personal branding statement

3 Steps To An Outstanding Personal Branding Statement

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Your resume is an amazingly important document. It not only speaks to your past accomplishments, but it also acts as a predictor of your future capabilities.

However, your resume can’t successfully complete this task if it isn’t packed with quality information. This includes an outstanding personal branding statement.

What is a personal branding statement? It is a statement that communicates who you are in the workplace. Borrowed from the marketing world, it reflects your professional reputation. On your resume, the statement is used to summarize, in just a few words, who you are. This is why it’s so important to take formulaic steps in order to develop one that gets the job done.

Personal Branding Statement Example And Formula

To get started, take a look at a branding statement that delivers the goods:

COMMUNITY AFFAIRS MANAGER with 10 years of experience visualizing, developing, and organizing company wide philanthropic events, maintaining connections with hundreds of nonprofit organizations, coordinating diverse employee volunteer opportunities, and creating dynamic external and internal event communications.

Why is it successful? It gives a snapshot of your history in the field while providing branding attributes that describe what makes you successful. Also, it gives examples of previous accomplishments that offer insight into how you can help an employer succeed.

So which formula could you use to create your own?

1. Consider Your Outlook On The World

It may seem a bit far-reaching to say that your overall outlook on life can create a great personal statement, but in actuality, it is your outlook that has guided you to your profession and has helped you develop your talents.

So take time to write down your vision. Do you want people to communicate better with one another? Do you hope to expand the breadth of our already-expansive technology? Think about what it is that can help you create the broad umbrella encompassing all of the specific goals your branding statement will incorporate.

2. Think About Your Individual Goals

Again, a branding statement is all about showing an employer that you have goals—and that you not only intend to achieve them in the future but already have in the past. So, what are your career goals? How do you want to make a difference? Write down what you’d like to achieve—along with those skills you possess that can help you attain your goals.

3. Look At Your Attributes And Professional History

Finally, it’s important to recognize your brand attributes, then apply them to your professional history. To identify your attributes, come up with at least three nouns to describe yourself as a professional.

Are you a great communicator, leader, visionary, or organizer? Then drum up three sentences that round out your professional history in relation to those attributes (e.g. I have 15 years of experience leading groups through philanthropic efforts).

After completing these goals, you’ll have enough information to create a truly outstanding branding statement that not only gives an employer confidence in your ability to succeed but boosts your own confidence as a top professional.


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Photo Credit: Shutterstock

Jessica Holbrook Hernandez

Jessica Holbrook Hernandez, CEO of Great Resumes Fast is an expert resume writer, career and personal branding strategist, author, and presenter.

12 comments

  1. Have you ever thought about including a little bit more than just your articles?
    I mean, what you say is valuable and everything.
    But think about if you added some great visuals or video clips to give your
    posts more, “pop”! Your content is excellent but with images and videos, this
    website could undeniably be one of the very best in its field.
    Good blog!

  2. I’d like to better understand where this comes into play. If new resumes are getting more streamlined and objective statements (and similar) are out – where does the branding piece go?

    • That depends on the format you’d like to use Alyssa. Any branding you’re doing (whether it’s on your resume or not) should also be going on your cover letter, personal website and/or social media profiles. Having a consistent message across all of those channels ensures that people will understand what you’ve done and how you would be a fit, regardless of what format their research of you takes.

  3. I have all I need written here, but are there any suggestions on how to condense this into a smaller more effective statement? if you would reply here or on my linkedin that would be absolutely wonderful. I am a stay at home mother going back to work after being out for 2.5 years.

    CUSTOMER SERVICE AND SALES MANAGER

    1.) my outlook on the world

    I Strive to be an initiator of open, honest and constructive communication, contributing to the betterment of the company. I believe in honesty, fairness, and taking sage advice. Sales are about honesty, communication, and satisfaction of the customer in the long term, not just the bottom line.I strive to build confidence and rapport with the customer so they feel comfortable coming back to me when needed. Empathy and relating to one another are very important to me.

    2.) My individual goals

    I would like to become a high end manager or executive that makes a positive name for the company when it comes to customer first mentality. I am a great communicator, problem solver, empathetic to the needs of others, able to see both perspectives of and argument and put myself in their shoes, great conflict diffuser, and great encourager with the ability to also get things done not only in a timely manner, but correctly.

    3.) My Attributes and personal history

    Great communicator, problem solver and leader

    I have had 4 years of experience in leadership positions as a sales leader in my department, a senior sales associate and internet sales manager.

    I have 8 years experience of being a great communicator as a speaker and morale booster during sales meetings, customer service representative diffusing conflict and empathizing with customers, internet sales manager building morale of my sales team and communicating effective ways to be more productive and encouraging the progress to continue.

    I have had 8 years experience being a problem solver as a customer service representative diffusing conflict and finding ways to make the customer happy, as an internet sales manager brainstorming ways to build the morale of my sales team, getting higher sales percentages and bringing customers in the door, all while making sure the customer is always happy.

