You’re in business. You work hard. You want to be known for the great job you do, but you don’t want to go all “corporate.” How do you balance the pressure to be a “Brand” and the urge to be an individual, a neighbor, a friend, a human being? Well, they’re not as different as you might think. A brand is really just a way to identify someone who can supply a service or product. If what you need is Pink Apricots, it’s natural to do a search on Google for Pink Apricots and the better a Pink Apricot farmer has done at branding, the more likely he is to pop up to the top of the search results. The myth is, it’s all controlled by mysterious SEO artistes the way bank transactions are controlled by the Illuminati. The truth is, it’s more in your hands than you might think or even be comfortable with.