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Do you know the #1 secret to getting noticed and advancing your career? Creating a stellar personal brand statement that captures your unique value and talents!

A 2022 survey by LinkedIn found that 79% of recruiters believe that a strong personal brand gives candidates a competitive edge. The survey also found that 75% of recruiters are more likely to hire a candidate with a strong personal brand.

Other studies have also found that a strong personal brand can give candidates a competitive edge in the job market. For example, a 2018 study by CareerBuilder found that 67% of employers are more likely to interview a candidate with a strong online presence.

But summing up your skills and strengths in just a few sentences can be daunting…

In this comprehensive guide, you’ll discover a simple step-by-step process for creating a personal brand statement as distinctive as your DNA.

Whether you’re looking to advance your career or attract new opportunities, this guide will give you the tools to develop a compelling personal brand statement that gets you noticed.

Let’s make meaningful progress as you read. Don’t just absorb this information – act on it! My “Personal Brand Statement” workbook will guide you to get crystal clear on your purpose and distill it into a compelling statement.

Many people read personal branding tips but never dedicate time to defining their own brand. Don’t fall into that trap! Take advantage of this workbook so you can immediately apply what you learn.

Related: How to Start Your Personal Brand

Crafting your statement is an invaluable investment in your business and career. So seize this opportunity to lay the foundation for sharing your gifts at scale. I’m excited to see your personalized brand statement take shape!

Phase #1 – Self-Discovery

phase #1 in how to create a personal brand statement - self discovery

This is the cornerstone for creating a personal brand statement that truly captures your essence.

To create a brand statement that resonates, you first need to uncover your core values, strengths, and superpowers. So let’s grab our magnifying glasses and excavate the real you!

Your Core Values

What principles do you live by? Identifying your core values is crucial for creating an authentic personal brand statement. For example, if integrity is your jam, then transparent communication should take center stage in your statement. Or if you’re an innovator at heart, shine a spotlight on your knack for sparking fresh ideas.

Get introspective and think about what motivates you, what you stand for, and what you want to be known for. Your values might include honesty, creativity, determination, compassion, courage, collaboration, or continuous learning. Uncovering these gems will fuel creating a personal brand statement you’re proud of.

This self-discovery phase lays the foundation to broadcast your true self to the world. So embrace the journey within, and you’ll be equipped to create a personal brand statement as unique as your own DNA!

Your Passions and Interests

What topics get you fired up or lose track of time? Do you nerd out over blockchain technology? Are you a die-hard environmentalist? Or maybe you live for adrenaline-pumping adventures?

Let your fascinations guide you. For example, if you’re crazy about animal welfare, focus your brand on promoting compassion and conservation. Is film photography your thing? Showcase your artful eye. Your passions hold the secret sauce for creating a personal brand statement that sizzles.

So take time to brainstorm what captivates you. Make a list of your interests, hobbies, causes, sports teams, favorite books, or anything else that lights you up. These are ingredients you can sprinkle into your personal brand, taking it from bland to bold.

Your Unique Strengths and Skills

What are your superpowers?

Uncovering your unique strengths and skills provides crucial material for crafting a compelling personal brand statement.

Make a power list of your mightiest talents. Are you an ace problem-solver who has made significant impacts? A born leader with successful stints managing teams? A creative virtuoso who can ideate outside-the-box solutions?

Identifying your superhero abilities allows you to weave persuasive evidence into your brand story.

For example, “As an innovative problem-solver, I increased sales by 30% in my first year by launching a new product line.”

Specific examples demonstrate you’re the real deal and not just full of hot air. So reflect honestly on your strengths and look for tangible ways to showcase your skills in your personal brand statement.

Let your extraordinary abilities take center stage! This self-discovery will equip you to create a personal brand statement that convinces others you are truly one-of-a-kind.

Life Experiences

Now, let’s dive into the treasure trove of your life experiences!

Reflecting on your personal journey provides rich material to weave into a distinctive personal brand statement.

