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Target a Smaller, Better Defined Market

Posted on : 20-04-2012 | By : Cathy | In : Uncategorized


Effective branding often means targeting a smaller, better defined market with a much more focused message, says William Arruda, head of the personal branding consultancy Reach. “Although it seems counterintuitive, the smaller you make your target market, the greater your chances of success.”

For those in the corporate world, personal branding is a natural part of the job-hunting process—particularly for someone mapping out a long-term career trajectory. According to Arruda, it can also make sense to tend to your personal brand within your corporate environment, though the territory gets a little tricky when he describes your co-workers as your “competition.”

“Many executives feel they need to conform to business norms when they go to work, but this prevents building a brand,” Arruda wrote in a recent Career Journal article for the Wall Street Journal. “In the new world of work, those who stand out succeed, so put your brand on everything you do. Whether you’re making a presentation, in a meeting or writing a report, don’t leave your brand at home. Ask yourself how you can connect your brand to every situation.”

No matter where you’re building your personal brand, a critical component of communicating it is likely to happen on the Internet. Although the importance of branding has been known for decades in the large corporate arena, where billions of dollars get spent each year in “brand building” campaigns, it is the Web that has driven the surge of interest in branding at the personal level. It eliminates many traditional barriers to commerce while reinforcing the word-of-mouth value of that special something that makes each business—each person—unique, i.e., its brand.

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