CTRL/SHIFT - 13 06 2026 CHAPEL STAGE - OLEG BEVZ - YOUR PERSONAL BRAND IS A GROWTH SYSTEM

Okay, thank you. We are starting again. All is best we share with us how founders can intentionally build authority toward content system and strategic and distribution measurable brands. SAS,

thank you.

Thank you. Okay. Right. It works. So, hey everyone.

I'm super happy to see uh people here who is ready to discover how to grow their personal brands. In fact, uh it's super broad topic, you know, if you are entrepreneur or executive or employee who wants to reach new heights or I don't know influencer, blogger, even trader who wants to share his knowledge with the community. In any case, in the end, you speak with the audience and you want people to remember you, recognize you, you want to be known, influential, etc. So that's basically what this conference is about. Uh and the first slide as you see is all about the numbers.

Back in 90s uh the guys made in research and they found that each person can remember only only 150 people at the same time. If I ask you anybody from this from the venue uh please name me the maximum number of names you can remember right now. the maximum number will be some kind of 150 from your relatives, from your colleagues, from your friends etc. But not uh no more that's basically how our brain works. So in fact our will I have a clicker or how it will work?

Yeah, thank you. So uh the main goal of The main goal of anyone who is building their personal brand is in fact to get into this 150 people if yeah if basically you want to be in 10% the most efficient person in 2026. Oh should I direct it here or here or here? It works. Okay.

Right. Okay. Yeah. So, my name is Oleg Bevs. I'm a co-founder of Input Global.

We work with big names like Visa, Ledger, Tron, Tether, providing them communications, PR support, event management, influencer support. So, basically covering all top of the funnel. uh we worked with 500 projects in in in every second we work with kind of type of personal brand. Yeah. And we are team of 40 and also sometimes I serve as a mentor and plugandplay tech center.

So yeah uh if you're a founder the deck will be mostly about founders but you can apply this to any kind of your role as I mentioned in the beginning. If you are a founder, you want to be known and influential and you start doing like okay I will do two three post a week in LinkedIn or X and uh you start tracking some kind of numbers okay I see my friends colleagues they like me they engage with me I see some kind of I know comments but from months to months from quarter to quarter even from year to year nothing changes it doesn't multiply the number of pretty same. I believe if you tried posting you faced pretty same problems. So the reason is basically two factors. The first one is because your content doesn't travel.

You see basically the same people month over month they see it. And the second reason is in fact that you don't have some kind of authority layer. So you don't have some kind of name that people will trust, follow, recognize. You basically are not like not like influential person. Uh so everyone in fact uh they stop on the first layer.

Yeah. The first layer is a content when you start publishing it, doing something, being more consistent etc. But then you start to distribute this content applying distribution layer and then you have to build your authority. That's basically how this shim looks and going from stage by stage how it works, right? So the content you have to follow four main principles to make it work.

It's it's quite it's quite easy. It's already enough. You do two channels. You select two channels. I am posting in LinkedIn and X or LinkedIn and Instagram depending on your audience.

And you say okay that's fine for me. No need to try to make more especially at the beginning because you will be tired, frustrated and it will not like bring results. In general marketing logic says to us choose only two channels and multiply them. Don't try to make thousand of them. Also like you do like seven posts per month for most of social media it's already enough.

Yeah, of course the more the better is the more reach traction. Yeah, but for start is already good. Uh discipline and consistency. I will talk about it more then but uh yeah you you just you don't have to overd deliver. You just to be consistent and posting.

Okay, two posts per week, that's already better than five per months, but at one period of time. And recognizable threads, how people recognize your content, some kind of unique graphics, unique tone of voice, unique style of thread, you anything basically that's makes you recognizable when they don't see your name. The next layer is a distribution. As I said before, you need to start like making content travel and to make it travel in fact like you need to control it. Not to think okay I hope one day uh feed will see me or algorithms will be mine and they will start pushing.

Yeah, of course for big profiles it's work like this but we are starting right now. So we have to control it. We have to own the process. So here are the four main channels, four main tactics even I would say how you can control this. The first one is what is called grinding in marketing field.

In fact it's a smart strategical work with commenting and with engaging with other profiles. You do your marketing work. You analyze okay that's my target audience. like if it's B2B other businesses if it's B2C it's uh more broader mass audience but you say okay like this audience follow such kind of influencers big people big founders I know co-founder of open AI with big audience etc and then you start not with AI of course not like with stupid comments but strategically creating uh deep conversational engagements ments, replies, comments within these profiles, building the relations and recognition as you would do as a good BD or good salesperson. Not trying to oversell but at the same time trying to uh be recognizable and that's the tactic that shows us that G brings a big amount of conversions at the product and a big amount of views, a big amount of new subscribers.

The second one is quite logical. It's collaborations. You need to work on collaborating with other profiles who have the similar audience. If you are collabing with them in fact like you get their audience and you are multiplying that's also always a good tactics. Targeted outreach quite similar to grinding especially if you are working on B2B audience you are engaging with the right profiles and paid amplification I believe is quite simple and understandable.

