 Today, I'm here with Charo and I'm really excited for us to talk about personal brand First of all, let me say hi to you Charo. Great to have you here. Hi George. Thank you for having me. You're really excited Yeah, me too. I'm gonna just try I'm gonna read your bio for the audience so that They can understand what your background is and then we'll get into this topic of how can we be more visible in a noisy online world? so Charo works with holistic practitioners coaches and other heart-centered solopreneurs who feel invisible in today's online world as a Certified coach and personal branding mentor She helps her clients to clarify and communicate what makes them different unique so that they get noticed by the people who value Their work with integrity authenticity and heart her unusual background as an architect and her studies in depth psychology Allow her to bring a unique blend a of down-to-earth and sustainable strategies with soul-based techniques Like dream work and archetypes Into the work of personal branding Charo great to have you here Thank you George. Yeah, so well, let's start with why do you think it's important? to have to differentiate yourself I guess in in today's online environment Yeah, well, let me begin by asking you a question if that's okay with you George. Yeah, sure. I know You're a sci-fi sci-fi finance. I am Yes, so I'm pretty sure you'll know the answer. Okay So well, and let me know let me share with everyone. Everybody. I have a mind map here So I will be taking a look at my notes. So I don't yeah good. Good rails on my good idea So the question is this What is something that Harry Potter can do? two hobbits that I know of can do it too and Agee Wells was well wrote a book about a character who could do these two, you know, you know, you know, you know, it's interesting I was gonna say I actually identify hobbits and Harry Potter's as fantasy rather than sci-fi. Yes, I know So I would say I would say I would say be invisible Right in my guess That's why I had a day 80 wells with the invisible man. That's You know, I didn't actually connect that because he was I actually think of were the world's but yeah Man who wrote that one too. Okay. That's good to know. Yeah. Yeah. Yeah So in the facility, it's so cool for a book or for a movie, right? Yes But it's not so fun when you're trying to be seen and found by people who need your services And you're writing content as you teach so well and you're posting ads on Facebook or somewhere else and You don't get the reactions. You were expecting like you're invisible. Your content is invisible. It feels like It's like the needle in the haystack of the fairy tale, you know It's very frustrating and things have changed a lot since well I created my first local personal growth back when I still wasn't clear about my my share from Architecture, you know it into personal growth and business and all that I created a blog It was a thing 2006 around that time and it was it was wonderful You just posted something on your blog and you would notice people coming and noticing your articles. It was cool But that's that's nothing nothing is like that anymore. Now you write on an article you posted on your blog and Crickets nobody Yeah, it's because it's one of you know a million blog posts that were posted today, you know or something like that It's just there's there's been a dramatic increase in content online And so it's much easier to just be yeah Your heavier content fall onto the wayside rather than before like you said we were really lucky 10 15 years ago Right, but now it's not the case anymore. Yeah. No, it's not so we need to be intentional About sharing what we create, but then there is another problem. We say, okay, let's let's find out about That how do we do share our content in a way that and then you the most typical thing is you come up with those manipulative tactics techniques fee based Strategies and it's like oh my I cannot let it feel so gross and I'm not the type of woman that just Ways I'm very impatient But using all those techniques doesn't feel good so we're really kind of trapped and What if that's a question I've been asking myself again and again for several years like what if we could Maybe adjust some of those tactics or find others that really feel good to our hearts, you know and Instead of just saying no, no, no, just pure bright everything and forget and if I attract them Why don't we become a bit more conscious about our communications time and apply some techniques that are in integrity with who we are So this is going to be the topic that I want to share with you So I will be within some that psychology principles in Yes, so the first thing that was a true revelation To me I had an experience of that and you probably also had have you ever said to yourself? I don't have the mind the mind where the mental bandwidth anymore to deal with this because you're like with too many things going on It's like wow you might be searching for your car keys and can't find them and they're in front of you. Yeah It's become more and more easy to be overwhelmed in the online world particularly because of Well, the massive amounts of content, but also the mass the great number of strategies that we could use. Yes Yeah, and all the different channels that we might be right and look at so and the mind knows that Mental energy and this is the principle I was going to share the first one mental energy is a limited resource So when we are all the ground the mind just does one thing shuts down And only focuses on the things that are really relevant to us And ignores the rest So somebody could be just scrolling through the feed or maybe you could be scrolling through a feed and something shows up That would be exactly what you need and you don't even notice you don't pay attention because it's like it's not clear So your mind says oh just ignore that ignore that It's so sad. Did you think really sad? Yeah, I I agree. It's Yeah, because of all the things we can see in the environment You know we only our mind has to prioritize the resources the energy to say only see only see not even to Not even ignoring sometimes. We just we didn't even see it. You know a lot of times, you know, I've heard people say Oh, I didn't see that. Yeah. Oh, it's maybe the second or third time. They saw but but yes It's like, yeah, so how how do we make sure people see it when they when they're strong Before I get into that I'll give three tips on how we can do that I want to share with with you and with listeners of the two places I've discovered that most people in my experience really struggle with that and please refrain bees not as Manipulation technique or anything. It's just clearing the static in our communications with those Who really need our work and value who we are, okay? So those two places are the first one when we are talking about our work or Writing