The best brands have a thorough understanding of the demographics of their target market, what their interests are, and how they communicate. Unless it’s a mega chain like Wal-Mart, most businesses have a specific target audience they’re pursuing. Understanding the target market is critical because it provides direction for the tone and reach of a marketing campaign, along with the overall identity of a brand, while helping to create an organic, human connection between a business and its audience.
Trying to appeal to everyone (ie, ignoring the concept of a target market) can be counterproductive, causing a company’s brand to become diluted. Finding the right branding approach requires first understanding the target market.