How to Create a Personal Brand Statement

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This article was peer reviewed and approved by:

Elizabeth Curtiss

Founder of

Elizabeth has been a Senior Consultant for a boutique Seattle Leadership Development firm for the last 6 years and is certified in the Birkman Method of Work Style Assessment. Before that, her career focuses included retail & non-profit management, interior design, eCommerce while working for firms like Tiffany & Co., Macys, and BMW.

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What is a personal brand statement?

A personal brand statement is a standout sentence or two that captures what you do and why you do it better than anyone else – it’s what makes you a unique individual with purpose and passion. So much more than a job description or a laundry list of the services you offer, this statement is your value proposition and call to action all in one.

Feeling unsure about how to pinpoint your expertise or narrow your brand into one sentence? Here are a few tips and tricks to get the ball rolling:

First, ask yourself these three questions:

What are you looking to achieve?

The first step in crafting a personal brand statement is to outline exactly what you are looking to achieve. What are your goals for your brand? Why did you start this journey? Spend a good amount of time reflecting on your personal objectives and get as specific as possible. Because you’re planning for the future of your brand, it is vitally important that you hit the nail on the head here.

Who is the ideal member of your tribe?

Have you figured out what industry, demographic, age group, or gender you’re trying to reach? Take the time to really figure out your ideal follower and how you want to speak to them. Finding out who the ideal member of your tribe is it tough – but it will allow you to develop content focused on the needs and wants of your ideal community of engaged followers.

What do you love about yourself?

Once you’ve nailed down your goals and your audience, don’t forget that capturing who you really are is just as important. What makes you stand out from the pack? What is your purpose? Discovering and applying your specific purpose to your brand statement is what will take it to the next level.

Now, put pen to paper (or fingers to keyboard):

Be succinct, genuine, and memorable

A personal brand statement is one place where less really is more, as long as you do it right. One sentence is ideal. How can you keep it short and sweet? Really taking the time to outline your goals, audience, and purpose can help you narrow this statement down to what really matters.

Besides being succinct, it’s important to be genuine and memorable. Be honest with your audience – don’t make any promises you can’t keep. How can you be memorable? Think about your brand’s tone. Are you warm and welcoming? Somber and serious? Funny and fun-loving? This is a vitally important factor in crafting your statement because it conveys the best of your personality through the tone of just a handful of words.

Test the waters

You’ve brainstormed, you’ve outlined, you’ve drafted, and now it’s time to put yourself out there. At some point, you have to stop tweaking and jump in. It’s time to put your brand statement to the test. Think beyond your website: how can you convey your personal brand everywhere you exist online? Try updating your Instagram bio, adding it to your LinkedIn profile, maybe even rethink your business card. Get it out there and own it.

Don’t be afraid to revisit

Your first go at a brand statement doesn’t have to be the end-all-be-all. It’s totally normal, and even encouraged, to reevaluate and revisit at 90 days, 6 months, 1 year, etc. as long as you are in business. Ask for feedback and listen to what your following has to say. If you find your goals, your audience, or even yourself changing and morphing as your brand grows, take another shot at your brand statement to capture the new you.

Some Personal Brand Statement Examples We Love

Don’t worry, we wouldn’t leave you hanging without some tried-and-true personal brand statements that we think are killer. Let these inspire you:

“I’m Marie. An entrepreneur, writer, philanthropist & unshakable optimist dedicated to helping you become the person you most want to be.” – Marie Foleo

“We’re about ENCOURAGING BEAUTY. Practical wisdom + sublime inspiration to help brilliant women find MORE JOY + LESS OVERWHELM in their style + life.” – Hilary Rushford, Dean Street Society

“A man on a mission to transform mainstream thought processing around conventional business practices.” – Scott Bales

“We exist to redefine success for millennial women by providing the tools and connections they need to own their futures.” – Girlboss

“World authority on leadership psychology – and the #1 life and business strategist” – Tony Robbins

“International speaking marketing mom and business founder, dedicated to connecting and helping others reach their true potential.” – TheModernMami

Brand Yourself Right

I firmly believe that taking the time to work through these steps and to craft a personal brand statement will make a huge difference in the long run. If you have any questions or would like feedback on your personal statement – whichever part of the process you’re in – I’d love to hear from you! Tell me your personal brand statement on Instagram @themodernmami!

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mmb_devHow to Create a Personal Brand Statement
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