Target demographics - Gen Y and X, parents, and extended family members (both male and female). Nation/world-wide, comfortable with technology, and high school, college, and post graduate education.
Psychographics - users of technology (especially smartphones), open to new things, outgoing, on-the-go, busy, and they understand reputation is important both personally and professionally.
Ideally the design would be fully integrated, being usable in print (brochures, business cards, etc.), online (website), and potentially in an app icon.