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2. Your brand is created only in part by you

It is co-created by the public in how they view you. You have control over the message you send out about who your company is, what is stands for and what it promises. You have no control over how the message is interpreted by its recipients, your prospective customers. Your brand is also subject to the tides of public opinion.

3. Discovering, rather than simply imagining, who your ideal client is will determine your level of success

Crystallize your understanding of the customer you seek to serve. Fiction writers create a “back story” for each of their fictional characters before they write a word. They conjure biographical details about each character, describing what his life influences have been, which then informs his character. The author then literally “knows” how each character would behave in a particular situation and knows what his character’s response to various stimuli would be. As a business owner, you must “characterize” your ideal prospective customer in this same manner. This knowledge is necessary for you to craft products and services that your potential customer will respond to and buy.

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