Transcript:
(00:00) company brand and a personal brand is uh it’s just you know that alone i mean there’s much more he’s gonna deliver but that alone was the reason why i thought he should come in and start talking to us now so we can prepare for the coming year so so without any further ado julie if you want to introduce ray we’ll bring them on and we’ll turn them loose [Music] [Applause] celebrities so [Music]
(01:17) [Music] hooray i consider it when it comes to brandy he’s an icon but more than that he’s a good friend what i like about ray perez is that he makes things happen and the unique gift i think that he has is he can make you look good he’s the person’s about giving he is the world’s expert when it comes to personal branding and making you a celebrity so if you want to take your brand to the next level check out rayford’s on tv right on c3tv and reach out to him and become a global business executive he has a
(02:07) mind when it comes to marketing and branding second to none i’ve never seen anything like it what reagan is training in his team provide is a sense of clarity purpose and direction and i will tell you when you can see what you do like that you want to say it more often you see more often you make more money i want to give a shout out to ray perez he’s going to do wonders for your business and get you in front of the right type of people he is the connector getting the people in the room is one thing but having it really full of
(02:34) energy and ready to rumble so to speak is the important thing and i think you guys made that happen sort of say first class event all the way back if you want to be competitive if you want to go global you need branding by someone who has a decade of experience in doing it has worked in all types of different areas and who has a trained eye and who gets you and can bring your stuff out into the marketplace [Music] all right thank you thanks for coming on all right can you guys hear me yes all right welcome everyone thank you carl thank
(03:20) you for having me my friend yeah thanks for coming out i really appreciate it really appreciate it so um yeah and i can vouch she saw it neon green bmw that has been forever nicknamed the suv because we went out to dinner about a month ago and i had this i had to jam myself into that back seat two of us carl is is one of four people that in the entire world that has sat in the back seat of my car okay one of four in the world okay i’m not sure right i just want to i just have to say thank you for not making me sick in the
(03:56) backseat that’s right [Music] um great so the um you know we you have a collection of business owners ceos here and and um you know i i was really moved by your lab your most recent uh presentation where you bought a very influential ceo up onto the stage in this mastermind group a guy who has really making a lot of impact and yet his personal brand was let’s say all over the place and it really left a lot to be desired as far as how he’s promoting himself even though he’s having this great impact and
(04:40) and you got immediate feedback from the group you know uh asking everybody well would you pick up would you take this guy’s phone calls in the beginning people were like well what page you showed me but it was it was way too fragmented and you really made a strong case and so so uh take us through a little bit um your distinctions about branding and and what we should be thinking about and uh point this in the right direction here okay um first do you mind if it’s okay if i ask for a quick poll from the audience
(05:09) absolutely okay um most entrepreneurs are either a service or product driven business so if you are a service drop in service in the chat if your product driven drop product if you’re both put both i just want to get a little bit of a feeling who i’m talking to so i can gauge my content to be best serving for you so service service service service one product two products both service service service both mostly product both service service distribution both okay excellent okay so it seems that majority
(05:44) is service couple both and and a handful of product and would you say yes or no that you are the face of your business yes or no drop it into the chat are you the face of your business yes yes yes yes yes yes yes yes okay all right so this is very important because what i’m going to teach is extremely valuable to those who are service and product driven businesses but most importantly if you’re the face of your business why because there is a connection there is a relationship that gets created before someone makes a buying decision
(06:35) okay i think you guys are all smart entrepreneurs and ceos and you understand this concept the question is how do we take that concept and we actually implement it in your everyday life using this new digital resource that we have which is the internet which is mobile devices which is social media landing pages websites and you name it the question is how do we build more relationships faster so therefore we can do more business and how can we pull ourselves out of the equation because your time is the most valuable
(07:15) thing you have if i give you more work to do that’s not going to help you but if we can create something and do it one time that will be leveraged over and over and over and over again all over the world any time of day 24 7 365 that gives you leverage and that gives you power and as an entrepreneur that’s what gives us that that momentum that we need to move forward building a personal brand will do just that now the difference between a personal brand and a business friend is and let me clarify this for anyone that’s ever done branding
