Know How Your Personal Brand Relates to Your Market

You market your personal brand to a target audience — such as, potential employers, community groups, or your current boss — so that your brand has a specific direction. After you define and research your target market, you want to make sure that your actions are in sync with your audience’s needs. In other words, you want to stay authentic to the brand that brought you to this specific target in the first place.

As you research your target audience, you find information that fits into two broad categories:

  • Demographics are the statistical characteristics of a population including gender, race, age, disabilities, mobility, home ownership, employment status, and even location.

  • Psychographics look at consumer lifestyles to create a profile of likes, dislikes, activities, interests, and opinions.

Your target is a good fit when both demographics and psychographics match with your goals, and you never want to lose track of them.

Suppose that you’re a dentist and want to open an office next to a retirement community. You find out that most of the people are over 70 years old and that 64 percent were women, 40 percent of whom did not drive. The largest social group is the knitting club.

You wouldn’t want to market to this group through the Internet, and you wouldn’t want to defer to male pronouns in any marketing materials. Perhaps, instead, you could have introductory offers printed on postcards attached to balls of yarn that you hand out in person at knitting club events. You could even have a van to provide free transportation to your office.

Bottom line: Don’t forget your audience! Knowing your audience allows you to best meet their needs and highlight your personal brand to the people who want to know about you.

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