Have you overcome significant obstacles and developed resilience? Let that shape your brand’s narrative. Did you have a transformative travel experience that gave you a unique cultural perspective? Find ways to showcase your globetrotting insights.

Your background offers clues to what makes you special. For example, “As a first-generation college graduate and self-made entrepreneur, I understand the challenges minority communities face in accessing education and resources.”

By braiding your life experiences into your branding, you create a multidimensional personal brand statement.

So reflect deeply on your journey and the lessons you’ve gained. This will allow you to craft a compelling story that forges an emotional connection with your audience.

Let your remarkable path guide you as you create a personal brand statement that captures the essence of who you are.


Let’s spotlight those hard-earned accomplishments! Showcasing your greatest hits provides persuasive proof points for your personal brand statement.

Have you recently won any prestigious awards or honors? Don’t be shy – let them take center stage! Successfully launched your own business? Flaunt your entrepreneurial prowess. Did you land a coveted promotion? That demonstrates your leadership potential.

Your achievements are like trophies – they validate your abilities in concrete ways. For example, “As the 2022 ‘Marketer of the Year,’ I have a proven track record of boosting ROI through innovative campaigns.”

So reflect on the milestones you’re most proud of, in your career and beyond. Then find strategic ways to weave your crowning glories into your personal brand story. This will take your statement to the next level and have people cheering for your success!

Flaunt your greatness and equip yourself to create a personal brand statement as remarkable as your accomplishments.

Your achievements don’t have to be major public victories to be meaningful for your personal brand statement. Even small accomplishments that make you proud can reinforce your key traits and values.

For example, if consistently making your nieces smile demonstrates your caregiving nature, then highlight your ability to connect with children in your statement.

If you won your local bake-off competition, play up your creativity and passion for baking. Or if you tripled your Etsy shop’s revenue through savvy marketing, showcase your entrepreneurial skills.

The key is reflecting on accomplishments that light you up – whether they received public recognition or not. If it represents an achievement that brought you joy, motivated your interests, or exemplified your abilities, then it deserves to be included in telling your unique story.

Your brand should celebrate every version of you – from the nationally-awarded CEO to the proud auntie/uncle.

So don’t underestimate the power of your “small” feats. Some of life’s greatest rewards come from making a difference in simple human ways. Let those moments of fulfillment guide and inspire your personal brand statement too.

Phase #2 – What You Do

phase #2 in how to create a personal brand statement - what you do

Now that we’ve done some serious self-exploration, it’s time to shift gears. An essential piece of creating an impactful personal brand statement is clearly articulating what you do – your skills, services, products, and expertise.

While uncovering your passions, values, and achievements is crucial, you also need to spell out your professional offerings. Succinctly communicate your zone of genius, whether it’s graphic design, financial planning, mobile app development, or anything else under the sun.

For example, “As a certified health coach, I help busy moms adopt sustainable lifestyle changes through personalized nutrition plans and accountability coaching.”

Plainly stating what you bring to the table gives people a concrete understanding of how you can add value. This allows you to create a personal brand statement that resonates with your ideal clients and gets you noticed.

So be sure to complement your self-discovery with an explicit explanation of what you do. Finding this balance is key for crafting a personal brand statement that clearly conveys who you are and what you offer.

Primary Skills and Expertise

Creating an impactful personal brand statement requires a balancing act. On one hand, you need to dive deep into self-discovery to uncover your core values, passions, strengths, and achievements. This helps craft an authentic statement that captures the essence of who you are.

But equally important is clearly articulating what you do – the skills, services, products, and expertise you offer.

This provides tangible details about how you can add value to your ideal clients.

For example, “As a certified health coach with 10 years of experience, I help busy moms adopt sustainable lifestyle changes through personalized nutrition plans, accountability coaching, and stress management techniques.”

Succinctly spelling out your professional offerings is crucial for creating a personal brand statement that resonates. It gives people a concrete understanding of your zone of genius. Whether you specialize in graphic design, financial planning, mobile app development, or anything else – be explicit.

