Personal Branding: para sacarle el máximo provecho a tu imagen

Construir una estrategia para diferenciarse de los demás profesionales resulta clave en un mercado cada vez más exigente y competitivo. Una identidad fuerte puede convertirse en una potente ventaja competitiva.

Si hay algo que caracteriza a las grandes marcas es su identidad. La vanguardia de Apple, la seguridad de Volvo o el rendimiento de Toyota es algo que se construye gracias al Branding. Un ejemplo que debe ser tomando en cuenta por los profesionales, que trabajando su marca personal puede conseguir una importante diferenciación en el mercado.

Si bien el "Personal Branding" surgió en la década de los 90 como una forma de conseguir trabajo, hoy es uno de los puntales de lamovilidad laboral, utilizando nuestro perfil como una marca que atraiga a las empresas. "La ventaja principal es potenciar nuestra imagen personal, con contenido, imágenes, conceptos que demuestren nuestras capacidades reales, además de poder mostrarpúblicamente nuestros conocimientos, intereses, fortalezas y virtudes dentro de nuestro circulo laboral e incluso más allá de lo que pensamos. Esto ayuda mucho a profesionales con ansias de destacar en su trabajo, con sus pares y competencias. Nos abre las puertas a mejores oportunidades laborales y de negocios", señala Sebastián Jara, CMO de SMMChile.com.

El "Personal Branding" también constituye un importante desafío para los profesionales, que mediante esta generación de imagen deben plantearse metas, generar contactos y hacerse más visible.

Sobre esto, Bracey Wilson, profesor del Magíster en Dirección de Marketing de la Universidad Diego Portales opina que un buen ejercicio que puede realizar los profesionales es un análisis Foda sobre sus capacidades y ver que es lo mejor que pueden ofrecer, "por ejemplo, una fortaleza es tener un magíster. ¿Oportunidad? Soy un ejecutivo de marketing. Una de debilidades es que no soy tan bueno en matemáticas y amenaza es la cantidad de ingenieros comerciales que hay en el mercado".

Wilson considera que para construir una marca personal sólida es necesario estudiar estudiar al mercado laboral como uno estudia al consumidor. "Hay que definir qué les interesa y de qué forma yo les puedo servir, como puedo ayudarlos, que perfil profesional andan buscando".

El publicista Roberto Arancibia considera que las redes sociales son una excelente forma de construir una marca. "Las redes son ideales para el Personal Branding, porque giran alrededor de uno. Si una persona te sigue en twitter, posiblemente va a llegar a tu blog, o a tu perfil profesional en LinkedIn", comenta el profesor de Uniacc, advirtiendo la necesidad de cuidar esta imagen: "Es necesario cuidar mi marca personal, que no se desgaste, que no se desprestigie. En las redes sociales se sabe lo que tú dejas que se sepa".

Algo que comparte Jara. "Twitter es una excelente herramienta para fomentar nuestro 'Personal Branding', ya que actualmente al poner un nombre en Google, de cualquier persona, lo primero que se encuentra es el Twitter, luego su Facebook, esto porque Twitter tiene mas comentarios personales de los que se escriben en Facebook, por tal razón Twitter se ha convertido en una excelente herramienta personal para mostrar el 'Qué sabemos' mas que el 'Quienes somos'", explica.

La base del Personal Branding es diferenciarse del resto. Para esto, Wilson considera que es clave manejar varias áreas, más que especializarse sólo en una. Por ejemplo un ejecutivo que se desempeñe bien en temas financieros y a la vez, pueda manejarse en recursos humanos. Sobre los estudios de postgrado, Bracey destaca los diplomados especializados como una mejor forma de especializarse en un tema específico.

Actualmente, dos universidades ofrecen programas de postgradoenfocados en el Branding, una es la Universidad Mayor con suMagíster en Comunicación Estratégica y Branding, donde los alumnos trabajan las nuevas técnicas de la materia, comprendiendo su influencia en las decisiones tomadas en las distintas áreas de las empresas.

Por su parte, la Universidad Central ofrece el diplomado Branding: Una herramienta de planificación estratégica, un programa diseñado para que los participantes conozcan y puedan dirigir un correcto proceso de Branding.

Fuente: latercera.com

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