Companies spend billions of dollars developing brands to set themselves apart. As a connector and a relationship builder, you can do the same. The beginning of the year is a good time to define your personal brand vision.
What is a Brand Vision?
A brand vision is an internal reference point that describes how you wish to be perceived by others. It serves as a guide for your personal and professional life. A brand vision statement, as the name suggests, is a statement that summarizes your brand vision. It is your way of telling the world who you are and the difference that you make. When you articulate it clearly, concisely and consistently, you project a sense of confidence that gets other people to sit up and take notice.
Elements of a Brand Vision Statement
While no two brand vision statements are alike, they generally contain certain key elements:
- Who I am – your personal “why,” i.e., your core values, purpose and passion
- What I want to be known for – what you do and how you do it, i.e., your unique knowledge, skills and abilities
- How I help serve others – the value you create, the problems you solve, the difference you make
Combine these three elements into one or two sentences and you have a powerful brand vision statement that will help ground you and allow you to adapt to different audiences and circumstances.
Brand Vision Statements – Examples
There is no right way or wrong way to format a brand vision statement. The goal is to capture in words who you are and the value you create. Below are three different personal brand vision statements. Imagine each person. Who are they? What are they passionate about? What do they wish to be known for?
“I am a health and wellness coach committed to helping super-busy professionals eat better and exercise smarter so they stay physically fit and have more time and energy for the people and things they love.”
“As a life-long resident of this city and a realtor for over 20 years, I love using my insider’s knowledge to help my clients realize their dreams—while giving back to the local community and serving the people who live here.”
“I will continue to advance my education and expertise in biochemistry in order to work for one of the country’s top research facilities. I will be part of a team that helps develop cures for rare and debilitating diseases.”
What’s Your Personal Brand Vision?
Now for the hard part. Think about how your skills converge with your values, passions and abilities. Write one or two sentences that define who you are and clarify the value you bring to your personal and professional connections. As you work through your brand vision statement, keep these pointers in mind:
- Try keeping your brand vision statement between one and two sentences long.
- Use terms that are simple to understand. Avoid industry jargon. (Your neighbor’s 80-year old grandmother should be able to understand what you stand for.)
- Use strong, action-oriented verbs—even if your brand vision is future-oriented. Believe in yourself and others will believe in you, too.
- Avoid meaningless and tired words like “experienced,” “motivated,” and “strategic.” This is your life: Show some energy and pizazz!
If you are like most people, you will need to write, rewrite and edit multiple versions of your brand vision statement before it feels right. Your brand vision statement will change over time as you acquire new life experiences and develop new skills. Check in with yourself periodically to make sure your brand vision still reflects who you are and the value you bring to your connections and the world at large.
What’s your personal brand vision for the year ahead?