The Importance of Establishing a Brand

Claudia: My number one indicator that I'm a little emotionally unstable or maybe going down the wrong path is when I take myself too seriously. "I look forward to seeing Etienne take himself seriously," Claudia says of her new boss. In small organizations, establishing your brand within the company is especially important because if you're going to make a decision that's going to affect their day to day, you want them to come to it with trust and belief.