Reach Out to Your Target Market with Your Personal Brand - dummies

Reach Out to Your Target Market with Your Personal Brand

By Susan Chritton

In your target market research, you find the people who want the attributes you’ve got. And when you’re pursuing your target audience (such as an employer or customer), you need to be sure to highlight the attributes that you know are important.

As an example, come up with a clear idea of who your ideal client is, ask a potential client more specific questions to determine if you’re a good fit. Highlight your strengths and be clear about what you don’t do. The right clients will be as thrilled to find you as you are to find them.

Appeal both rationally and emotionally

Your target market will be attracted to you for different reasons. Rational attributes are solid qualities that people trust and depend on in you, whereas emotional attributes are often the reasons people want to be around you. These attributes appeal to your target audience.

The people interested in working with you first want to know if you have what it takes to do the job. These rational attributes are tangible qualities that they need from you. For example, they may want to know that you are professional, international (you speak other languages), and a leader.

Rational attributes are qualities that you need to get you through their gate. You must be able to show your target audience that you have the right education, experience, certifications, and solid skills to do what they need you to do.

The emotional attributes, such as sense of humor, empathy, friendliness, and loyalty, are the qualities that appeal to your target audience and attract them to want to work with you or do business with you.

Highlight your benefits to your market

Anticipating the reaction you’ll receive from your target market is tough. Building your personal brand and beginning to use it can be a little scary because you don’t know the reaction that you might receive. Highlighting your rational attributes is the easiest place to start because you can back them up with tangible evidence of degrees, certifications, or a work experience track record.

Then, be sure to ask yourself this question on a regular basis: What’s in it for your audience? You always need to consider the ways in which you benefit your target audience. This group wants to know why they should spend energy and money on you.

Always keep their needs at the top of your mind while you’re both defining a target audience and setting the wheels of your personal brand in motion.

Personal branding is not about being famous; it’s about being selectively famous. It means knowing who needs to know you and being ever-visible to them. To this group, you are a leader, an inspiration, a resource. To the rest of the world, you are completely unknown.

Create an emotional bond: Invest in relationships

Personal branding is all about communicating your message to the right people. You’re remembered by others through your actions, accomplishments, and the emotional connections you make. Personal branding requires consistent behaviors so that people know what to expect from you.

You can’t build a solid brand without relationships, but building relationships doesn’t come easily to everyone. The most important thing you can do is to be consistent in your message the first time you make contact with a potential employer, future customer, or other target audience member.