Create a Branding Statement: 10 Questions and a Formula.

Branding relates directly to story – and personal story is something career practitioners are all about. The ability to succinctly articulate what one does and for whom is at the heart of not only branding, but vocational identity. We can help our clients clarify what solutions they offer to a potential employer through developing a branding statement. The questions below can help guide that process:

  1. What problem(s) can you solve and for whom?
  2. Why do you want to solve that problem?
  3. What message would you like to share?
  4. How would you describe your personality?
  5. How do people feel after working with you?
  6. How are you unique?
  7. Why do people trust you?
  8. What’s your story?
  9. Five words that describe you? Five words others would use to describe you?
  10. What are brands you admire? Why?

Certainly, there are additional questions out there that can stimulate thinking about branding, but these 10 should get the creative juices started. At the core, attempt to answer this question: What problem(s) can I solve and for whom? To help with this, try to complete the following formula:

FORMULA: I help ______________ do ____________________.

Some examples:

“I help high school students translate their dreams into reality.”

“Training the technologically timid.”

Challenge and a Question: Try your hand at writing a branding statement. If you get stuck, look over your resume, your calendar, your commitments and what they suggest about your brand. Questions: Do you like what it suggests? Is a change warranted? How does having a branding statement impact how you see yourself and opportunities around you?

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