Héctor Puerta, autor en be shared

How to create a personal brand for a CEO

Unusual is the term that comes to mind to define those companies or individuals that do not have a presence on the Internet. Is there really anyone who is not on the Internet today? It would be hard to answer this question affirmatively. The fact is that we live in a highly digitalized and hyperconnected society, where everything is online. We get all our information from it; we use it for work, for relationships, for shopping, for investing, for falling in love… all through the Internet.

In this context, it is not surprising that companies have become aware of the importance of projecting their brand on digital channels. But some, the more astute ones, do not stop there and understand the multiple benefits of strengthening the projection of their brand with an authentic approach: they also invest in the strategic management of the image of their executives in the digital sphere, especially on LinkedIn, the professional platform par excellence.

Creating and managing a CEO’s personal brand involves a series of steps. At be shared, we have been developing personal branding strategies for digital spokespeople at major companies for more than 8 years, so we have a perfectly defined methodology with well-proven results.

Soil analysis

Before diving into the personal branding process, it is important to understand the context in which both the executive and the organization operate. Analyzing the industry, competition and market trends can provide essential information on which to build a fully customized strategy.

What sector does the company operate in and what are its specific characteristics? What are its future challenges? What kind of reputation does it have? What is its communication strategy?

Asking these and other questions will help us understand the environment and lend coherence to our personal branding strategy.

Stakeholder identification and prioritization

Once we know the environment we will be working in, it is time to identify and prioritize the CEO’s stakeholders. This will allow us to create a map that will help us to subsequently define the communication strategy, prioritizing certain messages over others. A well-defined personal brand not only addresses the general public, but also focuses on key stakeholders: customers, employees, shareholders, public institutions, etc.

At this point, it is essential to understand the expectations and needs of each stakeholder group in order to tailor the CEO’s messages to each of them and build solid relationships that help establish one of the foundations of any relationship: trust.

Fingerprint evaluation

Communication is often a discipline with results that are difficult to measure. Analyzing the digital footprint of the executive, i.e. reviewing his or her online presence (social media, search engines, articles, interviews…) will help us identify areas for improvement and allow us to establish a baseline. From there, we can assess the evolution of the profile and make the results tangible.

Developing the positioning strategy

The analytical process will help us address the strategic approach. It is time to process the information gathered and develop an ad hoc positioning strategy that includes as many details as possible, both in the construction of the brand and in the subsequent communication. The elements that are usually included in this type of document are those typical of any corporate digital communication plan, but extrapolated to the personal field.

Communication management

Once the strategic baseline is fully established, it is time to start communicating. But first, the CEO’s LinkedIn profile needs to be optimized based on the criteria established in the roadmap. This is a fundamental part of branding, as in many cases this will be the CEO’s most visible online profile.

Only when we have a fully optimized profile do we begin to communicate and implement all of the actions included in the strategic approach, according to the timelines and guidelines previously established.

Monitoring as a key to continuous improvement

One of the most effective ways to learn and improve in any discipline is through trial and error. Communication is no different. Once we have launched the CEO’s communication on LinkedIn, it is wise to carry out a thorough monitoring so that we can take the necessary corrective measures to ensure that the profile evolves positively and that the results obtained in the future meet our expectations.

In summary, the creation and management of a leader’s personal brand is a comprehensive process, carried out in a personalized way, in which attention to detail, anticipation and observation skills are essential for understanding the environment and orchestrating an action plan capable of achieving the desired objectives. Optimal communication management by business leaders is a compulsory subject for all medium and large companies, who have the opportunity to reach their target audience in a transparent, approachable and, above all, human way.

How to improve your company’s digital reputation

Digital strategy / By Héctor Puerta / Leave a Comment

The digital reputation is a key asset for organizations, and we are seeing more and more companies including its management as one of their strategic pillars.

We are in the age of communication, where access to information is more democratic than ever and “appearance” is almost more important than “being”. Today, the value of companies is measured more by what they don’t have than by what they do have.

