William Arruda, Personal Branding Guru, predicts each December the personal branding trends that will be of value to career-minded professionals like translators. Explore what trends translators should incorporate in their marketing strategy to increase their influence, name recognition and success!

1. The 2013 Personal Branding
Trends and How Translators Can
Leverage Them
Marcela Reyes, MBA
Chief Branding Officer
Latitudes Training, Coaching and Consulting
www.latitudescoach.com
1

2. A bit about me
• 20+ years industry experience
• MBA in Marketing
• Entrepreneur
• 12+ years as a ATA certified Eng>SP translator
• Certified Localization Project Manager
• Blue Ocean Strategy Certified Practitioner
• Professional business, marketing coach and branding coach
• Reach Certified Personal Branding Strategist
• Reach Certified Online Identity Strategist
• Certified 360 Reach™ Brand Assessment Analyst
• 2010-2012 ATA’s Spanish Language Division Administrator
• Columnist
• International speaker

3. Personal Branding Trends for 2013
Personal Branding Trends for 2013
By William Arruda, Founder, Reach Personal Branding
!
Each December, I predict what personal branding trends will be valuable to
career-minded professionals in the coming year. In writing this article, I
continue the series with much enthusiasm as there are many exciting
changes afoot that will simplify building your brand in 2013. You’ll see some
common threads linking many of these trends, as well as interconnections
among them. For example, LinkedIn features prominently in many of the
entries because of the significant changes they have been making to their
functionality. The importance using of multi-media, and using it well, is also a
notable theme. As you review these brand-building opportunities, consider
how you will incorporate them into your strategies for increasing your
influence, achievement, and personal brand value!
1. Curation
Since social media turned the internet on its ear, it seems that
everyone on the planet has become their own media outlet,
creating, posting and distributing original content. The resulting
upload overload has left many looking for less-demanding
alternatives. Career-minded professionals understand that
personal branding does not require constant content creation,
and that the new key to expressing your point of view is
content curation. Potent curation tools like Tumbler and
Pinterest, plus newbie’s that will pop up in 2013, provide the opportunity to
express your brand with the help of the ideas, images and information from
the vast library we know as the internet, with limited original writing required.
Phew!
2. Customization
It used to be that if you wanted a truly customized brand
identity on the web you needed to build your own web site.
That requirement is so last year. A host of services now allow
you to build and customize a profile that uniquely reflects your
brand. Some social networking sites have always allowed
limited customization; YouTube for example, lets you pick the
color palette for your channel, while other social networking sites provide a
structured template for their members’ to create a personalized profile. More
and more sites are making real customization a key feature of their offerings.
Even LinkedIn, one of the most structured social media sites, now allows you
to change the order of the content and to easily personalize your profile with
videos, images, documents, and presentations. I predict they will eventually
allow you to choose color and other design elements - making your LinkedIn
profile a good substitute for having your own website. In 2013, look for more
!
!
!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!©!2013!Reach!Communications/William!Arruda.!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Reprint!with!written!permission.!!
William Arruda, CEO and Founder of Reach
Personal Branding

4. 1. Curation

5. Too much
content!

6. Welcome to
Content Curation
Finding groups, content, posts, pictures and organizes and shares the
best and most relevant content on a specific issue online.

7. If you can’t
be a creator….
Then be a
curator!

9. Content Curation Tools

10. 2. Customization

11. •
You need to be here!

13. 3. Mobile

14. • 80% search for
jobs. (JIBE)
• 77% use mobile
job search apps.
(Beyond.com)
• Thousands of job
search apps.
– Lunchmeet
– Pocketresume
– Sparkshire

15. 4. People

16. Translators are
people, not
machines!
Promote
yourself. Let
others see the
human side of
YOU and your
business.

18. The traditional word-based resume or CV
will be quickly replaced with pictures!

20. h t t p s : / / cr e a t e . vi s u a l . l y/ k e l l y/

21. 6. QR Codes

22. 7. Timelines

27. http://goo.gl/daQ9D

28. marcela@latitudescoach.com
MarcelaJenney
marcelareyes
latitudescoachblog.com
www.latitudescoach.com
mjenney