iFive

Your personal brand is in fact,  “personal”.  Obvious?  Yes and no.  I am referring to two types of personal.

The first personal is that your personal brand has to be grounded in the genuine you.  You and your competition may share the same strengths and be going after the same consumers, the same target audience.  For example, you may each communicate that you are distinctive because of your “deep expertise”.   To stand out, to control your success, you have to do a better job than your competition at expressing and delivering ”deep expertise.”  

How you do that is unique to you, personal to you. 

The other personal  is about your target audience.   Your target audience are those individuals or groups of individuals that are essential to your success.  If you are in a large organization, your boss is probably your primary audience.  If you are a business owner, your customers are your primary audience.   In either case, you need to really understand your audience -  as well as or better than you understand yourself, and certainly better than your competition understands them.

How much do you know about what your boss or your clients value most, what they dream about, what is precious to them?   

Your audience is made up of ”persons”  - persons with needs, values, beliefs, opinions, hopes, dreams.    The travel industry is an industry of imagination, dreams, day dreams.   In travel, knowing your audience’s dreams is not just a nice to know, it’s a have to know.