The evolution of public opinion

For centuries, individuals formed an opinion of public and social affairs through word-of-mouth, sharing jokes in the town square or marketplace in a fairly horizontal exchange of information.

In the modern era, the advent of mass media and its unidirectional nature upset this balance and public opinion became strongly linked to published opinion: the influence of a minority shaped (and still does to a large extent), the opinion of the majority. This is the context in which companies as we know them were born.

Now, in the 21st century, the rise of the Internet and the development of new communication channels have created a space for exchanging information similar to that of ancient times, which each of us can access at the click of a button: we have returned to the town square with the help of Facebook, Twitter, and others.

Social media platforms have created a horizontal communication framework in which everyone can express their opinion and which we use to form our own opinion of society. This is a new paradigm that companies must adapt to if they want to maintain or increase their business.

The weight of intangibles is becoming more and more noticeable

This new communication ecosystem is linked to a gradual increase in the intangible values of companies. According to a study by Brand Finance and Corporate Excellence, it is estimated that 50% of an organization’s total value lies in its intangible assets (in some sectors this can be as high as 80%). This data gives us an idea of how important it is today for organizations to take care of their reputation, which accounts for at least half of their assets.

Those of us who work in the world of communications know that building the reputation of a person or organization is like building a house of cards: it takes a lot of time and effort to raise it, but a simple gust of wind can topple it in a matter of seconds and, sometimes, it can be impossible to build it again.

This means that companies would be wise to invest resources in communication strategies to improve and maintain the reputation of their brand.

Improving your company’s reputation through communication

Today, not being on the Internet means you do not exist, so the option of not communicating in order not to put your reputation at risk is absolutely out of the question. If we do not communicate, others will do it for us, and we will not be able to control what the narrative about our brand is.

There are several strategies aimed at increasing the reputation of organizations on digital channels, such as multichannel communication strategies, branded content, inbound marketing, etc. These actions and many others contribute to projecting and preserving the image and reputation of companies on the internet, but there is one that stands out above all others for its authenticity and high effectiveness: human communication.

Human communication, key to increasing corporate reputation

Human communication, using the #HumanCommCulture method developed by be shared, is the result of the application of various communication actions that involve company teams and aim to strengthen ties with their stakeholders and improve corporate reputation, generating, on many occasions, new business opportunities.

In a context in which new technologies and digitalization are becoming more and more important, at be shared we believe in the power of doing things in a human way, and we are therefore committed to corporate communication that gives collaborators a voice in organizations. Because only through a strategy that encompasses the company’s people can we articulate a coherent narrative that projects messages in an authentic way and that are received by the public with a high level of effectiveness.

In order to involve team members in the communication strategy, be shared has defined the following actions:

Social Media Guidelines:
This digital tool aimed at all members of the organization provides the knowledge and means necessary to make responsible use of social media and look after the company’s name and image in the digital environment.
Training in Digital Communication and Social Media:
Through training, we provide team members with the necessary knowledge to project the organization’s brand on digital platforms and increase their level of motivation and sense of belonging.
Brand Ambassadors Program:
Through the brand ambassador program, we give the team members a voice, aligning their communication objectives with those of the company and making the brand visible in an authentic way.
Digital Spokespersons Program:
Thanks to the digital spokespersons program, the organization’s executives and managers develop a digital positioning linked to that of the brand and amplify the organization’s messages by acting as authorized voices.

The ongoing development of communication technologies and the latest trends are posing an exciting and challenging 2023 for the industry.

At be shared we help companies’ communication departments to communicate in a human way and to look after their reputation in the digital environment, applying strategies that improve the perception of the brand both internally and externally. If you want to enhance your organization’s reputation, contact us at hola@beshared.es and we will help you define the strategy that best suits your needs. If you want to enhance your organization’s reputation, contact us at hola@beshared.es and we will help you define the strategy that best suits your needs.

In-house brand ambassador: why did I buy a SEAT and not a Renault?

