{"appState":{"pageLoadApiCallsStatus":true},"articleState":{"article":{"headers":{"creationTime":"2016-03-26T11:22:05+00:00","modifiedTime":"2023-10-19T17:03:54+00:00","timestamp":"2023-10-19T18:01:03+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Careers","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34256"},"slug":"careers","categoryId":34256},{"name":"General Careers","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34272"},"slug":"general-careers","categoryId":34272}],"title":"Reaching Your Target Market with Your Personal Brand","strippedTitle":"reaching your target market with your personal brand","slug":"reaching-your-target-market","canonicalUrl":"","seo":{"metaDescription":"As you're thinking about who you want to target for clients or an employer, consider what your ideal would be and create a positioning statement.","noIndex":0,"noFollow":0},"content":"To reach the right target market, you need to identify who its members are. Visualize yourself working with your ideal client, company, service, or scenario. For example, here are possible characteristics of an ideal client:\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\">Appreciates the work that I do</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Pays me well and pays in advance</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Loves the service that I provide</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Trusts my expertise and lets me serve him or her using my best judgment</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Refers other dream clients to me</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Promotes my work to everyone he or she talks to</p>\r\n</li>\r\n</ul>\r\nDreaming about the perfect situation gets you thinking about who would actually be the right target audience for you to put your time, energy, and effort into pursuing. You then conduct thorough research to locate the people you've envisioned.\r\n<h2 id=\"tab1\" >Developing a positioning statement</h2>\r\nA <i>positioning statement</i> is a tool used in business to identify how a brand will be positioned in the market. It puts into words what makes a brand important and differentiated so that it is noticed by those who need to know about it.\r\n\r\nHere's how to develop your own statement:\r\n<ol class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\">Define your target audience.</p>\r\n<p class=\"child-para\">Who do you want to serve?</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Figure out your frame of reference.</p>\r\n<p class=\"child-para\">What is your point of view? What category do you want to participate in?</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Identify points of difference.</p>\r\n<p class=\"child-para\">What distinctive benefits do you bring to your target audience? How do you stand out from the competition?</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Offer support.</p>\r\n<p class=\"child-para\">Support is the evidence that your positioning statement is true. You need credible proof that you are what you say you are.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">State your promise or core benefit.</p>\r\n<p class=\"child-para\">Here, you pull the four previous pieces together to let your target audience know what the net benefit is to them.</p>\r\n</li>\r\n</ol>","description":"To reach the right target market, you need to identify who its members are. Visualize yourself working with your ideal client, company, service, or scenario. For example, here are possible characteristics of an ideal client:\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\">Appreciates the work that I do</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Pays me well and pays in advance</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Loves the service that I provide</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Trusts my expertise and lets me serve him or her using my best judgment</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Refers other dream clients to me</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Promotes my work to everyone he or she talks to</p>\r\n</li>\r\n</ul>\r\nDreaming about the perfect situation gets you thinking about who would actually be the right target audience for you to put your time, energy, and effort into pursuing. You then conduct thorough research to locate the people you've envisioned.\r\n<h2 id=\"tab1\" >Developing a positioning statement</h2>\r\nA <i>positioning statement</i> is a tool used in business to identify how a brand will be positioned in the market. It puts into words what makes a brand important and differentiated so that it is noticed by those who need to know about it.\r\n\r\nHere's how to develop your own statement:\r\n<ol class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\">Define your target audience.</p>\r\n<p class=\"child-para\">Who do you want to serve?