How do you build a brand for your online business

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Amazon is a big online business, a lot of people know it and a lot of people buy from it. While it is not possible for most companies and people to outsmart Amazon, it is absolutely possible to create a brand for the online business you are running. But the question is how do you do it. How do you build a brand for your online business to ensure that you are able to sell and make profits?
 
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