5 brand-busting mistakes to avoid

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Source: Entrepreneur.com

Mistake No. 4:
Overpromising. The least expensive way to brand yourself is to have your customers do it for you. How do you get them to become evangelists? By underpromising and overdelivering. Fight the temptation to sound better than you are: Promise what you can deliver, then do it to the nth degree. Are you the fastest? Then don't give customers a long voice-mail message to listen to before they can act. Are you the friendliest? Don't let your employees bad-mouth clients behind their backs. Are you the coolest? Then make sure your lobby looks awesome and has wow power.

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