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2. Define your audience. Your customers shouldn't solely define what your company stands for, but without them your company wouldn't survive. In order to tackle this in a strategic manner, you'll need to understand who your key target audience is. You can do this by conducting a customer survey, scheduling interviews, or posting something on your brand's social pages asking for feedback. Figure out why people like or dislike the products you sell. Get a better understanding of what keeps people coming back to your business; know what disengages them.
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