Executive Personal Branding Statements: Broadcast Your Unique Promise of Value

by Meg Guiseppi on August 21, 2008

 

The latest trend in strategic executive resume writing is to include a personal branding statement or, what I sometimes call a leadership brand.

Situated at the top of your executive resume (the first thing people will see), this is a powerful way to immediately capture attention and ignite interest in you.

I’m hearing from recruiters and hiring decision makers that they appreciate the deeper indication a strong brand statement offers of how a candidate leverages their strengths and talents to impact bottom line.

Good fit has become an important qualifier when they’re vetting candidates. Branding generates the kind of chemistry that helps them determine whether you’ll be a good fit for the position they’re trying to fill.

Approach this with foresight. A brand statement won’t hit home if it’s merely a string of pretty key word phrases and glossy adjectives. Given the economy of words driving this concise missive, your brand statement has to rise above the fluff and get straight to the meat of your core market value.

Here’s an example of a leadership brand I wrote for a CEO of Global Operations in the financial industry:

A stealth leader and synergist, I connect downward, upward, and across to design business models and systems conversions that actualize the value. Maximizing “management by walking around”, I champion, energize, and unify all stakeholders. My strength is delivering the highest possible ROI by banking on the best cost basis.

You can see the entire CEO – Global Operations Management resume. All identifying information was fictionalized, but this is an actual resume for a real client.

Here’s how I go about creating personal branding statements with my clients. We have a personal branding session on the phone, which is a lively conversation based on a system of questions I’ve developed to get to the meat.

Reviewing my copious notes from the session, I pull together the personal attributes that consistently shine through.

Through our conversations, I get a feel for the way my client speaks, so I can power their voice into the mix.

I also refer to recommendations my clients cull from the people they work with, because what others have to say about them is the true measure of their brand.

Here are your take-aways on crafting your own personal branding statement. Make sure it:

  • Echoes your voice,
  • Drives home what differentiates you,
  • Pinpoints your unique combination of strengths, talents, and drivers,
  • Links your brand attributes with your value proposition and ROI, and
  • Balances the fine line between boasting and illuminating your unique value.

 

Related post:

Objective Statements on Executive Resumes Are So Yesterday

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