Personal Branding Part 4: Creating Your Brand Statement

by Amy Salapski | Sep 29, 2023 | Blog

I hope you’ve been enjoying this series on personal branding. In part 4 of this 5-part series, we will focus on creating your brand and developing your brand statement.

Guess what? We’re not starting from scratch. You already have a personal brand, whether you realize it or not.

Follow the guidance below to help you discover your existing brand, refine it to meet your needs, and create your brand statement.

What is Your Current Personal Brand?

Reflect on these questions to uncover what you already know about your brand. Capture some notes from your reflection to see what themes emerge.

Which of your strengths differentiates you from others?
How would your colleagues describe you?
What do others say that you do well?
When people ask you for help, what are they asking you to do?
What gives you credibility?
What unique skills or certifications do you have?

Dig deeper by gathering additional information. You can do this by:

Reviewing any recommendations, endorsements, and thank you messages you have received recently.
Revisit the notes from your boss on your most recent performance review.
Ask others how they might describe your brand. Consider whether their feedback aligns with what you already know about yourself and discover new elements you haven’t considered.

In addition to discovering your brand, this exercise should also help you to build confidence in your brand!

Refine Your Brand

Review the work I invited you to complete last week during part 3 of this series. Revisit the goals you want to achieve and the target audience you defined. Consider the following:

How might your brand position you to achieve your goals?
What aspects of your brand do you need to develop or evolve further?
What elements of your brand do you want to spotlight more?
How might you better differentiate yourself?

Create Your Brand Statement

At this point, you probably have a lot of notes! Distill it down into something meaningful by creating your brand statement. Draft a few short sentences that capture:

What you do (your role and attributes)
Who you serve (your audience or industry)
How you perform or deliver your value (your unique brand promise)

If you have multiple goals and target markets, you can create more than one brand statement. For example, I serve individual coaching clients and consult with companies, so I’ve created two brand statements, as shown below. Feel free to use these examples to inspire your personal vision statement!