Professionally, we all have different talents, challenges and value. But what we all have in common is an important personal challenge to figure out how to make a living while making a difference in our worlds. To do that, we need to understand and answer the “Why, How and What” in our careers.
Your Why is the belief, purpose and/or cause you live for.
Your How is what makes the way you work unique to you.
Your What is your specific career focus and experience.
Once you determine these, you’re on your way to understanding your brand. The next step is articulating it through a personal Branding Statement.
It’s imperative that you don’t just think about these concepts but actually take the time to write out your brand statements. Having clarity about your personal brand will help you make organizational change an opportunity for, rather than an obstacle to, your career growth.
But how do you get to a great brand statement? What does one look like? I’ll show you some great examples of branding statements below, but first there’s something I need to be clear about: A branding statement is NOT an achievement. Branding statements broadly promote what makes you unique, where your achievements prove your brand is true and real. Branding statements aren’t about a specific duty included as part of your job.
But achievements do support your branding statement. So in a way, you need to think through your achievements before you can fully craft your branding statement. I recommend starting by listing achievements from your life that you’re really proud of. Some should be work-related, but you should also include those achievements that show up outside the walls of work, such as in your social or family life. Remember that with personal branding, the magic comes from how you work to bring about results.
Tips on writing these achievement statements:
- Start with an action word.
- Be as specific as possible in stating the achievement.
- Focus on what you did to achieve rather than just the end result.
Poor Example: Understand how to research consumer segments.
Better Example: Conducted primary and secondary research with newborn parents coast-to-coast to identify unique insights that could be strategically linked to our product’s objectives.
Poor Example: Developed software.
Better Example: Collaborated with our company’s Market Research and Programmers to create a unique computer software product to sell to hospitals.
Poor Example: Experience in managing residential neighborhood construction.
Better Example: Hired and managed approximately 200 subcontractors and
vendors while completing a new $2M neighborhood development project.
Read more about personal branding and branding statements in my book, RINGMASTER.