Engraver branding

I've been a laser engraver since 2008 for the Department of Defense Arts and Craft stores at several different USAF bases.  I finally bought my own laser engraver last year, and am ready to launch my own business.  My biggest problem seems to be in changing my frame of mind from that of working for someone else at military acceptable prices, to working for myself and realizing I can't undercut myself like that if I want my business to succeed.  Creating my own identy and logo (and pricing) are the first steps to getting myself out of that mindset, and helping my business flourish.  

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