How to Write a Brand Statement That Gets Noticed

As Ian Storey, Managing Director at LMA Recruitment, says, “Your brand is your story, and the best stories make people want to know more. Show potential employers not only what you can do but also why you’re passionate about it.”

In today’s ‘always on’ world, where information is constantly flowing, the challenge is making a lasting impression. A strong personal brand statement is key to doing just that.

A personal brand statement is more than just a catchy phrase—it’s a strategic tool that captures an individual’s best skills, core strengths, and unique impact in a single, memorable line. It’s not just something nice to have; it’s essential for standing out in a competitive job market. Let’s look at how to craft a statement that will help anyone rise above the rest.

Why a Personal Brand Statement is Needed

Think of a personal brand statement as a value proposition—a concise, powerful way to communicate who someone is and what they offer. This is the line that will grab attention when a hiring manager, recruiter, or interviewer asks, “So, tell me about yourself.” It can be used on a CV, as a LinkedIn headline, in cover letters, or even when introducing oneself in an interview. Whenever an impression needs to be made quickly, the brand statement provides that immediate advantage.

Whether networking, applying for a new role, or having a casual chat with a new connection, the statement offers a reliable, confident way to introduce oneself. It doesn’t need to be rehearsed, but it’s a useful secret weapon for polished introductions when time is tight.

How to Create a Brand Statement that Stands Out

The best brand statements are short but flexible. A simple framework can guide anyone through the process:

1. Who You Are. Summarise what you do best or what you’re most recognised for, ideally backed by evidence such as certifications, achievements, or industry recognition.

2. Your Skill or Experience. Identify the specific skills or expertise that make you valuable.

3. What You’re Looking For. Describe the impact you want to make next, ideally linked to something the employer needs.

Steps to Craft a Brand Statement

1. Start with Self-Reflection. Begin by identifying your top skills and experiences. What makes you unique? What strengths will matter most to a future employer? Think about what you bring to the table.

2. Add Your Unique Twist. Go beyond the usual clichés. If someone in a similar role wrote their statement, how would yours stand out?

3. Make Every Word Count. Edit your statement until it’s sharp and powerful, like a great headline. It should be clear, concise, and compelling.

A personal brand statement should reflect who someone is today, but it’s perfectly fine to tweak it as they grow. This isn’t about crafting a life mission statement or outlining a dream job—it’s simply a professional way to communicate what one brings to the table. Avoid exaggerated claims and let skills and experience speak for themselves.

Tips for Writing a Memorable Brand Statement

Say It Out Loud. Practice saying your brand statement naturally. Does it flow well? Does it sound authentic? Make sure it feels both natural and polished.

Ditch the Buzzwords. Avoid overused terms like “innovative,” “passionate,” “results-driven,” and “dynamic.” These terms can feel vague and don’t provide much insight into what someone actually does.

Keep It Updated. Just like a CV, your brand statement should evolve over time. As you gain experience and refine your career goals, update it to stay relevant.

Ian Storey, Managing Director at LMA Recruitment, adds, “Your personal brand statement is the one part of the first impression you can fully control—so make it count. In a competitive market, a strong, clear brand helps you stand out and keeps you top-of-mind.”

With a strong personal brand statement, anyone can confidently make their mark and stand out from the competition.