Personal branding for psychologists on the internet and social networks
Due to the globalization , the appearance of the internet, social media and social networks, the world has changed a lot in the last decades. Exploit the possibilities of promotion and marketing that the new reality offers, can be useful for any professional.
Whether you want to promote your psychology company or your own personal image as a psychologist, you have the opportunity to take advantage of the possibilities of communication and interaction that social media and social networks provide you . So do not waste them, because they can provide you with prestige, notoriety and reputation.
Since there is great competition in the current labor market, psychologists need to cultivate their own personal brand (and professional). The way you present yourself to others can help you get jobs or clients, therefore, it is important that you know exactly who you are, what you do and why you are important. This way you can fully exploit your personal branding (personal brand).
Branding means to make a mark
The term branding it began to be used in the business world, but we all have a personal brand , although we have not cultivated it.
'Branding' refers to develop and shape a brand that allows a user to identify with certain symbols, ideas or experiences that go beyond the simple product or service with which you intend to do business. This is made up of the Brand Personality (Brand Being) and the Brand Behavior (Brand Behavior) For example, the personality of Red Bull is: daring, restless, optimistic, challenging, ... and their behaviors are: dangerous, explorers, cheerful, challenging.
The branding exposes those characteristic values of the company that grant uniqueness and credibility, and that allow it to differentiate itself from the other competitors, because cause a unique impact on the market .
The labor scene has undergone important changes in recent years
The world and the economy are changing and the relationships between companies and professionals have been undergoing a transformation that has led to a very different labor panorama to that of 20 years ago.
The forms of professional development of that time are now obsolete, and we must be aware that in many sectors job security has disappeared. Few finish their career and enter the labor market directly. Rather it is about conquering a mountain, soIt is necessary to talk about projects and strategies to achieve it , instead of talking about routes already marked. Control is carried by oneself, and one must be able to design, develop and manage one's own professional strategic plan .
Personal branding for psychologists: the importance of becoming visible
This is especially important for psychologists, because the competition that exists among professionals of our union is great for such a limited labor market.
The concept of branding, therefore, also is applicable to help psychologists to take a preferential place in the minds of other people . The personal brand seeks to identify and communicate your worth and competence, your usefulness and your reliability so that you are perceived as the psychologist who should be hired or with whom it is worth working. The objective is, therefore, that they consider that the best option is you and that they finally choose you. Having a well-placed and valued personal brand increases the chances of success in situations where there is a lot of competition and in which you must be chosen among several options.
The concept of personal branding became popular after an article of Tom Peters called "A brand called you" that was published in Fast Company Magazine more than 10 years ago. Peters states that: "Regardless of age, position or business, we must all understand the importance of personal branding. We are directors of our own company: Yo Corp. ". And he concludes: "To be in business today, our best job is to be the head of marketing of the brand called YOU ".
Therefore, personal branding is a powerful and clear idea that appears in the mind of another person when it thinks of you, it is the trace that you have left in your mind. It is the way you manage and communicate your authentic values, beliefs, feelings and talent, and it is the perception that others have about you.
Start thinking of you as a brand
How would you like other people to see you if they search for you on Google? With what specialty of psychology would you like to be associated? Which customers do you want to contact? Before you start thinking about designing a strategic plan about your personal brand, It is important that you know who you are, what you offer and why you are important and different from others .
Your image and your personality are your basic tools when it comes to highlighting and differentiating yourself from other competitors, but what will make you loyal to the customer is the relationship between the image you are going to show and your values, which is what will create trust . Therefore, a defined image and consistent with your principles will be valued positively by others. The image you show must be reinforced in all aspects and must be consistent with the values you promote.
The use of Social Media: Facebook, Wordpress, Google +, ...
There is great confusion when talking about social media. Many people think that social media is synonymous with social networks, when it is not. Understanding the difference between both terms is crucial for a good marketing strategy.
The social media or social media is the platform, application or means of online communication that is used by many users to create an online interaction in order to share ideas, news and particular interests. That is, through them you can share articles, images, videos, audios, and you can have chat conversations or videoconferences. The best known are: Facebook, Google+, YouTube, WordPress, Pinterest, Instagram, Twitter, Linkedin, etc.
On the other hand, a social network is the act that is established when several users interact through a social media . This interaction is motivated by common interests or tastes, and causes a communication network between Internet users. Social media is a powerful tool for psychologists, because it allows to share texts, videos, audios, etc., and then create communities that are interesting at a professional level.
Having said that, It is important that you take into account the possibility of privatizing your profiles to have a more professional image and, in this way, make the most of your exposure . The social environment allows you to build the best possible image as a psychology professional, but it can also have the opposite effect if you do not take care of it.
Finally, you should keep in mind that the creation of a web page becomes indispensable nowadays, and it is a good way for the search tools to know that you exist. From the outset, it does not need to be a wonder, but it will allow you to have visibility in the 2.0 world, which is what interests you.
What should you take into account when projecting your personal branding "online"?
Next I leave you a list of the points that you should keep in mind when making yourself visible on the internet .
- Identity. You must have an identity of your own and be very clear about what you offer. Be a blog, online therapy, or a Youtube channel, It is important that you have a clear identity in mind so as not to confuse your potential clients or followers. Also, your image and your way of acting must be coherent. You must have a unique identity and differentiate yourself from others to have a greater impact.
- Purpose. Identity and objective go hand in hand. So, your purpose or objective must be associated with your personal branding if you want to succeed. Whatever the objective you have, it must be consistent with what you offer. For example, if you sell yourself as an ADHD expert, it does not make much sense to offer you services as a human resources consultant. In these cases, the specificity works better.
- Visibility . Make yourself visible requires good planning and a strategy that allows you to promote your personal brand. There are many tactics that you can use to achieve it. Investigate them.
- Differentiation . With as much competition as there is today, you need to be different from others. Know your full potential and sell the best of you.
- Trust . As already mentioned, the personality of the brand and the behavior of the brand must be coherent. Especially in the field of psychology, Trust and credibility are extremely necessary to attract others. If you lose coherence, your brand shows weakness, and once this happens trust is hard to recover. The main value of the personal brand is to generate trust, which, in the end, is why an individual decides. Here comes into play the most emotional part of the brain. Therefore, the important thing is not to create a personal brand, but to cultivate it. This is the best way to build trust.
