How to Write a Personal Branding Statement (With Examples)
That personal branding statement you’ve agonised over? The one on your LinkedIn profile? It’s probably not working.
In fact, it might be actively harming your business.
I’m talking about sentences like this: “I am a passionate, results-oriented professional dedicated to providing strategic solutions that empower businesses to achieve their goals.”
That sentence is a masterpiece of saying absolutely nothing. It’s verbal wallpaper. It’s the professional equivalent of beige. It sounds safe, but it makes you invisible.
If you want to attract high-value clients and build a brand that means something, you must stop sounding like a corporate chatbot’s résumé and start communicating with brutal clarity.
- Personal branding statements must be ultra-specific: name a narrow audience, the exact problem you solve, and your unique method.
- Avoid vague corporate jargon and “authenticity” fluff; clarity and specificity attract the right clients and repel the wrong ones.
- Use the statement everywhere (LinkedIn, website, introductions) and revisit it every 6–12 months as your business evolves.
Most Personal Brand Statements Are a Waste of Pixels
The problem isn't that you're bad at writing. The problem is you've been taught to write for the wrong audience. You've been taught to sound “professional,” which has been corrupted to mean vague, safe, and stuffed with jargon.
The Villain: The Disease of Vague Corporate Jargon
Corporate language is designed to minimise risk. It’s built to be non-committal and inoffensive to a committee of stakeholders.
But you’re not a multinational corporation. You’re an entrepreneur. Your greatest asset is your specificity. Jargon kills specificity. Words like “leverage,” “streamline,” “synergy,” and “solutions” are crutches that prevent you from saying what you actually do.
They are the enemy of a strong brand.
The Misunderstanding: A Statement vs. A Bio vs. A Tagline
People often mash these three things together into one confusing lump. They are not the same. Each has a distinct job.
| Type | Purpose | Example |
| Brand Statement | Your strategic core. An internal compass. | I help UK craft breweries sell more merchandise online than in their taproom. |
| Bio | Your narrative. The story that proves your statement. | “After 10 years in e-commerce for major retailers, I saw that independent breweries were being left behind…” |
| Tagline | Your hook. A short, memorable catchphrase. | “Websites that sell more than beer.” |
Your personal branding statement is the strategic thought behind the bio and the tagline. Get the statement right, and the rest becomes easy.
The “Authenticity” Trap
Then there's the worst advice: “Just be authentic.“
This often leads people to write vague, emotional statements about their “passion” for “making a difference.” It's well-intentioned but ultimately unhelpful.
Brand authenticity isn't about emoting. It’s about being undeniably, specifically, and consistently yourself in a business context. It’s about clarity, not catharsis.
The Actual Job of a Personal Branding Statement
A powerful personal branding statement has one job: To articulate your unique value for a specific audience with absolute clarity.
That’s it. It’s not a motto. It’s not a mission. It’s a tool for strategic focus. When done correctly, it performs three critical functions:
- It’s a filter for opportunities. A great statement attracts the right people and, just as importantly, repels the wrong ones. You want bad-fit clients to read it and think, “Nope, not for me.” That saves everyone time.
- It’s a compass for your content. Don't know what to post on LinkedIn? Look at your statement. Don't know what to write for your next blog post? Look at your statement. It keeps your message razor-sharp.
- It’s a script for your introduction. It's your confident, two-sentence answer to the dreaded question, “So, what do you do?”
The Three Ingredients of a Statement That Doesn’t Suck
Every effective personal branding statement is built from the same three raw materials. Miss one, and the whole thing falls apart.
Ingredient 1: The ‘Who’ (Your Ultra-Specific Audience)
“Businesses” is not an audience. “Entrepreneurs” is not an audience. These are vague categories. You need to get painfully specific.
Who, exactly, do you serve? The more niche you go, the more powerful your message becomes.
- From: “Businesses”
- To: “Small business owners”
- Better: “First-time craft brewery owners in the UK”
That last one has teeth. You can picture that person. You know their problems. You can find them.
Ingredient 2: The ‘What’ (The Painful Problem You Solve)
Stop talking about your process. Nobody cares about your “holistic approach” or “proprietary framework.” They care about their own problems.
Your value is defined by the pain you remove. People don't buy drills; they buy holes. They don't buy coaching; they purchase confidence. They don't buy web design; they buy more customers.
Focus on the headache you’re solving. Sell the aspirin, not the chemical formula.
Ingredient 3: The ‘How’ (Your Differentiator or Unique Perspective)
This is why they choose you over everyone who claims to solve the same problem. It’s your unique method, viewpoint, or undeniable track record.
It could be a proprietary model you've developed, a background that gives you a unique insight, or a strong belief system that underpins your work. This is your secret sauce.
Let's Build One. Right Now. (Formulas That Force Clarity)
These aren’t magic fill-in-the-blanks templates. They are thinking tools designed to force you out of your vague comfort zone and into a position of absolute clarity.
Formula A: The Problem-Solver Formula
This is the most direct and universally effective model. It’s all business, no fluff.
