Forming Your Personal Branding Statement

Last time, we walked through four steps you can take to begin defining what your personal brand is. In simplest terms, your personal brand is all about defining why you do what you do, and more importantly, why someone should consider doing business with you over everyone else in your field. Today we’ll discuss how to take those common themes you discovered and turn them into a powerful brand statement.

First Thing’s First - Let’s address the fact that your personal branding statement is not a job title.

Rather, it is a brief 1-2 sentence statement that concisely answers the following:

  • What do you do best? (Your Value)

  • Who do you serve? (Your Audience)

  • What makes you unique? (Your Unique Selling Proposition, or USP)

Why You Need a Personal Branding Statement?

Think about the last time someone asked you, “What do you do?” Were you able to clearly describe what you do without leaving the other party with a look of confusion on their face?

Did it lead to them to question, “Well, what the heck is that?”

That’s what a personal brand statement is for. It clearly breaks down what it is you do for your clients, they value they get from doing business with you, and why they should choose you other in your industry. A personal brand is designed to make you stand-out and leave lasting impressions with those you meet. Without one, it’s very easy to just become an order-taker, and often times leave you vulnerable to being beaten down on price.

How to Write a Winning Personal Branding Statement

Good news for those of you who went through last post’s exercise of self-reflection and feedback comparison - those five key elements you identified will serve as the foundation of your personal branding statement.

With those five elements, try to write a 1 to 2 sentences that answer those three statements from the beginning of this post…

  • What do you do best? (Your Value)

  • Who do you serve? (Your Audience)

  • What makes you unique? (Your Unique Selling Proposition, or USP)

The goal here is to be concise and clear. Don’t worry about making it a pretty statement at first. Just ensure you’re answering those three questions and that you’re zeroing in on the target audience that can best benefit from working with you.

Be Authentic

This goes back to a previous post on how the best personal brands are REAL – reliable, engaged, authentic, and listening. Don’t go off and try to claim something you’re not. Adding fluff words like “guru” or “ninja” – while witty, shouldn’t be your goal when crafting your branding statement.

Truly, only your audience can decide how much of an expert you are, and believe me, you’ll know it. Aim to inspire and inform the reader.

Make It Short & Sweet

Being able to explain exactly what you do in a single sentence is impressive. It shows that you have an incredible professional focus and says a lot on your ability of self-reflection. At times, you have to carry a thought into a second sentence, but if at all possible, try to limit your branding statement to one, clear sentence.

And a Little Punch

When you’re presenting your personal branding statement in a networking situation or when reaching out to a prospective client, you want it to be memorable. I know I mentioned shying away from fluff words. Don’t overdo it, but try to make your statement something someone can recall and share with their peers.

Remember, It’s Not Set In Stone

Your personal branding statement is something that should evolve along with you. Once you craft your first branding statement, share it with you peers. Ask them for their feedback and see if they have any suggestions on how you can improve it without making it sound like something you’re not.

Over to You

What’s your personal branding statement? We’d love to hear what you’ve got!

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