Finding the sweet spot between self-exploration and clearly conveying your expertise is the key to crafting a personal brand statement that gets you noticed. It allows you to broadcast a compelling, well-rounded message about who you are and what you bring to the table.

Services or Products

When sharing what you do, it’s important to get very specific about the services or products you offer. This helps create a personal brand statement that clearly conveys how you can meet people’s needs.

For example, if you’re a consultant, drill down on niche areas like digital marketing strategy, organizational development, or financial analysis. Avoid vague terms like “business consulting” that leave people guessing.

Or if you craft and sell products, spotlight unique features that set you apart. For instance, “My handmade jewelry line uses sustainably sourced gemstones and recycled metals to create eco-friendly accessories with bold, modern designs.”

By providing tactical details and zeroing in on your specialty, you equip yourself to create a personal brand statement with maximum impact. People immediately understand what you bring to the table and how you can help them.

So get into the nitty gritty of what you offer.

Whether services or products, be clear and descriptive. This level of specificity is crucial for crafting a personal brand statement that resonates with your ideal audience.

Industries or Niches

It’s also important to communicate the specific industries or niches you serve when creating an effective personal brand statement. This helps you zero in on your target audience.

For example, coders could specify expertise in key industries like healthcare, finance, education, or e-commerce. This immediately lets potential clients know you understand those fields.

Coaches and trainers can also drill down on niches. A fitness coach could spotlight specialties like weight loss, muscle gain, injury recovery, or senior fitness. A business coach might focus on leadership development, employee retention, or startup mentoring.

By being laser-focused on the niches you serve, you equip yourself to create a personal brand statement with maximum appeal. People immediately recognize you have tailored expertise to help them succeed.

So be sure to complement the “what you do” with the “who you do it for.” Spotlighting your niche demonstrates you understand specific client needs and can deliver targeted solutions.

This boosts your authority and relevance when creating a robust personal brand statement.


Overly narrow niche targeting can feel limiting, especially when you’re just starting out. The key is finding the sweet spot between being strategically specific but not painting yourself into a corner.

Here’s my approach:

Get clear on your core area of expertise and the services you provide, then identify one or two initial industries or specialties to focus on. This allows you to speak directly to target clients while keeping room to expand over time.

For example, “As a marketing consultant, I specialize in digital strategy and content creation. I aim to partner with small business owners and startups, with a focus on the healthcare and tech industries.”

This provides helpful specificity while preserving the ability to work with other verticals down the road. The goal is crafting a personal brand statement that’s focused without being overly restrictive.

Starting with a defined target area gets your messaging concrete and memorable. But you can still build out your services, niches, and client bases organically over time.

So be strategic in finding that balance – it will allow you to craft a strong yet flexible personal brand statement.

Phase #3 – How You Do It

phase #3 in how to create a personal brand statement - How You Do It

Showcase Your Special Sauce

Simply stating what you do only tells part of the story when you create a personal brand statement. To craft a truly compelling personal brand statement, you need to reveal your special sauce – what sets you apart in how you operate.

How do you deliver your services in a way that’s distinctively you? Do you take an innovative approach to problem-solving? Prioritize radical transparency in your work? Offer unmatched flexibility or customization?

Approach or Methodology

When creating a personal brand statement, it’s important to showcase your special sauce – the approach or methodology that guides your work. This adds compelling flavor to your brand story.

For instance, project managers could emphasize their Agile methodologies when creating a personal brand statement, focusing on iterative development and cross-functional collaboration.

Chefs might highlight their farm-to-table philosophies, sourcing local ingredients to craft seasonal menus. Yoga teachers could describe their blend of alignment principles with breathwork and meditation when creating a personal brand statement.

The goal is to spotlight your unique process to make your brand stand out. For example: “I take an integrated Agile approach to project management, emphasizing transparency, flexibility, and continuous improvement.”

