Building Your Brand: Proving and Differentiating Your Small Business

An article at Staples provides an admirable primer on the many aspects that go into making a brand. It all begins with understanding why you are in business and building a brand out of that. For instance, you want to clearly define your brand promise, such as Volvo’s being “cars that offer both safety and luxury.” Decide on your target audience from there and think about what differentiates you from the competition. Create a dialogue with customers and deliver great experiences at every point in the sales process. And of course, remember to be authentic. For elaboration on each of these points, you can read the full article here:

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