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Creating An Authentic Personal Brand Statement

Your Personal brand statement is 1-2 sentences answering what you are the best at (value), who you serve (audience) and how you do it uniquely (USP). It sums up your unique promise of value. Your personal brand statement is distinctive to you and you alone. You could liken it with a tagline, strapline or even a catchphrase that product brands will have.


Your personal brand statement, at a high level, provides a way for you to succinctly summarize who you are and how you add value. It can also provide you with a creative way for you to be remembered. It will help you leave behind “a piece of you” after you meet someone, something that makes them remember you after you’ve left the building.

WHY DO YOU NEED A PERSONAL BRANDING STATEMENT?
Ask yourself if you had a personal brand statement when could you use it to tell others who you are and how you add value?
Here are a few possibilities that may resonate with you:

  • Anytime someone asks you “what do you do?”
  • During introductions at conferences
  • Introductions at networking event.
  • Anytime you are asked “Tell me about yourself”

Understand first that we all already have a personal brand or reputation.
Everyone is known for their own unique set of attributes, strengths, and passions that drives them at work and in life. Maybe you haven’t thought about the defining characteristics that differentiate you from everyone else?
To put your brand to work for you, you’ll need to pull together all the pieces that make up your value proposition in the marketplace.
Again, think about what those around you say about you. How do they introduce you to others?

Here are some possible areas of strength:
Identifying problems, seeing the details, leading, delegating, performing analysis, fact finding, crunching numbers, anticipating risk, motivating, mentoring, innovating, managing conflict, writing, listening, communicating.

Our goal is to be clear and concise in one sentence. This one sentence should include who you are, who you help, what you help those people understand or do so that they can experience some type of transformational change.  Let us break it down;

  • I AM

Think about what it is you are known for or want to be known for (Do you want to be known as a personal branding strategist, a marketing specialist, or a project manager?)

  • I HELP

For the purpose of creating your personal brand statement, you must know who it is you help. For examples you might be a personal branding strategist like me who helps Millennials, Gen Xers, etc. As a project manager, you most likely help organizations or individuals.

  • UNDERSTAND/DO

The third part of your personal branding statement is where the excitement starts to begin. This is where you tell your audience, those people you just identified you help, what exactly it is you help them with, what they need to understand or do. As a personal brand strategist, you might only help Gen Xers define and build their brand for example.

  • SO THAT

The final part of your personal brand statement is the most important. But it’s not for you, it is aimed directly at your audience. It’s the benefit they receive from working with you, the transformation you want them to experience.

For example, as a personal brand strategist, i want my clients to find more fulfilling work or become more visible so they are more readily found and recognized by partners, recruiters and hiring managers as the expert in their niche.

Now its time to write you personal brand statement;
I AM:___________________________ (What are you known for. Job title or position here.)
I HELP:_________________________________ (In your current position who do you help?)
UNDERSTAND/DO: ___________________(What do you help your client do or understand)
SO THAT:__________________________ (What change in your client do you want to see?)

Once you have what you believe is your finished product, read it out loud. Ask yourself the following questions:
Does it accurately describe you and how you add value? Can you say it with confidence?
If you’ve answered yes, congratulations. You’ve just created your personal brand statement.
If you’re not quite there yet, go ahead and tweak it. If you are stuck, bring in a friend to help.
We would love to hear what you came up with please share your personal brand statement in the comments below.

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22 thoughts on “Creating An Authentic Personal Brand Statement

  1. This post is so helpful! As a multi-creative entrepreneur, filling in some of these blanks has always been a challenge. “Niche-ing” stifles me and leaves me unsatisified, which is why I stopped following the so called experts. Last night, my husband reminded me that I am my brand. I’ll be using the steps and suggestions in your post to come up with a statement that stands out.

    1. Awesome Peggy
      I love your husbands reminder. You are your brand. I am sure you will come up with N awesome statement.

  2. This is helping big time, especially in my profession (lawyer) where no form of advertisement whatsoever is acceptable. I hope I do this early on and share my feedback soon enough. Thanks Leila.

  3. Thank you for a thoughtful post which provides a clear route to enhancing business identity. The clarity of your writing is so appreciated! Later today I will move through the steps as you have so clearly outlined them.

  4. I too struggle with confining myself as Peggy has mentioned. That being said-I really want to sit with your ‘homework’ and take myself through this process. Thank you Leila for sharing your wisdom!

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