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In today’s over-congested business landscape, offering a product or service with competitive features isn’t enough to stand out, and to most consumers competing products look almost identical. Standing out is a function of several things — understanding and promoting the purpose behind your business and what guides you to do what you do; identifying your authentic self—your company’s personality and personal stories and then integrating these into your marketing and communications efforts; and finally managing and promoting your reputation within the landscape of different communication media.

To stand out, you need more of what makes you who you are – those values, passions, talents and experiences that make your business what it is – those positive qualities that your clients appreciate. Your challenge is to identify those things and nurture them, expose them and promote them – because they are your distinct advantage and the source of your success.

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