How to be happier and more competitive
Deciding how to address the needs of potential clients used to be simple. You identified a problem they had and offered a solution. Persistent stains? My detergent washes them cleaner. Long hours on your feet?…
The stories that make you relevant
What are the stories that put you on the radar of your future clients, and also of the public you want to reach?
Rethinking personal brand promotion
Promotion is often confused with online visibility. Visibility is useful, of course, but it is only one dimension of a much broader idea. Promotion is the disciplined, intentional and human act of activating your presence…
The architecture of trust: why people engage with you
A fundamental dimension of any personal brand is its ability to establish a relationship. This seems straightforward when you meet people in person, but it becomes much more complex when your audience scales beyond the…
How to be trusted
Trust is certainly an emotion that has a great impact in business, and as such it can lead to a strategic advantage. We live in highly competitive, choice-rich markets where people often feel uncertain or…
The stories that make us trustworthy
Trust is the foundation of every meaningful relationship, both personal and professional. It is also one of the most powerful sources of influence. Yet trust is complex: it combines rational assessment with emotional resonance. We…
How to promote for trust
All forms of communication build or weaken trust. Every post, interview, meeting or collaboration sends signals that people decode to form a perception of who we are. As we have seen, trust develops on two…
Perception is reality: the psychology behind personal brands
Perception is the substance of your personal brand.
Designing how you are seen: the strategy behind perception
One of the most important strategic decisions you must make when building your personal brand is deciding what you want your audience to perceive. Perception is not a cosmetic detail; it determines how your reputation…
Context and meaning: how narrative shapes perception
In personal branding, meaning does not live in words or images alone. It lives in their interpretation. Every signal we emit, an idea, a gesture, a photograph, a phrase, reaches our audience through the filter…
Perception that fosters growth: rethinking visibility
In the world of personal branding, perception is power. It is what turns your identity into reputation and your presence into opportunity. Yet perception does not exist in silence; it is shaped and reinforced every time you make yourself visible.
The power of category in personal branding
When we talk of a singer or a music band to a person that does not know them, we most probably indicate what type of music they play. Similarly, when we want to tell a…
Creating your own category: the strategy of redefining relevance
For a long time, one of the most prominent strategy thinkers, Michael Porter, has been known for his seminal book Competitive strategy. The title, powerful and evocative as it is, can lead to a misunderstanding.…
Aligning category and archetype in your narrative
If you took a look at your LinkedIn feed of the last three years, a monumental effort I would imagine, you would probably find patterns. Types of posts, topics presented, and tone of voice would…
Promoting a category: make it easy to see, name, and adopt
When you find yourself stuck in a crowded market, a red ocean, just flee and create a new category. But do this wisely. Owning a category does not guarantee success. Choose either a category that…
The importance of choosing in personal branding
One of the most influential models created to understand how brands become successful is Kevin Lane Keller’s brand resonance. Keller describes a pyramid with four progressive stages: at the base lies brand identity, which ensures…
How to choose the right segment
When we talk about segmentation, most people imagine fixed categories that exist out there, waiting to be discovered. But the truth is different: segments are not given, they are constructed. They are groupings of people…
Choosing your voice
A few days ago, I had a conversation with a professional whose digital presence is already established. She is in the health field, with a following on channels like LinkedIn and Instagram. People turn to…
The importance of choosing well in personal brand promotion
In 2012 I left my corporate career and started a new professional journey. That transition forced me to rethink how to promote my personal brand. I had to explore different approaches and in the process…
Becoming a myth
Anyone committed to building a strong personal brand invests significant time in crafting content designed to inform, inspire, and engage. LinkedIn is filled with impressive efforts to foster connections and share valuable insights. But if…