El concepto de branding personal es un ejercicio de posicionamiento de la persona dentro de una actividad, cualquiera sea su profesión: puede ser en el arte, la ciencia, el deporte, una empresa, la política, o cualquier otra. La construcción marcaria es, en definitiva, la construcción de una identidad.

Es aquí donde las mujeres pueden sacar ventaja, ya que existe un sinfín de ejemplos de marcas vinculadas con la industria de la moda, el diseño y la gastronomía, que se desarrollan a partir de nombres propios.

En este informe, Revista OCIO te acerca consejos prácticos y sugerencias de tres especialistas (Oscar Piccardo, Mariano Cuestas y David Castejón) para que tu proyecto de branding personal llegue a buen puerto.

Por José del Franco

Cuando uno define un propósito de marca para una empresa o un emprendimiento, está hablando de valores, reputación y relevancia de una cultura con el fin de crear nuevos productos y experiencia. Para llevar a cabo este propósito, la marca debe comportarse como una persona, tener una identidad y una conducta. Y es en este punto cuando nace el branding personal dentro de una organización, convirtiendo a las personas y al equipo en activos de marca y, luego, logrando autonomía propia y fundamentalmente diferenciación.

“El branding, si bien se instala con ideas como cualquier campaña publicitaria, tiene el objetivo de crear marca y esa construcción usa métricas de largo plazo”, refuerza el consultor Mariano Cuestas, Director Creativo General de Cuestas. “La definición del propósito de la marca personal es el primer paso y es allí donde trabaja la creatividad, produciendo ideas efectivas a través de recursos que usa de las creencias sociales y descubriendo el potencial y el capital de la persona”, agrega Cuestas.

“Me siento responsable con mi equipo de haber trabajado en el posicionamiento de marca de Paula Massuh, Julio Figueroa y Mauricio Giovanini (Marbella) en la gastronomía o de Juan Negri en la política”, sostiene Cuestas. Si del mundo de la moda hablamos, también fue parte del cambio de marca de Vanesa Durán a Vanesa, del asesoramiento a Chicha Osorio y de la visual merchadiser de Vanesa Marchante en España. “Además, haber acompañado en el arte, desde su nacimiento hasta su expansión internacional, a la cordobesa Florencia Giordana Braun con su productora de arte Rolf, también fue importante”, destaca Cuestas sobre algunos ejemplos en la práctica donde fueron aplicadas las herramientas del branding personal.

La desnudez de las marcas

El consultor y especialista David Castejón es un caso testigo en sí mismo, ya que este año fue nominado por la Asociación Argentina de Marketing como caso de éxito por Marca Personal 2017, junto a otros dos ternados del país. Para Castejón, el fenómeno del branding personal se apalanca en una cruda realidad: lo que él llama “la desnudez de las marcas”. “Durante mucho tiempo fue más fácil invertir dinero en campañas de publicidad para atraer clientes, muchas veces estimulados por promesas que luego no terminaban de materializar. Hoy ya no les creemos, cuestionamos y ponemos en duda lo que nos cuentan en sus comunicaciones”, explica. Y razona: “como consecuencia de ello, el consumidor comenzó a conectar más con otros seres humanos, con aquellos que vivieron una experiencia real con determinados productos o servicios. Hoy, el valor está en la opinión de las personas y no en el relato de las marcas. De allí la vital importancia del branding personal en estos tiempos”.

―¿Cuánto tiempo lleva como tal en el mercado local?

―En nuestro contexto regional, lleva ya un tiempo. Es difícil medirlo en términos fácticos, pero sí puedo expresar que la penetración de las redes sociales impulsó exponencialmente a este fenómeno.

Hasta hace poco tiempo, hablar de influencers tenía connotación de película de ciencia ficción. “En la actualidad, encontramos un batallón de influenciadores que por haber desarrollado una sólida estrategia de branding personal son objeto de deseo de las marcas. Los buscan para que difundan mensajes de una manera orgánica y menos invasiva. Es lo que en marketing llamamos ‘humanización de las marcas’”, confiesa Castejón.

