Building a Brand Around Your Business Image

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If you read business books and articles, you're bound to be familiar with "branding" — the idea that consumers can and should immediately recognize your business, its logo and what your business stands for. What's special about your company?

If you have a unique selling point — what makes your health club different from the competition — and you are honest with your customers and consistent with that one message, then you are already "branding" yourself even if you didn't know it.

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