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Know Your Brand

by Sally Schroder

The word “brand” usually conjures images like Coca-Cola, Louis Vuitton, Tide or Colgate. Those brands are iconic and powerful. Because their quality has been consistent over time, we trust them.

Each of us has a “brand.” Our customers and colleagues define our brand by our attributes. They may perceive us as smart, thorough and organized. They may see us as collegial, enthusiastic and reliable. Or not.

We must each define our own brand. We must display the attributes that we want others to perceive, and do so consistently. That earns trust for our brand.

How do you define your brand?

– Kip Caffey, Cary Street Partners

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