu carácter suma en este aspecto.A nivel global, ¿en qué superas a tu competencia?: muchas veces nos obsesionamos en intentar mejorar en lo que no se nos da bien cuando es más eficaz centrarse en potenciar tus virtudes. Detecta en qué te diferencias de tu competencia y exprímelo. Es muy importante que realices un buen análisis interno. No te olvides de que tu marca personal se basa en ti, en cómo eres como persona y cómo afrontas tu trabajo. Cualquier rasgo es importante.
Amenazas (nivel externo) Ahora toca el análisis exterior, cómo está nuestro mercado y cuáles son los puntos fuertes y débiles que tenemos. En este caso, analizamos las dificultades que puedan existir en tu sector de cara a que te hagas un hueco.
Competencia: ¿hay una empresa u otro profesional que domine el mercado? ¿Hay muchísimos otros profesionales ofreciendo los mismos productos o servicios que tú?Desventajas: este punto depende mucho del sector. Nos referimos a barreras que puedan existir de cara a que te resulte sencillo lanzarte al mercado: licencias, permisos, leyes, restricciones…Situación global del sector: debes comprobar si tu mercado está muy saturado o incluso si está en recesión. Valora bien cuál es la situación de tu mercado y cuáles son tus opciones para introducirte en él. En Gestion.org tenemos toda una sección dedicada a la investigación de mercados, así que si tienes dudas de cómo puedes analizar tu sector, no dudes en echar un vistazo: ir a la sección de investigación de mercados .
Oportunidades (nivel externo) Y ahora de nuevo, vemos cuáles son los puntos fuertes externos dentro de tu mercado.
Competencia: ¿hay poca? ¿Tienes algo que te diferencia mucho de tu competencia?Ventajas: al igual que antes, esto depende mucho del sector. Por ejemplo, una ventaja pueda ser que no necesites tener que realizar una gran inversión para poder empezar.Situación global del sector: a lo mejor es un mercado en el que has detectado una necesidad que está sin cubrir o un sector del público al que nadie está atendiendo. También, al contrario de lo que comentamos antes, puede ser un mercado que esté en expansión o desarrollo. Y ahora que ya tienes tu DAFO creado, vamos a uno de los puntos más importantes a la hora de crear tu marca personal: definir tu target o crear tu buyer persona.
3. Buyer persona A diferencia del marketing tradicional que se solía dirigir hacia la masa en general, en el marketing moderno, sobre todo en el digital , uno de los puntos más importantes es la hiperespecialización. Para que una campaña tenga éxito necesitamos definir muy bien a quién nos dirigimos. Necesitamos conocer cuáles son sus necesidades, sus gustos, sus preocupaciones… Y para ello, lo que se hace es crear una buyer persona . Una buyer persona es una representación ficticia de lo que sería nuestro cliente ideal. Su objetivo es ayudarnos a empatizar más con él y así poder personalizar nuestros mensajes para que sean más efectivos. Para crear la ficha de tu buyer persona deberás, cómo mínimo, incluir los siguientes datos:
Nombre. Edad. Profesión. Objetivo. Sueños. Gustos. Aficiones. Preocupación diarias. Piensa que cuanto más conozcas a tu buyer persona, más podrás comprender lo que busca y potenciar los rasgos de tu marca personal que más te interesen.
4. Propuesta de valor La propuesta de valor de un negocio es el mensaje o idea que transmite el valor diferencial de tu proyecto. Dicho de otra manera, la propuesta de valor debe responder a esta pregunta:
¿Por qué debes contratarme a mí y no a la competencia?
No te pienses que escribir tu propuesta de valor es algo que vayas a hacer en 2 minutos. Piensa que ese mensaje es el corazón de tu oferta, cuídalo. En este post , Samu Parra te explica cómo crearla paso a paso: cómo identificar los beneficios de tu propuesta, tus elementos diferenciales y cómo encuadrarlos con las necesidades que tiene tu público. Para finalizar, destaca que toda propuesta de valor debe tener todas estas características:
Única. Clara. Precisa. Realista Potente visualmente. La propuesta de valor es el centro de tu marca personal, en torno a lo que gira todo tu negocio. Muchos emprendedores no le conceden la importancia suficiente a este punto y luego sus mensajes son incoherentes o poco precisos. No cometas ese error.
5. Estrategia Y llegamos ya a la parte más práctica, a la definición de la estrategia y a las acciones concretas que llevaremos a cabo. Te damos algunas ideas según los objetivos que te hayas planteado.
Visibilidad: el marketing de contenidos es una de las estrategias que más funcionan para atraer clientes (Inbound marketing ). Las redes sociales también afectan mucho a tu marca personal y te ayudan a ganar visibilidad.Conversión: captar leads y tener suscriptores es a lo que se ha denominado toda la vida cartera de clientes. Aunque en este caso, es en versión online. Para conseguirlo, recuerda que es muy útil regalar un lead magnet (un pequeño ebook que solucione un problema concreto de tu audiencia).Vender: expón en tu web de forma clara cuáles son tus tarifas y, a poder ser, contrata a un copywriter para cree tus landing pages. Otra estrategia que está funcionando muy bien y además refuerza tu marca personal en Internet es hacer webinars (charlas en directo donde puedes explicar los beneficios de tu propuesta al mismo tiempo que aportas valor).Fidelizar: crea contenidos específicos para tus clientes, ofrece sesiones de Skype gratuitas o descuentos la próxima vez que compre uno de tus productos. Lo más importante de tu estrategia es que no pierdas el foco en cuál es tu objetivo actual. Muchísimos emprendedores se pierden ante la inmensidad de tareas que tienen que realizar y desvían su estrategia.
6. Medir Siempre decimos lo mismo, «no es marketing si no se mide». Pero ahora viene una pregunta interesante, ¿se puede medir el impacto de una marca personal? Sí, solo hay que fijarse en las métricas correctas. Por ejemplo:
Número de suscriptores. Número de comentarios en los posts. En las redes sociales fíjate en tu número de seguidores y veces que se comparten tus mensajes. Luego, también tienes una serie de herramientas especiales para medir tu marca personal online.
Google Alerts: nos avisa de cuando nuestro nombre se menciona en Internet. Permanece siempre al tanto de quién te menciona y por qué.BrandYourself: herramienta que te ayuda a gestionar tu reputación online.Whos Talkin: lo mismo. Nos envían avisos en relación a las palabras clave que nos interesan y cuando nos mencionan. Con todo esto que te acabamos de explicar ya podrías empezar a crear tu marca personal. Aunque la realidad es que el verbo más correcto sería «desarrollar». Todos tenemos un branding personal, todos proyectamos una imagen como profesionales. Otra cosa es que trabajemos esa imagen de marca.
Trucos para crear una marca personal, por Jorge Jiménez Y como sabes que nos encantan los vídeos, cerramos este apartado del artículo con este vídeo de Jorge Jiménez,un blogger experto en marca personal. https://www.youtube.com/watch?v=JcgpjcUeiKk
¿Ya tienes claro cómo crear tu marca personal? Sea cual sea tu sector o tu trabajo, desarrollar tu branding personal siempre va a ser algo positivo porque te revalorizas como profesional. Y eso conlleva 2 grandes ventajas:
Tendrás más empresas y clientes interesados en ti. Podrás cobrar más. ¿Eres universitario y tienes miedo a no tener trabajo cuando salgas de la facultad? ¿Te gustaría desmarcarte ya de tus compañeros? ¿Ganar puntos de cara a unas prácticas? Entonces, apúntate a nuestro curso de marca personal para universitarios.
Desarrolla tu marca personal y conviértete en el profesional más deseado de tu sector.