The personality of your company (Your Brand) and how you communicate it will determine what kind of customer you attract.  The best way to attract the largest number of customers that will likely buy your product or service is by knowing them. Knowing how they think, what is important to them, what is their socio economic postion,  how they are going to use your product will allow you to develop personas for various types of customers.  This will dictate how you market to them. This will increase the possiblity of your message resonating with your customers and prospects leading to higher sales.