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Can you explain your credit union’s brand in 2 to 5 words? How about your personal brand? Daymond John, CEO and founder of FUBU and a judge on Shark Tank, says that if you can’t, you’re leaving it up to someone else to decide what your brand stands for. It’s time to define both.

John is a much-celebrated global lifestyle brand, a pioneer in the fashion industry with over $6 billion in product sales, and an award-winning entrepreneur. John says we invest in people—not brands. Does your online presence reflect your personal brand or your company brand? Can it be supported by those 2 to 5 words?