How to Write Your Personal Branding Statement

Man shaking hands with the interviewers on a panel after impressing them with his branding statement / Getty Images

Writing a personal branding statement is a lot like creating a branding statement for a company, product or service. The big difference is you are crafting it from a personal angle because it's about you. Your personal branding statement will be unique to you and, if written correctly, it will clearly describe what you do and who you serve.

It's Your Personal "Catchline" About Your Expertise

Grab a piece of paper and a pen. Summing yourself up in a single line probably sounds harder than it is. Start off with an open mind and in a quiet place where you can brainstorm without interruption.

Take a minute to think about what career or business attributes people would recognize you for. Get started by making a list of those qualities, naming up to five if you can. What makes you stand out from your competition? If you're running into trouble coming up with five, take a moment to reflect on what value would you provide, what problems you're fully capable of solving for others. Think a bit about your unique selling proposition and who your target audience is. What industry is the most in need of your services? Still stuck? Don't be afraid to ask close friends or co-workers.

The next step is putting it all together. A personal branding statement is best if it's one sentence, but definitely no more than two. The job of your personal branding statement is to "grab" the attention of potential clients, not to tell your entire story.

Also, relax. Your personal branding statement can change over time.

Example of a Personal Branding Statement

"A divorced woman who specializes in helping divorcing couples find mutually acceptable custody solutions, and helps each gets back on the road to mutual happiness for not only them but for their children."

Personal Branding Statement and Name Recognition Go Hand-in-Hand

A personal branding statement also helps to drive name recognition.

There's an old saying, "I don't care why I'm in the paper, as long as they spell my name right." It's usually said as a joke. Most public figures only want the get media attention for doing good things. They don't want to see their mugshot in the paper for getting drunk and punching out the bouncer at a bar in Vegas.

Yet name recognition has power. In your industry or area of expertise, you may be aware of a dozen people who you know all about, not because they're talented or smart or beautiful, but because of the reputations they've built for themselves. You know their names, and if you called a friend and said that name, they'd know it, too.

Use your personal branding statement to help you stand out from the crowd and create name recognition when it comes to you and your brand.