38 Breakthrough Branding and yourself as you look for funding and initial customers. You need to create the perception that you are an up-and-coming entrepreneur. Make sure that you have a polished website with your client list on the site, good business cards, and other marketing or presentation materials. Having your office in a good location and meeting in upscale places also communicates credibility and success. Above all, as a starting entrepreneur, you need to convey personal credibility with your personal story and the creation story for your busi- ness. You also gain a lot of credibility if you invested your own money in the business. It's a lot more credible to ask others to invest in your start-up if you have skin in the game. brainStormer: What perceptions do Ï and investors have about you and your your customers business?