{"id":22180,"date":"2025-04-21T09:27:00","date_gmt":"2025-04-21T12:27:00","guid":{"rendered":"https:\/\/sergiolapegue.com\/site\/?p=22180"},"modified":"2025-04-16T18:34:53","modified_gmt":"2025-04-16T21:34:53","slug":"tu-marca-personal-tiene-proposito-o-solo-queres-likes","status":"publish","type":"post","link":"https:\/\/sergiolapegue.com\/site\/2025\/04\/21\/tu-marca-personal-tiene-proposito-o-solo-queres-likes\/","title":{"rendered":"\u00bfTu marca personal tiene prop\u00f3sito o solo queres likes?"},"content":{"rendered":"\n

Vivimos tiempos donde lo urgente le gana a lo importante. El contenido r\u00e1pido, viral, editable y descartable parece imponerse sobre los mensajes con sentido. Las redes est\u00e1n llenas de personas que saben sacarse fotos, pero no saben qu\u00e9 est\u00e1n diciendo con ellas. Y en este contexto, me pregunto \u2014y los invito a preguntarse\u2014: \u00bfnuestra marca personal tiene un prop\u00f3sito verdadero o simplemente busca likes?<\/p>\n\n\n\n

Tener una marca personal no es solo \u201ccaer bien\u201d ni armar un perfil prolijo. Es sostener una narrativa propia, coherente, alineada con nuestros valores, diferencial y con prop\u00f3sito. Es un trabajo profundo que no se construye con filtros, sino con introspecci\u00f3n, coherencia y decisiones conscientes. Hoy m\u00e1s que nunca, la autenticidad vende. Pero cuidado: no se trata de \u201cmostrarse real\u201d como una nueva estrategia de marketing, sino de ser real. El p\u00fablico busca inspiraci\u00f3n, humanidad, consistencia.<\/p>\n\n\n\n

Seg\u00fan estudios recientes, el marketing de influencers mueve m\u00e1s de 32.5 mil millones de d\u00f3lares a nivel global, y se espera que esa cifra siga creciendo. Pero, \u00bfcu\u00e1l es el precio de entrar en esa carrera de visibilidad si no tenemos un contenido interesante o un mensaje con ra\u00edz? M\u00e1s del 60% de los usuarios conf\u00eda m\u00e1s en influencers que en celebridades. Eso habla de una oportunidad, s\u00ed. Pero tambi\u00e9n de una enorme responsabilidad: si sos referente, \u00bfqu\u00e9 est\u00e1s representando?<\/p>\n\n\n\n

Casos como el de Kendall Jenner y una campa\u00f1a que trivializ\u00f3 movimientos sociales, o influencers que usaron incendios forestales como tel\u00f3n de fondo para fotos \u201cimpactantes\u201d, nos muestran lo que pasa cuando se prioriza el efecto por sobre el sentido. Incluso una influencer fue duramente cuestionada por separar a un cachorro de su madre solo para conseguir m\u00e1s likes. \u00bfQu\u00e9 tan vac\u00edos estamos como sociedad cuando todo vale si es \u201cposteable\u201d?<\/p>\n\n\n\n

Y hablando de vac\u00edo, vale la pena detenerse en su significado. La palabra proviene del lat\u00edn vacuus, que significa desocupado, sin contenido. De esa ra\u00edz nacen t\u00e9rminos como vacante, vacaci\u00f3n o evacuar: todos ligados a la idea de dejar espacio libre. El vac\u00edo, entonces, no es solo ausencia, tambi\u00e9n es potencial. Una marca personal sin prop\u00f3sito puede parecer llena de contenido, pero si ese contenido no tiene ra\u00edz, lo que hay es un vac\u00edo disfrazado. La forma sin fondo. La visibilidad sin mensaje.<\/p>\n\n\n\n

\"\"
FAME, expo Soledad Depresbitero. Wework.<\/figcaption><\/figure>\n\n\n\n

Diversas teor\u00edas del marketing y el branding aportan claves valiosas para pensar todo esto. Philip Kotler, padre del marketing moderno, plantea que las marcas hoy deben pasar del \u201cMarketing 3.0\u201d, centrado en valores, al \u201cMarketing 5.0\u201d, donde la tecnolog\u00eda se pone al servicio de causas humanas. El consumidor busca marcas que defiendan causas, no solo que vendan productos. David Aaker, con su enfoque de Brand Equity, remarca la importancia de construir una marca basada en confianza, relevancia y diferenciaci\u00f3n. Una marca personal fuerte no nace del ruido, sino del valor percibido. Jean-No\u00ebl Kapferer, con su Prisma de Identidad de Marca, propone que toda marca se construye desde seis dimensiones: f\u00edsico, personalidad, cultura, relaci\u00f3n, reflejo y autoimagen. Una marca aut\u00e9ntica trabaja sobre todas esas capas. Y Seth Godin, m\u00e1s disruptivo, nos recuerda que una marca no es lo que dec\u00eds que sos, sino lo que los otros dicen de vos cuando no est\u00e1s presente. Es una promesa, una historia, una emoci\u00f3n.<\/p>\n\n\n\n

Para que la marca personal haga un update, no se trata de cambiar el logo ni de hacer una nueva sesi\u00f3n de fotos. Se trata de detenerse, mirarse y redefinir. Preguntarse: \u00bfQu\u00e9 quiero que quede de m\u00ed cuando cierre la pantalla? El prop\u00f3sito no es una tendencia: es una br\u00fajula. Y cuando sabemos hacia d\u00f3nde vamos, los likes no sobran\u2026 pero tampoco son tan necesarios.<\/p>\n\n\n\n

\"\"
Por Soledad Depresb\u00edtero, relacionista p\u00fablica experta en personal branding.<\/em><\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"

Vivimos tiempos donde lo urgente le gana a lo importante. El contenido r\u00e1pido, viral, editable y descartable parece imponerse sobre los mensajes con sentido. Las redes est\u00e1n llenas de personas que saben sacarse fotos, pero no saben qu\u00e9 est\u00e1n diciendo con ellas. Y en este contexto, me pregunto \u2014y los invito a preguntarse\u2014: \u00bfnuestra marca […]<\/p>\n","protected":false},"author":4,"featured_media":22186,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[4071,4255,2539,2735,4254,743],"class_list":{"0":"post-22180","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-actualidad","8":"tag-contenido","9":"tag-like","10":"tag-marca","11":"tag-personal","12":"tag-proposito","13":"tag-redes-sociales"},"yoast_head":"\n\u00bfTu marca personal tiene prop\u00f3sito o solo queres likes? - Sergio Lapegue<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sergiolapegue.com\/site\/2025\/04\/21\/tu-marca-personal-tiene-proposito-o-solo-queres-likes\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfTu marca personal tiene prop\u00f3sito o solo queres likes? - Sergio Lapegue\" \/>\n<meta property=\"og:description\" content=\"Vivimos tiempos donde lo urgente le gana a lo importante. 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