Why it matters
Speaking to everyone sounds like speaking to no one. A clear audience makes every decision easier.
An example
A tutoring center that targets parents of middle schoolers preparing for high school entrance exams knows exactly what to say, where to advertise and what to offer.
The short read
Your audience is not "everyone who could buy". It is the people you serve best.
Describe them by their situation and problem, not just age and income.
Choose your colors, words and channels for them. If it would not land with them, it does not belong.
Related words
Where this shows up in our work
Talk about this Brand Design & Development
A brand sized for where your business is now.