</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Figure out your frame of reference.</p>\r\n<p class=\"child-para\">What is your point of view? What category do you want to participate in?</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Identify points of difference.</p>\r\n<p class=\"child-para\">What distinctive benefits do you bring to your target audience? How do you stand out from the competition?</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Offer support.</p>\r\n<p class=\"child-para\">Support is the evidence that your positioning statement is true. You need credible proof that you are what you say you are.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">State your promise or core benefit.</p>\r\n<p class=\"child-para\">Here, you pull the four previous pieces together to let your target audience know what the net benefit is to them.</p>\r\n</li>\r\n</ol>","blurb":"","authors":[{"authorId":9407,"name":"Susan Chritton","slug":"susan-chritton","description":" <p><b>Susan Chritton</b> is a Master Personal Brand Strategist, Executive Career Coach, and Master Career Counselor. She guides professionals looking to engage their authentic self in the world through personal branding. Visit her website at www.susanchritton.com.</p>","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/9407"}}],"primaryCategoryTaxonomy":{"categoryId":34272,"title":"General Careers","slug":"general-careers","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34272"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":[{"articleId":175788,"title":"Trig Identities for Pre-Calculus","slug":"trig-identities-for-pre-calculus","categoryList":["academics-the-arts","math","pre-calculus"],"_links":{"self":"/articles/175788"}},{"articleId":147241,"title":"How to Use the Z-Table","slug":"how-to-use-the-z-table","categoryList":["academics-the-arts","math","statistics"],"_links":{"self":"/articles/147241"}},{"articleId":192609,"title":"How to Pray the Rosary: A Comprehensive Guide","slug":"how-to-pray-the-rosary","categoryList":["body-mind-spirit","religion-spirituality","christianity","catholicism"],"_links":{"self":"/articles/192609"}},{"articleId":232914,"title":"The Flop, Turn, and River Cards in Texas Hold'em","slug":"flop-turn-river-cards-texas-holdem","categoryList":["home-auto-hobbies","games","card-games","poker"],"_links":{"self":"/articles/232914"}},{"articleId":193770,"title":"How to Play Rummy: All You Need to Know","slug":"rummy-understanding-the-rules-and-starting-a-game","categoryList":["home-auto-hobbies","games","card-games","general-card-games"],"_links":{"self":"/articles/193770"}}],"inThisArticle":[{"label":"Developing a positioning statement","target":"#tab1"}],"relatedArticles":{"fromBook":[{"articleId":207677,"title":"Personal Branding For Dummies Cheat Sheet","slug":"personal-branding-for-dummies-cheat-sheet","categoryList":["business-careers-money","careers","general-careers"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/207677"}},{"articleId":172067,"title":"Personal Branding for Women: Highlighting Strengths","slug":"personal-branding-for-women-highlighting-strengths","categoryList":["business-careers-money","careers","general-careers"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/172067"}},{"articleId":172012,"title":"Design Your Personal Logo","slug":"design-your-personal-logo","categoryList":["business-careers-money","careers","general-careers"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/172012"}},{"articleId":152332,"title":"Building Your Personal Brand","slug":"building-your-personal-brand","categoryList":["business-careers-money","careers","general-careers"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/152332"}},{"articleId":152322,"title":"Taking Your Brand Online","slug":"taking-your-brand-online","categoryList":["business-careers-money","careers","general-careers"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/152322"}}],"fromCategory":[{"articleId":300819,"title":"Taking a Career Break For Dummies Cheat Sheet","slug":"taking-a-career-break-for-dummies","categoryList":["business-careers-money","careers","general-careers"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/300819"}},{"articleId":298667,"title":"Lifeguarding For Dummies Cheat Sheet","slug":"lifeguarding-for-dummies-cheat-sheet","categoryList":["business-careers-money","careers","general-careers"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/298667"}},{"articleId":273721,"title":"How to Manage Virtual Teams","slug":"how-to-manage-virtual-teams","categoryList":["business-careers-money","careers","general-careers"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/273721"}},{"articleId":273709,"title":"How to Create a New Zoom Account","slug":"how-to-create-a-new-zoom-account","categoryList":["business-careers-money","careers","general-careers"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/273709"}},{"articleId":273704,"title":"Text-Only Communication