Welcome to the 10 Minute Entrepreneur podcast intended to equip and encourage business owners

and aspiring entrepreneurs taught by active business owner, best-selling author and teacher

Sean Castrina.

Alright, Sean Castrina with the 10 Minute Entrepreneur podcast but we're also on YouTube and what I want

to talk about today is your name does not meet the standard of a brand.

In other words, your business name is not a brand.

I get people that ask me all the time, Sean, I want to buy a brand.

How do I buy a brand?

Well, if you wanted to buy a brand, you would just buy a franchise.

A franchise is a brand because it's an established name and established identity.

Let's go back to what a brand is in the first place.

A brand is obviously what they used to do with cattle.

They would obviously embed a marker on their side and that would become the brand of that

cattle and it reflected whatever ranch they were from so that if in fact that cattle got

mixed up with the neighbors, you knew who it was and you could go get it back.

So let's just kind of say a brand is an identifier.

When you start a company, a startup is never a brand.

You hope it becomes a brand, but it never starts out as a brand.

A brand is something you have to earn.

It happens over time.

A brand is a reputation.

It is an association.

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