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The 5 Branding Rules of Attraction

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This story appears in the April 2013 issue of Entrepreneur. Subscribe »

"Your brand is the magnet that draws consumers to your product or service," says Ken Carbone of Manhattan design and branding firm Carbone Smolan Agency. Here are five rules of attraction:

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1. Understand the value of designing your brand identity.
"Make it a priority and find money to invest in it right away," agency co-founder Leslie Smolan says. "So many people have a business idea, ask their cousin to design a logo and say, 'That's my brand.' It's a mistake. Your brand often is the most important thing beyond the product itself."

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