Do you put your shoes on before your pants? No, of course not. Things get a lot more difficult if you did, right? So why do you, mister and missus business professional, always insist on creating logos, graphics, signs, web sites, emails, and other business / product identifiers before you know who your target market is, what your best offer to them is and how best to reach them?
Committing to visual and messaging elements of your company’s marketing before understanding your market is much like putting your shoes on before your pants (or “handing a blind man a gun” or “the tail wagging the dog” if you love metaphors). You may be able to ultimately get your pants on but you’ll struggle, work really, really hard and look silly doing it.