‘Branding’ is one of those terms that is thrown around all the time, but widely misunderstood. What is a brand? Why is if important? As a contractor, how do I leverage branding in my own business? Dorie Clark is a well-respected and recognized branding expert, and author of Stand Out: How to Find Your Breakthrough Idea and Build a Following Around It. She understands that a brand goes well beyond a logo. Your brand is your reputation. It’s an all-encompassing representation of what your company stands for — and it’s crucial making your company stand out amidst hundreds of other companies that offer the exact same services you do. Do you consider your company to be trustworthy? Innovative? Or maybe your known for your technical expertise? Dorie lays out some great ideas to help you establish your brand, focus on it, and leverage it to expand and strengthen your business.