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10 of the best personal brand statement examples

Jun 24, 2020  | Updated Apr 21, 2023 by Jennifer Bridges  @JenBridgesRD

1. Larry Kim

2. felecia hatcher, 3. lisa banks paranjpe, 4. ray dawson, 5. katie martell, 6. maria ross, 7. marie forleo, 8. evan kirstel, 9. lisa sicard, 10. mark schaefer, talk to an expert.

This post has been modified to reflect new information since its original publication.

To get hired or gain new clients for your business in this challenging economy, you need clearly define your value to your intended audience. A smart way to do this is with a personal brand statement—a short, one- or two-sentence slogan you use to market yourself.

Your personal brand statement is not the same thing as your job title, your personal mission statement, or even your career goals. None of these concepts are designed to sell your services to anyone.

Instead, your personal brand statement is more of a catchy jingle—one that will easily stick in people’s minds. To increase the odds of doing so, you need to ensure your statement does the following:

• Explains what you do best 
• Is solution oriented
• Targets your specific audience 
• Reflects your values
• Is easy to remember

Here are 10 people whose personal brand statements are doing one or more of these things well:

Personal statement: “Be a unicorn in a sea of donkeys.”

What makes it great: It’s unique.

Larry Kim’s personal statement stands out from the crowd with the whacky mental image it creates. Because of its uniqueness, people are more likely to remember it, and thus remember Larry, when they need to hire an expert on Facebook chatbot marketing, entrepreneurship, or startups.

Personal statement: “Step Into Your Genius.”

What makes it great: It targets a specific audience.

The call to action, “Step Into Your Genius,” in Felecia Hatcher’s personal brand statement is designed to appeal to younger people—the “new generation of leaders” she says she hopes to inspire with her presentations on personal branding, funding, tech innovation inclusion, and entrepreneurship.

Personal statement: “Creating your unfair advantage with content.”

What makes it great: It explains what she does best.

Lisa Banks Paranjpe’s personal brand statement on LinkedIn leaves no doubt as to what she does: She creates content that makes her clients look more impressive. The words “unfair advantage” also stick in the reader’s mind because they are so unexpected and therefore subtly humorous.

Personal statement: “Dedicated to being in the corner of those who feel that no one cares about them in society. And doing so for free.”

What makes it great: It reflects his values.

The most striking part of Ray Dawson’s personal brand statement is how well it expresses his concern for people in need. Although it makes his statement less concise, the added “And doing so for free” phrase serves to make his statement more memorable while underscoring his commitment to helping others.

Personal statement: “Unapologetic Marketing Truth-Teller.”

What makes it great: It reflects her values.

The one word that comes to mind after reading Katie Martell’s personal brand statement is fearless . As such, her statement does a good job revealing her character as well as her commitment to honesty. People looking for a marketing consultant they can trust to deliver the hard truths will remember Katie’s profile.

Personal statement: “Make your brand irresistible!”

What makes it great: It’s easy to remember.

Because it’s only four words long, Maria (Piccininni) Ross’s personal brand statement is simple to remember. The exclamation mark at the end also makes it seem like she’s shouting this command to her audience, which paints a vivid mental picture that sticks in the reader’s mind. 

Personal statement: “Hi, I’m Marie. An entrepreneur, writer, philanthropist and an unshakable optimist dedicated to helping you become the person you most want to be.

What makes it great: It’s solution oriented.

Marie Forleo’s personal brand statement clearly defines her main objective: mentoring others to help them achieve their goals. It also reflects the socially conscious, supportive, and caring persona that is Marie’s trademark. People looking for encouragement and advice on starting a business or making a significant change in their personal lives will be drawn to Marie’s personal brand statement. 

Personal statement: “Massively Grow Your Social Media Community.”

What makes it great: It’s solutions oriented.

Evan Kirstel’s personal brand statement is the definition of a solutions-oriented message in that it explains exactly what kind of results his clients can expect—massive ones. His statement also paints him as an authority with the experience and skills to achieve these kinds of results.

Personal statement: “Inspiring You to Thrive Online through Social Media, Blogging and SEO.”

Lisa Sicard’s personal brand statement explains what she does best by specifically listing her areas of expertise (social media, blogging, and search engine optimization). As such, people looking to boost their online presence via these methods will be more likely to contact her.

Personal statement: “Marketing. Strategy. Humanity.”

What makes it great: It’s concise.

Mark Schaefer’s personal brand statement is the shortest one on this list at a mere three words long. This increases the odds of people remembering it. However, his statement is also deceptively complex. 

Mark’s choice of words here is everything. “Marketing” describes what he does. “Strategy” describes what he focuses on, and “Humanity” describes his unique approach to what he does. As such, these three words sum up Mark Schaefer’s entire personal brand.

Now that you’ve seen what a great a personal brand statement looks like, you might feel ready to create your own. If you have any questions about the process, feel free to give us a call. We are happy to provide complimentary advice.

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16 Examples of Positioning Statements & How to Craft Your Own

Published: June 20, 2023

Picture this: You're preparing to launch your new product. You've spent countless hours, days, weeks, months, even years determining what sets the product apart from the competition and developing your brand identity.

But how can you ensure your marketing efforts are aligned with the brand?

The answer? Positioning .

Your positioning impacts all aspects of your branding and how your market sees you. It influences everything your business presents and shares about your product and brand with your target audience. Your internal teams benefit greatly from effective positioning, too — it helps sales reps, marketers, and service and support teams create more delightful and on-brand experiences for customers.

When consumers visit your company website, view an ad, or check out your Twitter page, each piece of content should communicate the business' core values and brand and a positioning statement helps you do exactly that.

What is a positioning statement?

A positioning statement is a brief description of a product or service and an explanation of how it fulfills a particular need of the target market. The goal of a positioning statement is to align marketing efforts with a company's brand and value proposition.

Positioning statements are internal tools that help marketers appeal to their buyer personas in a relevant way. They're a must-have for any positioning strategy because they create a clear vision for your brand .

Having a clear and concise positioning statement is important because it gives potential consumers the ability to understand your business at first glance. Buyers want to know how your product and purpose differentiate you from the rest of the market, without buying the product first.

10 Positioning Statement Templates

Everything you need to create a stand-out positioning statement.

• Defining a positioning statement
• 6 tips for writing a positioning statement
• 10 industry specific positioning statement templates

You're all set!

Click this link to access this resource at any time.