about it in our website People are really struggling with that like I just somebody asked me oh, what do you do? And then I say oh, I do this and that and it's like maybe you're not invisible because you're in front of them But you really feel misunderstood They don't really understand what it is you're so they kind of ignore you or for life. Oh, yeah, yeah, man so that's the first place and There's one one thing connected to our personality type that It's influence in many of us and it's the reason why people cannot understand what it is that we do We are not explaining it correctly and it's connected to our personality preferences another thing connected to that psychology okay, and It's it's this most healers holistic practitioners coaches people who work in personal growth most of us Pay attention to specific type of thing and we communicate from the way in the same way that we gather information Okay, there are two ways one is intuition. The other one is sensation Okay, I have intuition as my preference as well. So I know I had to train myself To do exactly this thing. I'm sorry. What was your other one the intuition and what sensation sensation great. Got it Got it. So like a physical senses, right? Exactly it's connected to the physical senses So people who have intuition as their preference because we can do both things But one it feels more natural like writing where a dominant hand. Okay, so those who use intuition Just think about possibilities use very spiritual inspired language. We communicate from the upper chakras But only 25% of the population uses that style and even those who share that style with us and they need something more tangible before They really connect with with the message. Okay So what's something that when you're using intuition what it is the other thing you need to do well? Sensation it's about everything we can hear we can see we can touch So don't take this as don't use your inspirational language. Yes, you said but Blended with sensation with something tangible tangible and let me give you an example So it really gets you know more grounded into our consciousness So inspirational language. This is an example. It could be Like I help my clients live live up to their highest potential It sounds firing but if somebody good imagine that in their minds, you know with their mind back What's that? What will that look like in reality in their day-to-day life? It's very difficult. So You you can see that and combine it with the tangible thing in their life that it will be like for example I will help you realize your potential by finding a job in which you will feel really happy Work is something more tangible or I will help you lose weight or Something that can be seen touch for solid more grounded So if you do that, yeah, I like that a lot I like that and I think also in part because money Typically buys us a lot of tangible things and we connect we buy groceries We buy housing is retangible, you know, and so it's like we're used to spending money on things We can touch and feel you know phones or whatever. It's like, oh now I'm spending money on something. That's intangible Well, what am I gonna get what is what's gonna happen here? So yes, thank you I appreciate that. Yeah, thank you Yeah, so that's to the first thing and the other the other place in which people struggle with their communication is What they create content and as I said before you could be creating something and people really their minds don't tell them Hey, look at that notice that so it gets completely ignored. Okay So now let me save my mind and continue with three things We can do that feel really good to your heart. Well, I want to say anything that I share please Filter it through your heart and and notice how it makes you feel in both in your heart and your God Like would I be able to do this and sleep soundly at night? Yes, I really appreciate you saying that because that's what authentic marketing is It's it's come it feels right to us. It's right for our personality type like you said, so thank you Yeah, okay so Three things I will be comparing again the typical Old-fashioned business strategies strategies with what we can really do that feels good so first thing is instead of Adding to the noise with your content Make sure that you are relevant to them because here again, there is another principle that We pay attention to what we need as you said before the mind really is telling you. Oh, look at that You need that right now. Oh That will help you solve your problem right now. So talk about what they are going through And I don't know about you George, but many people have told me. Oh, no, but I don't want to be negative. That's that's been negative Hmm. I don't agree with that exactly because Depending on how you talk about their their real life, their their situation what they are going through right now It can be profoundly healing When you're going through something and somebody just describe it as it is without adding any more pain or Exaggerating things. No, no, just as it is And you read that or you hear that It makes you feel like you're not so alone Other people have struggled with that and there are solutions and it's like, oh I'm not screwed, you know It's not weird and I feel seen Exactly. It's all healing. Yes. Yes. Yes So be relevant by talking about what's interesting to them in the moment What they care about in the moment and don't be afraid to talk about their struggles with compassion and empathy And authenticity, of course. Okay, so that's the first one instead of adding to the noise Be relevant. The second one is instead of using manipulation Focus on connection. And how can we do that the best way I know of George is sharing stories I'm sure you've heard that I have one of the memories I treasure the most about my childhood is when in summer time we used to go to my parents town and all the neighbors Used to bring their chairs to the street and sit down at night And just chat with each other and share stories about other people and things from the past It bonded us so much. I still cherish those moments. So sharing stories is really powerful And on top of that our minds are wired for a story From millennia, you know, we've been gathering around fire fire or you know in groups to share stories So it's something people will value and they will remember you they will remember their story more than anything You can teach them Okay, so focus on building connection and the third thing that is one of my favorite topics I might say because then you probably will need to tell me okay enough enough stop about that Instead of using alarm and fear Focus on what makes you different Because again, there is another mental principle that that tells us that the mind will notice anything that's different But yeah conventional marketing just says oh cost fear And I want to read a couple Emails are