People have needs for different categories of products and services in their lives. Cars, phones, clothes, drinks… anything that helps to effectively tell the world “this is me.”
The benefit of a strong, targeted brand is that your audience can quickly identify your brand as fulfilling that category need. They perceive you as helping them identify themselves in the world, and as long as you are faithful and congruent to that position you will be their partner.
One of the most important drivers for customer engagement with a brand is that its audience can envision it as a part of their lifestyle, and a partner in it.
When your brand is something that fits that self-image they will be keen to embrace you to fill that category gap and welcome you to their world. The ultimate win-win.