Have you ever had an exciting idea to further build business but the next morning awoke with a dose of reality? It’s your subconscious at work telling you the better direction to pursue.

Intuition provides instinct or a quick recognition of what’s right and wrong. On a deeper level, our subconscious brings together all of the facts playing in our mind and forces them through a sieve, so-to-speak, to find the coherent solution. Both are important indicators of what to be aware and may be considered as our protectors. Paying attention to these “signs” may well help you to avoid diluting your personal brand.

Your prioritized value system is what will help you get your brand crystal clear in your mind and enable you to express it enthusiastically to others. Routinely find quiet time to reflect upon whether everything you are currently working on is adding to your brand clarity and dynamics. Ask yourself if future planned projects will do the same. Only then will your branding effort successfully reach audiences far and wide.

Collaboration on projects dramatically increases your potential reach as well as the services you may offer. However, creating a partnership of any type always requires careful consideration to protect what you have already built.

The following true story illustrates these principles. “Ann” is just beginning her own business while “John” and “Gertrude” are more experienced entrepreneurs. Their work complements that of one another so they decided to venture forth in creating a brand new collaborative program.

The conversation developed into new directions for all and held tremendous excitement for each, until…

Initial excitement began to dwindle as intuition and subconscious thought took hold. Ann and John originally saw this new direction as an extension of what they each already have in place. However, caught off guard, they were dismayed to learn Gertrude saw this as a brand new company. She was already speaking of creating new business cards and website.

This is where Gertrude and John recognized the importance of not diluting but remaining true to their own unique personal brand.

Their two major concerns were:

  • Rather than adding complementary services to their current brand, it was suggested a new identity be created.

Their established brand would be diluted if a new company were formed. Current clients would be confused as to who they are and may well be lost with the new arrangement.

  • Establishing a new company without legal agreements and license is unwise and is of concern.

Excitement was quickly fading away. However, John and Ann still felt the original idea might be worth salvaging. Recognizing the brakes were on, the three held a candid conversation to begin anew. The consensus evolved into a revised agreement.

The new plan is to first develop business as associates maintaining separate brand identity. This will ensure a secure footing before ever considering the formation of a new company. As services are created, they will be complementary to what has already been built. In this manner, the three associates are able to keep their current clientele happy plus they will enable development of additional audiences. Everyone will benefit.

The threesome is now looking to enjoy the Smooth Sale!


Elinor Stutz, CEO of Smooth Sale, LLC authored the International Best-Selling book, “Nice Girls DO Get the Sale: Relationship Building That Gets Results”, Sourcebooks and the best selling career book, “HIRED! How to Use Sales Techniques to Sell Yourself On Interviews”, Career Press. She provides team sales training, private coaching and highly acclaimed inspirational keynotes for conferences. Elinor is available upon request for consultation.