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The Brand: A New Business Owner’s Guide to Getting It Right

Launching a business comes with a flood of logistics, from managing inventory to paying invoices. But one of the most foundational and often misunderstood aspects of a business’s early success is its brand. A brand isn’t just a name, logo, or tagline—it’s the meaning people attach to those things. For small business owners, especially those entering saturated or skeptical markets, branding is less about clever marketing and more about clarity, coherence, and connection. Done right, it becomes the bedrock