People can be grouped by many things: age, nationality, gender, which party gets their vote….
What interests us as marketers is the worldview of the people we seek to serve, the audience we made our product/service for.
What do they fear?
What do they believe in?
What is their perception like?
What do they hope for?
What are their go to brands for different needs?
What is it they aspire to be/become?
What kind of decisions do they tend to make?
What are the internal narratives they keep telling themselves?
When doing marketing, it helps to first imagine the worldview of your audience, the lense they see the world through. Once you have that, you can frame your brand story in such a way to create hooks. These serve as signals to your audience who, when you’re just starting out, will mistrust and judge you.