In a world where everyone is sweating the small stuff, it can be hard for a business to find its identity, let alone share it with the market. In this episode of The Briefcase, Kirsten Cutshall, CEO of Steel Advertising, calls in all the way from Texas to talk about building your business's core character.

What you'll learn:

• Instead of advertising the smaller features, focus on the uncompromising fundamentals of your service.
• Cementing your institution's core values and character will increase customer attraction, as you can become their go-to.
• The time your company needs to recognize and refine its core character is worth it for the resulting customer communication.