What is the purpose of a positioning statement?

The purpose of a positioning statement is to convey a brand's value proposition to its ideal customers. It also frames the brand's identity, goals, and distinguishing features within the context of the buyer’s experience.

To craft your positioning statement, you'll need to get clear on a few key facets of your business:

• Who you serve
• What value you offer
• How you position your offer
• Why you're in business
• What makes you different from the competition

Next, let's talk about how a positioning statement differs from some other common guiding principles in a business marketing strategy.

Fill out the form to access free positioning statement templates.

Positioning statement vs. mission statement.

A mission statement is the purpose your business serves in the market — it's an inherent part of the organization that guides every business function. When considering the “what, why, and how” of your business, a mission statement answers the question “why” while the positioning statement answers the “what.”

(If you’re curious about what the "how" looks like, here it is .)

Unlike a mission statement , a positioning statement isn't public-facing.

At its core, your business’s positioning statement summarizes the value that your brand, products, and services bring to the target market.

Value Proposition vs. Positioning Statement

The value proposition and positioning statement are both key elements in a business' marketing strategy, however, there are differences between these two. A value proposition describes what sets your product or service apart from competitors. It gives an overview of the benefits a product or service offers.

A positioning statement is broader and it’s created after you've developed your business' value proposition. It also identifies the primary customer benefits — why someone needs your product or service.

Now that you understand the differences among some common business and marketing elements, here are the core elements of strategic marketing positioning that you'll need to know.

The Core Elements of Strategic Market Positioning

As mentioned earlier in the article, if you want to craft your positioning statement, you must first have a good understanding of your positioning as a whole. This includes defining the following core elements:

• Target market
• Market category
• Customer pains
• Brand promise
• Brand identity and values

Target Audience

Your target audience is the "who" aspect of your positioning. Simply defined, it's the group of consumers you're targeting with your product or services.

They say that "the riches are in the niches." This comes down to the idea that, even if anyone can use your product or service, you should still be targeting specific buyers to maintain integrity and differentiation within your brand.

One of the best ways to define a solid target audience is by creating a buyer persona — also known as your ideal customer.

Product Positioning

Product positioning should lead with the product's benefits rather than its features . A smart way to do this is to imagine your customer’s life before and after using your solution. Then, tell the story of what happens to them when they make that decision. That’s the benefit you’ll include in your product positioning.

Market Category

A market includes buyers and sellers. A category defines a specific segment of that market. Market categories can be as broad as "grocery store" and as niche as "vegetarian health food store." Market categories usually start out broad and get more niche as the businesses occupying that market expand their product and service offerings to the consumers in the market.

Whether your market category is developed or you're part of an emerging or niche market, you'll need to define who the buyers are in the space, where they're searching for goods and services, and who has their attention. You'll want to define what your competition offers and how you can position your brand apart from those competitors .

Customer Pains

Customer pains are the problems or issues your target audience is experiencing that could be solved with products or services available in your market category. Your product or service should aim to address customer pains and offer a solution.

Brand Promise

Your brand promise is ultimately what the target audience or buyer persona stands to gain from using your product or service. It's what success looks like to them if their pain or problem is resolved.

Brand Identity

Brand identity is the personality of your business and includes both visible factors (such as logo design) and invisible ones (such as values or voice). Brand identity is one aspect of strategic market positioning that will set you apart from competitors and help you gain recognition from your target audience.

Values guide how your business makes decisions within the context of your brand. They create the culture of your organization and leave a favorable impression on your target audience. They are the intangible methods with which you execute your mission and vision.

Featured resource : 50 Examples of Company Values

Once you have a solid understanding of these core elements, you can begin crafting the positioning statement.

Pro Tip: Before you get started writing your positioning statement, make sure you've developed your business' value proposition . You'll want to figure out your target audience and their pain points before describing how your product or service can be the best solution for those challenges.

How to Write a Positioning Statement

• Create a vision board.
• Keep it brief.
• Make the statement unique and memorable.
• Remain true to your business’s core values.
• Include what the brand delivers to consumers.
• Differentiate your business from the competition.
• Keep it simple.
• Consult a colleague.

When writing and evaluating your positioning statement, keep the following tips in mind:

1. Create a vision board.

Positioning statements are written documents. Since they don’t include images, video, or other visuals, it can be challenging to communicate what your business is, who it serves, and why that matters in just a few sentences.

To bypass the initial blank page syndrome , create a vision board instead. This works because, in a recent study, researchers at Columbia University found that emotional response is linked to the visual characteristics of an image .

To leverage this response, look for images that represent your customer in the environment where they need your product or service the most. Notice the emotions in the images, who is around your ideal customer in the image, and what they’re doing in the image to solve the problem.

Image Source

Creating a vision board that represents your target audience when they need your product the most can help make your positioning statement come to life.

2. Make it brief.

Your brand’s positioning statement should be concise and to the point. Aim for no more than three to five sentences, if possible.

The wordier that your statement gets, the less factual it becomes. It then risks becoming more aspirational than what your business is, with more elements that are more inflated than grounded in truth.

3. Make it unique and memorable.

This statement should be unique to your company and the problems you aim to solve. When crafting your positioning statement, be sure to emphasize the distinctive qualities of your brand.

Buyers should be able to see the special value that your business can offer or solve for. Many markets are already saturated with products or services that are similar to your offering, so your statement should be able to capture their attention against the noise.

4. Remain true to your business’s core values.

The positioning statement isn’t the time to get fancy and pitch a new angle for the business. Your brand’s positioning statement should accurately reflect the core values of your business.

Clear core values in your positioning statement also send messages to your internal team. They help new employees with better alignment. Besides letting consumers know your stances, core values help existing team members stay on the right track and continue to deliver on your brand’s promises.

5. Include what the brand delivers to consumers.

Your brand offering is a vital part of your positioning statement. It’s the main reason that customers are seeking you out, so when crafting your own, you need to cover these two bases:

• Who does your company serve?
• How does your company serve this group?

Succinctly state who your customer is and how you will help them in your positioning statement.

6. Differentiate your business from the competition.

An effective positioning statement should articulate what differentiates a brand from its competition. Highlight your company’s unique qualities and how those qualities help serve your customers. You can even consider a niche marketing strategy .

Does your brand have cause-related campaigns? Differentiate your brand by highlighting your goals to give back.

