Introducing yourself professionally doesn’t need to be a mind-numbing task. Stuffy resumes, comprehensive work experience lists and prosaic cover letters are all tools you need to have in your career tool kit. Presenting yourself effectively, however, can also boil down to a succinct and captivating sound bite.
Enter the personal brand statement.
Whether you’re representing yourself as an individual or you’re fully embodying your own brand—as someone like Oprah Winfrey does—a personal brand statement can be beneficial. Building a strong personal brand includes creating awareness of who you are, but it’s also critical to portray the brand image you want. Creating a positive impression through your brand statement can be powerful.
Related: How to Build Your Personal Brand
What Is A Personal Brand Statement?
Your brand statement, written by you for you, quickly conveys your professional narrative. It encompasses your past experiences and future goals. It makes the perfect asset to share when marketing yourself online or in real-life situations—think networking events or job fairs.
Creating a personal brand statement is similar to building your own tagline or slogan. Large brands are masters of this craft. Target reels people in with its assertion to “Expect more. Pay less.” Meanwhile, Ford promises its cars are “Built to Last.”
Your statement will admittedly be a bit longer—around one to three sentences is a general rule of thumb. However, you can take a page out of these brands’ playbooks by adding your own unique value proposition. In a nutshell, you’ll summarize what you do, who you serve and what sets you apart from others in your field of work—in a clever, snappy or memorable way. This will act as your north star as you continue building your professional brand. It simultaneously allows you to showcase yourself and your work to others.
You may be thinking, “This sounds just like a mission statement.” While the two are similar, a mission statement focuses on the overarching principles and objectives of an entire brand or organization, and a personal brand statement hones in on your own one-of-a-kind professional identity.
Related: Why Building a Personal Brand Is an Act of Self-Empowerment
How to Write A Personal Brand Statement
Constructing your personal brand statement doesn’t have to be difficult. Chances are you have already begun the process as you’ve carved your career path. But maybe you’ve never taken the time to write it down on paper.
Follow these steps—relevant to any industry or position—to compose an effective and memorable personal brand statement. Then, we’ll share some successful personal branding examples to inspire you.
1. Identify Your Strengths And Expertise
Start by establishing your area of professional focus. Then, dig in even further to your specialization, best attributes and skills. Use action words in the process such as “I help…” or “I create…”
2. Define Your Target Audience
Who are you trying to reach? You may want to speak directly to clients, customers, recruiters, employers, leaders or maybe industry peers. Tailor your wording to your audience or mention them specifically in your text. For example, “Startup brands hire me to…”
3. Pinpoint Your Value Proposition
This is arguably the most important piece of the personal branding puzzle. The part where you articulate the specific business need you address and the unique solution you offer that makes you valuable. Don’t exaggerate. However, you can make use of concrete numbers such as your years of experience or figures that speak to your results when applicable.
4. Keep It Clear And Concise
Get to the point early in your statement and only include information that is necessary and supportive. Your audience is much more likely to remember a short, to-the-point statement than a long-winded paragraph.
5. Add Personality And Creativity
This is where the memorable part comes into play. Your personal brand isn’t the same as anyone else’s, so your personal brand statement shouldn’t sound like anyone else’s. Don’t be afraid to let your character and individuality peek through.
6. Revise And Refine
As you develop and grow in your career, your personal brand statement will need to be tweaked to reflect your latest experiences and updated goals. Periodically circle back to keep it relevant.
Quick tip: Your brand statement is your own. Being authentic and genuine can build trust, create connections and help you be relatable to your audience. Authenticity can help make your brand statement powerful and uniquely yours.
Personal Brand Statement Examples
Model personal brand statements can be found all over the internet on platforms like LinkedIn and personal websites. Professionals use them to introduce themselves in a quick yet lively way, immediately relaying who they are and how they can help their audience. Check out the following sample branding statements from individuals across multiple industries for inspiration.
Example 1: Kayla Itsines, Fitness Industry
I’m Kayla Itsines, Sweat’s cofounder and head trainer. I’ve been helping women around the world feel confident and strong since 2008, and my programs can help you achieve your goals and take control of your fitness in a way that fits into your lifestyle. —Kayla Itsines
Why it works: Kayla speaks to her extensive experience and clearly states her target audience: women around the world. She establishes herself as a leader in the fitness world and her value add is that her programs can be tailored to anyone’s schedule.
Example 2: Christopher Nguyen, UX Design
I help UX designers go from fuzziness to focused, now freedom. —Christopher Nguyen
Why it works: This short and sweet one-liner relays the message that Christopher is a coach and mentor for other professionals in the UX space. His expertise can help them find clarity, success and freedom in their careers.
Example 3: Ann Smarty, Digital Marketing
With two decades of experience in the ever-evolving digital marketing landscape, I’m passionate about helping businesses leverage the power of organic search to drive growth and brand visibility. My expertise lies in creating and implementing comprehensive SEO strategies, crafting compelling content and turning insights into actionable results. —Ann Smarty
Why it works: Ann gives us a peek into her digital marketing career story. Then, she drills down further into her SEO and content specialization, ending with her overarching goal of helping businesses achieve tangible results.
Example 4: Mari Smith, Social Media
Often referred to as “the queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and social media. —Mari Smith
Why it works: What’s better than a catchy nickname to grab people’s attention? Mari does this with ease, efficiently declaring her mastery when it comes to Facebook and social media in general. It’s clear that it’s her life’s work and passion.
Example 5: Peter Som, Culinary Creator And Lifestyle Expert
I believe in the magic of the everyday. It’s all about food, fashion, and home ideas that uplift and fit effortlessly into your life. —Peter Som
Why it works: Infused with whimsy and individuality—just like his brand—this brand statement example presents Peter as a content creator and influencer. He defines his three areas of focus and explains that his recipes and lifestyle ideas are unique because they are simple and easily adopted.
How to Use Your Personal Brand Statement Effectively
Your personal brand statement will guide you in your professional journey. It’s a powerful tool you can share wherever and whenever you can to gain clients, find new opportunities or simply gain visibility. Here are a few places—both online and in real life—where you can utilize your brand statement:
- On your resume and within your cover letter
- On LinkedIn and other social media platforms
- On a personal website
- During interviews and job fairs
- During networking events and in professional communities
- During trade shows and industry events
Enhance Your Success With A Strong Personal Brand Statement
Your personal brand statement is your career compass. It allows you to take charge of your own brand narrative and stand out in a crowded marketplace through the presentation of your unique skills. Remember to keep it clear and concise, focusing on your underlying purpose and target audience. Speaking to your value add is critical, but elevating your statement with individuality also helps to make it memorable. As you revisit your statement, consider trends in personal branding, but stay authentic and genuine.
A well-crafted personal brand statement can help you land that job interview, grant you new clients or win you that coveted engagement. So, take the time to write one that’s bold and unforgettable. Then, never stop refining and fine-tuning it as you continue to grow.
Photo from Urbanscape/Shutterstock.com
