Use self-esteem in a proper way

By Mauro Libi.- By self-esteem we refer to the assessment (positive or negative) that people have of themselves and that it is possible to measure through the thoughts, feelings and experiences that the individual expresses. It is (in colloquial terms) the value that a person gives to himself.

The Royal Spanish Academy defines in its dictionary the self-esteem like the "generally positive valuation of everyone". Self-esteem is usually given a priori a positive assessment. Now, let's apply the concept to the personal branding strategy that people and particularly managers, develop. The first thing we have to point out, is that in order to measure self-esteem it is indispensable to know each other very well, to make a methodical analysis that helps to recognize the skills and the quality of the professional profile.

Second, we note that self-esteem can grow or decrease according the circumstances. We can say that self-esteem is a personal quality that, as a skill, can be learned, exercised and reinforced constantly until the individual becomes the ideal leader that organizations aspire to have among their ranks. The personal brand, which marketing object, will identify the key points that can contribute to promote the person and make it stand out from "other products" of the same category or similar, for their quality, versatility, market and many more aspects.

In addition, the marketing strategy will start from the investigation of the strengths of the manager to become a personal brand, those aspects that make different from its competitors and will identify weaknesses to minimize them. Among these aspects, self-esteem is located in a strategic place, so depending on if it is high or low, positive or negative. Work will be done to make it a factor that acts in favor of making the "product" or personal brand. In the case of a weak self-esteem, it will be worked to reinforce it.

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