El especialista asegura que, si te decidís a construir tu marca propia, debés tener en cuenta un factor que es clave, sagrado: al branding de las marcas se le perdonan algunos errores; al branding de las personas, no. Y lo grafica con ejemplos: “hace poco más de un año, Samsung tuvo que quitar del mercado todos los Note 7. Sencillamente, explotaban. Durante mucho tiempo, avión al que te subieras, minutos antes de despegar, las azafatas a viva voz prohibían el uso de estos dispositivos. Tener un Note 7 te hacía ver como un paria. Hace poco, la marca coreana presentó la evolución de dicho dispositivo y ya es récord de ventas. En cambio, el día que Britney Spears rapó su cabellera, se volcó hacia los excesos y dejó de ser la niña angelada de los 90. Su carrera y su marca personal nunca jamás volvieron a ser las mismas”.

Para qué construir branding personal

Oscar Piccardo, presidente de la consultora 1POR1 Marketing Integrado, afirma que “hay una gran diferencia entre construir una marca para un producto, un servicio o una empresa y hacerlo para una persona. Por ejemplo, la empresa puede hablar de sí misma a través de sus comunicaciones sin que le afecte negativamente, pero si una persona habla de sí misma todo el tiempo para hacerse conocida, lo más probable es que solo termine generando una mala imagen”.

 

Dicho conceptualmente, en términos de branding personal, se trata de que la persona asocie a su nombre tres pilares básicos de la construcción marcaria:

  1. Recordación: que su nombre sea conocido dentro de su actividad.
  2. Posicionamiento: que posea atributos que lo diferencien del resto en su categoría.
  3. Legitimidad: que tenga reconocimiento, autoridad y credibilidad en lo que hace.

“Implica que el nombre, además de ser conocido, debe poseer diferenciales en la categoría en la que se quiera posicionar y que cada vez que se lo invoque genere asociaciones positivas. O lo que es parecido, cuando se hable de la actividad, su nombre surja como referencia, ejemplo y referente”, explica Piccardo. “La construcción marcaria en casi todas las categorías es cosa mucho más seria y, por ende, más lenta. Meolans o Bardach recién fueron marcas después de muchísimo esfuerzo y dedicación. Su asociación no estuvo nunca ligada a escáldalos, sino a méritos confrontados con los más exigentes estándares internacionales”, agrega.

Piccardo refuerza la idea: “seguramente, el médico, el ingeniero, el chef, el diseñador y cualquier otro profesional que logra construir branding personal pasó muchas horas de estudio y práctica antes de tener la más mínima chance de hacerse ‘conocido’ y sobre todo ‘reconocido’. A diferencia de la construcción fácil, cuando llega a posicionarse, su marca tendrá dentro de su actividad una vigencia mucho mayor que la de cualquier botinera dentro de la suya”.

En síntesis, es determinante definir “para qué construir branding personal”, eso precisa el modo, el tiempo, el valor y la permanencia de la marca. Tomemos el ejemplo y las grandes diferencias de dos figuras que lamentablemente ya no están, pero fueron ampliamente conocidas y ocuparon muchísimo espacio en los medios como René Favaloro y Ricardo Fort. En el primer caso, con una elaboración de largo tiempo, muy sólido en la legitimidad y en su contenido, seguramente dejó un legado perdurable tanto en su categoría científica como en la humana. El segundo, construido de manera fulgurante, basado en excentricidades, derroches y escándalos, pero vacío de contenido, probablemente no perdurará, o peor aún, si lo hace se recordará como un antimodelo para muchos hogares.

El caso de Claudia Revigliono

“Cuando comenzás una marca con tu nombre, es complicado transmitir confianza y fidelizar a quienes decidan hacerse un vestido a medida. Creo que todo es cuestión de tiempo, perseverancia y, sobre todo, mucho esfuerzo y pasión por el trabajo. Con el correr de los años, nuestra clienta pudo diferenciar y encontrar el valor agregado por el cual tanto trabajamos: telas exclusivas, alta calidad y diseño en su máxima expresión”, confiesa la diseñadora Claudia Revigliono, dueña de la marca de indumentaria de alta costura.