Does your brand serve a previously underrepresented target audience? Let them know clearly and proudly that you fill that gap. If you’re not sure how to separate your product offer from your competitors, these competitive analysis templates can help you out.

There are so many different ways to stand out against the crowd, you just have to survey your competitors and see how you do it better .

7. Keep it simple.

In almost any circumstance, your team should be able to align key business decisions with your brand’s positioning statement due to its simple and easy-to-understand nature .

The more complicated your statement becomes, the less convincing or engaging it will be. Make sure your business’ value and offering is unmistakable and buyers will understand and seek to learn more about it in their buyer’s journey.

8. Consult a colleague.

Once you’ve written your positioning statement, your eyes might deceive you. After spending several hours perfecting every word, you’ll think what you’ve written is wonderful, when in reality it’s full of jargon, acronyms, and features that aren’t clear to someone outside of your company.

Just because positioning statements aren’t public-facing doesn’t mean they shouldn’t be easy to understand. Investors, new hires, and external agencies who work closely with your businesses will need to use this document, too.

Pro Tip: To jargon-proof your positioning statement, have a colleague who is unrelated to your business review the statement for you and give feedback. They’ll make meaningful observations that you may have overlooked.

Positioning Statement Template

For [your target market] who [target market need], [your brand name] provides [main benefit that differentiates your offering from competitors] because [reason why target market should believe your differentiation statement.]

The template above can be used to help you form a positioning statement for your startup or small business . Add the details of your target market, company, and the main points that make your product or service stand out from competitors. You can also download 10 more position statement templates for free below.

Download Now: 10 Free Positioning Statement Prompts

Each business is unique, and it's alright if your statement doesn't fit the template exactly, but be sure to include the main points below:

• A description of the target market.
• A description of the target market needs.
• How your business will meet their needs.
• What differentiates your product or service from the competition.
• Why consumers in your target market should believe your brand's claims.

You might need a little more inspiration before taking pen to paper and creating your own positioning statement. Here are some examples to get your creative juices flowing.

Positioning Statement Examples

Since positioning statements are meant to be kept from the public eye, you’ll rarely find one floating around the internet.

Using this positioning statement template , we’ve crafted a few example statements for recognizable brands using the information we know about them.

Below are examples of positioning statements of well-known brands to give you a feel for how to create one for your business.

HubSpot Positioning Statement:

"Since 2006, HubSpot has been on a mission to make the world more inbound. Today, over 100,000 customers in more than 120 countries use HubSpot's award-winning software, services, and support to transform the way they attract, engage, and delight customers. Composed of HubSpot's CRM, Marketing Hub, Sales Hub, Service Hub, CMS Hub, and Operations Hub, HubSpot gives companies the tools they need to grow better."

Why It Works:

It starts with a clearly defined mission and track record to capture the attention of prospects. Then, HubSpot’s positioning statement notes its trustworthiness and variety of products to better service businesses looking to grow and scale for the future.

• Connects with the target audience by showing global businesses its breadth of scalable solutions.
• Sells its product(s) in a unique wa y by showcasing that these products are made to scale.
• Highlights core values by emphasizing its focus on customer success and innovation.
• Offers a clear and focused message by leaning into its value proposition and services.

2. Coca-Cola

Coca-Cola Positioning Statement:

"For quality beverage seekers, Coca-Cola offers a wide range of the most refreshing options. Each creates a great experience for customers when they enjoy a Coca-Cola brand drink. Unlike other beverage options, Coca-Cola products inspire happiness and make a positive difference in customers' lives, and the brand is intensely focused on the needs of consumers and customers."

While its product offering is literally beverages, Coca-Cola leads its positioning statement with the positive experience they want to offer. It appeals to people's emotions, telling consumers they're buying from a company that wants to better their lives — even with something as small as a cold drink.

• Connects with the target audience by focusing on beverage consumers looking for quality and satisfaction.
• Sells its product(s) in a unique way by focusing on positive impact and using phrases like "inspire happiness" and "make a positive difference."
• Highlights core values with a focus on quality products and customer experience.
• Offers a clear and focused message that is easy to understand and highlights benefits without feeling salesy.

3. White Dog Distilling

White Dog Distilling Positioning Statement:

"Founded in 2016 by the husband/wife team of Carlo and Alecia Catucci, White Dog Distilling stands for passion, spirit, and the journey from grain to glass. Bolstered by Carlo's background in physics and Alecia's culinary and product development experience, they set forth with one goal in mind: to produce high-quality distilled spirits that could appeal to both novice spirit drinkers and longtime aficionados alike."

White Dog leads its positioning statement with the quality it delivers to customers. Offering locally sourced and sustainable ingredients attracts customers looking for good value versus price, with delicious taste. This statement also makes the brand accessible to those who aren’t well-versed in spirits.

• Connects with the target audience by using the founders' story to connect with both novice and expert customers.
• Sells its product(s) in a unique way by focusing on quality, craft, and innovation.
• Highlights core values by showing how and why it's committed to using quality materials and processes.
• Offers a clear and focused message by using the value proposition as the center, then highlighting how the founders create that value.

4. Alaska Airlines

Alaska Airlines Positioning Statement:

"We are creating an airline people love. Each day, we're guided by our core values of own safety , do the right thing , be kindhearted , deliver performance , and be remarkable at work and in our communities. Alaska Airlines also fosters a diverse and inclusive culture and is an Equal Opportunity Employer."

Alaska Airlines leads its positioning statement with love and heart. It introduces prospects to the brand feeling as though they’re more than typical transactions. Instead, it focuses on each customer as a unique individual who's worth delivering great service and inclusive experiences to.

• Connects with the target audience with values that emphasize community, diversity, and inclusivity.
• Sells its product(s) in a unique way by putting customers and their experience in the spotlight.
• Highlights core values that matter to customers, like safety, ethics, kindness, and reliability.
• Offers a clear and focused message by reinforcing its brand identity instead of creating a new set of benchmarks or expectations in the positioning statement.

5. Organic Bath Co.

Organic Bath Co. Positioning Statement:

"If you're seeking clean and healthy ingredients in your body care routine, Organic Bath Co. offers a line of organic and natural skincare products that you can feel good about using. Trust in Organic Bath Co. for clean uncomplicated ingredients that will leave you feeling rejuvenated and cared for."

Organic Bath Co.’s positioning statement successfully conveys its focus on quality ingredients, health, and the value of rest. Prospects could be looking for a soap brand that not only has organic and safe ingredients, but also encourages its customers to indulge themselves in the relaxing experience of using its product line.

