Identify perceptions required for objectives

Once you know which audiences you want to aim your services toward, the next step is to identify how you want them to think of you. As defined earlier in this chapter, branding is all about controlling how people think of you in order, and in the sense of a business, these perceptions must link to benefits for the business that help it achieve its objectives. What objectives do you have that rely on how people think of you? Some examples may include:

Objective	Perceptions required
Charge premium rates above the industry average	Highly experienced in the field you operate in Detailed knowledge of the subject on a level that others wouldn't know Ability to write the type of code to solve problems others can't Able to apply experience and knowledge to deliver additional benefits relating to quality, time, and financial savings that more than cover any fee you charge
Sell lots to people with smaller budgets	Inexpensive to hire
Make sales to people...