If marketing is all about persuading consumers to change their buying behavior, targeting is a way to define and communicate with those you are trying to convince. It’s a way to segment the market to find those who would be most receptive to your message in order to drive the efficiency and effectiveness of your efforts. Hitting the target also allows you to build stronger connections to your customers which will result in more loyalty and more purchases.

Once you have the customer understanding and positioning (discussed in the previous two chapters) it’s time to begin work on your brand’s persona.

A good brand persona, will help you know how to connect with your consumer. Maya Angelou said “People don’t remember what you say or what you do but they always remember how you make them feel”. Good branding is all about how you make people feel. It’s about the connection.The brand persona provides the basis for developing communication and customer experiences that let your customers know that you understand them and can provide what they want.