When developing your personal brand statement, it’s crucial to go beyond listing functional expertise and hard skills. Your statement should integrate key personal attributes, values, and passions, positioning you as the ideal fit for your target employers.

While many job seekers can easily define their technical skills, they often overlook the personal aspects that differentiate them from competitors. Without this personal touch, a brand statement risks becoming a generic job description that fails to make an impact.

Why Personalization Matters

Personal branding is about standing out, not blending in. A strong brand statement creates chemistry between you and potential employers, making you memorable and engaging. Most job searches rely heavily on networking, meaning your resume, LinkedIn profile, and other career documents must be compelling reads.

While recruiters value relevant keywords, they also want insight into who you are—not just what you do. A well-crafted brand positioning statement showcases both your technical skills and your unique approach to work, helping hiring decision-makers assess your fit for their organization.

How to Define Your Personal Brand

Many job seekers hesitate to showcase their personality in their brand statements. To overcome this, ask yourself:

• What are you known as the go-to person for?
• What motivates and excites you about your work?
• How do colleagues introduce or describe you?
• What is your leadership style, and how do you inspire teams?
• What differentiates you from others in your field?

Example of an Authentic Brand Positioning Statement

Here’s how one executive links hard and soft skills to create a compelling brand statement:

“Take-charge, game-changing Project Portfolio Management expert who consistently exceeds aggressive goals for complex, highly-matrixed organizations. A trusted partner, I thrive on leading multi-million-dollar initiatives, influencing cross-functional teams, and delivering on my mantra: OTOBOS – on time, on budget, on schedule.”

This statement not only highlights technical expertise but also conveys personality, leadership approach, and passion.

The Bottom Line

Take the time to define and express the personal in your personal brand. Differentiate yourself by infusing personality into your resume, LinkedIn profile, and other career marketing materials. Authenticity resonates far more than a generic list of skills ever will. Embrace what makes you unique and let it shine through in your personal brand statement.