The plan personal communication or visibility plan is the last stage of the Personal Brand Iceberg, which will get us out of anonymity or enhance the impression and dissemination of our brand. We could say that we are facing the construction of the roof of the house, which means that we will have consolidated the foundations before (Self) and worked in the central structure (personal strategy). If not, don't read anymore, because you're going to communicate without knowing what to say go is like a headless chicken1.
Personal communication plan, general scheme
Booting the personal communication plan: Objective
Notice that I've written “Objective” And not “Objectives”. In personal branding the goal is one: get recognized as… At the moment we don't need to resort to SMART goals, own online communication area.
So by way of exercise, I suggest you fill in the dotted lines:
Becoming a referent in ............................................ in the area ............................ and with the specialty ...........................…. and basing my value proposition on ..................................………………………
Defining the target audience (Target)
Remember when we were working the business model? There, in the right column, we defined our customers. It's what Osterwalder, creator of the Business Model Canvas, Called “customer segments”. In other words, who you help with your value proposition.
Here we are trying to define who we headed, which segments are priorities. It's about detailing those who are already customers and those of us who would like them to be (Potential). As an exercise, Writes 10 companies you'd like your customers to be. That will help you create a plan to reach each of them.
In leads, it's key that once identified, we prospect them. To do this we can use paper directories, sector magazines, online directories, Linkedin, Twitter…
Prescribers, key partners, influencers…
Remember when we were working the business model? There, in the left column, that's where we defined our key partners, the people who can help us reach out to our customers, they know us. They can attest that we are good at our own, they can recommend us, open doors. We all know it's easier to reach a new customer through someone than to “cold door”.
It is worth noting that the best prescriber is a satisfied customer, so I'd start here, No doubt. The question is very simple:
Based on the experience we had working together, do you know a company where you think I can add value?
Message and content, that's why they'll remember you
This chapter should already be prepared if you've worked on personal strategy, the second phase of the Iceberg's work. The message is determined by the value proposition and by the definition of the trademark territory.
To find your value proposition you can ask yourself these questions:
How do I add value to my customers / Shareholders / Heads / Patients....?
What problem I solve?
What need can I meet?
What do they gain if they hire me?
What do I offer additional, Different?
An example? “I can host an event that will increase customer traffic and your sales”
On his side, personal branding is a competitive space where conceptually our personal brand has a number of opportunities. We define where we want to occupy in the market, how we want to compete, and what we want to be associated with. For example, what space does BMW take up? Technology, design or experience? And now ask yourself what space do I occupy?
To define the brand territory I advise you to read this post of Ivan Diaz (Branzai), where it also relies on 12 Jung archetypes to define a personal branded territory.
Building the message
Arrived here, we can create a basic structure. Then the job is to adapt it to different media. A formula can be
Message - Name + Charge + Company + Value Proposal + Brand Territory
Hello, MY name is ............................. I 'm........................… in the company ........................................can get your business / the mark reaches ..................................................... and I base my method of working on …………………………………..
Now it is creating a list of 5 main issues of which we have authority. For example, if you're an interior designer you can talk about previous analyses, spaces, lighting, furniture, experience, coloured…
And most importantly,, it's about creating a calendar and planning those content over time and in the media. We'll talk about content in more detail in a monograph. The subject deserves it. Let us remember that more and more will be reminded of what we create and share.
Again do you remember when we were working on the business model? Yes, when we defined the channels we meant that, to the media. The ones we already use (if they succeed) and what we don't but should. As a rule here everyone thinks about the internet and social media, But there's life off the internet, and let's remember that a lot of deals are closed with a real handshake.
You can't recommend the same means to everyone. A rock singer, For example, Linkedin may not bring you much a priori. That's why, to know which means to choose depends on three factors:
- What means reach your customers (Affinity). It's the key point. If you decide to base all your communication action on Instagram and your clients are senior lawyers, you will fail for sure.
- Budget available. Get out of your mind that media like blogs and social media are free. Writing this post has taken me three hours, And time is money. If you have a budget you can use classic media offline (write a book, appear in radio commercials, Press, Tv, Outside…), PR agencies to appear in media (editorial format). Or online media: Banners, social media, Web, Blog, social media campaigns…
- Middle domain. It would be absurd to try to run a blog without the skills to do so. So either descartas, either you delegate or you form. And the same with social media: Don't you dare get on Twitter without reading a book, there are. And watch for videos “talking bust” or to speak in public without having gone through a specialist like Alicia Ro, Terry Mclean, Carles Lombarte Or Elena Tecchiati.
As this aspect gives much we will cover it in two monographs, one on offline media and one on online media.
An important point in online communication is to define S.M.A.R.T. objectives., Remember, Specific (Specific), Measurable (Measurable), Achievable (Reachable), Result-oriented (Results-oriented) And Time-limited (Execution deadline).
I hope I encouraged you to create your own plan. It's a very brief article, But you have the basics to start with. To get into the subject you can read the book by Andrés Pérez Ortega They're going to hear you. or Neus Arqués Your visibility plan +40. And of course, if you need mentor, account with Us.
¹Expression by Eva Collado
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.