received. This is true. These are real samples. I got from my inbox. Okay So one of them was like this how to captivate your clients. I Don't want to captivate anyone Feels so gross And the other one. Oh, I think this is the The top of the scary ones the Armageddon of digital businesses Yeah, you know, this is this is an age-old trick, right? Because our human evolution Has been we came from you know, the savannahs and the forest where we have to be very aware of danger And that's what we pay attention to and and still today. I mean look at look at the news media It's like, you know Recently I was listening to some some futurists talk about the state of the world and their Futurists know that and historians know that the state of the world is so much better than it was 50 years ago or a hundred years ago. I mean by almost every metric like life expectancy and You know, even environment, I mean, I know climate change but but lots and lots of you know Birth rates and everything. It's like the state of the world is so much better But we don't hear that all we hear is doom and gloom because the news media knows that if you use fear Or anger and the negativity things will pay attention. We want more and so thank you for saying that and so being different All right, so how how can we be different without using fear or anger or alarm? Yeah, thank you for that question George It takes let me tell you it takes a bit of time and work of self-knowledge You need to understand who you are before you can be conscious about sharing that with others So it requires a bit of time But there are many ways and and there is not just like a one formula for that people can find different things But let me give you some examples. We could for example look at our past if you look at my bio I'm an architect and I also studied that psychology and it's like a weird mix Many times I say I used to build houses now I build brands and people it's like Oh, now I get what you do and they remember me for that So it could be that you you've been a swimmer and and Won a medal. I don't know something Really significant that you did in your past could be your differentiator now blend it with what you do now That's the one way Another thing could be your personal style Archetypes work really well there I like to use them also to understand my clients in a much deeper way But it's also a good way to to see how your your mindset is different from everybody else And then you will speak as we said before not just with the intuition and sensation But let's say you see the world as a warrior. You will use lots of words connected to Competition and winning and putting effort and if you don't know that Your message could be like, you know out of integrity But if you're aware of that or maybe you're a nurturer and you use a more gentle and caring and compassionate language and then you can Share that message and everything you do even the name of your products around that so that could be another way Okay, and then at times your difference comes because you do something for a specific group of people that nobody else does it for them or You blend to completely unrelated tools So there are different ways and it depends on the person. There is not just one right formula So I like to guide them to look at their past and their achievements and their personality types and there You know and then from all of that notice which one has more energy in the person like oh I really I really could show up with those two elements that nobody else is using and Then you will stand out naturally just by being you. It's effortless. It feels great So it's it's great. I love that and I love that you your background you combine a coaching You're coaching training With this these ideas of branding and so essentially you're helping your clients Come to an understanding of their of their of the uniqueness of their experience and then you also You're you're a good wordsmith. I mean you're a good copywriter. So you help your clients Figure out the right words to use that is of good fit for them and will interest their their audience Yeah, the recent and language because George, I don't know if you can speak Spanish But if I start speaking Spanish, that's my mother tongue. You wouldn't be able to understand me You don't know the language. So by me speaking English. Is that manipulation? No, it's respect It's been willing to connect So just find the recent language that will that that you naturally speak But your clients naturally understand and you need to do a bit of work before you figure that out But it's so much worth it. It feels so authentic and so joyful. It's like you feel validated too Because then it's like, oh who I am is it's valuable This work is it's all about self-acceptance the core of it. It's self-acceptance So it's it's really deep and I really joyful when you see somebody who really just connects it out and oh Okay, this is who I am and I can be Open about that. It's it's wonderful Yeah, wow Um, so those of you who are watching if you're interested, you know contact Charo because she can help you to clarify what your message is and How to differentiate that So Charo, how do people work with you? Tell us about that Uh, well, I've created something for them to get a taste if you don't mind that I hear that. Yes, please something It's fun for me. Um I created that because it was really fun. I created a quiz a self-assessment that people can take So to discover what's there right now because that can shift but right now this moment Who are you? What's your paradigm? How are you looking at the world and how is people seeing you? And you don't even maybe you don't even know so I've created a quiz It's called they discover your difference quiz of what makes you different They can go to my website to the link I gave you or they can type discover your difference dot com And that will show others again. They get and they can take the quiz And and they will get a pdf with a full description of the the archetype that it's most active in them right now Yeah, and they will get lots of insights on how they can start to communicate in a much more authentic way So that's that's the first step they can take and And they can also go and read about personality types So I write a lot about understanding yourself in my blog. So that's something that can probably also go And take a look at Well, and let's say somebody wants to work with you directly you work with people one-to-one. Yeah, right? Good so people can contact you for that Well, I will be sure of course to put the link to the quiz as well as to your website In the notes of the video and I just you know, if if anyone here has questions For charo, please comment below. I'll make sure she sees it And um, thank you so much for your work charo. I really appreciate what you do for people. Thank you. George. It was really fun I mean here. Thank you