Audience
The importance of appealing to your clearly defined audience cannot be overstated.
The message of your brand is not going to appeal to everyone. You need to let go of the idea that you must be liked by everyone in order to be successful. If you do not commit to a specific demographic of people, any message you create will not be as powerful. If you do not risk alienating people who are not part of your target audience, you risk not reaching those you want to.
Your personal branding needs to be attractive to your target audience. You could have the best branding, but if it does not attract your goal audience, it will be ineffective. Your brand values need to align with your audiences and the lifestyle you are trying to portray should share similar dreams with theirs.
This will be discussed in later chapters, but you need to put your brand where you audience will see it. You need to consider where they are, what they are looking for and develop a content strategy that aligns with it.