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There are two ways to approach branding ... from the inside out and from the outside in. When you're just starting out, I recommend working from the inside out:
What are the core values of your business? How can you communicate these values through your products and services? How can you communicate these values through your customer service, product delivery and marketing?
If you are having a hard time finding the answers to these questions, ask the customers you've attracted so far. Conduct a simple survey and ask your customers what attracted them to your products, services and/or business.