Barbara Kaplan: Your Brand is Your BFF

Your why lives at the intersection of what you love, what you're great at, what you want to be known for, what sets you apart, and what your ideal client needs.

Your brand will be tweaked as you go through your life, but it should always resonate with your clients.

If you do not choose what you want to be known for, those you work with will define it for you and it may not be what you want.

You want your clients to be your best referral source. If your brand is clear and clearly defines who you are and what you do, your brand can be your best friend.