(07:55) with any marketing person putting yourself on your website or putting yourself on your business is not building a personal brand it’s just associating your personality with your business which by the way i believe is a good thing especially in today’s day and age it’s very valuable but building a personal brand is different and separate than including yourself in your company brand is that is that clear does everybody get that distinction so everyone needs to have a business brand and i assume most of you do
(08:36) but most people don’t see why or are even aware that building a personal brand will benefit them in a capacity that they would have never ever considered in the past number one do you think of the largest companies in the world like nike for example right that is a brand that is well recognized i mean we can go to africa and people know what the little swish looks like would you would you agree yeah okay and and i’m gonna let you guys drop this this answer in the chat as quickly as you can what would you guess is the best-selling
(09:12) nike of all time drop it in the chat what would you guess best selling nike of all time nike being the most recognized brand in the entire world perfect look in the chat jordans air jordans air jordans michael jordan’s the jordans would anybody disagree that the jordan’s best-selling nike of all time so here’s the question i’m going to pose to you if nike the most recognized brand in the world spends millions of dollars to pay this professional athlete to put his name on their shoes and that is the best seller
(09:59) is nike really the sale or is nike the product and is the person producing more of the sales i want you to just want to pose that question for you to think about okay i’m gonna give you another example um mcdonald’s when mcdonald’s first opened up they didn’t have ronald mcdonald as their uh a mascot right everyone knows that ronald mcdonald is the face of mcdonald’s right we’re we’re clear on that and then they came up with all the friends and all that right all the hamburger helper and all those other
(10:32) people the reason that mcdonald’s created ronald mcdonald was because one of their competitors another hamburger establishment was taking large market share from them because their owner and founder was the face of their business anybody know what hamburger establishment that was drop it in the chat if you don’t wendy’s you got it right some people will say the virgin the king but he came out way later but wendy’s dave thomas everybody remember mr dave thomas with the big glasses he’s there holding
(11:15) your tray right even when you go to wendy’s he’s still there and the man’s been passed for many years so i ask you the question how does a man help sell more hamburgers okay last one this one’s for the ladies does everybody know who j-lo is jennifer lopez right yeah did you guys know that j-lo has a perfume line she actually has multiple perfume lines but i was very shocked to find out that she didn’t actually create her perfume like i could have seen her in the lab with the glasses and the white coat
(11:50) oh i don’t like that fragrance no that’s not how it went down some branding marketing people came to her pr agency they sat down they said we’d like to put her name on this they worked out a deal and they put that fragrance out in the market do you suspect that that scent would have sold the same amount without jlo’s name on it no freaking way so again i posed the question how is it possible that a product like a perfume will sell so much more because a person is attached to it so either you guys can unmute yourselves or
(12:29) you can drop in the chat i want to know why do you think nike mcdonald’s all these companies why do you think they’re attaching people to their brands which are big brands we’re talking about multi-million dollar brands to sell more drop it in the chat or you can mute yourself either one is fine so hey because ray i want to jump as high as air jordan i want to be as successful what was the same i want to be like remember that that was huge that was huge i want to be like mike so guess what i do i go by jordan’s i want to be like
(13:09) mike so in the chat let’s see here so number one people create trust yes uh reliability relationship uh ask they’re aspirational people identify with them and want to be be like them or be connected to them customers relate to people name recognition uh relationship celebrities speak to their audience and uh mike was also with gatorade mike was with a lot right michael mike got a lot of uh endorsements so i want you to to consider this what would it be like if you were the michael jordan the jlo of your business if you were the
(13:58) celebrity okay because what i want you to understand psychologically is that a celebrity and i’m going to use the quotes right a celebrity is a perception it is not real there is no such thing in this world as a celebrity a celebrity is a perception that one human being has of another human being based on this formula and if you want to write this down this would be very useful for your marketing in the future so number one write down what they see below that right what they hear below that right what they read
(14:49) okay next to those three write a big x like a time symbol times and on the right of that time symbol at the top right exposures and underneath exposures draw a line underneath it and underneath that line write time okay what they see what they hear and what they read multiplied by the amount of exposures over time equals but equals celebrity perception okay now i’ve given you the formula i actually wrote the book cracking the celebrity code because this was a breakthrough for myself like this changed my entire life i mean
