This document provides advice on personal branding for regular people. It defines personal branding as establishing fame or popularity related to a specific area of expertise. It recommends choosing a platform to focus on, getting involved in professional communities, publishing online content regularly, planning for media exposure, and organizing events to build a personal brand over time. The benefits of personal branding include becoming more influential, gaining loyal customers, and not having to rely on low prices. The fundamentals include persistence, preparation, giving value to others, and consistency.

1. PERSONAL
BRANDING
FOR REGULAR GUYS AND GALS

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. GUY WITH
MANY
MISTAKES

4. PERSONAL
BRANDING
FOR REGULAR GUYS AND GALS

6. 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.

11. FOR SMALL BUSINESSES,
LOGOS ARE NOT A BRAND.
THEY DON’T MEAN ANYTHING.
WE (YOU) ARE OUR (YOUR)
BRAND.

12. WHAT IT IS AND IS NOT
1. Takes Time
2. Not Fame or Momentary Euphoria
3. It is how your customers perceive you

13. WHY?
Mediocrity is slow death
People want to work with
winners

14. 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

15. CONCRETE RESULTS
• More loyal
customers
• More prospect flow
• Higher profits
• More money
• Not selling based
on lowest price (but
on value)
• Media Exposure

16. PERSONAL
BRAND
BUILDING
STEP BY
STEP

17. WHAT IS YOUR PLATFORM?
STEP ONE

18. 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

19. RESULT
Let’s people put you in a
box that you create –
people like boxes
Gives you a focus

20. JUST SHOW UP
STEP TWO

21. 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

22. RESULT?
• Invited to speak at events
• Invited to premium networking
• Clued to special opportunities

23. HOW RAMON
MODERATED NY
ENTREPRENEUR WEEK
http://www.viddler.com/v/2443317a

24. BE AN ONLINE PUBLISHER
STEP THREE

25. WHY A ONLINE PUBLISHER?
If you’re not online you
don’t exist
People will check you
out online
Online content
reinforce offline
engagement

26. 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

27. 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)

28. 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

29. http://bit.ly/joshtappingontrain

30. PLAN FOR MEDIA EXPOSURE
STEP FOUR

31. 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

32. RESULT
Higher than
competition.
Furthers
know, like,
trust
Expands
visibility
overall

33. ORGANIZE AN EVENT
STEP FIVE

34. ORGANIZE AN EVENT
 Stress
 Money losing
 Time sink
 Build community
 Boost credibility
 Attract Media
 Dynamics of in
person meetings
 Reason to invite
“VIPs”

35. 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

36. EVENT STORIES
Ramon’s personal brand
enabled him to get big
sponsors
Story of Intuit (first event)
and Intel

41. 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)

42. PERSONAL
BRAND
BUILDING
FUNDAMENTALS

45. PERSONAL BRAND
BUILDING FUNDAMENTALS
1. 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

46. 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

47. SUMMARY…
Have a platform
Stand out
Don’t be a jerk
Network
Be online

49. THANK YOU
Ramon Ray
Infusionsoft, Regional Development Director NY/NJ
Editor & Technology Evangelist, Smallbiztechnology.com
@ramonray