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Your role will therefore be to look for ways that your business as perceived by you will marry up to your customers outside perception of your business in terms of what they see as your brand name identity.To achieve this, you should have a brand name that stands out. It should create a link between the 'brand personality' of your business as it is regarded by your target viewers and your real product/service. It must for that reason mirror your target market perception of your brand and be effortlessly identifiable. This will enable you to be distinct from your rivals. In addition you must constantly examine the customer's understanding of your brand name, as it must also take into account customer trends.Top Tip 3. As a marketing expert for your business you must concentrate on exactly what your brand name will provide for your target market. It is for this reason that it is essential therefore to connect your customers expectation of your brand with what you actually deliver. 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