Many businesses try to create a brand and image that they feel appeals to their customers. But often times their efforts do not work well because it is not true to who they are. A funny example is a person who started a doggie daycare business because a friend of his was very successful at it. He copied almost everything about the business including the marketing but the business was not seeing the same success. The problem: he didn’t like animals. This is an obvious example of a business idea that was not going to work, yet it happened. Most branding mistakes are not as obvious yet the principles are the same. The business you build and the brand image you give out should come out of your own authenticity. This episode will attempt to guide you through the process of building a real brand out of who you are.