In order to have a successful business you need to create a successful brand strategy But before you decide on how to market to potential customers, you need to make sure you first figure out who you are exactly marketing to. Today, even with all the free resources available to small business owners, they often neglect one of the most important aspects of marketing: defining their ideal customer. They instead try to be everything to everyone, and end up making a connection with no one. Don’t be like them. Take the time to develop a customer profile made of the type of customers your business should be targeting. This will create a solid foundation for all your marketing activities—the better you get to know your market, the more likely your marketing efforts will work.