In the quest for a powerful brand, we must look outward to determine where to set our sails. One of the most important things you can do ( and they're all important) is to establish the WHO.

Who is your most perfect Viable client? (PVC)? Who are you selling to? Whose problems are you trying to solve? Having a strong idea of who is vital for your brand's success. Establish the who and you’re better able to determine a few key factors
What are their pain points, challenges, problems that you specifically can help them resolve?
What is their ultimate goal, what is their short-term need?
Why are they challenged?
Why are you the best option for them
And where do they hang out: online, in the media, on the street?

You’re asking more than who in this section, you’re asking who what why, and where. Answer these questions and your task of finding your PVC becomes a little bit easier.