When you hire with confidence, you’re not just filling a role—you’re inviting someone into the vision and values that drive your business. Instead of hiring out of urgency, take the time to seek individuals who align with your mission, understand your brand’s essence, and bring skills that complement your strengths.

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The avatar exercise, paired with identifying your business’s core values, becomes the foundation for your brand culture.

What does that mean exactly? It’s the ethos and essence of your brand—the deeper thread that connects everyone involved in running, operating, and creating within your business.