The first step in every marketing strategy is how to effectively define your brand. This is a critical first step that most companies and individuals overlook when trying to create a compelling brand experience for their target audience and clientele. Before a launch, or relaunch, you must carefully consider the best way to serve your demographic in order to retain a loyal and returning client base. What sets you and/or your brand apart from your competition. Focus on that and build your brand’s marketing plan with that initial concept.