How To Write Your Personal Brand Statement
With the national unemployment rate hovering around 4.4%, according to the US Bureau of Labor Statistics, there is a war for talent. More than ever before, recruiters and hiring managers are looking for top-level candidates to woo away from their employers. The benchmark for talent recruitment has been set higher, challenging you to rise above employed candidates to gain a competitive edge.
To differentiate yourself, you must clearly communicate your unique value offer and launch a personal branding campaign that has a consistent message online and on paper. A critical anchor to a cohesive and high-impact personal brand plan is in the design of a personal brand statement.
The Elevator Pitch Compressed For Today’s Digital World
A personal brand statement is a shorter version of an elevator pitch, and it is on steroids. It communicates the following:
‘Go-To’ Value + Differentiation
When creating your brand statement, consider the value you will bring to your new employer. Therefore, contemplate the following questions and weave the answers into your brand statement:
a. What problem are you going to solve?
b. What changes do you see on the horizon in your target industry?
How are you unique from other similarly qualified candidates who offer to solve that same problem?
a. What are your distinct qualifications?
b. Do you offer an exclusive experience?
Once you have understood your unique value offer and what that means for your future employer, you can begin to craft your elevator pitch, your value offer summary, and your brand statement.
What is the difference between the elevator pitch, the value offer summary, and the brand statement?
Elevator pitch: A verbal communication of your qualifications, distinction, and the value it offers employers.
Value offer: A written summary that promises ROI to your prospective employer/target audience with a unique selling point. Touching points: experience + qualifications + relevant impact.
Personal brand statement: A pithy one to three line tagline that serves to brand you and introduced your Value offer. Think “trademark.”
How to Calibrate Your Brand Statement
To write this personal brand statement, distill down the answers to the questions above to one or three sentences.
Distilling is easier than it seems. Determine what part of your value offer can be communicated in person and focus on the critical words that will inspire questions from your target audience and serve as a great conversation starter.
It may take several drafts to get it just right. Don’t worry about that. You can work on distilling your brand statement after you have honed in on what you’d like to communicate as your unique value offer.
Allow me to explain. When I work with my clients, we first develop a unique value offer by brainstorming and compiling a list of the value my client offers. Let’s take a look at six value offer bullets my client, and I, came up with:
- Leading a new vision in Global Learning & Development.
- Resetting mindsets, tipping the scales through preparedness that supercharges competencies.
- Transforming cultures through accountability and shared insights.
- Improving organizational capabilities, beginning at the C-suite table.
- Simplifying performance management processes and programs.
- Shedding clarity on issues through key performance indicators.
After we worked through identifying the value my client offers, we distilled it down to this brand statement:
Global Learning & Development Executive: Multi-Generational Workforce Solutions, Addressing Critical Issues In Today’s Workforce
Although the brand statement above is concise and cannot touch upon all the bullet points listed before it, it serves to set up a conversation about how and why this leader is a great candidate. My client can then carry a conversation to support his brand statement, guided by his value offer bullets, and communicated verbally with a clear elevator pitch.
More Examples of Personal Brand Statements
Triple-threat global business growth executive: driving hyper-growth in 20+ markets at the apex of sales, marketing, and operations strategy
Value creator: unlocking profit growth opportunities by analyzing from a fresh perspective
Business development leader: actualizing business visions through actionable roadmaps, launched with a clear vision and precise execution
The above are brand statement examples. Get creative with yours and see what comes up for you.
Now, remember that once you set up your brand offer, your resume must support it with experience and accomplishments that align with your tagline and your value offer which is usually replacing the traditional resume summary.
How to Use Your Brand Statement
This brand statement should be used across your social media bios and on your executive resume. Cultivating a robust digital footprint via your social media presence reinforces your personal brand, helps you gain a competitive advantage, and open more doors to great interviews.
Your polished personal brand statement should be an authentic reflection of who you are as a leader since it is your publicly stated personal trademark.
Remember that because your brand statement is a succinct 1 to 3-sentence line, you must have a more comprehensively flushed out personal brand presentation in your back pocket so you can elaborate during an interview.
In addition, make sure you are offering them a value offer that speaks to your target audience (i.e., the job you are after). Otherwise, you will be attracting the wrong opportunities.
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