in the Virtual Workplace","slug":"text-only-communication-in-the-virtual-workplace","categoryList":["business-careers-money","careers","general-careers"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/273704"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":282455,"slug":"personal-branding-for-dummies-2nd-edition","isbn":"9781118915554","categoryList":["business-careers-money","careers","general-careers"],"amazon":{"default":"https://www.amazon.com/gp/product/1118915550/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1118915550/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/1118915550-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1118915550/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1118915550/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/personal-branding-for-dummies-2nd-edition-cover-9781118915554-203x255.jpg","width":203,"height":255},"title":"Personal Branding For Dummies","testBankPinActivationLink":"","bookOutOfPrint":false,"authorsInfo":"<p><b data-author-id=\"9407\">Susan Chritton</b> is a Master Personal Brand Strategist, Executive Career Coach, and Master Career Counselor. She guides professionals looking to engage their authentic self in the world through personal branding. Visit her website at www.susanchritton.com.</p>","authors":[{"authorId":9407,"name":"Susan Chritton","slug":"susan-chritton","description":" <p><b>Susan Chritton</b> is a Master Personal Brand Strategist, Executive Career Coach, and Master Career Counselor. She guides professionals looking to engage their authentic self in the world through personal branding. Visit her website at www.susanchritton.com.</p>","hasArticle":false,"_links":{"self":"https://dummies-api.dummies.com/v2/authors/9407"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{"key":"cat","values":["business-careers-money","careers","general-careers"]},{"key":"isbn","values":["9781118915554"]}]\" id=\"du-slot-65316edf1b88a\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{"key":"cat","values":["business-careers-money","careers","general-careers"]},{"key":"isbn","values":["9781118915554"]}]\" id=\"du-slot-65316edf1bda2\"></div></div>"},"articleType":{"articleType":"Articles","articleList":null,"content":null,"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Five years","lifeExpectancySetFrom":"2023-10-19T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":152323},"articleLoadedStatus":"success"},"listState":{"list":{},"objectTitle":"","status":"initial","pageType":null,"objectId":null,"page":1,"sortField":"time","sortOrder":1,"categoriesIds":[],"articleTypes":[],"filterData":{},"filterDataLoadedStatus":"initial","pageSize":10},"adsState":{"pageScripts":{"headers":{"timestamp":"2024-10-21T10:50:01+00:00"},"adsId":0,"data":{"scripts":[{"pages":["all"],"location":"header","script":"\r\n<script src=\"https://cdn.optimizely.com/js/10563184655.js\"></script>","enabled":false},{"pages":["all"],"location":"header","script":"\r\n<script>var _comscore = _comscore || [];_comscore.push({ c1: \"2\", c2: \"15097263\" });(function() {var s = document.createElement(\"script\"), el = document.getElementsByTagName(\"script\")[0]; s.async = true;s.src = (document.location.protocol == \"https:\" ? \"https://sb\" : \"http://b\") + \".scorecardresearch.com/beacon.js\";el.parentNode.insertBefore(s, el);})();</script><noscript><img src=\"https://sb.scorecardresearch.com/p?c1=2&c2=15097263&cv=2.0&cj=1\" /></noscript>\r\n","enabled":true},{"pages":["all"],"location":"footer","script":"\r\n<script type='text/javascript'>\r\n(function(){var g=function(e,h,f,g){\r\nthis.get=function(a){for(var a=a+\"=\",c=document.cookie.split(\";\"),b=0,e=c.length;b<e;b++){for(var d=c[b];\" \"==d.charAt(0);)d=d.substring(1,d.length);if(0==d.indexOf(a))return d.substring(a.length,d.length)}return null};\r\nthis.set=function(a,c){var b=\"\",b=new Date;b.setTime(b.getTime()+6048E5);b=\"; expires=\"+b.toGMTString();document.cookie=a+\"=\"+c+b+\"; path=/; \"};\r\nthis.check=function(){var a=this.get(f);if(a)a=a.split(\":\");else if(100!=e)\"v\"==h&&(e=Math.random()>=e/100?0:100),a=[h,e,0],this.set(f,a.join(\":\"));else return!0;var c=a[1];if(100==c)return!0;switch(a[0]){case \"v\":return!1;case \"r\":return c=a[2]%Math.floor(100/c),a[2]++,this.set(f,a.join(\":\")),!c}return!0};\r\nthis.go=function(){if(this.check()){var a=document.createElement(\"script\");a.type=\"text/javascript\";a.src=g;document.body&&document.body.appendChild(a)}};\r\nthis.start=function(){var t=this;\"complete\"!