How many times have you struggled to tell people what you do in your career? Or what you are aiming to do with your career? People are complex beings, so are the things we do. We do a lot of stuff in our lives but a lot of the times we have a hard time explaining what we do, why we do it, how and for who.
Now what if I told you to summarize what you do into one sentence? Sounds impossible, I know! But what if I tell you it is possible? Big brands do it all the time in their brand statements. You should also do this by writing down your own personal brand statement.
What is a personal brand statement?
All brands have a brand statement. Or at least all brands should have one. Brand statements can look different depending on the brand. But in short it should explain what your company does in one or two sentences.
Some examples of good brand statements:
Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
IKEA: To create a better everyday life for the many people.
Warby Parker: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
See, it is possible!
But why should you bother?
Your personal brand is many things. It communicates who you are, what you do, what problems you want to solve and for who. But not that many people will have the time or interest to sit down and read your whole story. They want to hear something short and sweet. A sentence that will spark an interest and leave them wanting to know more about you.
That my friend, is when your personal brand statement. Also known as your elevator pitch or your slogan will come in handy.
How should you use it?
The sentence you come up with is excellent to put in the title of your LinkedIn profile or at the top of your resume. Next time you go to a career fair, job interview or a networking event drop your slogan as an introduction when people ask what you do.
Example of Rogers who is looking for a job as a head chef in a forward-thinking vegan restaurant: "I create rememberable plant based culinary experiences, consciously created to minimize food waste and I passionately contribute to a sustainable work
Example of Sandra who is a proud marketing intern patagonia and puts this as her LinkedIn title:"I use digital channels to inspire the use of quality products as a solution to the environmental crisis" (See how she used Patagonias brand statement to make her own? 😉)
How to come up with your personal brand statement?
There are some free tools out there such as this one that can help you generate a personal brand statement. But then you miss out on a lot of the thoughts and reflections that will help you come up with your unique slogan. There are some other cool tools you can use that require some more work (sorry!) but are way better for your own development. I recommend the S.P.A.C.E canvas. If you read the previous post of this series you might have filled out the SPACE canvas already. But if you haven't I'll share it with you HERE again. Fill out all the boxes in the right order and lastly summarize them all into your personal brand statement in one or two, (but preferable one 😉) sentence.
Next week we will create your personal brand roadmap. We will make a plan for how you can master your career exploration journey. It will be the icing on the cake, the cherry on top, the feather in your hat.. the.. OK I'll stop now, but you catch my drift.