• Connects with the target audience by finding a priority (clean, natural ingredients) and showing how the product meets that need.
• Sells its product(s) in a unique way by emphasizing the feeling it gives customers as well as how the brand makes its products.
• Highlights core values by focusing not only on company values , but the core values its target audience feels are most important.
• Offers a clear and focused message by starting with what its audience is looking for, then sharing how the product meets those needs.

Amazon Positioning Statement:

"For consumers who want to purchase a wide range of products online with quick delivery, Amazon is a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence."

Amazon cuts straight to the chase in this positioning statement. It clearly outlines that its store is a quick way for its customers to find everything they need, to better help the customer achieve their goals.

• Connects with the target audience by speaking to the needs of busy customers who prioritize convenience.
• Sells its product(s) in a unique way by emphasizing its commitment to customers, experience, and operational excellence.
• Highlights core values by selecting the most relevant brand values and weaving them into the positioning statement.
• Offers a clear and focused message by summarizing the value proposition of the platform.

IMPACT's Positioning Statement:

"Empower your business to thrive with IMPACT. Our They Ask, You Answer approach and consulting services in content marketing, video sales, website strategy, design, and more help you take ownership of your digital sales and marketing. Find out how you can achieve remarkable results and become a trusted voice in your industry with IMPACT."

IMPACT ’s positioning statement explains how it goes against the grain to better serve its customers in the market, by eliminating the cycle of dependency. This approach is unique and will attract many prospects to want to learn more about its solutions.

• Connects with the target audience by speaking directly to business owners and marketers who are seeking a solution to marketing dependencies.
• Sells its product(s) in a unique way by clearly outlining what it does and how it accomplishes goals with clients.
• Highlights core values like empowerment, innovation, and trust with a quick explanation of the process and desired outcomes.
• Offers a clear and focused message by packing the most useful terms and ideas into one powerful paragraph.

8. Beautycounter

Beautycounter Positioning Statement:

"One by one, we are leading a movement to a future where all beauty is clean beauty. We are powered by people, and our collective mission is to get safer products into the hands of everyone. Formulate, advocate, and educate—that’s our motto for creating products that truly perform while holding ourselves to unparalleled standards of safety. Why? It’s really this simple: beauty should be good for you."

Unlike other beauty brands that strive to fix or perfect customers’ complexions without much focus on ingredients, Beautycounter takes the unique stance that beauty should be good for more than your looks. The focus on cleaner, safer ingredients will really attract customers looking to maintain their complexions, instead of temporarily fixing them.

• Connects with the target audience by advocating for cleaner, safer products on behalf of beauty lovers.
• Sells its product(s) in a unique way by communicating higher-than-average safety standards.
• Highlights core values like education and safety, and supporting people looking for clean beauty products.
• Offers a clear and focused message by outlining a clear and easy-to-understand goal, then sharing how it plans to meet that goal.

9. Bandwagon Fan Club

Bandwagon Fan Club Positioning Statement:

"Experience the future of fandom with Bandwagon Fan Club. Our Proof of Experience™ blockchain technology connects sports and entertainment lovers directly with their favorite artists, teams, and entertainers. Choose Bandwagon Fan Club to create, own, and preserve history with cutting-edge technology."

This product could be difficult to understand, because it uses a new technology to capture moments at public events. When a product is tough to understand, doubt can quickly creep in. But this positioning statement is direct and clear, showing how its new technology connects fans directly to their favorite performers and teams.

• Connects with the target audience by centering on the people who will want this product — sports and entertainment super fans.
• Sells its product(s) in a unique way with exclusive technology mentions.
• Highlights core values by emphasizing its customer focus and innovation.
• Offers a clear and focused message — that fans can use this technology to own a unique piece of event history.

10. Gro Intelligence

Gro Intelligence Positioning Statement:

"Develop a holistic data-driven understanding of your impact as a business in the agriculture or climate science industries with Gro Intelligence. We offer live data, machine learning, and domain expertise to provide honest answers where ecology meets economy."

This positioning statement starts with the problem it solves — helping businesses see their impact with data. Then, it explains the technology it uses to show that impact, which builds trust with those potential customers.

• Connects with the target audience by targeting businesses in the agriculture and climate sciences industries.
• Sells its product(s) in a unique way by naming the technologies it uses to collect data insights.
• Highlights core values with terms like honest, holistic, economy, and ecology. This word choice quickly communicates what is most important to this brand.
• Offers a clear and focused message by focusing on product benefits and how the brand delivers those benefits.

Nike Positioning Statement:

"For athletes in need of high-quality, fashionable athletic wear, Nike offers customers top-performing sports apparel and shoes made of the highest quality materials. Its products are the most advanced in the athletic apparel industry because of Nike's commitment to innovation and investment in the latest technologies."

This positioning statement for Nike clearly outlines its range of products to better serve athletes. It also uses inclusive language to define what an athlete is. By doing so, people that enjoy hobbies and professionals alike can derive value from its product line.

• Connects with the target audience by identifying who uses these products and what they need.
• Sells its product(s) in a unique way through emphasis on innovation and technology in athletic gear production.
• Highlights core values by combining how this brand differentiates itself with a diverse range of customer needs.
• Offers a clear and focused message that is straightforward and covers the most important qualities of its products.

12. Thrive Market

Thrive Market Positioning Statement:

"Thrive Market is an online, membership-based market making the highest-quality, healthy, and sustainable products available for every budget, lifestyle, and geography."

Short and to the point, Thrive Market lets prospects know exactly what it has to offer in a single sentence. Prospects won’t have to guess what type of product they can find from it, and they also know that their line must be extremely versatile, too.

• Connects with the target audience by leading with health and sustainability.
• Sells its product(s) in a unique way by highlighting the membership aspect of its offer.
• Highlights core values by emphasizing quality, health, budget, lifestyle, and location.
• Offers a clear and focused message with a single-sentence positioning statement that is both well-defined and easy to understand.

13. Gig Wage

Gig Wage Positioning Statement:

"Gig Wage uses proprietary technology for payroll services and compliance to offer control and flexibility to contractor-dependent businesses. This platform is specifically for the 1099 economy to manage, pay, and support happy independent workers."

This statement narrows its focus to a collection of employers that need a solution for 1099 workers. Then, it covers what it offers to solve a set of common problems for that audience.

