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¿¿Your Reputation Defines You. Is yours worth talking about? Your business needs to stand out. You need to be known for the right things. If you don't stand out, people don't notice you, and you don't sell. What you do to build awareness and engagement is informed by your competition and what you see happening around you. By trying to stand out, you appear the same as everyone else. By looking the same, you can't possibly build that awareness, engagement, and WORD OF MOUTH critical to success. Your brand is not your logo; it is your reputation. Everything you say, post, and publish reflects your brand; that's why you must give a shit about your brand. You can only reach your potential by leading with authenticity and embracing your purpose.