Brian_Honigman is a marketing consultant, a_professional speaker_and a_freelance writer. This post_originally appeared on the SumAll blog. One of the most important parts of your business is understanding who your customer is. This helps define what makes your company unique as compared to other businesses in your industry. The notion of a brand is created around these differentiators helping define what makes one company that different than the next. Customers choose to shop at one t-shirt store over another or eat at one taco place over the other because you’ve built a business that caters to a particular demographic, offering quality...

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