As a bioprocess brand, you are competing with many different brands to inform your customer. But if you don’t have their trust, then you’re simply in a race for fleeting attention. Understanding your smallest viable audience requires you to SEE your customer for who they are. Serving the smallest group of customers that can sustain your brand will ultimately grow your audience. Because you don’t just impact those customers you serve directly, but the customers THEY serve.

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Why does your brand matter? Simply because your brand is your reputation. Its essence is derived from your truth and your actions–how you show up in the world. Many of us engage with brands through their visual aesthetic; through logos, colors, typefaces, and design elements. This makes sense because these are the tangible aspects that we can see about a brand. But a brand is more than simply attractive color palettes and clever logos. A brand goes deeper

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