For Fuel Net’s article, “Set Your Business Apart: 3 Steps to Boost Your Brand Strategy,” writer Ken Beaulieu contacted Scott Harris to provide some insight in how small and new businesses should build their brand. Below is a clip from the article:
3. Clearly identify your markets. Divide your customers into multiple groups, says Scott Harris, president of Mustang Marketing, a marketing, advertising, and communications firm. Deal with each group individually, creating specific messages and using relevant communication vehicles to deliver messages to each. “You can only create a compelling message for one group at a time,” Coleman notes.