Brand Communications
In the reachBEYOND! newsletter this month, I gave you the formula for success. A major component of that formula is your reputation or brand. What you stand for. What people can expect from you. You must be able to express that clearly in one or two sentences.
Some people call it your elevator pitch. Others call it your Unique Selling Proposition. I call it your Personal Brand Statement or PBS. Your PBS is like your headline. In advertising terms, the headline is the most important part of an ad. It is intriguing. It gets you to read on. It is concise, yet it says a lot.
You need to craft a compelling PBS so that you can capture your audience and get them to want to learn more. Your PBS should express who you are, what you do, for whom and what differentiates you from your peers.
Here are two Personal Brand Statements for the same person:
- I am a graphic designer and copy writer who creates marketing materials for entrepreneurs.
- I am the one-stop copy and design solution for entrepreneurs who want to build strong, vibrant businesses.
Which want is more intriguing to you? Which one makes you want to know more?
So when building your Personal Brand Statement, think about what separates you from your peers and craft it in a way to ensure that it will resonate with your target audience.
Your Personal Brand Statement is part of the Express Phase of the Reach Personal Branding Process. Learn more about the brand communications phase called Express.