As kids, we intuitively tailor our “pitch.” If one parent is more likely to say yes to ice cream, we ask that parent. Different decision-makers, different odds—same goal.
That simple logic powers every business and personal brand. Pinpointing a target audience isn’t optional—it’s how you get consistent results with less effort.
In this post, you’ll learn a practical, start-to-finish process to identify your audience. We’ll cover foundational principles and advanced techniques so your energy is always aimed at the right people.
Building Relationships: Give A Lot To Get A Lot
We asked Yaro Starak of Entrepreneurs-Journey.com a simple question:
If you were building an online presence from scratch today, what 3 things would deliver the biggest ROI on your time and money?
“I’d first focus on establishing crystal-clear empathy with the audience I plan to serve—knowing their problem, how they feel about it, and what they’re already doing to solve it. The best way to learn this is in person, over the phone, or—failing that—by monitoring discussions in groups, blog comments, forums, and social media.
If I don’t do this step well, I won’t have an audience or make any sales down the line, so it’s the vital first step for ROI.”
Yaro’s other two points: craft a clear offer and direct qualified traffic to it—then keep improving conversions over time.
But none of that works unless you truly understand your audience.
We’re not the first to say this, either. Studies consistently show human connection is essential for well-being and satisfaction—proof that relationships, not just resources, drive outcomes.
The old adage “you get what you give” holds up in both personal and professional life. Prioritize your needs, yes—but lead with value for the people you want to reach.
The Person That Pays You
There are three groups in a personal brand’s target audience:
- The person that pays you
- The person that influences the person that pays you
- Your supporters
The first group—the person who pays you—is your priority. That could be your current boss or the next one, a client or customer, an investor, or even a lender.
Over time, as your situation changes, the person who pays you may change too. When it does, simply rerun the steps outlined below.
Step One: Identify The Person That Pays You
(Boss, Investor, Client, etc.)
In Chapter 1 you mapped a path to your ultimate career goal. Along that path, key people determine when you advance to the next level.
If you’re aiming for an executive role, each boss along the way is a decision-maker. For example, starting as a sales associate means your immediate target audience is your direct manager or the lead of your sales team or division.
Identify the person who controls your next step. It might be a specific individual, an investor, or a prospective client. It can be a named person or a well-defined persona. Either way, be precise and move to the next step.
Step Two: Create A Complete Description
Now create a vivid description of that person. Marketers do this with buyer personas so teams make decisions with a real human in mind. You’ll do the same for your target audience.
Open a document and start writing the description. Include things like:
- Name
- Age
- Gender
- Job Description
- Hobbies
- Etc.
Go deeper. Document their responsibilities, success metrics (e.g., revenue, retention, deadlines), pain points, preferred communication style, tools they use, and who they report to. Add personal context that shapes decisions—family, commute, interests. If it’s a real person, include a photo; if it’s a persona, choose a representative image.
Step Three: Understand Their Motivations
(Professional And Personal)
As your profile takes shape, map motivations. When you know what drives someone, you can help them win—and advance your goals in the process.
Example: your boss, the sales team leader, might be motivated to (1) earn a promotion to regional manager and (2) spend more time with a growing family.
With that in mind, volunteer for initiatives that raise team revenue, streamline reporting, and cut administrative time—helping them hit targets and get home earlier.
Another example: your next client’s motivation is profitable growth—more sales and better margins. Show exactly how your product or service drives revenue, reduces costs, or lowers risk, and you’ll be the easy choice.
Write down motivations and success metrics first. They reveal where you can create outsized value.
Step Four: Identify Potential Opportunities
Once you know what motivates your target audience, brainstorm ways to help them achieve those goals—thereby advancing yours. Solo ideation works, but a short, focused conversation often uncovers the highest-leverage opportunities.
For example, meet with your manager to confirm goals and bottlenecks. What’s worked before? What stalled? Where are you leaving money on the table? Leave with two or three specific projects you can own with clear success criteria.
To get even more targeted, you could consider market segmentation strategies.
Step Five: Create A Game Plan
Turn opportunities into outcomes. Capture the baseline (current results), set specific targets, list actions with owners and timelines, anticipate risks, and schedule weekly reviews. Borrow proven playbooks from inside and outside your company, adapt them, and execute step by step.
Once you’ve delivered results, circle back to your boss with a concise walkthrough—goal, actions, metrics, outcomes, and next recommendations. Specific, repeatable improvements are what move you toward your ultimate goal.
The Person That Influences The Person That Pays You
When building your personal brand, the key point is that you should have a set of 10 to 20 influencers you’re targeting to extend the reach of your content and personal brand.
Amanda Maksymiw (@AmandaMaks), Content Marketing Institute
Your primary target is the person who will pay you—employer, investor, or client. But a second audience matters almost as much: the people who influence that decision-maker.
