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Your elevator pitch. your ads. because the more that you can continue to hone in on those benefits for people, the more irresistible and memorable your brand will be. >> you know, maria, i think this is so important and great, because what it gives you is sort of a touchstone to go back to. because you might come up with a great marketing idea, and then you have to go back to your character profile and say, okay, but really, is it a good marketing idea for us? really, is this funny like we want -- like we want it to be. or -- >> exactly. >> so it's a great idea. because i think a lot of small ...

Irresistible and memorable your brand will be. >> you know, maria, i think this is so important and great, because what it gives you is sort of a touchstone to go back to. because you might come up with a great marketing idea, and then you have to go back to your character profile and say, okay, but really, is it a good marketing idea for us? really, is this funny like we want -- like we want it to be. or -- >> exactly. >> so it's a great idea. because i think a lot of small businesses lose sight of what they're trying to be. >> yeah, they tend to do what i call random acts of marketing. and h...

To things, what does that tell you about who they are. we have done background checks. that's kind of how you approach it. so i think if you look at some of these episodes and his descriptions from that point of view, if he's trying to give a behavioral profile or character profile that i think he is going to go into these things not necessarily for their, you know, tawdry value, but about to reveal what he believes it says about the president's personality, character and behavior. >> the first clip i played at the top of the show, david, you have james comey saying that, he goes into to brief...

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...

Strategy doesn't have to be a difficult task. 33 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 is ross it 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 charac...