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Branding Your Homebased Business

Household name? No problem-if you've got a few tricks like these up your sleeve.

This story appears in the March 2002 issue of

Q: My goal is to build my home business into a brand name. How do I do stand out in a crowded marketplace?

A: Build your brand around a real person, like Lillian Vernon, founder and CEO of giant gift and houseware products catalog company Lillian Vernon Corp., who started her company as a homebased business. It's reassuring to know that Lillian Vernon believes there's more to the art of branding than a jumbo advertising budget. Here are some tips on how to create a brand through the power of personality.

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