How fresh is your brand? Entrepreneurs make over their view of work.

Jacqueline Whitmore spends each year pursuing a fresh objective – a professional initiative designed to improve her outlook on business, develop new products or marketing campaigns, and set her on a new course.

Last year, she tackled social media. This year, her goal – her “mantra,” as she calls it – is “reading, writing and reinvention.” The West Palm Beach professional etiquette consultant and speaker focused on learning more about her industry (“reading”), penning her second book on the topic (“writing”) and evolving herself and her brand as the “etiquette expert” (“reinvention”).

“I’m getting calls from editors looking for me to write my second book,” said Whitmore, who wrote her first book on professional etiquette, “Business Class,” in 2005. “It started when I began writing my blog and reading more blogs last year. I began thinking about my business and where I wanted to go. It’s a natural evolution.”

. . .

Successfully energizing your brand – and yourself – through reinvention comes by knowing what will impress them, said Irma Becerra-Fernandez, professor and director of the Pino Global Entrepreneurship Center at Florida International University in Miami.

Read: “How fresh is your brand? Entrepreneurs make over their view of work,“ an article from the South Florida Business Journal.

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