PERSONAL BRANDING

FOR REGULAR GUYS AND GALS

WHO IS-Infusionsoft RDD

-Smallbiztechnology.com

-Event producer, journalist, editor, speaker, author

-Puppet shows in developing countries

-Graduate FBI Citizen’s Academy

-Chatted with President Obama in first Google Hangout

-Childhood geek

-United Nations

@ramonray

@RAMONRAY = GUY WITH MANY MISTAKES

PERSONAL BRANDING

FOR REGULAR GUYS AND GALS

WHAT IS PERSONAL BRANDING?

Systematic process in which an individual establishes a sustained level of “fame” (popularity) related to a specific area of expertise or association.

FOR SMALL BUSINESSES, LOGOS ARE NOT A BRAND. THEY DON’T MEAN ANYTHING.

WE (YOU) ARE OUR (YOUR) BRAND.

WHAT IT IS AND IS NOT

1. Takes Time

2. Not Fame or Momentary Euphoria

3. It is how your customers perceive you

WHY?

Mediocrity is slow death

People want to work with winners

BENEFITS

• Influence community and network

• Become a buyer and not a seller (you drive the game, the game does not drive you)

• Size does not matter anymore

• In a sea of unkowns, brands win

CONCRETE RESULTS

• More loyal customers

• More prospect flow

• Higher profits

• More money

• Not selling based on lowest price (but on value)

• Media Exposure

PERSONALBRAND BUILDING STEP BY STEP

STEP ONE

WHAT IS YOUR PLATFORM?

YOUR PLATFORM

What are your strengths

What do you do best

What are your weaknesses

What do people say about you

What is scalable and strong enough to be an anchor

What are you most knowledgeable about

What makes you stand out

RESULT

Gives you a focus

Let’s people put you in a box that you create – people like boxes

JUST SHOW UP

STEP TWO

BE ACTIVE IN YOUR PROFESSIONAL COMMUNITY

1. Join local chamber and 1 or 2 other business and/or networking groups

2. Be an asset

3. Know the org president and other influential executives and members

4. Help, volunteer, be indispensable

RESULT?

• Invited to speak at events

• Invited to premium networking

• Clued to special opportunities

HOW RAMON MODERATED NY ENTREPRENEUR WEEK

http://www.viddler.com/v/2443317a

STEP THREE

BE AN ONLINE PUBLISHER

WHY A ONLINE PUBLISHER?

If you’re not online you don’t exist

People will check you out online

Online content reinforce offline engagement

CREATE PERIODIC, INFORMATION RICH, ONLINE CONTENT

1. Personal brand web site

2. Regularly dispense good information (feed this to your social media networks)

3. Embrace photo (smartphone), video (Kodak Zi8), audio (Sound Cloud, Audacity)

4. Gently trumpet your successes

DIGITAL PERSONAL BRAND BUILDING FUNDAMENTALS

1. Fresh online content

2. Web site & Blog

3. GOOD looking web site (invest)

4. Social Presence (Twitter, Facebook, LinkedIn)

5. Email newsletter

6. Be a digital journalist – story teller

7. Have a GREAT photo (or several)

RESULTS?

Media will contact you

From local to national personal brand awareness

Solidify your KNOW (in the know, like, trust, equation)

Prospects will find you

http://bit.ly/joshtappingontrain

PLAN FOR MEDIA EXPOSURESTEP FOUR

PLAN TO GET MEDIA EXPOSURE

1. Know local journalists

2. Ready for media opportunities

3. Have a story

4. Media training

5. Appear and be knowledgeable

6. Be personable

7. Be well spoken

RESULT

Higher than competition.

Furthers know, like, trust

Expands visibility overall

STEP FIVE

ORGANIZE AN EVENT

ORGANIZE AN EVENT

Stress

Money losing

Time sink

Build community

Boost credibility

Attract Media

Dynamics of in person meetings

Reason to invite “VIPs”

EVENT IDEAS/TIPS

• Meetup groups (start small go big)

• Barter for space, food, a/v, staff

• Work with those you trust (speakers, panelists, etc)

• Save time/money with co-organizers

• Pull favors, ask mentors (keynote speaker)

• Everything is negotiable

EVENT STORIES

Ramon’s personal brand enabled him to get big sponsors

Story of Intuit (first event) and Intel

PERSONAL BRAND BUILDING IN A BOX

1. What is your platform

2. Show up (community involvement)

3. Be a publisher

4. Plan for media exposure

5. Organize an event(s)

PERSONAL BRAND BUILDING FUNDAMENTALS

PERSONAL BRAND BUILDING FUNDAMENTALS1. Be persistent

2. Be smart

3. Be strategic

4. Be prepared to make mistakes

5. Be prepared to take advantage of opportunities

6. Be prepared to say no to “opportunities”

7. Create opportunities – they always don’t come knocking

8. Go where others don’t go

9. Take lateral moves that advance your goal

PERSONAL BRAND BUILDING FUNDAMENTALS

10. Be likeable (listen, smile, be respectful)

11. Be giving, giving, giving, giving

12. Stop looking to make a quick buck

13. Shine the light on others

14. Treat others like you want to be treated

15. Fake it until you make it. (never lie)

16. Be consistent

17. Value and create true relationships

SUMMARY…

Have a platform

Stand out

Don’t be a jerk

Network

Be online

THANK YOU

Ramon RayEditor & Technology Evangelist, Smallbiztechnology.com and Infusionsoft - @ramonray