[Music]
here's the deal most entrepreneurs
business owners struggle because most of
them suck at self they dispatch tells
people they might think that good sales
people can sell with a ship okay so what
happens is in the business world only a
certain percentage of people are good at
sells small percentage most are not good
at self because we have not taught how
to sell most haven't King any tail
training and then even fewer fewer
people are good at marketing because
they Cigna is not that important that
kind of focus on my product service why
don't you learn on all this marketing
stuff or they learn marketing at school
with which is even worse and then very
very very small percentage I actually
get with personal with branding very
small percentage why is that though tell
me what is that why have so few business
owners good at branding yes if no idea
what they're doing yes yes mold ID is
already taking somebody's is doing it
okay yes
they haven't defined a mission that
purpose of doing business very true yes
yes one more okay so they might fight a
little bit kind of try to bring
themselves but they kind of forget about
it and go back itself right good
yes let's do one more in the back no
emotion intelligence maybe just no
intelligence sometime I don't know okay
yeah yeah yeah yeah very nice how many
of you has wet the both emails by muzzle
giver okay if you haven't put on your
lips e-myth by Michael Gerber so emails
phenomenal book for small business owner
in the book Michael talks about that
most entrepreneurs are actually not
entrepreneurs emails extends for
entrepreneurial myth most business
owners are technicians they're good at
what they do they have a craft of a
skill but they have an entrepreneurial
seizure they're doing what they do
they're doing plumbing they're doing
they're cutting the grass and mowing the
lawn and suddenly you know one my boss
kind of sucks I could do a better job
let me start a business they're not
actually entrepreneurs the technicians
with an entrepreneurial seizure I think
the biggest reason of all is branding
most business owners we don't think in
terms of we are a brand we think of okay
Michael Jordan is a brand all problems
your that's a brand me John Smith I'm a
brand what do you mean by them just I'm
just a person I'm like my father I'm a
husband that we don't think of ourselves
because everything even even when we are
growing up that when when you're growing
out when if you go to your mom and dad
and you say you know mom when I grow up
I'm going to be a rock star
what are your friends going to say to
you you're crazy go to school get a
freakin job you know it's crazy it's not
like ya go son you are stop it's just
like it's crazy it's just like when I
told my mom many years ago that when
you know Mom because I was so inspired
by all the great speakers that Brian
Tracy the Tony Robbins and when I
learned public speaking I told my mom
you know I said mom someday I want to be
like that I want to be a speaker be on
stage in spying and inspiring
entrepreneurs and then my mom was
washing dishes in her kitchen well I'm
going to be a public speaker do the
homework that was that and it's very
very normal so I think we're not hot hot
and we don't think of ourselves that way
does that make sense that's mostly the
issue so let's talk about what is
personal branding exactly what is
personal branding third personal image
is not personal branding okay personal a
personal brand is not a personal image
because without strategies all you have
is a personal image so now your personal
image it's what people instantly see
here or proceed at a glance so let's say
the way you dress
we need someone or they meet you they
look at you their first impression
that's a personal image does that make
sense
now personal branding is different
personal branding what people think of
you over the long run long term when
they say your name what words come to
mind when you're not in the room when
they're talking behind you what words
come to mind okay how is your personal
is your reputation as your brand do you
have a personal brand right now yes or
no hello sometimes consciously sometimes
not so consciously but you have one
because if I were to talk to one of your
friends and say you know what you think
of what do you think of Michelle well
she is
da-da-da-da-da what is she like oh she
is kind of like da da da da yes we all
have that okay and some of your
reputation some of you not so good not
so good so we want to be more we want to
create that personal brand more
intentionally okay so a personal brand
is not a person he's a key a personal
brand is not a person a personal brand
is a key word if the public
was it projection on certain aspects of
a person personality skills and values
and it's not the entire human being I
want to be very clear you are not
personal friends all know who you are
who you are a personal brand is the
enduring perception the key word what
key word perception of the person not
the actual person is why not the actual
person because very few people actually
know you anyway if you think about it
maybe your close friends and family they
know you yes sometimes your spouse
doesn't even know you that well okay so
but most we only know your personal
brand they have a rough idea of what you
like your personality your values but
they don't actually know you so you're
not a brand your human being who
projects your brand there's a key
distinction there your human being that
projects your brand so as an
entrepreneur course and you apply
personal brand to your company okay give
a question yes any times if a question
stop me go to the mind anytime okay so a
branded zhonya your personal brand is
not virtual image your personal branding
is not it's not a person personal brand
it's just a personal benefit it's a
perception yes okay so it is what
exactly is personal branding
it's a below so personal branding is
about creating a unique personal
identity around a leading attribute what
is it leading as you build managing the
perception of your audience to make them
feel a certain way about you or your
product or service and what you can
offer just like a product brand just
like a product brand a great personal
brand pre-sales
is a key word with the word free sells
people on you making them aware of your
character strengths and personality
people to even ever ever ever meet you
great personal brands do not necessarily
attract sales is the key but rather
attracts power a charge what power a
personal brand gives the power to
influence decisions attitudes and
actions of an audience
instead a pretty clear definition
now there's new keywords leading
attribute perception managing the
perceptions certain way about your
product pre sells them aware the
character strengths and personality
before they even meet you let me give
you an example how many of you found out
about the Cuban entrepreneurs group of
through uptrend some kind of referral
okay and so a lot most people in this
room I have not met yes but you would
have a certain perception of Who I am
before I showed up yet good or bad good
all that but you will have a certain
perception so that's personal branding
that's personal branding and then you
could be coming here and say well you
know what my friend told me he's a
pretty cool guy that is a pretty cool
guy so that's sort of perception right
or if perceptions know that got that son
of a [ __ ] is a jerk yeah I don't even
know why I'm showing up he dragged me
here same guy too different perceptions
yes very interesting they're interesting
so everything you do affects your
personal brand the way you walk the way
you talk the way you dress your
education and neighborhood your
profession your choice the spouse car
friends the way you sell negotiate meet
your obligations when when people talk
about you are you known for being
someone who follows through and get
stuff done are you someone who is being
known for kind of you know show up late
or not meet your obligations that don't
fulfill your promise of kwikki your
customer service your presentation skill
how long you follow through your on your
promises the mental pictures are they
help you and what other people say when
you leave the room okay everything you
do affect your personal brand all these
things not just one thing many many
things okay so let me give you just two
minutes hello
discuss the money table what you just
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