Il personal branding è una questione di “ben-essere” perchè ha come scopo, quello di mettere in relazione se stessi con il resto del mondo. Spesso si tende invece a credere che sia qualcosa legato semplicemente alla sfera professionale e che in qualche modo, serva a crearsi un’immagine di facciata slegata dal resto del contesto pubblico.
Jeff Bezos, fondatore di Amazon, afferma: “Il personal branding è quello che dicono di te le persone quando lasci una stanza”
Ecco che, sulla base di quanto detto da Bezos, diventa davvero importante pensare al personal branding come al lavoro da fare in primis sulle “impressioni” trasmesse con il nostro atteggiamento e modo di porci e poi sul nostro valore.
Con la mia professionalità ci sono parecchie altre persone che si scontrano con me sullo stesso mercato di riferimento ma con la mia personalità so per certo che ci sono solamente io, ed è su quell’unicità che si va a lavorare non per creare un’immagine diversa ma per valorizzare l’esistente. Una frase che mi piace particolarmente e che racchiude in sè questo concetto, è quella della scrittrice afro americana Maya Angelou che dice:
“Ho imparato che le persone possono dimenticare ciò che hai detto, le persone possono dimenticare ciò che hai fatto, ma le persone non dimenticheranno mai come le hai fatte sentire.”
Non a caso l’empatia gioca un ruolo fondamentale nelle relazioni, è la condizione che determina la scelta di una posizione e il prosieguo di un rapporto.
Le 5 caratteristiche di un personal branding efficace:
- Autenticità: un personal branding deve trasmettere la verità su noi stessi. Costruire un’immagine diversa da ciò che siamo, non solo è sbagliato, ma si rivela addirittura controproducente. L’autenticità è imprescindibile in rapporti basati sulla fiducia e sul proprio “credo”.
- Coerenza: il personal branding online e quello off line del nostro essere persona e professionista, devono lavorare in sinergia per creare una reputazione chiara, trasparente e distintiva. Dal vivo e sul web, le nostre caratteristiche personali e professionali, il nostro modo di relazionarci e presentarci, devono essere coerenti tra loro.
- Unicità: è il fatto stesso che sono “io”. La personalità rende unici e questo dev’essere valorizzato. L’obiettivo del personal branding è quello di farci distinguere da tutti gli altri, farci emergere in un mondo che ormai cerca sempre di più l’eccellenza e l’esclusività.
- Credibilità: la conditio sine qua non per essere scelti è legata alla fiducia e questa, viene data anche in base ad una reputazione basata sulla credibilità della persona e del professionista. Soprattutto per le attività professionali le relazioni sono generalmente a medio lungo termine e la trasparenza, l’affidabilità e l’attenzione ai bisogni del proprio interlocutore sono sintomo di professionalità.
(leggi anche: 2017 cresce il bisogno di consulenza finanziaria) - Empatia: la preparazione e la serietà che si mettono quando si entra in relazione con un possibile cliente non sono sufficienti per portare a termine la trattativa. E’ necessario entrare in “contatto” con l’interlocutore in modo tale che l’agio in cui si sente alla nostra presenza, lo possano mettere nella condizione di “ascolto”. (leggi anche: mettersi in mostra non è un difetto… se sai come farlo)
Affermarsi con un’immagine spontanea e consapevole, che racchiuda in sè tutte queste cinque caratteristiche, è frutto di un lavoro pensato e pianificato che mira alla “buona impressione”.
La nuova economia è fatta di “relazione”, questa per esistere deve mettere le persone nel cerchio della fiducia e per questo, ci si deve mettere in gioco.
Questione di tempo… Diamoci tempo!
Alla prossima!
Roberta Voiglio
Roberta Voiglio
Digital Business Coach esperta di Comunicazione e dinamiche del Cambiamento. Dal 1997 mi occupo di Comunicazione Corporate, Marketing Strategico, Personal Branding e Servizi Digitali Innovativi. 2003 - titolare de L'Esprit Nouveau di Voiglio Roberta & C snc Agenzia di Comunicazione 2018 - Digital Gap Advisor e Manager per The Digital Box spa MarTech & Digital Strategies Company. 2020 - Digital Coach Responsabile Sportello Digitale presso Confcommercio Cuneo 2021- TEDxer membro di Direzione Artistica e Speaker Coach per TEDxCUNEO.
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