Personal Branding: It’s Not All About You


If you haven’t intentionally developed your personal brand, now is the time to begin that process.

When you first set out to develop your brand, you generally focus entirely on your story. After all, what’s a personal brand if it isn’t about you?

Of course, you are at the heart of your brand. But a personal brand isn’t purely about you as an individual.

It should also factor in the audience you aspire to connect with.

The most successful brands establish and engage in two-way conversations with members of their target market. If your brand isn’t connecting with anyone, it isn’t achieving its purpose.

So, how do you go about establishing this dialogue?

While crafting your personal brand, take the time to stop and reflect on your target audience. Ask yourself the following questions:

  • Who is likely to pay for your expertise, knowledge, or services?
  • Who will likely spread positive comments about your expertise, knowledge, or services?
  • Who is likely to support your brand and marketing efforts?

And keep in mind that if you try to appeal to everyone, you will ultimately appeal to no one.

Thus, delve deeper into the following considerations regarding your target audience:

Who are they?

Describe members of your audience in great detail. Create customer avatars. Consider demographics (such as age, marital status, income, education, and employment), where they live, and psychographics (personality, values, opinions, attitudes, interests, and lifestyle).

How will you connect with them?

Once you understand what motivates and interests members of your target audience, consider how you can reach and connect with them. What social media sites are your target audience likely to use? Will they prefer to be contacted via email? Will old-fashioned direct mailings be the most effective?

What inspires them?

What interests and inspires the members of your target market? How can you tap into these desires?

What are their pain points?

How can you help them address and overcome the issues that negatively impact their lives?

How can you develop a rapport with them?

Find the parts of your story that your audience will connect with. Which forms of communication do they favor? How can you talk to them in a way that they feel heard?

Once you have answered these questions, you can develop a solid personal brand that directly speaks to the needs, aspirations, and preferences of the people you seek to connect with.

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