Almost everybody is working today in a crowded market: no matter whether one works as a carpenter, as freelance writer or business consultant. Chances are, there are tons of other people offering the same service as you do.

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Like for products, where a brand helps to differentiate a product from similar offerings (as Gordon Graham puts it in his presentation), a brand can help to distinguish yourself from the crowd as well. Sounds strange? Well, in this context, branding is just another word for reputation.

But while reputation is something which is the result of your past (either positive or negative), branding is forward-looking.
Branding is about the reputation you want to have five years from now.

You better start thinking about it.