The value of a personal brand statement

Think of a remarkable personal brand statement like a killer song title or a logline for a movie. A good title makes a song instantly memorable (think, THE BEATLES: ‘Hey Jude’). And when people read a well-crafted logline (think, JAWS: ‘A police chief, with a phobia for open water, battles a gigantic shark with an appetite for swimmers and boat captains’), they instantly know what kind of story it will be about before even seeing any trailers or posters. 

Once you have a clear personal brand statement, it can guide career and marketing decisions and serve to keep you true-to-brand...