Today, running a business is about more than simply offering products or services. It is about making sure that you can offer solutions to problems. You should be looking to solve specific problems for specific people. This is your target audience.
Today, the rise of the internet and global communication means that consumers can go further afield. You can no longer rely on being a high-cost, high-demand business in a local area with no competition. Instead of building a business reliant on people needing your services, competition is not too far away. Global delivery systems means that someone could find a better price, or a better product, simply by shopping around. So, you cannot get by with your brand identity simply being the only show in town!
~ Seth Godin