• Connects with the target audience by talking about the needs of both employees and independent contractors.
• Sells its product(s) in a unique way by emphasizing proprietary technology and how that tech can help.
• Highlights core values with a focus on a desired outcome — happy independent workers.
• Offers a clear and focused message . Some positioning statements need to include industry-specific terms that not everyone is familiar with. But this statement pairs those terms with simple language that makes it easy for anyone to read.

Mural Positioning Statement:

"For organizations who need visual collaboration at scale, Mural helps you bring imagination to work from anywhere with agile and design thinking methodologies, sales and consulting, and research and design, all in one platform. Join a growing network of global enterprises, consultancies, schools, and nonprofits using Mural to innovate."

Leading with the primary value your business offers is a smart strategy. This positioning statement quickly lets consumers know you can use this product to visually collaborate from a range of locations. It also offers proof that you can trust this product because it's used by a diverse network of businesses.

• Connects with the target audience by making the need for visual collaboration a priority, then sharing what kinds of companies are already using this tool.
• Sells its product(s) in a unique way by highlighting specific ways businesses and individual users can get value from this product .
• Highlights core values with terms like innovate, collaboration, and imagination. This emphasizes those values for this brand and for companies who want to make those core values a priority.
• Offers a clear and focused message by focusing the first sentence on what the product is and how to use it, then using the second sentence to show who is already using the product.

Apple Positioning Statement:

"For individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products. Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet."

This positioning statement for Apple appeals to people of all different backgrounds. It inspires them to expect quality products made with intent to innovate in a way that helps people and the environment. It also gains prospects' trust by emphasizing its industry authority.

• Connects with the target audience by aligning itself with people who want "the best." It also emphasizes the brand's leadership in the industry.
• Sells its product(s) in a unique way with emphasis on innovative approaches to research and technological advancement.
• Highlights core values by mentioning the customer and environmental impact its products and processes have.
• Offers a clear and focused message that quickly communicates the most important aspects of the brand and products.

16. McDonald's

McDonald's Positioning Statement:

"McDonald's is a leader in the fast-food industry, with quick, friendly service and consistency across thousands of convenient locations. McDonald's' dedication to improving operations and customer satisfaction sets it apart from other fast-food restaurants."

McDonald’s doesn’t narrow its target audience, but instead panders to individuals of all sorts looking for a fast and satisfying service. It also leads with its position as an industry leader to gain prospect trust.

• Connects with the target audience by highlighting the qualities a person might seek in a fast food restaurant. This strategy is effective because it appeals to a broad audience in a specific situation.
• Sells its product(s) in a unique way by mentioning how its operations and customer satisfaction goals differ from a set of competitors. It doesn't compare itself to every restaurant, only fast-food spots.
• Highlights core values by leading the positioning statement with speed, service, convenience, and consistency.
• Offers a clear and focused message in just two simple sentences, this statement shares what is most important to this brand in a compelling way.

Craft a Positioning Statement for Your Business

Competition online makes crafting a great positioning statement more important than ever. You can use it to make your business stand out, boast your unique value, and connect with your audience. With the tips above, you can create a positioning statement to create a clear roadmap for business growth.

Editor's note: This post was originally published in August 2020 and has been updated for comprehensiveness.

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11 Personal Brand Statement Examples You Need To See

August 3, 2021 by Hannah Morgan

Your personal brand statement is like a personal slogan. It helps people understand who you are and what you deliver.

In an economy where there is a lot of competition, a personal brand statement helps you stand out and be remembered.

You may see a personal brand statement on a website, in a LinkedIn headline, or email signature block. It’s a simple sentence or two that explains what you do. 

When someone reads or hears your personal brand statement, you want them to know exactly what you do, who you help and what problem you solve.

Table of contents

What is a personal brand statement, who should have one, where to use it, personal brand statement examples.

Businesses have slogans and whenever you hear or see it, you instantly know the company. 

• Just Do It – Nike
• Melts in Your Mouth, Not in Your Hands – M&Ms
• America Runs on Dunkin – Dunkin Donuts

Personal branding statements should work the same way. As people, we also have things we are known for, or a reputation. 

Your brand is what other people say about you when you’re not in the room – Jeff Bezos, CEO Amazon

Personal brand statements can also be referred to as a unique selling point (USP), value proposition or unique value proposition (UVP). No matter what you call them, these two-three sentences pack a powerful punch and clearly communicate what you are known for (or the value you deliver).  

The best personal brand statement examples tend to contain three important pieces of information:

• What you do or what problem you solve 
• Who benefits from this
• How you do it uniquely

As simple as these statements are, they can be incredibly challenging to pinpoint for yourself. Those catchy slogans above were written by masterful marketers. Consider your personal brand statement a work in progress.

So rather than let someone else decide what you want to be known for, take the bull by the horns and create the personal brand that fits who you are today.

Entrepreneurs, freelancers, authors and speakers invest great time and effort developing personal brand statements that set them apart from the competition or position them in front of the right audience.

But even if you aren’t one of these folks, you still need a strong message when you introduce yourself. Your personal brand statement is more than your job title and company. It’s a powerful way to become a sought after resource internally or externally.

In job search, having a clear and easy to understand personal brand statement is incredibly important. You want people to easily remember what you do in case they hear of any openings or know anyone they should introduce you to. 

Keep in mind that saying something, doesn’t necessarily make it true. Your personal brand has to align with how you actually perform.  

Business owners and even job seekers, realize how critically important it is to have a personal brand statement that explains exactly what they deliver.

You never get a second chance to make a good first impression. – Will Rogers

  Your personal brand statement is that first impression. You can use a version of it on your website, in your LinkedIn headline, at the top of your resume, in your social media profile and even in your email signature. You may even have a spoken version of your personal brand statement that is a bit more conversational. 

As you can see from the samples below, personal brand statements are used in all those places. In fact, a version of the personal branding statement follows them around everywhere they appear, online and in-person.

As you will see, personal branding statements are an important tool to humanise your business and help customers choose your service over competitors. A personal brand statement adds a recognisable face behind the product or service and provides a level of trust people want to invest in. Your business transforms from a cold, money-making operation to a warm, friendly entity.

