Transcript
When we talk about building a strong Personal Brand because there is a difference between having a Personal Brand and a strong Personal Brand. Many people understand that a strong Personal Brand can bring them something, and that’s why a lot of people, maybe even you, already started doing something around Personal Branding. Maybe you started a blog or you became active on social media, or you’ve contacted the local newspaper because PR is also very important. These are all very good efforts, but if you want to make sure that all of these efforts contribute to you building a strong Personal Brand, there are a few things, few ingredients, that you have to include to make sure that it’s effective on the long run. Knowing your ideal client, and an ideal client for people who are in marketing is something different than your target audience.
An ideal client is a group of people with the same needs, problems, frustrations, or interests. Your message has to be valuable to these people. To make that a little bit more easy to grasp, I would like to share an example with you. Suppose you are a lawyer who specializes in divorces, and you have a background in law and psychology. Because you know a lot about the mental and emotional effects, about what happened within divorces, you can assist in making the process of divorcing a lot easier. If that is being a lawyer, one of the things that can set you apart from any other lawyer in your field, so especially the psychology part, helps you to be different. So, if we consider this example, so the example of the lawyer, their message would be of interest to people that are in the middle of the divorce or thinking about divorcing.
These are people are the ideal client for the lawyer because they have similar needs, similar problems, similar frustrations, and the lawyer can help them with that, so not only with the separation but also by making the process a little bit more smooth and easier. Your ideal client or desired audience is something different than your target audience. For determining your target audience, you need certain characteristics such as age, gender, where do people live? What kind of an income do they make? The idea of a desired audience is that you have a clear image of the people that you are talking to, directly. So it makes it easier for you to speak to them in your content. And that’s why an ideal client is interesting. You can have the perfect story, but if you do not reach your ideal clients, you will still be unknown to them. And we don’t want that in personal branding.
It’s important to choose the right channels and the right tools. A channel is, for example, a newspaper, TV, radio, magazine, your website or social media channels, such as Facebook, LinkedIn, Instagram or email. This is where you proclaim your message. Often you can find your ideal client here. And a tool, for example, is a blog, a vlog , a podcast or webinar. So that is how you proclaim your message and it has to do with how your client prefers to consume information.