Who’s Your Market?
Branding also requires that you target a market. A market is any group of people that you
need to engage with in order to reach your goals. Clients or customers are a target market,
as are the prospects you are pursuing.
If you work at a company, you should view your colleagues and direct reports as target
markets. Don’t overlook your boss. In any company, your boss is probably your most
After all, other than yourself, your boss has the most control over Brand You. Recruiters,
industry leaders, and even competitors are also markets for your self-brand.