The personal brand statement examples below come from recognized leaders and influencers (and some lesser-known personalities) who talk about leadership, marketing, entrepreneurship and the human condition. They are authors, speakers, trainers and business owners – each with a unique, money-making idea worth sharing. Let’s take a look at real personal brand samples and see how you can adapt them to create your own unique personal brand. And if you’re thinking,” I’m not a celebrity. How can I have a personal brand?” stick with me and give these a look first. It’s actually quite easy to replicate or adapt your message based on these examples.

1. Simon Sinek

We imagine a world in which the vast majority of people wake up every day inspired, feel safe wherever they are and end the day fulfilled by the work they do.

Though this is written as “we imagine” it is based on Sinek’s personal beliefs too. This may sound a bit like a mission statement than a personal brand statement but it’s still a powerful example of how you can combine your personal mission or values with the work that you enjoy doing to create your own personal branding statement.

It addresses the problem Sinek solves: to help people wake up every day feeling inspired, safe and fulfilled. (Who doesn’t want that?) Yet it is rare or uncommon for businesses to say that’s what they deliver. And that is what makes this unique. It is genuine and not-so-common.

2. LeVar Burton

I’ve dedicated my life to the power of storytelling. Whether I’m acting, directing, writing or podcasting, I believe sharing stories is what I was born to do because storytelling is what brings us all together.

You may not remember Burton from Reading Rainbow, but you may have seen him in a role on Star Trek. 

What Burton has done is simply put into words what he loves doing. He has found multiple outlets to focus on sharing stories. Perhaps you have found multiple ways to carry out your special talents. 

3. Mark Manson

I am the #1 NYTimes Bestselling author of The Subtle Art of Not Giving a F*ck and Everything is F*cked: A Book About Hope . I write life advice that is science-based, pragmatic, and non-bullshitty – a.k.a., life advice that doesn’t suck.

Do you have a straight-forward way of addressing problems? Manson provides life advice that doesn’t suck. 

Without needing to say who his audience is, his message resonates with those who don’t mind profanity and are looking for science-based, pragmatic advice. 

Sometimes the way in which you deliver a message or solve a problem is part of your personal brand. 

PS: I’m not suggesting that you use profanity, remember, you’re not a NYTimes bestselling author and probably can’t get away with it. 

4. Claude Silver

I’m Claude Silver and my life’s purpose is to be of joyful service and unlock emotional optimism in all. 

Chief Heart Officer at VaynerMedia (HR/People)

Silver has an unusual job title, Chief Heart Officer (CHO). And for those who may not know what that means, she spells it out in her personal branding statement. Her value is in unlocking emotional optimism in everyone. 

While you may not think there’s money in that or it’s too general, she has found a way to make it work. It’s almost like a teaser personal branding statement and it certainly speaks to her priorities and values in life.

5. Kim Garst

Make more money online with marketing strategies that work. Education & training that take the mystery out of building a profitable business .

What business owner do you know that doesn’t want to make more money online? And for many, online selling is a bit mysterious. If you don’t have a team of people designated to do this for you (if you’re an entrepreneur or freelancer) then Garst’s education and training may be appealing. 

What Garst hasn’t included is her personality/style or mission. It makes this a little less personal than the other personal brand statement examples on this list, but as you can see, it still is clear and easy to understand. 

6. Amy Porterfield

Hi, I’m Amy.

I teach business owners, educators and entrepreneurs the profitable action steps for building a highly engaged email list, creating online training courses, and using online marketing strategies to sell with ease.

Porter clearly spells out who she serves with her services. And she addresses one of the major pain-points for business owners, educators and entrepreneurs… that her actions and ideas are easy! 

As you see, Porter lists several areas of expertise – email lists, online courses and marketing. 

You may also have several areas of expertise or specialty. Just make sure they are crystal clear and specific enough so people understand what you’re talking about. 

7. William Arruda

William Arruda’s personal branding and social media keynotes, innovative training and influential Forbes columns have inspired millions of professionals to bolster their brand, up their social media savvy, deliver greater value to their company and have more fun at work!

Arruda provides personal branding advice in many different forms. And what makes this personal brand statement example different is that he talks about the outcome or results of his services – “bolster brand, increase social media savvy, value to company and more fun at work.”

Who knew personal branding could be so valuable! 

And while this isn’t written in the first person, you can see how it could easily be converted to say “ My personal branding… “

8. Donald Miller

Most companies struggle to talk about what they offer but if you confuse, you’ll lose. My framework helps you clarify your message so customers place orders.

Miller’s message is clear and concise. It should be, messaging is what he specializes in. His personal branding statement (in his Twitter bio) addresses the problem, his solution and the outcome. 

Here’s how you might use a formula based on Miller’s personal branding statement:

This is the problem, and why it’s not good. Here’s my solution/fix and what the outcome will be.  

9. Arielelle Hale

Helping service providers hit consistent $10k+ months w/o working 10k hours/month. 5 Systems Service Providers Need to Grow

I’ll be honest, it was the name of Hale’s company, Allergic To Hourly, that piqued my interest. Her personal branding statement is very specific and she knows exactly who her ideal client is, as she has clearly spelled out. 

She is targeting service providers who need a system to help them maintain a consistent revenue without working tons of hours. 

Niching, or specializing is a powerful way to serve your customers by giving them exactly what they need. 

10. Andréa Jones

Helping socially inclusive brands impact & empower more people using social media.

I don’t know exactly what a socially inclusive brand is, but if I was one, I would be interested. That’s Jones’ target audience. She helps them use social media to increase impact. 

Here’s an example of how concise may not always provide enough information. It’s still good, but more detail might make it better. 

11. Kassy LaBorie

Virtual Training is Here to Stay. Partnering With You to Lead the Way

You may not have heard of LaBorie before. But you know what she does. She’s helping virtual trainers lead the way. 

This personal branding statement sample is kind of catchy and it even rhymes. So if you are looking for another way to help people remember what you do, you may want to use clever word pairing or rhyming. 

Final Thoughts

Businesses and entrepreneurs often hire consultants to help write and refine their personal brand statements, but you can borrow ideas from examples to help you spin your own. 

Landing on the right personal brand statement is sort of like trying on shoes. You’ll know it fits once it’s on or done. In fact, your statement may shift, morph or change as you and your business grow.

Hannah Morgan speaks and writes about job search and career strategies. She founded CareerSherpa.net to educate professionals on how to maneuver through today’s job search process. Hannah was nominated as a LinkedIn Top Voice in Job Search and Careers and is a regular contributor to US News & World Report. She has been quoted by media outlets, including  Forbes, USA Today, Money Magazine, Huffington Post, as well as many other publications. She is also author of The Infographic Resume and co-author of Social Networking for Business Success .