Employer Branding / By Héctor Puerta / Leave a Comment

There is a lot of talk these days about brand ambassadors, but this concept is by no means new. I bought my first car more than 20 years ago. It was a second-hand Peugeot 405; I suspect with a few stories to tell. Two years later, when those stories started coming out of the exhaust pipe, I decided to buy a new car. I looked at several different brands, but in the end, I opted for a SEAT. A good friend of mine worked (and still does) as an engineer at the Technical Center, and he recommended the German-owned Spanish brand.

Undoubtedly, his recommendation had a strong influence on my confidence in the brand and my decision to buy. I didn’t know it yet, but over time I discovered that my friend was unconsciously acting as a brand ambassador for the company he worked for. Many of you have probably found yourselves in a similar situation at some point.

Definition of internal brand ambassador

According to Wikipedia, that online encyclopedia that no one trusts but we all consult, a brand ambassador is “a person engaged by an organization or company to represent its brand in a positive light, helping to increase brand awareness and sales.”

In other words, a person who speaks highly of a brand. However, there are different types of brand ambassadors. The ones we will talk about in this article are the internal brand ambassadors, those who work in the company they represent, like my friend from SEAT.

The evolution of the brand ambassador

Over time, and with the rise of the Internet, social media, smartphones, WIFI networks and a host of other technologies, the role of brand ambassadors has evolved. Communication and information management have been modernized, and the opportunities for brands to reach their audiences have increased considerably, in many cases lowering costs. Now, the ambassador, as well as projecting the benefits of the brand through word of mouth, also does so using digital channels.

6 advantages of projecting a company’s communication through internal brand ambassadors

For companies, having brand ambassadors on their teams has a number of advantages.

1. Generates public trust

In general, the trust we place in people is usually much greater than the trust we place in brands. Receiving a message from a real person is not the same as receiving it from a for-profit institution. In addition, receiving the message from a third party generates much more confidence than from the interested party itself.

Going back to my car, the conversation I had with my friend influenced me more than all the brand advertising campaigns I could have seen before. I wonder what car I would have bought if, instead of working at SEAT, my friend had worked at Renault.

2. It is more economical than other methods

Another advantage that internal brand ambassadors have for organizations is the cost. Running a brand ambassador campaign is cheaper than working with influencers, who tend to get paid extremely well for recommending a brand’s products and, of course, than launching expensive advertising campaigns.

Obviously, in this life everything costs money, and the implementation of a brand ambassador strategy and its subsequent development entails costs, but these are usually much more affordable than the strategies mentioned in the previous paragraph.

3. It is an ideal way to project the company’s values.

The projection of values is another benefit from having internal brand ambassadors, as they are in tune with the corporate values, believe in them and share them with pride.

Internal brand ambassadors will not only tell the organization’s audiences why they should buy its products or hire its services; they will also explain to them what moves are being made, whether or not they are taking their employees into account, whether they are concerned about the environment or whether they are undertaking Corporate Social Responsibility actions, for example. In short, they will project the company’s values and corporate culture, which will attract not only potential customers, but also talent.

At this point, it is worth remembering that, in modern companies, intangible assets represent more than half of the value of the company, so projecting the values and caring for the reputation of the brand is not a trivial matter.

4. It is an important source of data

An internal brand ambassador campaign also involves monitoring the actions of brand ambassadors. When a brand ambassador strategy is developed, the people who can best represent the company are chosen and communication axes and messages are defined. Once projected, it is time to analyze the results. The reactions and conversations generated by brand ambassadors’ posts are valuable information for the company, as they will be taking the pulse of their audiences.

Imagine if my friend at SEAT had shared with his manager what my preferences were, and those of his closest circles, when it came to choosing a car. The manager would have told his or her superior, and the superior would have told another superior, and the information would have ended up on the desk of the company’s CEO. This information would probably have guided them in making future decisions in line with the requirements of the demand.

5. Increases brand visibility

Internal brand ambassadors are an additional communication channel for organizations. As well as increasing the quality and credibility of messages, they also increase their visibility. Companies’ official channels are limited, so increasing ‘screen share’ with an army of brand ambassadors is a good way to reach more potential customers and other audiences of interest.