Influencers include business partners, industry writers and speakers, mentors, marquee customers, and vendors. Win their trust and they’ll vouch for you—shaping decisions made by your primary target.
We asked Pat Flynn the same question:
If you were building an online presence from scratch today, what 3 things would provide the biggest ROI on your time and money?
His response highlighted influencers:
- Free content that is obviously worth paying for.
- A product or software of my own that would serve my target audience by providing a solution to a very specific need.
- Free, higher-level help to influencers in the industry to start to build those important relationships.
Use the steps below to identify the right influencers and earn their approval.
Step One: Identify The Influencer
There are several ways to find who influences the person that pays you.
Start with your target’s public footprint. If it’s a real person, review who they follow and engage with on LinkedIn and X (formerly Twitter). If it’s a persona, pick a few real-world lookalikes and repeat the process. People they consistently follow, mention, or repost often shape their thinking.
Then list the publications, newsletters, podcasts, conferences, and communities your target relies on. Writers, editors, hosts, organizers, and frequent guests all carry influence. Note the experts they quote repeatedly.
Step Two: Create Descriptions
Create a brief profile for each influencer—role, audience size, topics, formats (articles, talks, podcasts), what they value, and how you can help them succeed. Clarity here leads to relevant outreach.
Step Three: Create A Contact Plan
Once you know who the influencers are and where they spend time online, design a value-first contact plan.
Begin with the basics: connect on LinkedIn and X, subscribe to newsletters, and thoughtfully comment on their work. Add insights, not noise. Follow their blogs, share their pieces with context, and make yourself helpful and visible.
Next, reach out directly via concise emails or contact forms. Offer something specific that advances their goals—data, a case study, an introduction, a relevant quote, or help with an event. You’re building a relationship so you’re top of mind when they influence the person you want to pay you.
Anchor everything in motivation. If they’re business peers of your target, help them generate revenue. If they’re vendors, help them win clients or strengthen their standing with your target. If they’re writers, help them get fresh angles and credible sources. When you know what motivates people, you make stronger connections.
Your Supporters
In my Amazing Career Project coaching program and in my client work, I’m fortunate to witness first-hand hundreds of dreams and visions being birthed into the world—new products and services, new businesses launching, new books and films under development, new methods for teaching, leading, and educating, and more. There is so much creativity and innovation today in our world—it’s inspiring.
I’ve also seen many new inventions and ideas die on the vine without the proper support, encouragement, and feedback. The most important form of support that keeps an idea going and brings it into being is your support network—your “ambassadors”—people who believe in you without reservation, spread the word about the value of your endeavors, and open crucial doors for you.
Kathy Caprino (@KathyCaprino), Forbes
Finally, remember your support team. These are the people who help you pursue your plan and achieve your brand vision—family, friends, colleagues, mentors, and peers who offer encouragement, accountability, and honest feedback.
You can believe in yourself, but outside perspective speeds growth. Supporters reassure you when you hit turbulence and tell you the truth when something needs to change. Without them, you’re missing critical inputs.
Step One: Identify Your Support Team
Start by choosing a small, trusted group. You don’t want “yes” people—you want candid truth-tellers who want the best for you. Set expectations up front: periodic check-ins, constructive critique, and confidentiality.
Most people you invite will be supportive. Explain that it involves ongoing conversations and feedback over time. If someone declines, thank them and move on—quality beats quantity.
Step Two: Let Them Know Your Goals
Once you have your support team, share your goals from Chapter 1 along with timelines and constraints. Ask for feedback and be open to pushback. The purpose of the team is to challenge assumptions and refine your plan.
Step Three: Provide Regular Updates
Set a cadence that fits—monthly for close mentors, quarterly or twice a year for others. Keep each update tight: what you aimed to do, what you did, what happened (with metrics), what you learned, and what’s next.
Regular check-ins strengthen accountability and provide encouragement when things get tough. They also create a running log of progress you can reference in reviews, pitches, or performance conversations.
Updates also boost motivation. Knowing others are invested in your progress helps you keep momentum between milestones.
Consider Hiring a Branding Agency
If you’re struggling to make headway, branding agencies help organizations and personal brands clarify audiences every day. While each firm has its own discovery process, they’re skilled at surfacing what you want to do, who you want to help, and why.
There are thousands of capable partners—from teams reimagining enterprise brands to boutiques helping startups find product-market fit. Look for relevant case studies, a clear process, and deliverables you can use immediately (personas, messaging, guidelines).
Give Back To Your Supporters By Asking Questions
Support is a two-way street. Offer the same candor, ideas, and encouragement you ask for. Your supporters have goals too—work together and become each other’s advisory board.
Many professionals also form small peer groups or boards. A handful of founders might meet quarterly—online or in person—to review goals, share progress, and pressure-test strategy. Everyone checks in, asks one focused question, and commits to a next step.
This structure brings sharper feedback, real accountability, and steady motivation—because you want to show up with wins every time you check in with your group.