You can't win without a tribe.
To establish a successful brand is to create a tribe around it. A collection of individuals who believe they gain something intangible through association with particular products. Think Fender Stratocaster or Harley Davidson or Apple.
Everything your company does affects the way people perceive your brand. Every brochure. Every product you make or service you offer. Your web site. Your logo. Your level of customer service. Your environmental record. Your appearance in the news. And perhaps most importantly, your advertising.
Advertising creates a unique opportunity for people to feel good about your brand. But it's a delicate balance. When your ads push too hard they create a personality that's hard to like.
The more you know about your target audience, the easier it is to create a positioning and brand personality they'll respond to. An image that works for them. A tribe they want to be a part of.