How To Write A Personal Branding Statement For Your Business
If you’re a business owner, you’ve probably created a “Mission Statement”, a “Value Statement”, a “Why Statement” etc., for your business… but have you heard of a “Personal Branding Statement”? It’s quickly becoming one of the most-googled phrases in the Marketing & Branding world, & for good reason: A solid Branding Statement is one of the most powerful ways to present your purpose & value quickly & easily to your ideal clients & customers.
Here’s a question: Have you ever tried to explain to a potential client or customer who you are & what your business does only to be met with a blank stare? Yep, we’ve all been there - & it leaves us scratching our heads & wondering what we said that was too complicated or confusing for them to grasp. Thankfully, there is an easy way to help people understand how the product or service you offer can benefit them, as here to solve this problem is none other than the Personal Branding Statement. Read on to find out more about what a Personal Branding Statement is, why it’s important, & how to create one for your business!
What IS A personal Branding Statement?
Personal Branding, as we know, can be defined as: “The unique presence & personality that you display both online & offline to your potential clients & customers.” Visually, this includes your brand colors, graphics & logo, images, etc. - all these elements work together to create a recognizable brand that identifies your product or service & differentiates it from your competitors.
With that in mind, how do we describe our brand’s purpose & value with words? Enter the Personal Branding Statement: A Personal Branding Statement is a concise description of what you do, how you do it, who you serve, & what makes you unique.
A Branding Statement consists of just 1 - 3 sentences describing you or your company's value & purpose, who you serve (your audience), how you differ from your competition, & finally, your unique selling proposition. It’s the perfect way to convey your value & to help people understand your purpose in just a couple of sentences! Having a solid statement is an essential part of branding yourself & your business, as it is similar to the traditional elevator pitch, but it is more solution oriented. It sums up your experience, your skills, & your value so that people can easily understand who you are & what you offer. The perfect Personal Branding statement clarifies exactly what you do, how you do it, & for whom.
Why IS Having A Personal Branding Statement ImportanT?
Now that we understand what a Personal Branding Statement is, let’s dive in a little further to discover why it’s so important to create one!
As a business owner, it is absolutely essential to have a clear understanding of why you do what you do & what your ultimate goals are for your business. In order to attract an ideal client, your business must align all of its messaging & marketing content with those core values in order to make your purpose & mission clear to your customers. The magic happens when you are able to connect your mission with a promise to your customers: They want to know exactly what you will do to help them or how you can assist in solving a problem that they are facing.
This is where it is quite common to see a disconnect as we try to convert potential clients or customers - a person may hear & understand our values & mission statement perfectly, but will be left wondering… “Ok, great, but how does that help me? Why should I spend money on this product or service, & what value is it going to add to my life?
This is what is so special about the Personal Branding Statement: It brings everything together & sums up what you do, who you serve, & exactly what you can offer to your client. It’s the perfect way to connect your mission, purpose, & your unique value proposition together in a way that is simple & easy to understand!
It is becoming increasingly important for businesses & brands to communicate how they differ from their competitors & to describe exactly what they can do to improve the lives of their customers. More & more of us are struggling to stand out in a competitive digital market, & having a solid Brand Statement will help you with networking, with building trust in your industry, & will make it easier for you to stand out from others in your field. Your unique Branding Statement will make it simple for anyone – employers, customers, clients, etc. – to decide if they want to commit to working with you or purchasing your product.
How Do I write a Personal Branding Statement?
Let’s unpack a simple formula that you can use to create your own Personal Branding Statement!
What You Do (your service/product) + Who You Serve (your target clients/audience) = A Unique Solution (your value that you promise to offer)
As an example, here’s my Personal Branding Statement for my Photography business:
“I design & create photography packages (What I Do) for Personal & Commercial Brands who are looking to take their businesses' visual presence to the next level (Who I Serve). Together, we’ll create customized, brand-specific imagery that will make it easy for you to show up online, to tell your unique story, & to market your products & services with confidence!” (My Unique Solution)
To break it down a little further, sit down & spend some time looking at your company’s unique values & key attributes, zero in on your target clients & customers, & identify your USP (unique selling point, aka your unique solution). Brainstorm & write down some answers to the following questions:
What Do You Do & How Do You Do it? (What services/products do you offer & what makes them special?)
Who Do You Serve? (Who is your target audience & ideal customer & what do they need?)
What Is Your Solution? (What are you ultimately going to do for your customers? What is your promise to them? How are you solving the problem that they are experiencing?)
Once you answer these questions above, you should be able to use the formula to create a powerful Personal Branding Statement that is distinctive to you & you alone. Last but certainly not least… what's the one thing that you should always be sure to use along with your Personal Branding Statement on your website & social media accounts to make them stand out? Personal Branding Photography, of course! Your imagery should support your statement, & both are powerful tools that will work together to help you identify & attract your ideal clients & customers!