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This document provides tips for small business owners and sole proprietors on branding. It defines a brand as being more than just a name or logo, and instead as a promise that creates emotional and intellectual affinity and loyalty in customers. It lists the key elements of an effective brand as quality, mission, vision, values, identity, positioning, reputation, relationships, trust, integrity and connections. It then outlines nine steps for how to brand a business, which include clearly defining the brand, establishing a voice and tone, building a community, communicating expertise, delivering value, standing for something, linking delivery to the overall customer experience, and showing loyalty to customers.Read less