• Hillary Hufford-Tucker

The Secret to Creating a Personal Brand Statement

Updated: Apr 30, 2021

You may know what you like to do outside of work, the kind of job tasks you dislike, or that you’re an extrovert or introvert, but you probably can’t easily express your worth – the ‘why hire you.’ Communicating your value to a prospective employer is critical to gaining a new role. A personal brand statement is your foundation for quickly responding to screening questions, creating email notes asking for referrals, and even answering the dreaded “Tell me about yourself” in an interview. In short, it is your compass.


Reflecting on your career values, future vision, and benefit to an employer is the first step in crafting your personal brand statement. On some scratch paper or a whiteboard, write notes using single words (when possible) to answer the questions that follow.

VALUES: Your values are the ideas and beliefs that are important to you. If you define your values when picking a career path, you have a better chance of fitting into a role or organization and finding long-term job satisfaction.

  • What gives you a deep feeling of purpose in your career?

  • How do you show authenticity and develop trust?

  • What inspires you about your work or the business?

  • How does your current profession express your gifts and talents?

  • What type of setting and culture will allow you to work in a way that resonates with you?

VISION: It’s sometimes challenging to create a plan when you’re unsure of your final destination. You know your goals, but your direction can change based on opportunities. The power of this exercise is that your vision can grow with you. It’s an affirmation and a commitment to moving forward professionally. Revisiting this vision during times of difficulty or opportunity will help keep your career on track and change with new goals.

  • Are you making a functional, positional, or industry switch? To what end?

  • What do you see as the primary obstacles to achieving your goals?

  • Please list any developmental skills needed to land your ideal position.

  • Where do you want to be three years from now?

  • What does success look like for you?

VALUE PROPOSITION: Communicating your value to a company will set you apart from the competition and prove your worth. Before you can prove your value, you must define how you meet the job’s expectations. What specific competencies (read: keywords) can you collect from job descriptions that meld with your skillset and show you’re able to make a difference?

  • Why should a company hire you? In other words, what makes you valuable?

  • Provide three reasons why you are the right candidate for this job.

  • What five things are YOU most proud of in your career?

  • What terms, phrases, or keywords would people use to describe you?

  • Why is what you do important?


Now that you better understand your vision, values, and value proposition, blend the words you listed to craft a one- to two-sentence personal brand statement. It’s foundational - use it on your resume, LinkedIn intro, screening calls, as an introduction, or as part of your brand narrative. Your brand statement represents what you’ve done, what you do, and what you will do.

You can expect to draft several personal brand statements – that’s okay. Consider writing one, sharing it with friends or peers, and then editing it as needed.


Some things to remember as you build your statement include:

  • Keep it fresh but authentic – don’t overuse jargon or buzzwords

  • Keep your eye on the ball – restate your mission

  • Keep the focus on adding value – not features and attributes, just tangible value


As I mentioned, your personal brand statement will grow and change as your career moves. You can revisit it any time you take on new roles or gain new skills. Each time I see new concepts or skills that clarify my offering, I update my brand statement, and you should do the same.

As a certified career coach, Hillary guides extraordinary people and their personal brands. She’s a career solutionista that helps clients discover their unique worth to find new employment, pivot industries, or move toward cause-oriented work. When Hillary’s not busy coaching amazing people, she rides bikes, learns about wine, cooks for friends, and travels globally with her family. Find out more at www.careersolutionista.com.

Keywords: #personalbranding #personalbrand #selfpromotion #resume #resumewriting