The Structure:
I help [Specific Audience] to [Solve a Specific Problem] by [My Unique Method/Approach].
A Worked Example:
- Before: “I'm a financial advisor who helps people achieve their financial goals.” (Useless)
- After: “I help [UK-based dentists in private practice] to [structure their clinic finances for an early, profitable retirement] by [implementing a ‘Profit First for Clinics' model].” (Excellent)
See the difference? The second one is a client-attracting machine. Every private-practice dentist who wants to retire early will feel seen. Everyone else will ignore it. Perfect.
Formula B: The Belief-Driven Formula (The Sinek Method)
This model works well if your brand is built around a strong perspective or a “why.” It connects your work to a bigger idea.
The Structure:
I believe [Your Core Belief], which is why I help [Specific Audience] achieve [Transformative Outcome].
A Worked Example:
- Before: “I'm a web designer who builds beautiful websites for small businesses.” (Forgettable)
- After: “I believe [independent breweries deserve a digital presence as unique as their beer], which is why I help [craft brewers] achieve [an e-commerce platform that sells more merchandise than their taproom].” (Magnetic)
This version connects the service (web design) to a shared passion and a tangible business result.
The Pub Test
Here’s the final check. Read your statement out loud.
Could you say it to someone you met in a pub without them slowly backing away? Could you say it without sounding like a pompous prat?
If the answer is no, it’s too corporate. Rewrite it in plain English.
10 Real and Archetypal Examples, Deconstructed
The following examples, some from well-known figures and others from realistic business archetypes, use the Specificity Formula. They demonstrate that clarity is more powerful than cleverness.
1. The Authority: Seth Godin
The Statement: “I write about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything.”
Deconstruction: Godin doesn't promise to “empower” you. He simply defines his intellectual territory. His “who” is anyone interested in these specific topics. His “how” is through his writing. It's a statement of focus.
The Takeaway: You can build a powerful brand by owning a collection of specific ideas.
2. The Movement-Builder: Marie Forleo
The Statement: “My mission is to help you realise your greatest potential and use your unique talents to change the world. I'm the creator of the award-winning show MarieTV, author of the #1 New York Times bestseller, Everything is Figureoutable, and founder of B-School.”
Deconstruction: The first sentence is aspirational, but she immediately grounds it in tangible, real-world products (MarieTV, B-School). She isn't just selling a feeling and a proven system. The statement is a rallying cry for her community.
The Takeaway: Pair your big vision with concrete proof.
3. The Hyper-Niche Expert: Ann Handley
The Statement: “I help marketers create ridiculously good content.”
Deconstruction: This is a masterclass in simplicity. The audience is “marketers.” The outcome is “ridiculously good content.” The confident, informal language (“ridiculously good”) is her unique voice. It's short, sharp, and impossible to misunderstand.
The Takeaway: Extreme specificity is a sign of confidence and expertise.
4. The Practitioner: Gary Vaynerchuk
The Statement: “I'm a serial entrepreneur who builds businesses.”
Deconstruction: No fluff. No adjectives. It's all action. His brand isn't about what he thinks or feels; it's about what he does. He builds things. This practitioner-first statement builds immense credibility with his audience of aspiring entrepreneurs.
The Takeaway: Sometimes, the most powerful brand is your work.
5. The B2B Tech Consultant
The Statement: “I help non-technical founders of SaaS startups translate their big ideas into a clear product roadmap developers can build.”
Deconstruction: This is a perfect execution of the formula.
- Who: Non-technical founders of SaaS startups.
- Problem: Their ideas are too vague for developers.
- Outcome: A clear product roadmap that can be built.
The Takeaway: Position yourself as the essential bridge between two disconnected worlds.
6. The Financial Planner for Creatives
The Statement: “I teach freelance artists and designers how to manage their irregular income so they can achieve financial stability without giving up their creative work.”
Deconstruction: This statement speaks directly to a massive pain point for a particular audience. It addresses the fear (financial instability) and the core desire (to keep creating). It's an instant magnet for the right client.
The Takeaway: Your most significant value lies in solving your niche's biggest, most specific headache.
7. The E-commerce Operations Expert
The Statement: “I help Shopify stores earning 7-figures stop losing money on inefficient fulfilment and inventory management.”
Deconstruction: The use of numbers is powerful. It specifies the platform (Shopify) and the revenue level (7-figures), instantly pre-qualifying leads. It focuses on a clear business problem: “losing money.”
The Takeaway: Use specific numbers and platforms to signal high-level expertise and attract qualified clients.
8. The Executive Coach
The Statement: “I coach first-time CEOs in the tech industry through their first 18 months, helping them navigate board politics, fundraising, and team leadership.”
Deconstruction: This coach isn't for everyone. They are for a specific person (first-time CEO) in a particular industry (tech) during a specific, high-stakes timeframe (first 18 months). This level of focus allows them to command a premium price.
The Takeaway: A narrow scope is not limiting; it's profitable.
9. The Freelance Copywriter
The Statement: “I write email sequences for health and wellness brands that turn subscribers into paying customers.
