Originality means everything if you want to be a substantial option. Brands that are viewed as similar-to-a-competitor never last long, because the original is almost always better.

An original brand is more than just a logo and business name. It's more than a color scheme and an 'About Us' page. Brand is everything about your business... how customers view you and what they remember the most.

There is a part of your brand that you have absolutely no control over. As...

Say you’re stuck in an elevator for the next few minutes as you travel to the 40th floor. Somebody enters, and now it’s just the two of you. He turns to you, extends his right hand to shake yours, and says “Hi there, I’m ____. You don’t really know me, but you should hire me for _____ because that’s a service you need, and it’s what I do.”

Do you:

a) Take his hand, smile, and write him a check because by golly he’s right, you DO need those services?
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