“Mi visión como diseñadora siempre fue clara y creo que luché en todo este camino para sostener mi ideal de que cada vestido es una obra de arte y cada obra de arte merece su atención”, explica Revigliono. Además, afirma que “cada clienta es única y si esa clienta está contenta con el diseño, de seguro su círculo lo sabrá. La recomendación y el famoso ‘boca en boca’ ayudaron al crecimiento. La era digital es un factor del cual estoy sumamente agradecida y en el cual intentamos estar activas. Las redes sociales captan un público más amplio y nos permiten dar a conocer nuestro trabajo interno y la dedicación que requiere cada prenda. Si la percepción del público sobre la persona es buena, la promoción de la marca es sumamente positiva”.

De Vanesa Durán a Vanesa

“Cuando comencé y le puse mi nombre al emprendimiento, pensaba que hacerlo daría la seguridad a mis seguidores para confiar en la marca, ya que mi nombre es una de las cosas que más cuido. El camino a lo que en la actualidad es Vanesa no ha sido sencillo porque hubo que cuidar muchos detalles y mis conocimientos no eran tan amplios como lo son hoy. Hubo mucha inversión en marca y en hacerla conocer”, razona Vanesa Durán, titular de la empresa que lleva su nombre y que hace poco tiempo transitó un cambio en su marca e imagen.

“Una marca de nombre propio debe tener la impronta y esencia de quien la hace. Y por último, y muy importante, se debe estar dispuesto a convertirse en una persona pública. Lo privado nunca es tan privado, con lo cual poder inspirar con la vida misma ha sido mi éxito”, agrega.

Guía express en 7 pasos, by Castejón

  1. Definir los objetivos.
  2. Definir el público.
  3. Definir el naming.
  4. Establecer el contenido para difundir.
  5. Construir una estrategia de marketing.
  6. Difundir y construir capital marcario.
  7. Medir resultados.

“Branding personal es hacer de una persona una marca, con un propósito, ideas y una estrategia”. Mariano Cuestas

 

Branding personal: tres claves (Opinión) 

Por Oscar Picardo Presidente de 1POR1 Marketing Integrado.

  1. Construir legitimidad: implica ser coherente en lo que se dice y hace a lo largo del tiempo, esto proporciona credibilidad. Se trata de construir la marca en la actividad o categoría donde realmente se tiene conocimientos o habilidades y no salirse de esta. Por ejemplo, René Favaloro fue legítimo, siempre tuvo toda la credibilidad en aquello por lo que se hizo conocido y su palabra logró el máximo respeto porque no hablaba de lo que no sabía. Ricardo Fort -salvo sus horas de gimnasio para mantener un físico muy trabajado- mostró pocos méritos, hasta el dinero con cuyo gasto se hizo famoso no había sido fruto de sus capacidades ni esfuerzo.
  1. Lograr posicionamiento en atributos relevantes y sostenibles: implica buscar los diferenciales que te permitan ser percibido como distinto. René Favaloro no era un médico de todas las disciplinas, su posicionamiento siempre fue específico en cardiología, pero, a partir de ser reconocido como el mejor en su categoría, apenas se apartó para hablar de temas éticos y morales. Su posicionamiento, entonces, fue: el mejor cardiólogo y buena persona, dos atributos esperados como muy cercanos, afines y coherentes en el deber ser. Ricardo Fort fue noticia por sus compras en Miami, sus limusinas, sus desavenencias con su padre y sus parejas. ¿Cuánto más hubiera logrado ser noticia por esas cosas? El tiempo se deglute esas noticias; tal vez hoy, de vivir, ya no tendría vigencia.
  1. Escalar en la recordación: implica subir al top, siempre basado en los dos anteriores. La exposición se construye en un delicado equilibrio entre presencia en los ámbitos de difusión y el boca a boca dentro de la actividad. En este sentido, el branding profesional sustentable se logra cuando ese conocimiento se fue construyendo desde la comunidad hacia la persona. A René Favaloro lo invitaban a que expusiera sus ideas; se sospecha que Ricardo Fort compraba espacios para su presencia.

Es probable que los que no pueden inspirarse en la línea René, encuentren su salida en la línea Ricardo. Solo deberían saber que sin mérito real, no es sustentable.

 

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