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It’s time to start thinking about “branding” differently.

 

It’s not a box you have to fit yourself in.

It’s not a false face you put on for someone else’s benefit.

It’s not just a means to an end.

 

In the business world, we name things.  And the name for the story you tell about your business and your ideas Рthat just happens to be called a brand. But when you get past the jargon and the buzzwords and the technical lingo Рwhen you get to the heart of the matter and the heart of why you get up and do what you do every morning Рyou end up at something far more personal, more powerful, and more exciting. Call it whatever you want.

 

(note: I’ll continue to call it “branding” for the sake of clarity and all that.)