---
title: "Brand Yourself: Reputation Management for the Masses | Trends by The Hustle"
description: Kistler, Patrick Ambron, and Evan Watson wanted to make reputation management more accessible -- because a negative search result can affect anyone. So they created Brand Yourself, the “TurboTax for reputation management.”
image: https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/BrandYourself-May-17-2021-06-07-37-95-PM.png
---

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# Brand Yourself: Reputation Management for the Masses

[ by Aja Frost @ajavuu ](https://www.nlopchantamang.com/trends/author/aja-frost-ajavuu)

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Ten years ago, Pete Kistler faced a dreaded reality: A criminal with the same name was outranking him in Google search results. To remedy the situation, he’d have to pay a reputation-management company. That meant a $25k bill — at least. 

Kistler, Patrick Ambron, and Evan Watson wanted to make those services more accessible — because a negative search result can affect anyone. So they created [Brand Yourself](http://click.thehustle.co/wf/click?upn=mzf84Vw-2FXi73CMTEu-2FDDIx5AIf0OuSKuWsMnRdBSSLqV5EirVcjPqniLPENOcZAg_0tmluK8wi2ivrII0-2F7z5438BWNc34z8VShQtsnquSPsXj3dm3sxSEuOjWOpisQNhepTEZRuOSB91Kl6fDZJoH4pHifNcgTW76lGalwpGFnSCqv8qPODy5uJwKa6eDnt-2B-2B96mFp82ENeQNxl7FGaZIMsUpETFgs5YN3CKtPfkr3vDks9heFB5JY0XF2UbXTrL2g59nWZO5S6cqk8y8A1a4OnGGP7-2B696c4xZ9aJWdZAexMB8eNYSb25lUHRGPHcIb-2F6BdXuUtIt3qpkW1Ok3pLxhJTEr6EkYBH3yIsGbXad5PYmfJ9aEt6qH6Rya0rohUhrJp6VhF1kk5ooOT5yzez3g-2FdxDex1-2BGxDVoRTml9l386B-2BXpcL5nL7p9IkaWF73FWPWW6MY21APZheegb-2BUTq9-2Fu-2B0hYVY310BEXi6huAbCKzBBZIc6wk5jF0xNWCjG7bfq6CjTmLTOLRohSb8upuGd4-2BJKLq4ftSlbDAQO0ctKKn6TuOftA4nz4ZsIwgZX), the “TurboTax for reputation management.”

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