By flaunting your special sauce when creating a personal brand statement, you forge an emotional bond with clients who share your values. This helps you rise above generic positioning to craft a compelling brand narrative.

So think critically about what principles or methods make you tick. Weave in these details as you create a personal brand statement to reveal the distinctive flavors that set you apart. Your special sauce adds persuasive power and magnetism to your personal brand.

Work Principles

Lead With Your Values

Your principles and values are a key ingredient when creating a personal brand statement. Being clear about what matters most in your work allows you to attract aligned clients.

For instance, if radical transparency is vital to you, emphasize that when creating a personal brand statement. Make it clear you won’t sugarcoat challenges or hide behind corporate speak.

Or if customer satisfaction is your top priority, explicitly state that you’ll go the extra mile to delight clients when creating a personal brand statement. Share how nurturing relationships and delivering 5-star service drive everything you do.

For example: “I take a customer-centric approach, obsessing over every detail to ensure complete satisfaction when creating strategic marketing plans tailored specifically to your brand.”

By spotlighting your principles and values when creating a personal brand statement, you share what makes you tick on a deeper level. This helps attract clients that align with your work philosophy for smoother, more fulfilling engagements.

Lead with heart by weaving in your core principles. This adds authenticity and emotional power to your personal brand statement, helping you connect with your ideal clients.

Mission or Vision

Rally Around Your Purpose

When crafting a personal brand statement, infusing your core mission or vision adds deeper meaning and passion. Clearly conveying the change you want to see gives your brand purpose.

For example, nonprofit founders could highlight their mission to provide quality education and mentorship to underprivileged youth when creating a personal brand statement.

Career coaches might focus their vision on empowering people to find fulfilling work that aligns with their values and strengths when creating a personal brand statement.

For instance: “My mission is to inspire purpose-driven professionals to pursue meaningful work through individualized career coaching and compassionate guidance.”

By rallying around your purpose in this way when creating a personal brand statement, you attract supporters invested in the same cause. This sparks more meaningful connections and creates fuel for driving impact.

Let your mission shine through. The clarity and conviction will resonate with your tribe, adding gravitas and inspiration to your personal brand. Purpose-driven messaging builds brands that matter.

Phase #4 – Target Audience

phase #4 in how to create a personal brand statement - Target Audience

When creating a personal brand statement, knowing your target audience inside and out is absolutely essential. Defining your ideal customer avatar or client profile is crucial for crafting messaging that truly resonates.

Ideal Audience or Customer

Zone in on Your Target Customer.

One of the most critical steps in creating a personal brand statement is zoning in on your ideal target audience. The more defined you can be about who you serve, the better.

For example, life coaches may target overwhelmed mid-career professionals seeking a better work-life balance when creating a personal brand statement. Or fashion designers might spotlight trend-conscious young adults looking for bold, contemporary styles when creating a personal brand statement.

Get very specific when creating your brand’s statement about the customer avatar you want to attract. Nail down details like demographics, common goals, shared values, and pain points.

This helps you speak directly to their desires and needs.

For instance: “I offer nutrition coaching for busy young moms seeking to prioritize self-care while raising happy, healthy families.”

The more intimate your understanding of your ideal audience is when creating a personal brand statement, the better you can craft messaging that clicks. Your words will resonate at a deeper emotional level when you know exactly who you’re speaking to.

So get crystal clear on who you serve and create a personal brand statement tailored specifically to them. This kind of strategic audience targeting attracts your perfect customers like a magnet.


Get Specific About Demographics

When creating a compelling personal brand statement, zeroing in on demographics helps you speak directly to your ideal audience.

For example, tech startups may want to focus on tech-savvy Gen Zers when creating a personal brand statement.

Real estate agents could spotlight urban millennial homebuyers looking for move-in-ready properties when creating a personal brand statement.

Drill down on details like:

  • Age
  • Income
  • Education level
  • Ethnicity
  • Family status
  • Gender
  • Location

The more precise you can get, the better. This helps you craft a personal brand statement with maximum relevance.

