Building Your Personal Brand to Improve Your Small Business
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Transcript of Building Your Personal Brand to Improve Your Small Business
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
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
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
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
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
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
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
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 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