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How to Write a CV Personal Statement [+4 Real-life Examples]

Creating an effective CV takes time and close attention to detail. You've already included your jobs and experience , and now you want to allow the recruiter or hiring manager to understand the strategic value you can add.

This is when you need to utilize a personal statement at the top of your CV.

How to Write a CV Personal Statement [+4 Real-life Examples] 

What is a Personal Statement? 

A personal statement is a few brief and direct sentences at the top of your CV. The personal statement is also referred to as a career summary or personal mission statement.

This is used to grab the attention of the recruiter or hiring manager and summarizes essential experiences or training that you can bring to this position.

Why do I Need a Personal Statement?

A recruiter or hiring manager is tasked with sorting through an enormous amount of resumes every single day. A personal statement is a way to separate yourself from the other applicants.

This statement summarizes your experience and highlights your unique talents . The CV personal statement is meant to demonstrate why you are the perfect fit for the job. 

Even med students need a medical school personal statement , as it is what differentiates them from all the other students applying. Plus, it allows them to share their personal stories and objectives.

Where do I Start? 

Always begin by reading the job description carefully and thoroughly.

Your personal statement should be tailored to each job description, so it explicitly states the value you’ll bring to the position you are applying. A generic personal statement cannot do that. 

Once you have a solid handle on the job description, you can begin writing. It’s important to keep your personal statement brief, about 50-200 words will do.

Don’t forget that you have your whole cover letter to show some personality and include engaging content.

The personal statement should be a quick summary that highlights why you are the best person for the job. 

You’ll need to decide whether you are writing your personal statement in first- or third-person. This should follow how you've written the rest of your CV.

For example, if you've already written, “I grew and developed a team of 50 salespeople,” in your CV then you will want to keep your personal statement in first-person to match the prevailing style.

No matter what you choose, make sure that you keep it consistent throughout. Do not switch between first- and third-person as that will get confusing to the hiring manager.

Writing a personal statement for your CV in first-person does not mean you need to start every sentence with “I.”

There are ways to craft your personal statement to sound snappy, concise and personal, and here are a few examples to help inspire your personal statement. 

CV Personal Statement Examples

It doesn’t matter what chose as your desired career or how much experienc e you have, use these examples to drive the creation of your own personal statement.

You can take snippets from each or write something completely different. Always remember that your personal statement is a reflection of yourself and should align with your own personal goals and experience.

If these examples don’t fit your exact career, feel free to take some pointers and write yours from scratch. 

#1: Personal Statement Example for Recent Graduate CV

“As a recent graduate from university, with an honors degree in communications, I held several internships within leading organizations, including Bertelsmann. These internships enabled me to gain experience in the field and learn how to serve up valuable contributions in a fast-paced, professional environment.”

Explanation: This example should be customized to include the university you’ve graduated from and any relevant internships. A compelling personal statement always highlights relevant skills and experiences.

In this case, a recent graduate does not have extensive experience in the workforce, so soft skills like experiencing success in a fast-paced work environment and becoming a trusted team member become even more critical.

#2: Personal Statement Example for Returning to the Workforce CV

“A highly motivated and experienced office administrator, I am currently looking to resume my professional career after an extended hiatus to raise my family. Proficient in all Microsoft Office programs, I can lead meetings and work with clients to keep your office running smoothly and efficiently. After spending several years volunteering as an administrative worker for a local charity, I am committed to resuming my professional career on a full-time basis.”

Explanation: After time off from a career, it can be hard to break back into the market. This personal statement outlines the reason for the break, the relevant qualifications and what the applicant has been doing in between jobs.

Any volunteer experience becomes highly relevant when there is no concrete professional experience to draw upon, to demonstrate the use of those skills. 

#3: Personal Statement Example for a Career Change CV

“With over 15 years as a sales manager, I have extensive experience building high-functioning sales teams that consistently achieve budget numbers. In fact, my ability to grow talent led to a 20% increase in annual renewals across the board. Now, after 15 years, I am seeking new challenges to flex my marketing muscles in a fast-paced environment.” 

Explanation: When changing careers , it's essential to highlight skills that are transferable between industries.

In this case, leadership and team-building experience can apply to any industry. Homing in on concrete numbers and percentages increases credibility when applying for a position.

The applicant ends with the reason behind the desired career change. This part is not necessary but may be appealing to some hiring managers who are wondering what the impetus for the career change.

#4: Personal Statement Example for a Experienced Professional CV

“As a friendly, professional and highly trained educator, I am passionate about teaching and have an innate ability to understand student’s needs. Creating a safe and productive environment for optimal learning is my top priority. I’ve worked as a teacher for nearly 10 years in a variety of subjects and my experience and skill set make me the perfect fit for your team.”

Explanation: With more experience comes more skills and a better idea of strengths and weaknesses. Showcasing your passion for the industry is a great way to begin a personal statement, as it shows the hiring manager your dedication to the craft. 

A personal statement can be written in many different ways, but it is ultimately up to you to determine what skills you want to highlight for your chosen position.

You can follow these examples or take learnings from each to contribute towards your personal statement. 

If you understand the job you are applying for and know the unique skill set that you bring to the table, you will have a stellar personal statement for your CV that will get you across the table from the hiring manager in no time.  

Suggested Reading:

• How to Write a CV (Curriculum Vitae) in 2024 [31+ Examples]
• 43+ Resume Tips and Tricks to Land Your Next Job
• 150+ Must-Have Skills for Any Resume  [With Tips + Tricks]
• How to Answer “Tell Me About Yourself”

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What Is Personal Branding? Here’s Why It’s So Important

Discover the power of personal branding and learn how to establish yourself as an expert in your field. Stand out in a crowded marketplace with a strong online brand identity.

Personal branding is the public-facing identity you create for yourself. It’s an authentic but carefully managed representation of you as a professional.

Proving your experience and expertise in your field is a critical component of modern digital marketing.

Users and search engines prioritize first-hand knowledge , so personal branding can be a competitive advantage for businesses and individuals. It’s also helpful for career development and cultivating new opportunities.

The SEO industry is rife with misunderstandings and misinformation. As an SEO professional , personal branding is key to cutting through the noise and standing out.

Want to be seen as a trustworthy expert in your field?

