base, employees, and revenues and its intentions for the future. The second profile should describe you as a human being. Your place of birth, where you grew up, your education, your interests and hobbies, what makes you unique, your family, your frieAs human beings we tend to relate to one another on an emotional level, often speaking and acting before thinking. We can psych-speak all we want about being emotionally balanced and non-judgmental but we all do it, it is the nature of being a human being.

The problem here is not that we are fallible, emotional humans. The problem is that we tend to run our businesses as though they are our selves. You must begin to view your business as a completely separate entity that has no emotional baggage.

If you are having trouble embracing this concept try the following exercise: Take two pieces of paper and in 30 minutes or less write two profiles. The first profile should outline your business. Include everything that comes to mind about what this business is, how long it has been operating, who it serves, its position in the marketplace, the benefits of doing business with /purchasing from this company, who its employees and management are, its size in terms of physical location, customer base, employees, and revenues and its intentions for the future. The second profile should describe you as a human being. Your place of birth, where you grew up, your education, your interests and hobbies, what makes you unique, your family, your frien

ing.

The problem here is not that we are fallible, emotional humans. The problem is that we tend to run our businesses as though they are our selves. You must begin to view your business as a completely separate entity that has no emotional baggage.

If you are having trouble embracing this concept try the following exercise: Take two pieces of paper and in 30 minutes or less write two profiles. The first profile should outline your business. Include everything that comes to mind about what this business is, how long it has been operating, who it serves, its position in the marketplace, the benefits of doing business with /purchasing from this company, who its employees and management are, its size in terms of physical location, customer base, employees, and revenues and its intentions for the future. The second profile should describe you as a human being. Your place of birth, where you grew up, your education, your interests and hobbies, what makes you unique, your family, your frie

e.

If you are having trouble embracing this concept try the following exercise: Take two pieces of paper and in 30 minutes or less write two profiles. The first profile should outline your business. Include everything that comes to mind about what this business is, how long it has been operating, who it serves, its position in the marketplace, the benefits of doing business with /purchasing from this company, who its employees and management are, its size in terms of physical location, customer base, employees, and revenues and its intentions for the future. The second profile should describe you as a human being. Your place of birth, where you grew up, your education, your interests and hobbies, what makes you unique, your family, your frie

t this business is, how long it has been operating, who it serves, its position in the marketplace, the benefits of doing business with /purchasing from this company, who its employees and management are, its size in terms of physical location, customer base, employees, and revenues and its intentions for the future. The second profile should describe you as a human being. Your place of birth, where you grew up, your education, your interests and hobbies, what makes you unique, your family, your frie base, employees, and revenues and its intentions for the future. The second profile should describe you as a human being. Your place of birth, where you grew up, your education, your interests and hobbies, what makes you unique, your family, your friends, your personal goals.

After completing this exercise you would ideally have come up with two unique profiles. Don't worry if yours seem too similar. It is a step in the right direction to have put this on paper and to have begun to think about how you and your company are one and the same, yet individual at the same time. Continue to work at separating the differences in your mind and on paper until you have two totally separate profiles. Then you are ready to move on.

Now that you are clear on the separateness of you and your business. It is time to review that profile to identify the message that you want your business to convey. Without the clarity of who and what your business on its own is, you were likely sending mixed messages. Allowing your business advertising and marketing to incorporate 'You' messages means incorporating your human limitations. So let's stop that and move you towards creating a Brand Image that has no limitations, that is innovative, inviting and irresi