So let's talk about brand, right? What is to you what it what makes up a brand? What makes it so important?

It's a great question because I think a lot of times, especially with newer companies or smaller companies, it's the thing that tends to get overlooked the most, right? You focus on your product and maybe like what that product solves and you think about sort of how you're how you're going to bring that to people and maybe, um, even some of the marketing that goes into it.

But to me, brand boils down to really four things.

And it's, it's, uh, what, uh, who you're for.

Like, so who are you, who's the brand for? What is your target customer? Like, what are you, uh, who are they? Like, where are they, where are they from? Um, what your product, what problem it solves, okay? And so, you know, that might be anything from it solves the door from creaking at night when you open it.

It could be anything, right? So it could be literal or figurative.

And so that's another big one.

What are some ways that you help identify or create those personas for those brands?