Build up your good name

20 Dec Build up your good name

Brand = reputation

I firmly believe that business success is all about making a name for yourself, then making sure your name stays remembered as you wish it to be remembered. This is at the very essence of what a brand is all about. In simple terms: brand = reputation. I will regularly write more on this subject. But first…

By Joe Danielson

Grandfather to grandson

My grandfather’s name was Albert Danielson, pictured with me on his 1970s Toro riding mower. An accountant who lived in the suburbs of Chicago, Albert first introduced Joe to the importance of “your name” when he gave me a copy of Edgar’s poem (below).

“Your name”

You got it from your father, it was all he had to give

So it’s yours to use and cherish, for as long as you shall live

If you lose the watch he gave you, it can always be replaced

But a black mark on your name, son, can never be erased

It was clean the day you took it, and a worthy name to bear

When he got it from his father, there was no dishonor there

So make sure you guard it wisely, for when all is said and done

You’ll be glad the name is spotless, when you give it to your son

— Edgar Guest (a.k.a: “The people’s poet”)

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