Your Business Brand
Often referred to as the “good will” portion of your business, your business brand is intangible and has nothing at all to do with any real estate, inventory or vehicle fleets your company may count as assets. Instead, it refers to the reputation behind your company’s name and logo. A carefully built brand is worth more in actual dollars than all the tangible assets put together and is what will reap monetary rewards when you’re ready to sell your company. The first thing you have to do is decide how you want people to perceive your business, and then figure out what you have to do to get there.
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