Deconstruction: This isn't a copywriter who “crafts compelling narratives.” This is a copywriter who delivers a specific business outcome (sales) via a particular deliverable (email sequences) for a specific industry (health and wellness).
The Takeaway: Always connect your service directly to the client's bottom line.
10. The Brand Designer (An Inkbot-Style Example)
The Statement: “I help ambitious food and beverage startups create a shelf-worthy brand identity that gets them noticed by major retailers.
Deconstruction: This statement sells the result, not the process. The client doesn't just get a logo; they get a brand that achieves a critical business goal—getting stocked by retailers. It's strategic, not just aesthetic. This is the kind of thinking that underpins a truly effective brand identity.
The Takeaway: Frame your service around the ultimate business objective your client is trying to achieve.
Your Statement Is Written. Now What? (Don’t Let It Rot in a Google Doc)
A statement is useless if it isn't used. It needs to be the consistent thread running through your entire professional presence.
Your Digital Real Estate
Deploy it everywhere.
- LinkedIn Headline: This is prime real estate. Put it front and centre.
- LinkedIn About Section: Use it as the opening line.
- Website Homepage: It should be above the fold. The first thing a visitor reads.
- Email Signature: A concise version can work wonders.
- Social Media Bios: Adapt it for Twitter, Instagram, and anywhere else you exist professionally.
Your Real-World Script
Memorise it. Internalise it.
- Your answer to “What do you do?”: This is your new, confident reply at networking events.
- Your introduction on podcasts or in meetings sets the stage and instantly establishes your expertise.
- Your networking bio: For conference programmes and speaker introductions.
The Personal Branding Playbook
Your personal brand is a liability because you’ve let everyone else write your story. That’s why you’re just an option, not the option. This book is the playbook to take control. Learn the system to turn your personality into a competitive advantage and get inbound opportunities chasing you.
As an Amazon Partner, when you buy through our links, we may earn a commission.
This Statement Isn’t a Tattoo
Your business will evolve, and so should your statement.
Revisit it every six months or whenever you feel a shift in your focus. Are you serving a new audience? Have you refined your unique method? Is there a new, more painful problem you're solving?
Adjust the statement to reflect the reality of your business. Getting this core message right is the foundation of any real brand identity. Without it, a logo is just a picture.
Stop Trying to Be Impressive. Start Being Clear.
Your personal brand isn’t built on fancy words. It’s built on the clarity of the value you provide.
Vagueness is a tax on your potential. Specificity is a magnet for your ideal clients.
So, go back to your LinkedIn profile. Delete that generic, jargon-filled sentence. Replace it with something brutally specific, uncomfortably niche, and undeniably you.
It might feel strange at first. But the right people will thank you for it.
FAQs About Personal Branding Statements
What is a personal branding statement?
A personal branding statement is a concise sentence that clearly articulates who you help, what problem you solve for them, and how you do it uniquely. It is a tool for strategic clarity.
How long should a personal branding statement be?
Ideally, one to two sentences. It should be short enough to fit in a social media bio and easy to say in a single breath.
What is the difference between a personal brand statement and a mission statement?
A mission statement is often broader and more aspirational, focusing on the “why” of a company. A personal brand statement is a tactical tool focused on communicating specific value to a particular audience.
Can I have more than one personal branding statement?
You should have one core statement. You can adapt the wording slightly for different platforms, but the core message (Who, What, How) must remain consistent.
Is a personal branding statement the same as an elevator pitch?
It’s the core of your elevator pitch. Your full pitch might include a short story or a data point, but it will be built around your branding statement.
Where is the most important place for my personal branding statement?
Your LinkedIn headline and the top of your website's homepage. These are your most valuable pieces of digital real estate for establishing your professional identity.
What is people's biggest mistake when writing a personal branding statement?
Using vague corporate jargon. Words like “innovative,” “strategic,” “results-driven,” and “solutions” communicate nothing and make you sound like everyone else.
How do I figure out my “unique method”?
Look at your process. Is there a specific sequence you follow? A name for your framework? A core philosophy that guides your decisions? That's your unique method.
What if I help multiple different audiences?
You should choose the most valuable or primary audience for the strongest brand for your statement. If you must serve multiple, distinct audiences, you may need separate landing pages on your website that speak to each one.
How often should I update my personal branding statement?
Review it every 6-12 months, or when you significantly change your business model, target audience, or primary services.
Does my statement need to be clever or catchy?
No. Clarity is far more important than cleverness. A clear, simple statement will consistently outperform a clever but confusing one.
Can a personal branding statement be a question?
It's generally not recommended. A statement should be a confident declaration of your value, not an open-ended question.
A clear statement is the starting point for a brand that gets noticed. It’s the brief you give to yourself. If you’re ready to build the powerful visual identity that brings that clarity to life, your brand deserves more than a vague idea.
At Inkbot Design, we translate strategic clarity into unforgettable design. Explore our branding services to see how we build brands that mean business, or request a quote when you’re ready to get specific.
