The disadvantage, of course, of building a successful brand is that you are adding your name to the list in your readers' minds of those accountable for mediocrity. Your failures will tarnish your shine. Brand-building puts your company and reputation at the front of the stage. Should you take a risk that ends in disappointment, be prepared to duck the whizzing tomatoes. BB
J.S. McDougall cofounded and recently sold Catalyst Webworks, a web design and marketing firm specializing in the book industry. He is the author of six books about conducting business online, including "#tweetsmart," "Start Your Own Blogging Business" and "Content Marketing." He lives in Vermont.