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While you may not care what information is out there shaping your public identity, it’s giving the public a perception of your business, and perceptions mean everything. Even your lack of presence speaks volumes. Brown discusses how branding can help you control and manage your public identity and provide constant reinforcement of what you stand for and what your clients and referral partners can expect. If you get branding right, you can get your reputation right and become a trusted partner to your clients.