In sales, first impressions can have a big impact. Want to ensure that impact is positive? Then make sure to use a brand statement.

“Introducing yourself professionally doesn’t need to be a mind-​numbing task,” explains Megan Hageman.

“Presenting yourself effectively…can also boil down to a succinct and captivating sound bite.”

What is a personal brand statement?

If you’re not already familiar with the term, it’s time to learn! A personal brand statement is a short, concise summary of your experience and goals. Think of it as your own personal marketing tagline. It can serve as a quick introduction of who you are and what you do.

“In a nutshell, you’ll summarize what you do, who you serve and what sets you apart from others in your field,” she adds.

Note that while a brand statement sounds similar to a mission statement, they do differ. A brand statement will focus on just you rather than an entire brand or organization.

What goes into a personal brand statement?

First, sellers need to consider what their brand is, or what they want it to be.

As Priyanka Rakshit explains, your personal brand is the unique combination of your skills, experiences and personality.

When thinking about your brand, pinpoint specifics that make you stand out among your competitors. What makes you memorable? Relatable? Then, go a bit deeper.

“Dig in even further to your specialization, best attributes and skills,” Hageman writes.

“Use action words in the process such as ‘I help…’ or ‘I create…’.”

Don’t be afraid to seek out insights from others. Ask your sales team, manager, mentor and other acquaintances to share how they feel about working with you.

After determining your unique strengths and expertise, turn your attention to your target audience. Who benefits most from working with you? Who are you best positioned to help?

“Once you've identified your target audience… start tailoring your messaging and content to attract the right people,” Brand Credential suggests.

Your personal brand is all about building relationships with your audience. You want your statement to help with that.

What is your value proposition?

This is what Hageman believes is the most important part of building a brand statement.

 “The part where you articulate the specific business need you address and the unique solution you offer that makes you valuable.”

And consider using qualifiers; adding in a specific number can add even more credibility to your statement.

Review and edit

Goldie Chan, writing for Forbes, recommends spending adequate time on editing and even collecting feedback. Ask others to review your personal statement for clarity and impact. Get honest feedback and revise it as needed to ensure it's clear, concise, and error-free.

How to use your personal brand statement

Now that you’ve created and perfected your statement, it’s time to put it into action. It can be helpful in so many situations, including these suggested by Hageman:

• On your resume and within your cover letter
• On LinkedIn and other social media platforms
• On a personal website
• During interviews and job fairs
• During networking events and in professional communities
• During trade shows and industry events

And as SalesFuel shares, be thoughtful about how you incorporate your brand statement. Be especially conscious of avoiding total self-​promotion. You want it to appeal to others, so keep the focus on how you can be of value to them.

And don’t forget to revisit your statement as your career and expertise evolve. Keeping it updated and fresh ensures it will connect with others. Make sure that it always aligns with your personal brand and goals.

Crafting a strong personal brand statement isn’t just a nice-​to-​have. It’s a powerful tool that can set  strike a strong first impression, set you apart and open doors.

Photo by Edmond Dantès