One of the most basic marketing principles is acknowledging that NOT everyone is your customer. It is essential for a business or brand to ascertain its target market users/clients. While everyone wants to tap everyone to be his customer, it does not work that way. Defining a target audience helps you determine your positioning in the market. Hence, the appropriate branding and brand message should be relayed effectively to your customers. Attract the right people with a solid brand identity. #BeFestooned