First Impressions: Branding YOU

While you're helping others build their brand, don't neglect your own.

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As you build and brand a business that brands others by providing signs and graphics, you should also be branding yourself.

How do others describe you? What do they say about who you are and what you do? The answers make up your brand. And they might not line up with how you really want to be branded.

I went through this. For many years I was “the sign guy.” And I let it happen. In fact, for a long time I went along with that being my identity in the marketplace. There was nothing wrong with being a sign guy. At least it reflected my business at the time. But there came a time when I realized it was the wrong brand. I needed to take charge to make a change.

Sign guy implies, well, signs. At the same time, it does not imply that perhaps I’m also a guy who can provide more than just signs. As our company evolved to encompass a variety of services and products along with our sign-making, as president and owner I was going to have to evolve as well.

Our business is in the business of providing brand and image solutions. Because of that, I should be branding myself as a brand and image solutions provider. One reinforces the other.

Just remember that as you brand your business and brand the businesses of those you serve, be sure to also brand you.

Scott Franko is a brand image expert and regular contributor to Sign & Digital Graphics. Contact him at


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Tony Kindelspire

Tony Kindelspire is digital content editor of Sign & Digital Graphics & WRAPS magazines.

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