Page 48 - Branding Yourself and Your Business

44 ROBERT DRAKES

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BY FOLLOWING the steps that you have read, you will be able to build a
brand that is a leader in the category that you choose. Consumers
will want to be aligned with your brand and will seek it out at their
local stores. Consumers will feel that they have made the best deci-
sion they could make for themselves and their family when they
purchase your product. When customers feel this way about a
prod-uct, they are bound to become repeat customers, which will
give you a sustainable market for years to come. This will give your
brand the jumpstart that it needs to garner the largest market share
in its home country and give it the best chance to expand into the
global market. Do not forget that when your brand reaches a
leadership position, it is almost impossible for it to be replaced.