==document.readyState?window.addEventListener?window.addEventListener(\"load\",function(){t.go()},!1):window.attachEvent&&window.attachEvent(\"onload\",function(){t.go()}):t.go()};};\r\ntry{(new g(100,\"r\",\"QSI_S_ZN_5o5yqpvMVjgDOuN\",\"https://zn5o5yqpvmvjgdoun-wiley.siteintercept.qualtrics.com/SIE/?Q_ZID=ZN_5o5yqpvMVjgDOuN\")).start()}catch(i){}})();\r\n</script><div id='ZN_5o5yqpvMVjgDOuN'></div>\r\n","enabled":false},{"pages":["all"],"location":"header","script":"\r\n<script>\r\n (function(h,o,t,j,a,r){\r\n h.hj=h.hj||function(){(h.hj.q=h.hj.q||[]).push(arguments)};\r\n h._hjSettings={hjid:257151,hjsv:6};\r\n a=o.getElementsByTagName('head')[0];\r\n r=o.createElement('script');r.async=1;\r\n r.src=t+h._hjSettings.hjid+j+h._hjSettings.hjsv;\r\n a.appendChild(r);\r\n })(window,document,'https://static.hotjar.com/c/hotjar-','.js?sv=');\r\n</script>","enabled":false},{"pages":["article"],"location":"header","script":" <script src=\"//get.s-onetag.com/bffe21a1-6bb8-4928-9449-7beadb468dae/tag.min.js\" async defer></script>","enabled":true},{"pages":["homepage"],"location":"header","script":"<meta name=\"facebook-domain-verification\" content=\"irk8y0irxf718trg3uwwuexg6xpva0\" />","enabled":true},{"pages":["homepage","article","category","search"],"location":"footer","script":"\r\n<noscript>\r\n<img height=\"1\" width=\"1\" src=\"https://www.facebook.com/tr?id=256338321977984&ev=PageView&noscript=1\"/>\r\n</noscript>\r\n","enabled":true}]}},"pageScriptsLoadedStatus":"success"},"navigationState":{"navigationCollections":[{"collectionId":287568,"title":"BYOB (Be Your Own Boss)","hasSubCategories":false,"url":"/collection/for-the-entry-level-entrepreneur-287568"},{"collectionId":293237,"title":"Be a Rad Dad","hasSubCategories":false,"url":"/collection/be-the-best-dad-293237"},{"collectionId":295890,"title":"Career Shifting","hasSubCategories":false,"url":"/collection/career-shifting-295890"},{"collectionId":294090,"title":"Contemplating the Cosmos","hasSubCategories":false,"url":"/collection/theres-something-about-space-294090"},{"collectionId":287563,"title":"For Those Seeking Peace of Mind","hasSubCategories":false,"url":"/collection/for-those-seeking-peace-of-mind-287563"},{"collectionId":287570,"title":"For the Aspiring Aficionado","hasSubCategories":false,"url":"/collection/for-the-bougielicious-287570"},{"collectionId":291903,"title":"For the Budding Cannabis Enthusiast","hasSubCategories":false,"url":"/collection/for-the-budding-cannabis-enthusiast-291903"},{"collectionId":299891,"title":"For the College Bound","hasSubCategories":false,"url":"/collection/for-the-college-bound-299891"},{"collectionId":291934,"title":"For the Exam-Season Crammer","hasSubCategories":false,"url":"/collection/for-the-exam-season-crammer-291934"},{"collectionId":301547,"title":"For the Game Day Prepper","hasSubCategories":false,"url":"/collection/big-game-day-prep-made-easy-301547"}],"navigationCollectionsLoadedStatus":"success","navigationCategories":{"books":{"0":{"data":[{"categoryId":33512,"title":"Technology","hasSubCategories":true,"url":"/category/books/technology-33512"},{"categoryId":33662,"title":"Academics & The Arts","hasSubCategories":true,"url":"/category/books/academics-the-arts-33662"},{"categoryId":33809,"title":"Home, Auto, & Hobbies","hasSubCategories":true,"url":"/category/books/home-auto-hobbies-33809"},{"categoryId":34038,"title":"Body, Mind, & Spirit","hasSubCategories":true,"url":"/category/books/body-mind-spirit-34038"},{"categoryId":34224,"title":"Business, Careers, & Money","hasSubCategories":true,"url":"/category/books/business-careers-money-34224"}],"breadcrumbs":[],"categoryTitle":"Level 0 Category","mainCategoryUrl":"/category/books/level-0-category-0"}},"articles":{"0":{"data":[{"categoryId":33512,"title":"Technology","hasSubCategories":true,"url":"/category/articles/technology-33512"},{"categoryId":33662,"title":"Academics & The Arts","hasSubCategories":true,"url":"/category/articles/academics-the-arts-33662"},{"categoryId":33809,"title":"Home, Auto, & Hobbies","hasSubCategories":true,"url":"/category/articles/home-auto-hobbies-33809"},{"categoryId":34038,"title":"Body, Mind, & Spirit","hasSubCategories":true,"url":"/category/articles/body-mind-spirit-34038"},{"categoryId":34224,"title":"Business, Careers, & Money","hasSubCategories":true,"url":"/category/articles/business-careers-money-34224"}],"breadcrumbs":[],"categoryTitle":"Level 0 Category","mainCategoryUrl":"/category/articles/level-0-category-0"}}},"navigationCategoriesLoadedStatus":"success"},"searchState":{"searchList":[],"searchStatus":"initial","relatedArticlesList":[],"relatedArticlesStatus":"initial"},"routeState":{"name":"Article3","path":"/article/business-careers-money/careers/general-careers/reaching-your-target-market-152323/","hash":"","query":{},"params":{"category1":"business-careers-money","category2":"careers","category3":"general-careers","article":"reaching-your-target-market-152323"},"fullPath":"/article/business-careers-money/careers/general-careers/reaching-your-target-market-152323/","meta":{"routeType":"article","breadcrumbInfo":{"suffix":"Articles","baseRoute":"/category/articles"},"prerenderWithAsyncData":true},"from":{"name":null,"path":"/","hash":"","query":{},"params":{},"fullPath":"/","meta":{}}},"dropsState":{"submitEmailResponse":false,"status":"initial"},"profileState":{"auth":{},"userOptions":{},"status":"success"}}

