Personal Branding and The Brand Called You

Episode #32 of Power to the Small Business podcast.

The Internet show about small business marketing.

Peter Montoya says there are three types of brands. Corporate branding is where you’re branding a corporate entity or a business. Product and service branding is branding the product or service itself. And then there’s personal branding where there is a human being at the center of the brand. In episode 32 of Power to the Small Business, personal branding expert Peter Montoya gives practical advice on building your personal brand. The author of The Brand Called You defines what a personal brand is, gives us the steps to building a personal brand, and then describes the tools that make up our personal brand identity.


Guest: Peter Montoya, Personal branding expert and author of The Brand Called You.
Length: 22 minutes

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You can also download the mp3 file here: Download Power to the Small Business #32 (for personal use only)


Personal Branding Show Notes

Peter Montoya – Personal Branding Expert

“The easiest way to define a personal brand is your specialization and the relationships you have with people who know you.”

“The number one goal of an identity is to make sure people remember it, can find it, and can refer it.”

“Branding really has two goals. The first goal is to get clients. The second goal is to keep clients.”

Steps to Personal Branding:

  1. Specialize the brand – Refine your products and services to a defined target market.
    – The more competition you have, the more specialized you should be.
  2. Identify the unmet need.

Branding Tools:

A. Website – It’s your credibility building tool. You must have one with at least four basic pages:

  1. Home page – Explains who you are and what you do.
  2. Product or Services pages – Information about your products and services
  3. History / Personnel page – Talks about the people inside your company
  4. Contact page – Map, phone number, address.

B. Logo – The logo has three components. All three combined becomes your coat of arms.

  1. Name
  2. Slogan
  3. Icon

C. Stationary

  1. Business Card
  2. Letterhead
  3. Envelopes
  4. Mailing Label
  5. Note cards

D. Presentation Folder Essential for professional services business with a multiple-step selling process.

E. Personal Brochure – Use as a prospecting tool for a referral-based business. Have one created using a non-standard size.

F. Personal postcard or personal flyer

G. Advertising

H. PowerPoint Presentation

I. Billboard

J. Building signage

Show Links:

Buy the book: The Brand Called You
Peter Montoya’s Website

Listen to all of our previous shows:
Power to the Small Business Archive

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