I went to a Web site the other day to buy a gift, and ended up not doing so. I had read about the online store in a magazine, and it sounded like a great place to buy an unusual - albeit expensive - present for some friends of mine celebrating an anniversary.

On my arrival at the Web site, I noticed some very predominantly placed information about the owner. Yes, there was a photo, and her favorite band, and quotes, and - a lot of links to her friends and network buddies.

What we like about the Internet age - quick access to products and people, and information about both - can also be a drawback. I'd never go into a traditional bricks-and-mortar store and ask for background information about the sales staff and their friends. But when it's sitting right there? You bet I'm going to look.

This Web site - with its really interesting but not wholly exclusive products - contained a lot of information about its owner. And I have to admit - not all of it was palatable to me. Most of all, I found the some of the links to the home pages of her friends to be downright offensive.

Do you remember high school? In high school, all it took was one lunch at the Freak Table to blow your reputation with the Cool Kids. Putting aside the obvious moral high ground issues about being kind to everyone, could you really afford - if what you wanted was to be considered "cool" - to associate with people who didn't fit that image?

This may be the most important thing you learned in high school. Don't let it go to waste. Never, ever associate your brand with a brand you don't want associated with yours.

Look at Barack Obama. You may like him as a political candidate or you may hate him. But there's no question that his association with his longtime pastor, Jeremiah Wright, has affected his brand. It may feel unfair that you can be judged for the company you keep, but the fact is that if you have an associate who talks publicly about controversial subjects, who looks scary or just plain unattractive, or who has friends that will hurt your brand, it's probably a good idea to steer clear.

On the other hand, having a rock star backing you up is a great thing. There's no question that having someone who is a total ace at what you do - marketing, surgery, politics, plumbing - back you as a fellow expert is helpful to your brand. These are the kinds of people who you can point to and say, "See, he knows I'm good; therefore, I am good."

Having known up-and-comers on your team is also a boost for your brand. Pick talented newbies for your team - or rescue someone who is known to be good but has had some problems - and you'll get credit for being a gifted mentor and a nurturer of people. Be good to these people, and they'll attribute you for all of their success.