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Brand Development 101

      Brand development is a strategic approach to shaping and differentiating your company's image, products, and services from those of your competitors. This process involves aligning your brand with your business goals, effectively communicating it to your target audience, and refreshing or reinforcing your brand as needed.  It is a continuous process of communicating your values and aligning your actions with your mission and vision.  Even if you offer identical products to the same customers as your competitors, effective brand development can be the deciding factor that makes them choose you.      Begin by reflecting on the questions below to uncover the foundational elements of your brand identity.            1) What are the core values of my brand, and how do they connect with my target audience?  Consider they key beliefs and principals that define your brand.  Think about how these values align w...

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