In a world where everyone is sweating the small stuff, it can be hard for a business to find its identity, let alone share it with the market. In this episode of The Briefcase, Kirsten Cutshall, CEO of Steel Advertising, calls in all the way from Texas to talk about building your business's core character.

What you’ll learn:

• Instead of advertising the smaller features, focus on the uncompromising fundamentals of your service.
• Cementing your institution's core values and character will increase customer attraction, as you can become their go-to.
• The time your company needs to recognize and refine its core character is worth it for the resulting customer communication.

Once the calendars hit June, everybody wants to make a summer full of memories: your business might be in the position to provide them. In this episode of The Briefcase, Kirsten Cutshall, CEO of Steel Advertising, calls in from Texas to share the trade secrets of the Summer Marketing Strategies.

What you’ll learn:

• During the summer, people want to make memories-- and to make memories, people need to make time.
• By playing to the aesthetics of the summer, you can secure your business's place in the season and the hearts of others.
• If you can make your marketing a meetup, you can make memories at your location.

Sometimes, the best way to make a statement is with silence. For the entire month of May, LL Bean has been pausing all social media to support mental health. In this episode of The Briefcase, Makaila Hickey, Sutherland Weston's Digital Content Strategist, walks us through the reasoning behind and the impacts in the wake of the brand's seasonal silence.

What you’ll learn:

• Having your brand take a stand on well-being and other values adds new dimensions for consumers to latch onto.
• Sacrificing online presence in a community-minded manner can give rise to a brand's earned media.
• Consumers, ages 20 to 40, will support brand sincerity over social media presence.