(15:48) i was already a professional i was already doing multiple six figures business was good but it was not the same when i figured this out and i started to become the michael jordan everything started to shift people wanted me on their podcasts they were inviting me to speak on their radio shows i was getting more speaking engagements than i’ve ever had before from every event that i went to i was going to another one people started coming to me for my services instead of me having to market and sell myself and when people made an introduction to
(16:22) me it was so much easier because my credibility was so much higher so what i want you to understand is it doesn’t matter how successful your business is who you are in the world and more importantly the perception that people who meet you whether physically or digitally which by the way which one do you think is going to happen more often people are going to meet you physically or meet you digitally more often what what is your greater opportunity to meet more people in what capacity digital and now more than ever right we’re
(17:03) clear that the world has changed and your digital presence is actually more valuable than your physical presence now this was true prior to cobin eight months ago i’ve been teaching this for about three and a half years since i discovered it for myself but now forget about it now it’s not even true now it’s like required if you don’t have a digital presence you’re actually going to fall behind your entire competition because people can’t connect with you anymore this is the only way to connect so
(17:38) what what i’ve discovered is through this formula through this process you can begin to elevate your perception of value now why is this important to you the more people that like know and trust you the more people are going to want to do business with you if they obviously have a need for your product or service but more importantly here’s the big one if they know like and trust you and if they have a perception that you have this kind of celebrity status they will introduce you to people that they know
(18:18) that can benefit from your products or services does anyone know why they will do that what is the psychological reason that people who know like and trust you and feel that you’re this kind of celebrity-ish person why will they make introductions to people that they know that can benefit from your products or service why would they do that thank you max got it thank you because it makes and so did mike makes them look good it’s actually an egocentric self uh serving purpose so think about the mind explosion i had
(19:01) when i realized if i focused on just elevating who i am more people will send me customers and i don’t have to do anything and it’s changed my life it’s changed my life i’ve always known that business is built on relationships does everyone agree with that i just want to make sure does everybody agree that business is built on relationships so for the last four years i’ve been studying how can i make relationships faster with people because in the end of the day that’s what it comes down to right the more
(19:29) people we can connect with the more relationships we make and the faster that they feel connected to us they have some affinity towards us the more likely they’re going to ask buying questions because what we teach when we do our events celebritize your brand in two days we teach that you never want to sell you want to create value and you just want to give now you also must be positioned properly that’s the caveat right if you’re not highly positioned you can give give give and give but people are not going to see the value
(20:08) because everything has to be based on their perception of you and perception is exactly that when i brought this gentleman on raul on stage during during the mastermind where that carl was at i knew that this gentleman was crushing it in business like i knew he was doing really good and i knew that he was very active online but i also know from my experience and because this is what i specialize in that he was all over the place so i wanted to take someone who’s very successful who’s crushing it in business who’s very
(20:44) active on social media and to show how still you are giving the world the wrong perception and nowadays ladies and gentlemen i hate to say this it bothers me to say this to you someone who is a professional who has years of experience who’s been around the block but doesn’t have the right digital presence will be outsold by a young millennial who just got into the business is brand new doesn’t know anything but they they understand how to put themselves out there they will outsell that professional 9 out of 10 times
(21:32) they might not have longevity with those clients right and they might not have good rapport afterwards but when it comes to that initial representation and that initial buying they’re going to get the sale does has anyone experienced this does everyone understand what i’m talking about you’ve felt this in the marketplace right absolutely so what we specialize in doing is taking experts like you and make sure that the world sees that and that we elevate your perception to a degree that people will be
(22:04) attracted to you and will be sharing your message with the world now how do we do that we do that with graphic design we do that with social media we do that with video lots of systems and processes and technology this is so important for entrepreneurs it isn’t just about looking good you must get exposure remember times exposure over time we could build this amazing looking brand but the world’s got to see it we got to get in front of more eyeballs does anybody know who garyvee is yes give me a little
