Published in the New Zealand herald 27 May 2004
If you are, are you doing all that you can to build value into that brand?
Of course you're working hard, providing good service and good value, and trying to grow the business.
But are you looking hard enough at you and how you present to the market? My advice based on ten years experience as a sole trader is that you are always your own brand.
The issue then is how well you manage, protect and promote yourself.