Clients and customers expect reliability. Reliability isn't and shouldn't be a differentiator in your branding, so what should be?

Many small business owners come to me in a panic, feeling rather apprehensive about one particular topic.  It sounds something like: “Do I need to be on camera?” “Do I have to show my face all the time?” “Is my business going to fail if I’m not the brand?” Now, there is no universal right or wrong here but there is a right decision for your business, and it comes down to two things most people skip over entirely.