Establish the type of music you wish to specialize in. There are many sub-genres of hip-hop and rap music, so identifying your mixtapes with a certain style -- street rap, jazz-influenced rap, spoken word, classic tracks, for example -- or geographic region will help an audience connect with you. Decide if you wish to present new, unheard music or more popular, established artists.
Look for exclusives. Anything you can provide the listener that they can't get from another DJ will establish your tapes. Many DJs form record pools to exchange records. Exclusives can be in the form of unreleased material, freestyle sessions specifically recorded for your mixtape or any type of general rarity that hasn't been mass-released. It is a good idea to contact record labels or artists themselves for access to exclusive material. Balancing a good amount of exclusives with more established, popular songs will give listeners something specific to look for. Also "drops" (recorded vocal identifications) from established artists add a sense of validity to any mixtape. Stay current with popular trends and know your market.
Utilize the best possible recording equipment to transfer your sound. Having good sound quality will ensure your listeners that they will get a strong product each time they purchase a tape from your brand.
Package your product accordingly. Good artwork and attention to detail are qualities that make listeners identify with a particular brand. There are pressing plants that often include graphic design packages with pressing fees.
Promote your product. There are many ways to get your name out there: hosting live events, utilizing the internet (specifically social media sites) and radio and print advertising. Anything that connects your brand with a certain style or image for the listener is helpful. Make it easy for your audience to purchase your tapes. A website can be helpful because it allows you to reach potential consumers all around the world. Keep your costs as low as possible so you can offer your product at competitive, reasonable rates.