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Apple (the fruit) made Isaac Newton think, now Apple (not the fruit) made all of us thinking how Apple became Apple! Creating a brand is a good way to business. Mark your unique identity. There are several steps to get it done.
What you do and what you do better than others? In a competitive market that's what every customer want to know. And the best way (ever found) to reach customers is marketing. Different kinds of marketing. Online, offline and conventional choose whichever suits you.