  4. I disagree.
    There are NO tangibles in provided example.
    For instance, consider/include:
    - how many ‘visualized’ events (what are these?) and ‘diverse employee volunteer opportunities’ organized in 10 years? How many were proposed, how many occurred (success ratio)?
    - what was the outcome from these events (achieved set goals? exceeded? below expectations? % of satisfied customers/employees)?
    - so what contacts were maintained with non-profits? Who cares, and why? What was the outcome?
    BTW, ‘hundreds’ literally suggests at least 200, which means 10 (years) * 260 (business days in year) / 200 (total MINIMUM # of non-profits) = a SINGLE contact with a SINGLE non-profit every ~13 days. Divide that by 2 (2 contacts in 10 years is not too many), and you need to make contact every 6.5 business days. For a VALUABLE collaboration and > 200 non-profits total there would be MANY more contacts. That’s among other works he’s supposed to do. Busy guy….
    - what are ‘dynamic external and internal event communications’? Who needs them, what for, and what was the benefit/outcome again?

    I’d write:
    COMMUNITY AFFAIRS MANAGER, organized XYZ company-wide philanthropic events with XYZ results (# of participants, amount of $$$ collected, # of hr employees volunteered for a good cause, volume of blood donated for Red Cross), collaborated with XYZ nonprofits to create XYZ (events, $$$ collected for a good cause) in the past 10 years. Introduced NOVEL (specific example would be nice) external and internal event communications that increased employee participation by in (activity) by XYZ %.
    Looking for (what I want, but consistent with what’s offered by prospective employer).

    I would also consider writing down ’10 years of experience’:
    - it is a strong clue about candidate age. Yes, I know, age-discrimination is illegal, but some people do this anyway.
    - if the # of events (accomplishments) is not impressive, stretching it over 10 years makes it even less impressive. That’s not the message you’d want to send to prospective employer.

    Now trash my example.
    Or hire me to re-write your resume.

    • Wow, Pierre! Great analysis and terrific suggestions on specifics.

      The one of the things you weren’t specific about was what you disagree with – the example in the blog post or the examples in the comments…or both.

      I like some of the points you’d add under “I’d write” – but they are results!! So, I’d want to see them in the context of the organizations where they were achieved. A resume summary is meant to give a top-level overview of experience and highlight specific competencies.

      And a personal brand statement (PBS) should be more about the what drives a person in creating the value they create, so that we have some insight into who they are and why we should choose them. As powerful as specifics are for validating a summary or PBS, they do not take the place of either.

      I mean this as constructive feedback for you and for other readers

      By the way, one last specific detail: How would someone find you if they did want to hire you?

      • Dear Walter,
        thanks for your comments and constructive critique.
        Long story short:
        - I disagree with article/example provided
        - being a hardcore scientists, I strongly believe in results. Or sensible explanation why they are absent (not all experiments work). And what could be done to get it to work. Both cases are a reasonable predictor of future performance.
        - could not agree more with you on the importance of CONTEXT
        - you can find me at p i e r r e 2 7 _ 9 @ h o t m a i l . c o m, just remove all spaces from email address.

        Best,
        Pierre

        • Hi Pierre!!

          Ah, clear!! Given what you do, I can see your passion for clear results! We career coaches actually do look for measureable outcomes to some extent. We do, however, tend to put them into the body of the resume – and yes, in context!!

          Thanks for this great conversation! I’ll follow up with you on LinkedIn!!

          Have an awesome week!

          Best,
          Walter

  5. Hi Jessica and Walter,

    Thank you Jessica for this article. I think those steps are a definite must when deciding how to position yourself, and it is quite useful to see them organized that way. I do agree with Walter when he points out that the “why” is the basis of the personal brand, and the most important element in differentiating yourself. Thank you Walter for sharing that! My university gives classes on employability and they always stress that having a good belief or driving force in your personal brand is what distinguishes a bland candidate from a great one.

    Thank you both and have a great day.

    • Thanks, Isabela!! I appreciate your great feedback!! The whole idea of “your why” is becoming increasingly important in personal branding…as is brand story. If you want to read more about this, you may want to visit my blog, Success Reimagined, walterakana.com

  6. Hi Jessica!!

    I can appreciate that you’re trying to help people incorporate a bit more differentiation – or personal brand – into a resume. Still, while the Community Affairs Manager example you cite is a terrific summary statement, I don’t really see it as a personal brand statement.

    As a personal branding strategist who has worked extensively on helping clients get to their personal brand, I believe the three steps you point to are good ones. However, I see this more as a process and I think if people truly think deeply about each of these points, they can begin to get clear on their differentiation.

    Perhaps the only thing I would add as guidance is a “belief statement.” So, for example, if we know what drives a person in creating the value they create, we have some insight into who they are and why we should choose them.

    To bring that back to your example, I think the statement would be much more powerful if it said: “Community Affairs Manager who believes in the power of giving to build strong communities [or whatever the person believes], and who brings ten years expience….” It helps get the reader beyond the “what” and “how” to see the “why” of this person’s approach. And frankly, your “why” is where your brand lives!!

    Hope this is helpful.

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