Branding is a big deal in business. Companies spend loads of money to make their brand identifiable and write more big checks to make sure that some else isn't labeling their own stuff with the company brand. The company wants to make sure that their quality is behind the label.

I think of this every time I see designer goods listed on eBay.  There are Louis Vuitton or Gucci bags listed there, some for slightly less than retail and some for a fraction of the price.  Some buyers rush to win bids on low priced items that prove to be fake.  Ironically, the price they paid is often far in excess of what they could have gotten a non-designer labeled item for.  Rather than get a decent quality purse or belt that happened to have a pirated name on it, the buyer gets a substandard product - all because they wanted the designer label by their side. 

So, have you taken time to consider your professional identity?  Have you thought about the impression you're making out there in the trenches?  What do potential clients see when they see you up close and in person?  What do they see when the see one of your ads in the newspaper?  What impressions are your marketing materials leaving with the public? And, even more importantly, what impressions are you leaving with people you meet face to face?

Bob Corcoran 

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