Chapter Thirteen

How to develop the right brand and image

Your appearance, experience, attitudes and behaviour define your personality. It is these characteristics and the perceptions they create that people use to judge you. Do they want to be your friend or would they prefer you went away? Your new enterprise will also develop a personality and it is equally significant. The personality of a business is called its brand.

What is brand?

To most people, brands are synonymous with the products they represent. That is because most brand awareness is created by people who are marketing consumer products. The marketer develops logos, jingles and advertising campaigns that build and reinforce the aspects of their products that they want you to appreciate ...

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