Ten Characteristics of a Powerful Personal Brand Statement

For every unique combination of talents and gifts, there is a venue to express them. This venue may be hidden from you at the moment, but when you find a compelling way to articulate your talents and gifts, you will become fearless in articulating them.

One way to articulate who you are is to create your Personal Brand Statement: expressing in a very compelling way what you have to offer to the world. To be compelling, your Personal Brand Statement (PBS) must be in alignment with your values, your passions, and the vision you want to create.

A compelling Personal Brand Statement (PBS) has these characteristics:

1. Hearing it makes people go “WOW!”

Providing good or excellent service is not enough these days. If you want to create a livelihood from your business (i.e. it’s not just a hobby), then you need to stand out from the crowd. Clients are attracted to people who make them go “WOW!”

2. One outbreath long.

You should be able to say your PBS in one outbreath. This is like creating a “sound bite” that people can easily remember. Test it: can the other person repeat back to you what you said, verbatim?

3. Clearly states practical benefits.

The practical benefit of what you are should be clear or at least clearly implied.

4. Reflects your own personality.

Your Personal Brand Statement should be uniquely identifiable with you. If any one of your peers can say the same statement in the same way as you, then you need to inject more of you in it. Stay away from the generic “I help you increase your profits.” Your personality can be projected in how you phrase your statement, in the words you use, your tone of voice, etc.

5. Projects confidence and energy.

Your Personal Brand Statement should roll off your tongue easily, without tripping. You must be able to project it.

6. Gives enough to cause them to ask for more.

Your PBS is a “teaser” to start a dialogue with your customer. You’re not trying to sell them right then and there.

7. Real and grounded – fits with who you are.

Going beyond reflecting your personality, your PBS basically describes how you express your personal mission in the physical world… your role in the world. Use “I” phrasing instead of trying to create the impression that you’re something bigger or other than who you are. (This is a tendency especially with self-employed people.)

8. Can be truncated into an even shorter form.

Your Personal Brand Statement should be able to be truncated into even shorter forms that become slogans, brand names, product names or themes.

9. Evolves with time.

Your Personal Brand Statement evolves with time, reflecting what you are passionate about in the moment. A PBS eventually becomes stale. As soon as you get bored with it, simply change it!

10. Can be repeated well by others.

The ultimate success of a Personal Brand Statement is how well it creates “word of mouth.” If your PBS meets all of the above requirements, people will accurately talk about who you are and what you offer, triggering the attraction forces that work so well!