Brand Focus:
Having a clear focus about your unique talents and goals is critical to understanding and building your brand. And focusing on your target audience will ensure that you concentrate all your brand building efforts on those who will help you to achieve your goals. So get a clear picture of your target audience to ensure success.
If you are an independent consultant or business owner, your target audience is likely to be those ideal clients with whom you prefer to work. For example, Karen Cappella’s target audience is made up of personal and professional performance coaches with from zero to three years of coaching experience. She is ‘the coach for new coaches.’
If you are working in the corporate environment, your target audience will be those that will help you reach your goals. If you are planning a straight line trajectory to the top of your current organization, you can probably identify many members of your target audience by name. But if you are looking to move into a new business area, industry or company, your target audience will be broader and involve more people from outside your existing organization.
Knowing your target audience’s demographics and psychographics will enable you to develop on-brand messages that resonate with them. Demographic information includes characteristics such as age, gender, marital status, geography, profession, etc.
Psychographic data relates to your target audience’s interests. What they enjoy doing outside of work. What they read. Where they go on vacation. What their hobbies or volunteer activities are. Knowing psychographic information about your audience will help you choose the right communications tools to reach them.
So, spend some time thinking about your target audience. Know who they are and how you can reach them so that you can build a brand communications plan to remain visible to them.
Learn more about the Personal Brand Communications Phase (called EXPRESS) here.