How to DIY Your Professional Brand | Part 2 of 2

If you followed the action steps in Part 1 of this series, you’ll have reviewed and prioritized your accomplishments, taken a look at how others view you and your skills, and made notes on what you like to do. This is the foundation of crafting your professional brand.

This self-awareness functions like a roadmap. It’ll help you better describe yourself, and more fluidly answer questions about your expertise and preferences (get used to talking about yourself – it’s not bragging!). It will give a framework against which to measure potential jobs, and it will help others grasp your unique combination of skills, personality, and experience.

Let’s continue! All you really need is one crisp sentence, each world carefully selected. Having this juicy line in your back pocket will arm you for any situation, whether it’s professional (as in interview), or informal (Little League game or happy hour). Imagine the relief you’ll feel!

There’s a formula for this snappy mini-manifesto, thanks to copywriting genius, Nikki Elledge Brown. Here it is:

“ I help *audience* + “benefit* + *feature*. ”

Simple, yes? You define your audience (ideal job / company), tell them the benefit they get by hiring you, and finish with a feature offering a soundbite of how you’ll help them get that benefit.

Naturally, your professional brand will evolve over time. But this little powerhouse will work great to get you started. Which would you rather hear: a well-crafted, authentic brand statement? Or the standard, “I’m a VP at XYZ Bank”? I know which one I’d pick..

Grab a notepad and let’s dive in:

1. Who’s your audience (the WHO)?

List the kinds of companies you’d most like to work with. For me, it would be startups or early stage, growing companies, mature companies that are retooling, tech companies, entrepreneurial and innovative companies.
What are yours? In your notes, write down your potential employer or customer.

2. What benefit do you bring (the WHY)?

Why do people love working with you? What special sauce do you bring? Unparalleled uptime? Elegant code? Someone who can drop in anywhere and turn a project around?

Be accurate, clear, and juicy. Aspirational, even. This should be something that prospective employers would drool over. In your notes, list the big, headlining benefits companies get when they work with you. Be sure to use language they can identify with and get excited about.

3. What feature do you bring (the HOW)?

How do you actually achieve those results? By elegantly using the array of skills you’ve gathered? By combining your entrepreneurial experience with TONS of customer-facing problem solving? By teaching them to be smarter about their product management strategy?

It’s super important to be clear here. There are many ways to achieve these delicious goals. The ‘feature’ section tells us how YOU do it.

In your notes, make a list of what you do to achieve these benefits. Focus on what sets you apart from others who offer a similar benefit.

4. Put it all together

From your three lists, start piecing phrases together. See what you like, what resonates. Say it out loud, imagining yourself using it at a job interview or a happy hour. 

Does it make sense?
Do you feel comfortable using it?
Does it look good in writing? Is it too long, too short, too blah?
Adjust, edit, trim, swap out words or phrases until you have something that feels authentic.

6. Celebrate!
You’ve just given yourself a huge gift – a clear, authentic and memorable mini-elevator pitch! From here on out, you have a multitool to help you in social or professional settings, in job searches, in going for that promotion and in interviews. 

With your shiny new professional brand statement, you’ll now be guided as you craft a more-meaningful resume and LinkedIn profile. You have a launchpad for that uncomfortable question, “tell me about yourself” that you can use anywhere. Well done!



Still feeling like you need a trusted guide? I help technology leaders define and articulate their value, creating ease as they seek opportunities for professional advancement.

Want to talk first? Use this link to schedule a FREE, no-strings intro call.

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