6. Communication is more authentic

The trend is that branded content will assume more prominence in the digital world in the next few years. The reason is very simple: people are increasingly tired of invasive advertising and companies know it. How many of you put up with the entire commercial before the video you want to watch on YouTube starts?

Forgive me advertisers, but advertising can be tiring, and even annoying. Working with brand ambassadors is an excellent way to convey the message in a natural, approachable, and authentic way. In short, in a human way.

The internal brand ambassador must be supported by your organization

Throughout this article, it has become clear that working with an internal brand ambassador strategy has multiple advantages for the company. However, this projection of the brand’s identity, values, corporate culture and even products and services must be based on the excellent work of the organization. There is no point in launching an internal brand ambassador campaign if our products or services are not able to meet the demands of our customers. Brand ambassadors are not magicians, but a genuine, credible, and more cost-effective means of reaching audiences.

Can you imagine if my SEAT had broken down two months after I bought it? Luckily, it turned out well. And that’s not just thanks to my friend.

Business leaders in the digital era

Digital strategy / By Héctor Puerta / Leave a Comment

The progressive humanization of companies in the 21st century is resulting in an increasingly precise management of their leaders’ communication on social media networks.

Invisible leadership does not exist

There are multiple forms of leadership. In fact, we could say that each leader has his or her own way of influencing a group. Of course, there are certain patterns of behavior that we find repeated in different individuals, but enormous amounts of data about this have already been made available online. What I would like to talk about in this article is a particular concept that all leaders, almost by definition, have in common: notoriety.

And what is notoriety? Among other things, it is an act of communication. In other words, in order to exercise any form of leadership, it is essential to COMMUNICATE.

A leader can be charismatic, autocratic, democratic, transformational or a host of other things. However, in order to exercise any type of leadership, it is essential that the members of the group understand the leader, so the leader, using one strategy or another, must make his or her presence felt. Invisible leadership does not exist.

In the human species, if you will allow me to make a generalization, leadership is nothing more than a process of social coordination in which one individual or individuals exert influence over another or others in pursuit of common objectives.

Leadership in companies

In the business world there are countless professionals who, due to their position, must lead a group of people: middle managers, directors, supervisors, managers, team leaders… all of them must, using their notoriety and their communication skills, influence others in order to achieve their objectives. And, in a separate sphere, there is one figure who stands out above all others: the CEO or business leader.

Within a modern organization, the CEO is the ultimate expression of leadership; he or she is the spearhead, the example to follow and the person with the maximum authority. Their actions are evaluated by the employees, and their conduct will depend, in part, on whether or not the company works well or not.

There are many and varied examples of senior business leaders whose leadership has been instrumental in helping their company achieve its business objectives and even expand its business.

I would like to propose a short exercise. Think, for a moment, of a leader, with a first and last name, who has been fundamental to the development and growth of your company. Take your time. Ready?

It is likely that your mind has led you to think of the CEO of one of the companies you worked for or where you currently work; although it is no less likely that you have remembered names such as Steve Jobs, Bill Gates, Ana Botín, Elon Musk or José María Álvarez Pallete. But what do these leaders have in common? Exactly. Their notoriety.

Companies must take advantage of all their communication assets, and the role of their leaders is one of them

The influence of business leaders over the employees of their companies must be solidly supported by a communication strategy. No organization that wishes to project a strong and coherent image among its employees can risk showing cracks or inconsistencies in its leader’s communication, and, even more importantly, cannot afford the luxury of not giving him or her visibility.

CEOs are valuable assets for companies, and they would be making a huge mistake if they did not take advantage of their full potential in terms of communication. Beyond their ability to make decisions in favor of business development, leaders represent the human side of a company and a window for reaching both internal and external audiences.

A company that wants to project a close, human, and trustworthy image to its employees and customers needs to establish a communication plan for its leader and, in the 21st century, this cannot exist without a strategic presence on digital platforms.

Developing a digital strategy for business leaders and being in control of their communication in a hyper-connected world is never a bad decision. To do otherwise is to leave an important part of the company’s communication to chance.

Héctor Puerta

Ejecutivo de cuentas