Building Your Professional Brand Statement

In the work world, what others think of you can determine whether you’re hired, promoted, selected for special training – or not. You can seize the initiative and help manage others’ opinions of you by using the tools of professional branding. Most people don’t like the idea of self-marketing, but the creation of a professional brand doesn’t have to reek of hype or ego – it can be a clear and concise way of communicating, this is who I am and what I can contribute.  A professional brand statement (and versions thereof) can be used in a variety of ways:  on your LinkedIn profile, in networking situations, during interviews and written on your resume or cover letter.

A professional brand usually begins with a sentence or two stating your focus and strengths.  Begin by writing down the following:

  • One or two qualities that describe you
  • An area of focus in your work
  • What you’re good at

For example, “I’m a dependable, strategic project planner, good at motivating a team to do their best.”

Even if you are just embarking on your career path or making a career pivot, you can create a brand statement to help communicate your direction.

For example, a marketing professional studying data science at UCLA Extension: “With a background in social media marketing, I am seeking to leverage my knowledge and skills in machine learning and big data to assist on projects using predictive analytics in the entertainment industry.”

For feedback and suggestions on building your professional brand, connect with an InsideTrack Career Coach.

Career Coaching by InsideTrack offers dedicated Career Coaches and interactive content modules to support your career success in a flexible and personalized format. To learn more, visit

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