Entrepreneurs and small business owners are urged to avoid the two biggest branding mistakes they can makefirst, investing in building their brand in ways that copycat big-name companies, and second, struggling to build a brand sensitive to everyone and anyone, rather than focusing on those who are spending with them.Led by Dan S. Kennedy, with the support of Forrest Walden and Jim Cavale, the co-founders of Iron Tribe Fitness, and other marketing/branding vets including Bill Gough, the number-one marketing adviser to Allstate agents; Steve Adams, CEO of a chain of 21 retail stores and an e-commerce business, and Nick Nanton, of the Dicks-Nanton Celebrity Branding Agency, entrepreneurs learn how to develop and gain profit from their personal or business brandwithout corporate-sized investment. Mastering Kennedys branding truths and utilizing proven direct-response advertising and marketing methods, entrepreneurs create their own brand tribecustomers who believe in, buy, and promote their brand. Truths and tactics are illustrated with case studies, examples and insights from other well-known brands.