A brand is the totality of all the different perceptions of its audience. Creating a meaning for a brand is important in building its perceptions. It should care about the needs, wants, likes and dislikes of its audience; and develop a connection

Checking out demographic and psychographic information about your target audience provides insight into their lifestyle and activities they engage in. This helps to find a common ground that matches with product offerings.

A brand must stand for something important to its audience by sharing values and interacting consistently with them. It must always be available to respond swiftly to questions, queries and requests from audience at all times.