getting your demographic interested in your brand is key to any business, and, according to our guests, creating a brand strategy doesn't have to be a difficult task. she has some simple exercises you can do when you're both cash strapped and time strapped, but want to build buzz, attract fans and grow your business. maria ross is the founder of red slice, a consultancy that offers brand and messaging strategies and author of the book "branding basics for small business: how to create an irresistible brand on any budget." great to see you, maria. >> thanks for having me, j.j. >> i want to just dive right into the exercises that you have. the first thing you say is create a character profile. write a character profile. do you mean of your customers? >> yeah, absolutely. a lot of small business owners tend to think that everyone is their market. and that's simply just not the case. for example, we all buy shirts, but we buy them from different places. so, i recommend that small business owners not go after more than three particular market segments, because they just don't have the budget or