How To Write A Branding Statement

[HR Uncovered]

You have probably heard the advice to avoid the ineffective objective and instead start your resume with a Branding Statement. I know that writing a Branding Statement can be difficult, so I am providing some tips for putting one together.

The following walkthrough is geared toward a Technology Management resume. However, the general approach holds true for almost every line of work.

First things first, the Branding Statement should:

• Be concise (just two or three sentences).

• Quickly establish your qualifications.

• Highlight the way in which you plan to make a positive impact.

• Be written in Implied First Person.

1. Start with a title. This can be pretty straightforward and – like all parts of the resume – should be adjusted based on the positions to which you apply. I this instance, I would use something Technology Management Professional.

2. The first sentence might add some clarification to the title. This is also a good place to insert a little “texture” – a personal attribute that adds a little interest. Here is how this could read:

Strategy focused enterprise technology leadership professional.

3. The second sentence of the Branding Statement should speak to your high-level qualifications. Tell the reader what you have to offer. Remember to keep it short (I would suggest no more than three items). You may also speak to a specific technical or industry focus:

Offer extensive enterprise solutions development, technology planning and project management experience, with a focus on international SAP implementations.

3. The last sentence should speak to the kind of impact you intend to make. If you have a track record of success, you can speak to how you have made a positive impact on past employers. If you are a recent graduate or don’t have a history of professional accomplishments, this sentence will be a bit more aspirational. In this example, the candidate has extensive experience, so the sentence might read:

Start by asking yourself what success would look like in the position to which you are applying. The answer to that question is the basis for the second sentence. I am not an accountant, but I would imagine the second sentence could read something like this:

Leverage leading-edge technology to position organizations for success – improving efficiency, increasing user experiences and supporting aggressive growth.

So the whole branding statement would read:

Enterprise Information Technology Executive
Strategy focused enterprise technology leadership professional. Offer extensive enterprise solutions development, technology planning and project management experience, with a focus on international SAP implementations. Leverage leading-edge technology to position organizations for success – improving efficiency, increasing user experiences and supporting aggressive growth.

Don't hesitate to get in touch if you have questions or want to run the branding statement you come up with by me.