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Q: How important is branding for a small business? I’m just getting my business started, and I want to create a brand that people will remember.

A: Even the smallest business wants to stand out from its competitors and be recognized by its customers, so branding is important. Your brand is your public image and speaks to who you are and what you do. A strong brand will convey a message and help you attract your target customer.

The first thing you should consider in developing your brand is exactly who that target customer is.

Think of local retailer Gallery Furniture.

It built its brand identity around a promise to “save you money” and to deliver furniture the same day it’s bought. Gallery’s target customer is not just any furniture buyer, but the buyer who wants a bargain and wants it now.

When defining your target customer, you need to find the market segment that fits your business. Think in terms of demographics, income and age levels.

Then think about what it is that will make your target customers want to buy from you and not from anyone else. What’s the value proposition you offer that will resonate with your customers? What solution can you provide that will fulfill their particular needs? What do you do that’s different from your rivals?

Once you’re clear on your

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