For instance:

“As a certified financial planner, I specialize in retirement planning for dual-income Baby Boomers in the Phoenix metro area.”

“My legal services focus on supporting LGBTQ couples with estate planning and securing parental rights.”

The goal is to create a personal brand statement that speaks directly to your audience’s unique attributes and needs. Leverage demographics to forge an instant connection with your ideal clients.

Get granular with the details when crafting your statement. This laser-focused targeting helps create a personal brand story with immense gravitational pull for attracting VIP customers.

Needs and Pain Points

Speak to your audience’s struggles.

When crafting a compelling personal brand statement, you need to demonstrate an intimate understanding of your audience’s core needs and pain points. This shows you can provide tailored solutions to their struggles.

For example, financial advisors should spotlight how they alleviate clients’ money stress, fear of investing, and retirement anxieties when creating a personal brand statement.

Fitness trainers could address common obstacles like lack of motivation, time, energy, or knowledge when creating a personal brand statement. Then clearly convey how their approach helps clients overcome these hurdles.

For instance: “I offer personalized fitness coaching to help busy moms feel empowered and energized through customized workout plans and nutrition guidance.”

The more directly you speak to your audience’s frustrations, the more you can position yourself as their guide and advocate.

Use emotional language that resonates when creating a personal brand statement.

By spotlighting specific needs and pain points, you establish instant authority and trust. This forges a powerful connection with clients motivated to overcome their challenges. Your expertise in addressing their struggles will magnetize your ideal audience.

Phase #5 – Unique Selling Proposition (USP)

phase #5 in how to create a personal brand statement - Unique Selling Proposition

What if you could sum up the very essence of your brand in one magnetic sentence? Boil down exactly what makes you the prime choice for your ideal clients?

That’s the power of a rock-solid unique selling proposition (USP).

A killer USP acts like a tractor beam, drawing in customers mesmerized by your unique value. It’s a punchy, provocative statement that spells out your positioning. Think of it like your brand’s secret sauce.

For example, Volvo’s USP is “safety”, while Apple’s is “design”. Your USP should highlight what you do differently and why clients can’t live without it.

So be bold and specific. Maybe you offer unprecedented speed, customization, or transparency. Perhaps you take a radically human approach to your work. Find that special something that makes you irresistible.

A strong USP is brief but full of meaning. It provides instant clarity on why you’re the only logical choice. Distill everything that makes you extraordinary into a succinct but compelling message.

Crafting a robust USP gives your personal brand magnetic mojo. It’s the golden ticket for standing out from the crowd and becoming the clear go-to in your niche. So define your brand’s unique edge and make it impossible to ignore!

Here’s how we’ll come up with that USP for your personal brand:

What Sets You Apart

What’s the proprietary spice that sets your work apart? The special something only you can deliver? Unearthing this is crucial for crafting a magnetic USP.

For instance, a tech startup could spotlight a groundbreaking AI solution no competitor offers. Or a career coach might have an exclusive assessment tool that reveals career paths with freakish accuracy.

Really drill down on your unique edge. Do you have a faster process, better results, or higher-touch service? Is your approach incredibly customized or infused with empathy? Look at every angle.

If you’re struggling, ask current happy clients why they chose you over alternatives. Let their feedback reveal your distinctive flair.

Once you find your special edge, flaunt it boldly in your USP.

For example: “Our patented matching algorithm takes the guesswork out of hiring by identifying candidates with a 98% culture fit.”

A robust USP should make your ideal clients think “This is exactly what I’ve been looking for!” It generates instant intrigue and desire, magnetizing precisely the right customers.

So put on your thinking cap, get clear on your superpower, and craft a USP that showcases your singular wow factor. This transforms you from replaceable to utterly irresistible!

Competitive Advantage

Let’s build a moat around your brand to fend off competitors.

The best way to do this is to spotlight a compelling competitive advantage in your USP. Showcase why you’re miles ahead of alternatives.

