In terms of defining your brand and putting your brand out into the universe, it is important to understand who your audience is. We spent some time earlier defining what it was that you want to do. We must spend some time talking about who your audience is. You know your direction and therefore you’re able to define your audience, “the other side”. You have to know your audience with respect to how you position your personal brand, keeping in mind that a lot of what we do in our careers is about customer contact. It is about putting a face to a name. It is about shaking hands. It’s about selling something. It’s about advising someone. Whatever aspect it is, very few careers operate in a vacuum; your job requires you to interact with others. Therefore, somebody will be interfacing with you and it’s important to understand who they are so that you know what your brand needs to project.