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Monthly Archives: September 2021

What Is Your “Brand”?

As a small business owner, you might think that "branding" is all about big businesses. But that's probably because when you think of a company's brand, you think of its logo. In fact, a company's brand is a lot more than a logo. It is all about what your business stands for, and how you portray it to the world as you do business - buying, selling, hiring, growing. For example, Apple's "brand" is not just their logo or even their device designs. The Apple brand includes all that you feel as soon as you hear of the name - their designs aim to make tech look like art, they aim to simplify, to combine, they "think different", they make the release of new products art, you expect them to say "and one more thing" as made famous by Steve Jobs. When you think of "big businesses" and their brands, you will actually see that everything about their business aligns with the brand - the way they act in the market, how they appear to customers, their public values represented by the way they do business, their business model, the messages they give out in advertising and even the look and feel of their...
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