For example, restaurants could call out farm-to-table dishes made with locally sourced secret ingredients. Freelance writers might emphasize 24-hour turnarounds for urgent content needs.

Get creative with your competitive advantage. Do you have an unmatched success rate, more robust experience, or celebrity clientele? Does your process yield better results or faster outcomes? Find your unfair edge!

Once you identify it, feature it loud and proud in your USP. For instance: “We guarantee expert website designs in 24 hours – 3x faster than any competitor.”

This makes it crystal clear why clients should choose you over other options. When your competitive advantage resonates with their deepest needs, they’ll flock to you.

Keep honing your USP until it feels impossible for ideal clients to even consider another provider. Be bold and specific on why you offer unrivaled value.

This transforms you from one-of-many to the absolute best-in-class. Crafting a robust USP is your secret weapon for magnetizing clients and dominating your niche.

A strong unique selling proposition is an essential ingredient for crafting a compelling personal brand statement. The USP and brand statement work hand-in-hand to position you powerfully.

The USP sums up your competitive edge and key differentiation in a tight, memorable statement. For example, “I help overwhelmed moms effortlessly organize their homes and schedules through customized systems.”

The personal brand statement then expands on your USP to tell your story and forge an emotional bond. For instance:

“As an organizational expert and mom of three, I understand the unique challenges busy mothers face. My customized home and schedule systems help overwhelmed moms reclaim order and joy in their lives. My judgment-free guidance provides the tools you need to establish stability, savor time with your kids, and feel empowered in your role as mom.”

The USP quickly establishes your unique value. The brand statement wraps your purpose and passion around it. Together, they convey why you are the clear choice for your ideal clients. They work hand-in-hand to magnetize your perfect customers.

So let your USP and personal brand statement dovetail to succinctly encapsulate your magic. This one-two punch is the fuel for attracting your dream clients and accelerating your success.

Why Choose You

The most convincing way to do this? Showcase solid proof that you deliver incredible value.

For example, marketing agencies might emphasize their proven ROI and remarkable campaign results. Online course creators could highlight raving testimonials and student success stories.

Get specific on your track record of transforming clients’ lives and businesses for the better. Quantify your achievements with numbers when possible.

For instance: “My personalized coaching has helped over 500 entrepreneurs double their income within 6 months.”

This builds tremendous credibility and social proof. It makes potential customers confident you can exceed their expectations.

Weave this proof directly into your USP and brand statement. For example: “Join the 500+ entrepreneurs I’ve helped double their income through my proven 6-month coaching program.”

When prospects see how you’ve wowed others, they’ll be eager to experience your magic themselves.

So flaunt your brightest accomplishments, testimonials, and client transformations. This convinces ideal customers you’re the only logical choice for phenomenal outcomes.

Phase #6 – Crafting the Statement

phase #6 in how to create a personal brand statement - Unique Selling Proposition

Bring together all the key elements we’ve discussed in a succinct, compelling statement. Focus on conveying your unique value and connecting emotionally with your ideal audience.

Here’s a template for you to use: “I am [Who You Are], I [What You Do] by [How You Do It], for [Target Audience], and my USP is [Unique Selling Proposition].”

Start with an introduction of who you are and what you’re passionate about. Then describe what you do and how you do it better than anyone else. Spotlight the specific target audience you serve. End with your magnetic USP that sums up your competitive edge.

Aim for a short, memorable statement that quickly captures attention. Use vivid language and be bold about what makes you extraordinary.

For example:

“As a branding expert obsessed with self-expression, I help visionary coaches craft personal brand statements that magnetize their dream clients. My immersive Brand Storytelling Method uncovers your epic origin story. If you’re ready to attract a tribe of perfect customers, I’m your guide.”

Keep refining until your statement oozes with your authenticity and unique value. This crystallizes why you’re the only logical choice for your ideal clients!


We’ve covered a lot, haven’t we?

A solid personal brand statement can truly be a career game-changer. Don’t forget to download my workbook “Your Personal Brand Statement” to get hands-on experience crafting your statement.