One of the most difficult aspects of starting a business is getting people to know who you are. You may have a great product or a great service, but people want to know who you are as a company – what your brand is – before they buy from you.

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So how can new ecommerce and multichannel businesses create a strong brand presence online, and off? Here are 11 tips.

1. Research your brand/company name – and register it. “Invest [time and energy] in naming your brand,” says Mihaela Lica Butler, founder, Pamil Visions, a travel and hospitality PR firm. “There are so many instances of unfortunate naming that may result in failure, despite [the company] having great products or services. (Urinal Tea comes to mind.)”

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11 ways to build your online brand