Putting your best face forward

07/22/2009 | Entrepreneur online

Founders are usually the soul of their company, but that doesn't always mean they should be the face. Identifying a company too closely with one individual can limit the upside when it's time to cash out, and a personal scandal can wreck the brand. But done right, personal branding can work wonders: Kimberly Fowler says revenue jumped 40% at her fitness centers when she associated the business with her personal story of overcoming brain cancer.

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