Creating a Brand for a New Business Guide to Creating a Brand for a New Business | Page 4

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hints & tips
Ensuring that your products/
services are focused on the
needs of customers can give
you a competitive advantage.

What is it that you do?
Your brand should promote your business, connect
with your customer base and differentiate you from
your competitors. In order to achieve this, you need
to have a very clear understanding of what value
your products/services add to your customers.
To achieve this, define what you do in such a way
that prospective customers understand exactly
what you do and, more importantly, how it will
benefit them. In other words, what needs of your
prospective customers are satisfied by your
products/services?
If you can’t answer this question, research your
target market in order to understand the needs
and concerns of your customers. Next, review your
products/services in order to understand how they
can best meet the needs of your target market.
If your products/services do not meet the needs of
your target market you should either modify your
products/services to meet these needs or modify
your business model to target a more appropriate
market.