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Being the boss of your own business is damn hard work, but it also means you get to decide who you want to be and what you want to be known for. Your personal brand statement is the first step to getting the right kind of message out. 

For solopreneurs, freelancers, and sole traders, writing your personal brand statement can be intimidating, but don’t worry! I’ve got the stuff you need to get you started

But first, what the heck is a personal brand statement, anyway?

Your personal brand statement is more than just some corporate job title or a one-liner about what you do. In fact, it’s not either of those things.

It’s an upfront and visible part of your personal brand that sets you apart from others and tells the world who you are, what you stand for, and what you’re all about. And it’s done in writing. Clear, simple, unambiguous writing.

So now you’re ready to get super-clear about what you’re doing and who it’s for, what’s next?


When you’re writing up your own personal brand statement, there are a few things you check yourself on:

– Clarity is essential: Keep it simple and to the point. No clever words.

– Be Original: Stand out from the crowd. You know. That “be you” stuff.

– Stay true to yourself: Be authentic. Again. Be the real you!

– Show, don’t tell: No one care what you say. They care what you do.

– Keep it positive: Keep the cynical and sarcastic stuff for Facebook.

We’ve spent a bit more time getting you ready than I planned on… sorry about that! But now that you know the basics, it’s time to start writing your personal brand statement. 


Here are a few tips to get you on the right track:

1. Start with a basic personal brand statement template

You can find plenty of personal brand statement examples online, but the best way to do your own is to start with a basic template like this one:

I am a [insert your

job title] who helps [insert who you help] to [insert what you do].

I believe that [insert your beliefs].

I work to [insert your goals].

Notice how it clearly states what you are, who you help and what you help them to do? Simple, right?

Then you dig into your beliefs. This is important and lays yourself bare to people to love you or leave you. 

For some, they may read this and be turned off. Others will find an affinity with you. It all comes down to how good you are with rejection. 

I have literally had clients not want to work with me because I’m gay. And I’m 100% ok with that. We both dodged a bullet!

2. Add some personality

Once you have the template in place, it’s time to add some more of what makes you, you! This is where you really get to let your inner rockstar shine.

Here are some ideas around how to put the “personal” in your brand statement:

– Use a bit of humour – it breaks the ice and shows some spark

– Be a little more vulnerable – being honest makes you human

– Share your business story – see above!

– Be a touch more relatable – gurus are so hard to approach, so don’t be one!

– Use emphatic language – have a point of view!

3. Keep it updated

Your personal brand statement isn’t set in stone, so don’t be afraid to update it as you grow and change. As your business evolves, so will your personal brand statement. After all, you’re not quite the same person you were when you started this business journey.

Here are a few hot tips to keep in mind when updating your personal brand statement from time to time:

– Keep it current: Make sure your personal brand statement reflects your current situation, current location and current way of thinking

– Be flexible: Allow room for change and growth. Being stuck on a methodology or attitude can leave you stuck in the past

– Simplify: If your personal brand statement starts to feel complicated, simplify it. if they don’t understand you, they won’t hire you

4. Use it everywhere you can!

Now that you have your personal brand statement, it’s time

to start using it in as many places as you can! Use it on your website, your social media bio, your business cards, your email signature… anywhere and everywhere you can think of that has some public visibility. The more you use it, the more it will become a part of your personal brand. It also helps if you can remember it yourself. It’s great for when someone asks you that crucial question at a networking event, “So Karen, what do you do?”


A personal brand statement is a powerful tool to help you build a solid and successful personal brand so you’d be mad not to have one of your own. Now you’ve got the tips, you’ll be well on your way to putting together your own personal brand statement like a seasoned pro.