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What's your story?

An effective brand tells a story that allows consumers to form a relationship with your company, according to branding expert Mary van de Wiel. Your story differentiates your brand and makes you memorable, but it has to be authentic. "If you want others to recognize you, the best way to do it is to recognize yourself first," she writes.

Entrepreneur.com | 10/19

This story published in SmartBrief on Entrepreneurs on 10/29/2009

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