Once you hit the consistency and the and the audience already recognize you, you should start focusing on amplification. In any case, like algorithms also want to earn money and they will reward you for promoting the content you understand who promoting on. And the third one is authority placements. That's quite simple, quite understandable, but a lot of people avoid it. What's it about?

It's all about when authority third parties like big podcasts, conferences like this, um big media, they endorse you showing that if they publish, interact, invite you. In fact, you get this recognition and people start like at least seeing when they Google you, they see the achievements in forms of articles or speaking slots in your LinkedIn. And that basically works that basically creates this trust recognition layer of Yeah. of course ranking awards different lists top five somebody it's also something that works good. Yeah.

And in fact like okay let's imagine the case you've started distributing right you've starting posting more you've started getting this traction okay like starting getting posts starting getting articles speaking slots but how to understand it works you need to measure it somehow yeah seeing okay this week I'm in this better than the previous week over months etc you need to measure it and track it somehow so in In fact uh uh that's what helps here is understanding of the evolution of personal brand. Each personal brand is basically evolutes from stage by stage. The first stage is like uh and it can applies to any kind of personal brand from influencer to founder to builder again to uh to just an employee or just a guy who wants to run some kind of I don't know run some kind of own blog for just for hype or something like this. So we'll go from stage by stage and explain how it how it works. So the first stage is your origin.

It's in fact who you are, right? Nothing super complex. Your life story, your experience, your main pillars. You can talk about like just your life, your tone of voice, how you interact in real life. And there is super clear metric for it.

The super clear metric for it is being yourself. You don't need to track here anything or to do something complex. Just say, "Okay, I need to be myself." And that's already enough for success of this stage. Yeah.

But don't try to imagine some kind of super complex brand model or something like this. In fact, normal people love normal people. You don't need to be a super like uh hyped professional or like somebody with super serious face. No. In fact, like people love people, right?

Just being yourself is already way more enough for successful completion of this stage. The stage two is foundational posting. I've said about this more before uh but that's all about discipline. You just choose your pace number of posts per week per month and just go with it. That's already in fact enough to start like building the base.

It's a just a hygiene. Why it's important? Why it's basically important and super logical thing. People hear what you say and hear what you don't say. In fact, so if you think that okay, I'm a good professional or a great I have a great product and uh everybody will think h this basically no people give a about everyone except themselves.

So in fact saying about uh who you are, what do you do is basically the essence to become somebody and to become known. The stage three in fact is a distribution. Distribution is everything I've mentioned before when you use amplification channels to gain more visitors, followers, reach etc. And the how to measure it is in fact like a collabs cross posts uh reach from your commenting pain amplification etc. You have to be a woodpecker in fact and you have to be consistent.

Sometimes of course it will be too much and people might think oh this guy like is speaking a lot about the same things who he is uh or something like this but it works in the end like uh you should not be shy because okay like somebody will say okay like he irritates me and will go away. It's fine. It it happens. But at the same time like being consistent means like you always will get to the those people who are your target audience and in fact like it will pays off in the end. The fourth stage is the author's format.

It's something like your own talking head videos or your own series of threads in X or your own reports or analytics or I don't know anything you create and which becomes your signature format. It's super important and uh the main thing how to measure it in fact like when somebody seeing your post or even the screenshot of your post of quote from your post without name they say okay like I recognize this guy even without seeing your photo your name your header etc. The fi the fifth stage is external authority. It's super closer to what I've said before just like showing it in this system. You calculate the quantity, the reach and the tiers of the media, conferences, podcasts, awards you appear in.

And it helps you to understand okay I'm going to the right direction. If you think that I didn't achieve anything yet, I will build the perfect business. I will become clever, smarter, and I will start posting in three years when I will be there. That's a bad tactic. In fact, in fact, uh people don't care especially they don't care about the super uh smart people like who are super far from them like and from their daily things.

So even they will love to check your path that check where you are right now where are you moving uh what's your challenges right now how you overcome them etc. So show them the process because process in content for personal branding even matters way more than the results. The final one is a signature show. It's basically something that is not needed for me or I think for most of you. It's some kind of show when the brand of the show I know as diary of a co uh that becomes bigger brand that's the personal brand of the founder in this case uh from of Steven Barllet when the show or the format or the signature format you've built on for stage becomes very more well known that basically your name I don't think it's a it's a different kind of business it's already a business it's not a personal branding.

So that's more for general understanding the evolution and different stages rather than something we should aim to. Yeah. So that's a summary that's a wrap up how it basically looks uh how we go from this first stage where just we are the human who has our origin to basically with somebody who owns their personal brand as a separate business. uh and instead of summary I've shared with you some kind of structures some kind of schemes some kind of systems some kind of graphs etc the structure is good basically right and helps you to understand the helicopter view but at the same time uh personal brand in also about some kind of charisma some kind of fun some kind of game some kind of provocacy etc you don't need to follow it super deeply, right? You mostly need just to understand it and be your own because that's how you gain audience and yeah just relax and have fun.

I believe it's if you would ask me the only one advice about personal branding, I will say like this. Yeah. And uh let's connect. Thank you very much guys. Uh it was pleasure to have such great uh crowd.

I believe like there is more right now of us that at the beginning. So thank you and wish you big high becoming known and uh yeah just a great day in Naples. Thank you.