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A brand has to have a good story.  That was a key belief when I thought about what to call my consultancy in 2020. I was so scared to start a small business on my own – I’d only ever known working for an employer and with a rich team of people from different disciplines – and the idea of going solo was terrifying, especially in the midst of the calamity of a global pandemic. My insecurity didn’t provide a permission structure for creating an eponymous business, but I still wa