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This article was written by Glory Borgeson, an executive coach, author, and speaker. Schedule her
to speak at your organization's next event:
Personal Branding Speaker; Emerging Leadership Speaker; Entrepreneurial Speaker
All products and services need a customer; all brands need a customer, too.
So it easily follows that all personal brands need a customer!
And part of figuring out who that customer really is involves analyzing
your target market!
When product brand managers work on branding their products, they
utilize the product’s name, visual and verbal identities, messages, presentation,
and marketing tactics to promote their brand. Whether it’s Toyota selling cars,
Mattel selling Barbies, or McDonald’s selling burgers & fries, their brand
managers use a multi-faceted approach to define and market the brand.
Likewise, when you brand yourself for business, you use your name, visual
and verbal identities, messages, presentation, and marketing tactics to
improve your career future.
Toyota wants drivers to buy cars, Mattel wants parents to buy Barbies for
their daughters, and McDonalds want to sell food to everyone except infants.
Each company knows who their ideal customer is. They know their customer’s age
range, socio-economic status, gender, geographic locale, and several other facts.
Their ideal customer is also known as their brand’s ”target market”.
They define their product’s target market and they analyze that target market
(probably more that we’d like to think about!).
Similarly, your self-brand has a target market. They are the people
who will “buy your product” (so to speak). They can offer you a job, make a
promotion happen, give you better opportunities, get you more money, and make
you more credible in others’ eyes.
our target market may include:
- Your current boss
- His or her boss (going up a couple levels)
- Other executives at your company who can give you new opportunities
- Executives at different companies who can offer you a better job
- (If you own a business or are in sales): Your customers & prospects
Once your target market is defined (which may include names of specific people
or groups of people), you need to analyze them. What is important to them? What
do they value in business? What publications do they read? What impresses them?
What bothers them? Who else knows these people who your target market?
Once your target market is defined and analyzed, you can move on to further
defining your brand
This self-branding thing can get really involved: there are a lot
of steps to discovering, creating, and marketing yourself as a brand successfully.
To help you out, I've created a "Brand Yourself! Coaching Program".
It is a self-paced coaching program you can purchase directly from Borgeson
Consulting. I'm very excited about this program! Since it is self-paced,
it is very affordable - less expensive than traditional coaching by telephone,
and you complete it at your own pace.
The "Brand Yourself! Coaching Program" has 10 modules, taking you
through each of the essential elements of personal branding. Call (630-653-0992)
or e-mail (info@BorgesonConsulting.com) to find out more about it.
I also give a keynote speech, "Brand Yourself Without Getting Burned: Know the Secrets
to Finding the Right Brand for You!" Contact Borgeson Consulting to find out more!
I appreciate your thoughts in response.
Glory Borgeson, President
© 2008 Borgeson Consulting, Inc.
Contact us to find out how to get started.
By e-mail: firstname.lastname@example.org
By phone: 630-653-0992
By fax: 630-653-3993