How can you be successful in business? Simple: you have to have something that separates you from the pack. What makes you different is called a unique selling proposition (USP) or a competitive advantage. This advantage isn’t sustainable if it can be easily copied. That’s one reason NOT TO use price points to position your business. There’s always a competitor who’s willing to do it cheaper.
What exactly is a brand or how is a brand defined? Simply, a brand is a combination of perception, association, and expectation to an audience. As a home business owner, your clients are the audience. In an equation: Brand = Expectation + Association + Perception to the relevant community.