What’s important in a personal brand statement?

Creating a personal brand statement is something that a lot of people struggle with. They find it difficult to encapsulate in a brief sentence what they stand for and what makes them stand out.

To me a personal brand has to do 3 things:
1. Resonate – with the key audience you are trying to target
2. Differentiate – it has to show why you are different from anyone else in your field
3. Substantiate – provide evidence to back up your brand position.

Generally people want to put in too much in their statement; frightened to leave anything out. The world is cluttered, so the aim is not ‘to be famous’ (as you won’t in one statement) but ‘aim to be remembered’. Do that with a
clear and brief brand statement and you are well on your way to being famous.

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