CHAPTER 12

Create and Cultivate Your Brand

Credentials create credibility, credibility demands respect and respect affords opportunities. Build your brand around credentials.

This chapter will focus on your brand and will teach you how to create and cultivate that brand to make a name for yourself. As you will notice in the next chapter on giving back, the processes of creating a brand and giving back are intertwined. You must understand that when you are an entrepreneur, you are the brand. Would you trust a business if their owner is not trustworthy, insensitive, rude, or unreliable? Be mindful that you are the clearest representation of your company, and you must behave and act accordingly.

There is no room in branding for shyness or lack of ...

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