Back in the ‘80’s, there was a television ad that pictured a woman preparing for the job interview of her life. She was nervous. She was sweating. In comes Secret deodorant with the now-famous slogan, “You never get a second chance to make a first impression.”

By now, you know that you can have the greatest software application in the world, but without marketing, few people will know about it. But before you dive into marketing, there’s a prerequisite: You need to define your brand.