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When you have a clear idea of why you’re doing something, you can better articulate your values, mission, and worth to others. You can’t convince people to buy from you or explain what sets you apart unless you have a firm grasp on these points. Therefore, before doing anything else, you should pull out your planner and answer the following questions: Exactly what purpose does your company serve? What sets you apart from the rest? If you want to connect with your ideal client, you need to show them why you matter. Create your brand’s tagline, tone of voice, and message based on the responses you receive.