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6 Words You Should Never Hear: Reputation building

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One of my tenets of marketing is that “Everyone you know knows someone who can use your product or service.” It’s in the same vein as six-degrees of separation or six-degrees of Kevin Bacon—take your pick.

So, for me, one of the cardinal sins against branding is for someone who knows you to say, “I didn’t know you did that.” Seriously???

Here’s why that is a bad thing:

It is essential that everyone you know understands what you do in simple language and can articulate it to others. Don’t assume they get that knowledge by osmosis. Reputation building plays a key role in building a sustainable brand. So get out there and represent!

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