Before thinking about getting people to hear about your product or service, you need to build an authentic brand. Here are a few elements to build your brand. To begin with, research who your customers are. Look for data and analytics or make your own. Who is your target audience? How well do you know them? You want to know who your competitors are. You want to see what you’re against. Benchmark similar products or services to measure what the standards are and what you need to improve. These steps make you define your competitive advantage. Express your mission in your branding now!