Beyond the Resume: Why Your Personal Branding Statement Actually Matters More

Mar 06, 2024


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Imagine you're at a networking event, surrounded by potential employers, clients, or partners.

You have just 30 seconds to make an impression. What do you say?

This is where the power of a personal branding statement comes into play, serving as your professional elevator pitch, distinguishing you from the crowd.

Yet, it's astonishing how this crucial element remains underutilized by many professionals.

You know, we live in a time where how you present yourself online and your personal brand are tightly linked with your professional success.

The old-fashioned resume isn't the be-all and end-all of your career path anymore.

Don't get me wrong, resumes are still important, but they just give a limited snapshot of you, your skills, and your personality.

Lots of folks think a good resume is all they need to land a job. They spend hours perfecting it, but forget about their personal branding statement. They don't realize that what employers really want is a clear story about who they are, both personally and professionally.

What really tells your story is a personal branding statement.

It's like a nutshell version of your unique value, your beliefs, your career aims, and it really paints a complete picture of you and what you're all about.


Why They Don't Pay Attention to This: 

The underestimation of a personal branding statement's importance is often due to a lack of awareness and guidance. Most career advice centers around resume building, leaving personal branding in the shadows. Additionally, the effort to introspect and articulate one's value in a few sentences can seem daunting, causing many to bypass this crucial step in personal brand development.


The Business and Entrepreneurship Context:

For business professionals and entrepreneurs, a personal branding statement is especially paramount.

In the business world, you are your own brand.

Entrepreneurs, in particular, need to sell not only their business idea but also themselves. Your personal branding statement can help establish credibility, foster trust and create an emotional connection with potential investors, partners, and customers.

It serves as a succinct and powerful representation of your entrepreneurial spirit, vision, and values. So, whether you’re a seasoned business professional or an aspiring entrepreneur, never underestimate the power of a well-crafted personal branding statement in shaping your professional trajectory.


So, what is a personal branding statement?

Your personal branding statement is more than a tagline; it's the essence of your professional persona, distilled into a sentence or two.

It communicates to the world what you can bring to the table that no one else can.

This clarity not only helps you stand out but also guides your career decisions, ensuring they align with your personal and professional goals.


For example: 

"I'm a digital marketer who turns small business stories into big online successes through creative strategies and authentic engagement."

This statement is straightforward yet effective, and it achieves several key objectives:

  1. Professional Identity: It immediately identifies the person as a digital marketer, making their area of expertise clear.

  2. Target Audience and Value Proposition: It specifies the target audience (small businesses) and what the individual offers (transforming their stories into successes online).

  3. Approach: It hints at how they achieve results—through "creative strategies and authentic engagement," suggesting a personalized and innovative approach to digital marketing.

  4. Impact: The phrase "big online successes" suggests a significant positive impact on clients' businesses, implying both growth and enhanced online presence.


Having this amount of clarity in your Personal Branding Statement will help you stand out and attract right type of clients and collaboration opportunities aiding your faster growth.


This also helps your target prospect and audience:

- Guide Decision-Making by Highlighting Expertise and Fit

- Builds Trust Through Specificity and Impact

- Facilitates Better Decision-Making by Identifying Potential ROI by hiring you

- Encourages Engagement with a Targeted Approach


How to Start Crafting Your Personal Branding Statement:

Creating an effective personal branding statement may seem challenging at first, but with the right approach, you can develop a statement that truly represents you and your professional aspirations. Here are a few pointers to get you started:

  1. Reflect on Your Unique Value Proposition: Begin by reflecting on what sets you apart from others in your field. Consider your unique skills, experiences, and passions. What do you do better than anyone else? Identifying your unique value proposition is the cornerstone of your personal branding statement.

  2. Define Your Audience: Who do you want to influence with your personal branding statement? Understanding your target audience—whether it's potential employers, clients, or colleagues—will help you tailor your message to resonate with them.

  3. Articulate Your Professional Goals and Values: Think about your career aspirations and the values that guide your professional life. Your personal branding statement should reflect not only what you do but also why you do it and where you aim to go.

  4. Keep It Concise and Powerful: Your personal branding statement should be succinct, typically no more than two sentences. It needs to be long enough to express your essence but short enough to grasp easily. Use powerful and precise language to make a strong impact.

  5. Use Active Voice: Write in an active voice to make your statement more dynamic and engaging. This approach makes your statement more compelling and easier to remember.


Even if you don't get it perfect the first time, you can simply start to lay down the most important elements you need to mention each time you are talking to a specific set of audience. 

Over time, you'll build more clarity though feedback allowing you to test and refine along the way.

Pretty soon, I am launching a short course on "Personal Branding Statement" that will help you create an adaptable personal branding statement for different segments. I will share more about that in my next edition. 


In conclusion: 

The personal branding statement serves as a bridge between the professional's expertise and the client's needs, facilitating a better understanding and appreciation of the value the professional brings to the table.

It not only helps clients make informed decisions about engaging the professional's services but also sets the stage for a successful and mutually beneficial relationship.



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