I've shared examples of remarkable personal branding and remarkable business cards.

Let's look at the opposite scenario.

A few weeks ago, I brokered an introduction between two business contacts. One lives in Orlando, the other was traveling there.

The Orlando native said:

"would love to meet you. I am open that week. Can I buy you lunch?"

Wow. A generous offer indeed.

The recipient, whom I had introduced obviously, said, "thank you. what does your company do?"

Now, maybe I am being hyper-sensitive here, but if someone takes the initiative to invite you to lunch in his hometown (and is emailing from his corporate account), the least you can do is look at his website.

Since every introduction is an endorsement, I felt my brand equity value drop (not a lot, but a little) with this one.

Being lazy may save you some time now, but it makes an impression that will take more time and effort to change later.

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