Reaching Your Target Market with Your Personal Brand

By: Susan Chritton and

Updated: 10-19-2023

From The Book: Personal Branding For Dummies

Personal Branding For Dummies

Book image

Explore Book Buy On Amazon

To reach the right target market, you need to identify who its members are. Visualize yourself working with your ideal client, company, service, or scenario. For example, here are possible characteristics of an ideal client:

Appreciates the work that I do
Pays me well and pays in advance
Loves the service that I provide
Trusts my expertise and lets me serve him or her using my best judgment
Refers other dream clients to me
Promotes my work to everyone he or she talks to

Dreaming about the perfect situation gets you thinking about who would actually be the right target audience for you to put your time, energy, and effort into pursuing. You then conduct thorough research to locate the people you've envisioned.

Developing a positioning statement

A positioning statement is a tool used in business to identify how a brand will be positioned in the market. It puts into words what makes a brand important and differentiated so that it is noticed by those who need to know about it.

Here's how to develop your own statement:

Define your target audience.

Who do you want to serve?
Figure out your frame of reference.

What is your point of view? What category do you want to participate in?
Identify points of difference.

What distinctive benefits do you bring to your target audience? How do you stand out from the competition?
Offer support.

Support is the evidence that your positioning statement is true. You need credible proof that you are what you say you are.
State your promise or core benefit.

Here, you pull the four previous pieces together to let your target audience know what the net benefit is to them.

About This Article

This article is from the book:

Personal Branding For Dummies ,

About the book author:

Susan Chritton is a Master Personal Brand Strategist, Executive Career Coach, and Master Career Counselor. She guides professionals looking to engage their authentic self in the world through personal branding. Visit her website at www.susanchritton.com.

This article can be found in the category:

General Careers ,