And what does it have to do with marketing our business, products or services?
Dorie Clark, author of Reinventing You, answers these questions in an article she wrote for Entrepreneur magazine.
If someone is going to buy from you, they need to understand who you are, what you stand for and the value you bring.
Dorie points out that the first major mistake entrepreneurs make is assuming that they already understand their personal brand.
You can read what she means by this, as well as the other two major mistakes entrepreneurs need to be aware of right here.