This isn't the only group you will reach, this is just the group with which you will have the least friction in communication. A good description of demographics often mentions gender, age, socio-economics, communities, identities etc. It's better to be descriptive!
If you don't have a "mission statement" that's okay! Just roughly tell us what your company's purpose is.
Be descriptive! Just to clarify, we are asking about the brand you want to create. Not the one you currently have. Describe the style, fashion, brands, and general look of your brand as a person.
ex: Bay Area, NYC, Miami, Milan, Cooperstown)
(ex. Apple, Ford, Jim Beam, etc)