(22:44) yeah yeah vaynerchuk grant cardone anybody know who he is okay um tony robbins anybody know who he is what is the common thread between those three individuals anybody know what’s the common thread video i don’t know if you put if you put video in there before but they all use video i don’t know if you realize that they’re all using massive amounts of video okay but they are everywhere that’s what’s in common you see them on linkedin you see them on instagram you see them on facebook you
(23:29) see them on youtube you see them everywhere these gentlemen understand the power of the exposure grant cardone four years ago was just teaching uh you a used car uh a dealerships car sales people how to sell more cars that’s what he was in then he started to become an influencer because he started to get his videos out more people started watching more people started recognizing him and then he got into real estate and then he created the capital fund and now he’s just blown up and now he has events grant cardone makes more money today
(24:08) because of who he is than because of what he actually does and ladies and gentlemen you probably have never considered that you could get paid for who you are and not for just what you do and i’m here to tell you that if you focus on building a personal brand not only will you have more opportunities come your way than you’ve ever had in your entire life your revenue streams will go up and you will have new opportunities that will be more fulfilling for you as an entrepreneur than just running a business and making
(24:50) money and this is something that carl and i just talked about the other day because i said carl you got to understand something you’ve been a speaker for longer than i have you understand what it is to not only provide a service provide a product you understand what it is to get out there and connect with people and share a message make an impact and you know what that does for you there is no better more fulfilling thing for you inside your heart as a human being than being able to serve others and contribute again
(25:27) and i know we do that in our businesses but what i’m talking about is you as a person could be someone for others that you will never meet because they’re only watching you online and you will make an impact on the difference in their lives and that ladies and gentlemen is the number one reason i believe that any service driven or product service driven business if you’re the face of your business you want to focus on building your personal brand because you’re going to make an impact in the world you’re going to make a
(25:58) bigger difference in people’s lives and you as an entrepreneur because trust me i know how lonely it is to be an entrepreneur you will be more self-fulfilled than you’ve ever had in any business you’ve ever operated in the past so that is what a personal brand is and that is why i believe it’s so valuable for ceos and business professionals and entrepreneurs like yourselves yeah and guys i’ve had the chance to see ray’s process it’s amazing he does two full days on your brand and when you come out it’s kind of like our
(26:34) discovery process very immersive and you come out with with what your new presence is and and ray i’ll make sure when julie when we uh put we send everybody out the notes in the recording let’s put all of ray’s information in there for those of you that want to follow up with them you know i learned this lesson um really strongly recently a year ago i was one of five speakers at a big uh a big event and the keynote speaker was stephanie graham and um uh you know steve mcgregor because he’s married to
(27:04) oprah even said he was i’m oprah’s guy right that’s his branding um and afterwards they had a book signing all five speakers were in this area we all had a couple hundred of our books i was one of the speakers and i’m happy to say i was the top rated speaker in the group the line for people to buy my book and come and meet me with through the door i had the most people you know coming i had the highest rating most people coming by the whole bit um and i was i felt really good this is great you know and um and so i
(27:37) leave an hour later i go to the airport and who’s at the airport he’s waiting for his plane look over we started starting to talk and he and he walked up to me and goes he goes man you were crushing it because i was going to come over and congratulate you but you’re in such a line in front of you i just left i just went because no one was online to buy my book forget my autograph and i was like you know that’s so nice that’s really nice of you to say and a really nice guy who walks away and
(28:03) i said wait he got paid five times the amount i did he didn’t have to stand in line because they all bought his books in advance and i realized that during the course of the day and this is the point where it makes for me all the time during the course of the day i won i won on the day but steadman won before the event ever started and that’s the point when i think ray is trying to make was stedman won before him it didn’t matter what his ratings were then not how many people stood in line no matter how many
(28:29) all that you know but steven won before the day ever started and uh and so so guys whether you’re trying to be a speaker or you know want to write a book or any of that stuff you know the benefit to the business of having a personal brand even if it’s just you being a messenger for what you’re all about and how the business will grow impact lives going forward i thought it was a worthwhile conversation for for ray to come on and share some thoughts and i know right we can go on for hours on this topic but guys we
(29:00) gotta wrap up for a couple minutes after do do do can we open for just a few questions would that be okay with you anyone who wants to stay on you we could take some questions so anyone have a question for already either type it into the uh chat box we’ll read it out or come off you can you can ask for any of your questions yes mike yeah sure yeah i i once came into a situation where there was a person there uh for quite some time but prior to my being there who had developed this but it turned into a cult of personnel
