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Building a brand is rarely an unending process. Online seller and creator Alisha Leben has learned this over the past eight years in creating, sharing and pivoting her content.

"In 2014" Alisha shared with , "I often traveled for reasons of work. I was looking to capture my travel experience: the fun places I'd visited and the people I'd encountered. So, I started heyalisha.com to document my favorite restaurants and activities."