How to Define Your Professional Brand

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When most people think of brands, they first think of well-known consumer packaged goods or durable goods, such as Pepsi or Ford. These are often synonymous with TV commercials and other mass media advertising with big budgets, which are aimed at consumers. They have defined identities comprised of a logo and tagline, and they have a strong, consistent message. In actuality, all products and services have brands whether a team works to strengthen them or not. According to a new report from Nicole Zeller of Wexford, PA-based Helbling & Associates, “brand extends beyond a visual identity and written messaging. It can involve

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