(29:33) and so but i guess you’ve got to delineate that fine line so you don’t get that cult of personality and it got to be toxic um and then of course led to a lot of bad things so what exactly is the question the question is how do you develop this personality without becoming such an egocentric or a cult of personality um got it so we actually have an entire two-day course where we break this all down but in a nutshell what i explain is this the reason you will invest time money and energy into building a personal brand
(30:15) is to serve others it is not about you so to answer that question it needs to start with the mindset that the entrepreneur has when they embark on this journey of building a personal brand because i understand that the reason i put the spotlight on myself is because i have god put me on this planet with a big mission to serve people so i’m not here for me to be like raise the man like oh i have 200 000 followers i mean i do but that’s not that’s just so i can be positioned in a way to serve others so the number one thing we always start
(30:50) off with is that mindset and then there’s three elements to build a brand it’s your visual identity your verbal identity and the last one your value identity and that is what will not allow for what you said to even happen because when you know your values and your mission and what you’re here for and you tie that together with how you look and what you say then you’re congruent and you’re in alignment but there isn’t a lot of people out there in the world that will do all of this for an
(31:21) entrepreneur so it’s easy to go off the track just like you’ve experienced so great question mike great answer thank you absolutely absolutely and and i know i don’t want to take up too much time because carl’s event is as timed um i want to give you all the opportunity to get my entire presentation that i’ve done all over the world if you guys pull out your cell phones right now and go to my 360 site which is ray perez 360.
(31:53) com ray perez 360.com and let’s see who’s got the fastest internet i’m like show me show me once you’re there hold up your phone so i know you’re there let’s see ah kelly’s number one i’m number two anybody else all right mike anna okay kevin got it everybody there ray perez 360. diane okay awesome on the right hand side next to the play button that says contact can everybody click that contact button okay and then at the top it says send text click send text send me your full name and your best
(32:32) email and i will send you my entire presentation on how to build your personal brand so then you can actually get all the foundational principles of how to actually do it and then anyone who’s got questions can reach out to me through there as well so just text me your full name and your best email address and i’ll go ahead and send that out to you guys okay anna i got you jj i got you stacy just all right all right and i i do want to mention one thing carl before i go um i’ve known carl for a little while i
(33:15) actually met him the first time when i was speaking at a business conference and he was the speaker in the same room as me prior to me so i kind of came in a little early to set up my my my presentation and that and i sat in the back of the room and i listened to carl and i was just blown away so we got to know each other and since then we’ve kind of done a few things here and there but i gotta say that for those of you that are not already working directly with carl and his team for business growth for scalability for for future
(33:45) visioning things that you would have never thought possible that is what he specializes in and uh i personally am going to be working with carl on some projects now in 2021 because my business has gotten to a point where i’ve scaled but i don’t have the level of experience on how to make all the most effective moves so i’m just sharing with you in full transparency no matter how successful you are no matter how much money you make you always want to have a coach you always want to have a mentor and the
(34:18) fastest way to get to the next level is by leveraging someone who’s already done it and he’s done it with hundreds and hundreds and hundreds of businesses so i just wanna thank you carl for bringing me on and i just wanna let everyone know on this call that if you haven’t already set up a session with them to kind of evaluate your business make sure you take advantage of that because what what they will do for you is unbelievable and um i just i love this guy and he has an amazing organization and group of
(34:49) people and i just very blessed and honored to be here to serve you guys so thank you carl great thank you thank you very much thank you thanks i appreciate that ray thanks so much for coming on everyone let’s give it up for ray uh yeah that was awesome we’ll figure out a way to uh get you back because there’s a lot of uh a lot of a lot of interest around what you were what you’re you’ve been talking about as as we as we figured would be the case cool everybody um so enjoy for those for those of you that we won’t see
(35:18) on until next month enjoy your holidays happy new year we’ll be coming back with the ceo collected next month um and uh a whole bunch of more surprises for 2021 hope to have you here on the next one and um in the meantime though everybody enjoy your holiday we’ll get you we’ll get you all the information out about uh how to come on the next call how to uh you know join our seven stage market club okay we’ve already put a number of youtubers uh let’s keep let’s keep this going so hi guys i’m