Building Your Personal Brand? But Who Are You Targeting?
Not all the people, all of the time, will understand and appreciate your unique selling points. It is, therefore, your obligation to understand who will! Know your target audience as if they were your long lost friends.
Never underestimate the significance of truly understanding your target audience. Let’s face it, without them, your personal brand is redundant. You target audience are the people you want to stop and pay attention and notice you. These people may include prospective employers, companies, potential customers or clients.
Not everyone is interested in you
Unfortunately, a lot people spend too much time targeting people who are simply not buying what they are selling. Don’t get trapped in this cycle, there is nothing for you here and stop wasting your energy. You can’t appeal to everyone. However, everyone has an audience, but they just need to find who that audience is and communicate effectively with them. This is why it is important to know who you are and what really makes you tick.
Who do you want to communicate your personal brand to?
Assuming that you have now figured-out what your personal brand is and that now you wish to communicate this brand with the right audience, then, you must determine who needs to know about you or your brand. This is true for personal branding as it is true for brands, as we know them.
Now, imagine your perfect client/employer/company/customer, who are they? Where are they based? What are their values/missions/visions? How old are they? Where do they like to hangout? What are their day-to-day concerns? Why they need you or services? How are you different from the individual they could get the same services from?
Build their profile
This is very important; you must first define your target audience using the components stated above. You must be as detailed as possible when describing their characteristics e.g. age, gender, demographics, location, education, skills, income, interests and so on.
Next, conduct a research on your audience, and you want to find out as much as possible. Knowledge is power. Find out who the decision-makers are in target companies. Use search engines such as Google and Bing and enter key-words that help describe your audients. Use LinkedIn to search for companies and/or people, and use company annual reports – as tedious as they may be – they are full of great information. Furthermore, investigate who your completion is for this audience.
As you can see, knowing your target audience very well is very crucial, and a good reason for this is because, you will know how to reach them and how to communicate your personal brand successfully. For a more detailed explanation on how to establish your personal brand, please see, ‘Personal Branding: A Complete Manual.’
Your positioning statement
Now that you know who your audience is, how are you going to position your brand in the market? In other words, what is your brand strategy? Remember that your positioning statement has to be tailored to your target audience; it has to be memorable and able to differentiate you from your competition.
The following are 4 components of writing a positioning statement:
- Target audience – whom do you wish to appeal to? The people you want to know your brand.
- Frame of reference – the area in which you wish to occupy. The segment in which you will compete.
- Point of difference – what differentiates you from the rest? What benefits do you bring to the table that others don’t?
- Reasons to believe – are you who you say you are? Give proof that your personal brand will deliver on its promise.
Targeting everyone is a waste of time as not everyone is interested in you or your services. Knowing who needs your talents and who would benefit from them, is knowing who your target audience is. That is your niche market. That is whom you target your communication to; otherwise it will fall on deaf ears.
Thanks for reading!
I see you,