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mums' the word worked with Donna Still on her personal branding.

There's a big difference in the design approach to personal branding as opposed to a business brand. A personal brand is built around your personality, so you and your business name will be one and the same. Because of this, your branding needs to reflect more than just company values and messaging - it needs to be an extension of 'who you are.'  

It should be an impression of an individual based on their experience, expertise, competencies, actions and/or achievements within a community, industry, or the marketplace at large. 
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