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Brands must have a clear target audience from "summary" of The Brand Gap by Marty Neumeier
Brands are like people. They need friends. They need followers. They need relationships. And just like people, brands can’t be friends with everyone. They can’t be all things to all people. They need to focus their attention on a specific group of individuals who are most likely to be interested in what they have to offer. This is where the concept of target audience comes into play. A target audience is a group of individuals who share similar characteristics and interests. These are the people who are most likely to buy a brand’s products or services. They are the people who will engage with the brand, follow it on social media, and spread the word to their friends. Without a clear target audience, a brand is just shouting into the void, hoping that someone will hear. But when a brand knows exactly who its target audience is, it can tailor its message and offerings to meet their needs and desires. Identifying a target audience is not always easy. It requires research, observatio...
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