Building Your Personal Brand to Improve Your Small Business

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What is your "personal brand". Social Marketing Manager Ben Bernstein hosted accomplished author and editor at smallbiztechnology Ramon Ray for a webinar on how to create a personal brand and how it will improve your business. To see the full webinar video go to www.viewbix.com/webinars

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  • Too much text – “Nobody cares… “ will be too hard to read – See what you can do to condense the text – Maybe just put the “Nobody cares…” sentence - JH
  • White text over a light image is hard to read. Make the box behind less transparent - JH
  • Go where others don’t go – example - Joe Connolly – Ramon last person on in the room
  • Be likeable – example – ShashiBellakomdaFake it until you make it – Small Biz Summit 2005 (year one – 2006)Be consistent – Twitter only about tech and biz
  • Building Your Personal Brand to Improve Your Small Business

    1. 1. PERSONAL BRANDINGFOR REGULAR GUYS AND GALS
    2. 2. WHO IS @ramonray- 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
    3. 3. @RAMONRAY =GUY WITHMANYMISTAKES
    4. 4. PERSONAL BRANDINGFOR REGULAR GUYS AND GALS
    5. 5. WHAT IS PERSONALBRANDING?Systematic process in whichan individual establishes asustained level of “fame”(popularity) related to aspecific area of expertise orassociation.
    6. 6. FOR SMALL BUSINESSES,LOGOS ARE NOT A BRAND.THEY DON’T MEAN ANYTHING.WE (YOU) ARE OUR (YOUR)BRAND.
    7. 7. WHAT IT IS AND IS NOT1. Takes Time2. Not Fame or Momentary Euphoria3. It is how your customers perceive you
    8. 8. WHY?Mediocrity is slow deathPeople want to work withwinners
    9. 9. 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
    10. 10. CONCRETE RESULTS• More loyal customers• More prospect flow• Higher profits• More money• Not selling based on lowest price (but on value)• Media Exposure
    11. 11. PERSONALBRANDBUILDINGSTEP BYSTEP
    12. 12. WHAT IS YOUR PLATFORM?STEP ONE
    13. 13. 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
    14. 14. RESULT Let’s people put you in a box that you create – people like boxesGives you a focus
    15. 15. JUST SHOW UPSTEP TWO
    16. 16. BE ACTIVE IN YOURPROFESSIONAL COMMUNITY1. Join local chamber and 1 or 2 other business and/or networking groups2. Be an asset3. Know the org president and other influential executives and members4. Help, volunteer, be indispensable
    17. 17. RESULT?• Invited to speak at events• Invited to premium networking• Clued to special opportunities
    18. 18. HOW RAMONMODERATED NYENTREPRENEUR WEEK http://www.viddler.com/v/2443317a
    19. 19. BE AN ONLINE PUBLISHERSTEP THREE
    20. 20. WHY A ONLINE PUBLISHER? If you’re not online you don’t exist People will check you out online Online content reinforce offline engagement
    21. 21. CREATE PERIODIC,INFORMATION RICH,ONLINE CONTENT1. Personal brand web site2. 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
    22. 22. DIGITAL PERSONAL BRANDBUILDING FUNDAMENTALS1. Fresh online content2. Web site & Blog3. GOOD looking web site (invest)4. Social Presence (Twitter, Facebook, LinkedIn)5. Email newsletter6. Be a digital journalist – story teller7. Have a GREAT photo (or several)
    23. 23. RESULTS?Media will contact youFrom local to nationalpersonal brandawarenessSolidify your KNOW (inthe know, like, trust,equation)Prospects will find you
    24. 24. http://bit.ly/joshtappingontrain
    25. 25. PLAN FOR MEDIA EXPOSURESTEP FOUR
    26. 26. PLAN TO GET MEDIAEXPOSURE1. Know local journalists2. Ready for media opportunities3. Have a story4. Media training5. Appear and be knowledgeable6. Be personable7. Be well spoken
    27. 27. RESULTHigher thancompetition.Furthersknow, like,trustExpandsvisibilityoverall
    28. 28. ORGANIZE AN EVENTSTEP FIVE
    29. 29. ORGANIZE AN EVENT Stress Money losing Time sink Build community Boost credibility Attract Media Dynamics of in person meetings Reason to invite “VIPs”
    30. 30. 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
    31. 31. EVENT STORIESRamon’s personal brandenabled him to get bigsponsorsStory of Intuit (first event)and Intel
    32. 32. PERSONAL BRANDBUILDING 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)
    33. 33. PERSONALBRANDBUILDINGFUNDAMENTALS
    34. 34. PERSONAL BRANDBUILDING FUNDAMENTALS1. Be persistent2. Be smart3. Be strategic4. Be prepared to make mistakes5. Be prepared to take advantage of opportunities6. Be prepared to say no to “opportunities”7. Create opportunities – they always don’t come knocking8. Go where others don’t go9. Take lateral moves that advance your goal
    35. 35. PERSONAL BRAND BUILDING FUNDAMENTALS10. Be likeable (listen, smile, be respectful)11. Be giving, giving, giving, giving12. Stop looking to make a quick buck13. Shine the light on others14. Treat others like you want to be treated15. Fake it until you make it. (never lie)16. Be consistent17. Value and create true relationships
    36. 36. SUMMARY…Have a platformStand outDon’t be a jerkNetworkBe online
    37. 37. THANK YOURamon RayEditor & Technology Evangelist, Smallbiztechnology.comand Infusionsoft - @ramonray

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