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Clients, Clients, and More Clients by Larina Kase

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Credibility and Your Brand

Your brand consists of everything that makes up your identity: your logo, tagline, Web site, headshot, name (both your name and your business name), office décor, and so on. When people experience your brand, they will have a psychological reaction that includes their thoughts, beliefs, attitudes, feelings, perceptions, images, attention, and memory. To be seen as credible, one of the first things your brand must feel is genuine.

The power of authenticity and brand consistency

A few months ago I met with a new client, a professional law practice, at their offices in one of the suburbs of Philadelphia. Before meeting with them, I was afraid that they might be stuffy people who lacked warmth. Imagery on their Web site ...

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