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Bring Back Big Branding

Defining and communicating your personal brand will also help you bolster your sales.

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This story appears in the January 2010 issue of Entrepreneur. Subscribe »

Personal branding has taken a back seat these days. Sure, we give it some lip service, but it's nothing compared with the 1999 boardroom branding phenomena Tom Peters started back in the day. The way I see it, you've got to stand for something--in a really big way--or you might as well just go away.

You do this not just so you can build a and get noticed, but also because you absolutely do better work. When you stand for something big, you like the work you do more. You make and fulfill more commitments. People notice you, so you make more money and close more . But I notice too many salespeople in this have lost touch or watered down their . They might want to stand for something big, but they just keep their head down and hold on to what they can. This is a dangerous proposition.

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