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If you don't know what your brand is, nobody else will either. Whether you are trying to create a personal brand or a business brand, your audience must be able to understand exactly what you want from them. This is called branding, and is different to sales. Do you want to tell your audience something? Do you want to ask them a question? Do you want them to buy something from you? This needs to be clear in your dialogue.

Branding is the thing that separates you from everybody else. It is what makes you unique, and gives the potential client or customer a reason to come to you instead of the other person. Most products and services are a commodity. What does this mean? It means that other people can do the same stuff as you, maybe even better. And probably cheaper too. Why do people spend $260 on a pair of Nikes over the $20 pair from K-Mart? Are there shoes 13 times better? A person's experience cannot be quantified strictly in monetary terms. Customers spend money because it makes them feel good. If you can make their experience better than what they would get from a competitor, you win. It doesn't matter if you're more expensive. Most people will pay a premium to get a better experience. That's why airplanes have First Class. The trip isn't any quicker up the front, but it sure is more enjoyable!

Building your brand, in 2020 and beyond, requires you to know about the things that grab the consumer's attention. And right now, it's online. It's your website, your blog and your social media. It's not the little flyer you put in people's letterboxes, or a billboard on the freeway. This is where your attention needs to be focused.

Is your online presence up to scratch? Or have you not posted for a month, and your website has loads of broken links and errors?

If you want to learn about branding, please read on...

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