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Editor's Note: Vanessa Marzán Toro is an expert in strategic communication, a specialist in nonverbal language, consultant and lecturer.
(CNN Spanish) - Charles Darwin's theory teaches us that only the species capable of evolving are the ones that have the greatest chance of surviving on a planet where the only constant is change. From a commercial point of view, brands also evolve according to new trends and consumer preferences. Those who do not are destined to disappear. Does anyone remember the Blockbuster movie rental chain? RIP The Darwinian maxim also applies to executives as well as entrepreneurs in their professional career.
The term personal brand is defined as the use of strategies to market the talents of an individual in the same way that a commercial brand is sold in order to increase its value in the labor and / or business market. In a challenging economy where supply prevails over professional demand, more than ever a solid personal brand is required. The personal brand does not generate value organically, it is highly recommended to work strategies in order to adapt it to new global trends. Next, the main ones to take into account:
Visual impact on content: What is the quality of the profile photos that you upload to the networks, what does it communicate? Profile photos on personal and professional social networks and the content you upload to them are your new business card.
Positioning: Have you created your fan page?
It is important to create your official website, which you should dedicate to communicate your talents, success stories and professional offers. It doesn't matter if you work for a company, getting to know yourself will increase your chances of growth inside or outside it. In a constantly changing economy, it is unpredictable to know when you could be the victim of the next restructuring. It is much easier to search for a new job opportunity when you have worked your personal brand than when you are a stranger. What is the positioning of your brand? Are you an expert, specialist, leader, consultant, coach? Communicate with strategy who you are.
The way we consume information changed with the advent of technology and social networks. If you want to make yourself known, you must belong to virtual communities where your target market lives. For example: join interest groups on Facebook and share both your opinion and your content. It will contribute to the recognition of your brand.
Outside the networks: Currently the most successful brands are those associated with social causes. The trend also applies to the personal brand. Join that social cause with which you genuinely identify yourself and review it in your various professional and personal networks.
Speak in public: people who give talks or conferences are perceived as experts by those who listen or see them. Offer to give talks on the subject you master and you will increase the value of your personal brand.
If you are an entrepreneur and work on your own, I recommend creating a simple Internet page, creating a YouTube channel if you have enough content to share and joining the new trend of creating a podcast (audio stories).
Invest: finally, social networks open many doors for us and it is a simple and economical way to make ourselves known. However, they are a business. If you do not invest in promoting your content, very few people will consume it.