Brand yourself or brand the business? Dan Schawbel has tips for doing both at the same time. For instance, establish yourself as an expert in a field related to your business; then, every time you make a speech or give a media interview, your company gets a free plug. Also, knowing that potential customers will want to learn more about you, establish a blog or biographical website using your full name as the URL. That way, when customers Google your name, your own site will come at the top of the search results, helping you control the conversation.

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