The single most crucial aspect of a strong brand foundation is defining your target audience. You’ll be shooting at a moving target, if you don’t know your audience intimately and make them real. In identifying your audience, think about your ideal client, not your average customer. Articulating this will dictate all aspects of your business, including your messaging, sales & marketing strategies, product & program design, pricing, and customer care strategies.
If you don’t know who your ideal customer is yet I recommend that you take some time to get clear on who you’re selling to! My Target Audience Worksheet can help!