If so, you’ll need to master the art of personal branding.

It’s an essential strategy for professionals in any industry who want to stand out in a crowded marketplace.

In this post, we’ll explore the ins and outs of personal branding and walk you through the fundamentals of building your own personal brand.

What Is Personal Branding?

Personal branding is the process of constructing a distinctive online brand identity for yourself, typically in a professional context.

Think of it as an ongoing effort to influence how others perceive you, including what values, interests, skills, and contributions they should associate with you.

The process involves actively curating your digital presence across different platforms to present a coherent and appealing image of who you are and what you stand for.

The ultimate goal of personal branding is to leave online audiences with a strong and memorable impression of who you are so you can establish yourself as a thought leader , expert, or influencer in your field.

Why Is Personal Branding Important?

In an era where attention spans are getting shorter by the minute, the need to make an impression is more important than ever – and the best way to do this is by creating a solid and memorable brand identity.

Unfortunately, many business owners do not realize the importance of personal branding because they think it’s a lot of extra work.

However, the truth is that if you want to create a successful business, you must create a successful brand.

People who know you and your business will trust you more and, ultimately, buy more products and services from you.

The 4 Benefits Of A Personal Brand

Establishing a strong personal brand offers several key benefits that can significantly enhance your professional and personal growth.

After all, your personal brand determines what others think and say about you when you’re not in the room. It’s basically your public reputation as a professional – and it can make or break your career.

Here are the four main benefits of successful personal branding:

1. Helps You Stand Out From The Crowd

Creating a personal brand allows you to showcase what makes you unique in your field – be it your specific skills, experiences, accomplishments, or personal values.

This differentiation makes you more memorable and attractive to potential employers , clients, or partners, enhancing your competitive edge in the job market and improving your ability to command a higher salary .

A well-developed personal brand clearly communicates your unique value proposition, making it easier for decision-makers to see why you’re the best fit for new projects and opportunities.

2. Increases Your Visibility And Recognition

Personal branding elevates your profile and positions you as a go-to expert in your field or industry.

This visibility comes with increased recognition that can extend well beyond your immediate network and pool of online followers.

For example, by consistently sharing insights and contributing valuable content within your niche, you can attract the attention of industry influencers, media outlets, and potential employers, customers, or clients.

In other words, by increasing your exposure, your personal brand serves as a springboard for new career opportunities.

3. Bolsters Your Credibility

One of the main psychology-based reasons to invest in your personal brand is that it helps you earn the trust of your audience.

By consistently sharing insightful content, engaging in meaningful conversations, and demonstrating your unique skills, you reinforce your reputation as a knowledgeable and reliable professional.

The more credibility you build, the more you’ll attract new opportunities and encourage others to seek your opinion, advice, and collaboration.

4. Gives You More Control Over Your Online Presence

When a client, follower, or industry peer mentions your name to someone new, chances are they’ll head to Google to see what the fuss is about.

Examples Of Personal Branding That Work

Now that you understand the advantages of developing a personal brand, let’s look at a couple of real-life examples of professionals who have nailed their branding and reaped the rewards from it.

David Perell

Known as “The Writing Guy,” David Perell has built a strong personal brand around his expertise in online writing.

He has harnessed the power of the internet to inspire and coach thousands of people to improve their writing, build an online audience, and leverage that audience to propel their careers.

Thanks to his popular course “Write of Passage,” his prolific social media output, and his frequent podcast appearances, David has successfully positioned himself as one of the world’s leading proponents of the power of online writing.

Marie Forleo

Marie Forleo is an entrepreneur, author, and the creator of MarieTV , an award-winning web show that helps viewers realize their potential in business and in their personal lives.

Her personal brand revolves around the philosophy that anyone can lead a dream life if they’re willing to put in the effort. The title of her book, “Everything Is Figureoutable,” has become a mantra for personal growth and resilience, emphasizing that all problems can be solved with enough determination.

Marie has successfully used her platform to inspire millions with her practical advice, engaging personality, and unwavering belief in the potential of her viewers.

6 Steps To Build Your Own Personal Brand

So, what should you do to develop a personal brand?

Here are the six key steps to successful personal branding.

1. Define Your Brand Identity

The first step is all about self-reflection and clarity.

Your goal here is to figure out what you stand for and how you want to be perceived.

Identify what makes you unique – this could be a combination of your distinctive talents, perspectives, values, and passions. Consider your career achievements, distinguishing personality traits, and any notable challenges you’ve overcome that shape who you are today.

Remember to stay true to your authentic self, not just what you think others want to see. Being genuine will help you connect more deeply with your audience, shaping a brand identity that is both relatable and trustworthy.

Plus, being yourself is much less work than pretending to be someone else!

2. Determine Your Target Audience

Next, you need to clarify who your personal brand is speaking to.

Your target audience could be potential employers, clients in a specific industry, a professional community, or peers who share similar interests to you.

You should understand what they care about and their challenges so you can tailor your content and messaging to align with their specific needs.

3. Develop A Personal Brand Statement

A personal brand statement is a succinct description of who you are, what you do, who you serve, and why it matters.

Think of it as your professional tagline.

It should be compelling and memorable, encapsulating your unique value proposition.

For example, if you’re a software developer with a focus on educational technology, your personal brand statement might be something like: “Designing edtech to empower learners everywhere.”

A solid brand statement not only helps focus your communication across different platforms but is also a powerful tool that can differentiate you from your peers and competitors.

4. Optimize Your Online Presence

Once you’ve laid the groundwork for your personal brand, it’s time to update your digital footprint accordingly.

Make sure your social media profiles on platforms like LinkedIn and your personal website are polished, professional, and aligned with your brand identity. Consider removing any old posts or content pieces that don’t reflect the image you want to project.

It’s also worth investing in new professional headshots, a logo for your brand, and a consistent color scheme and design elements across your platforms. Visual consistency helps reinforce your brand identity and makes you easily recognizable to your audience.

5. Create And Share Valuable Content

Posting high-quality content is essential for establishing your authority and amplifying your message.

You can bolster your reputation and expand your reach by creating and sharing insightful blog posts, social media content, and videos, as well as appearing on other creators’ podcasts and YouTube channels.

Your content should not only reflect your professional insights but also your unique personality and perspectives.

Also, to build your email list, it’s a good idea to offer audience members a free, valuable resource on your website (like an ebook, webinar, or online course) in exchange for their email address.

6. Network And Engage With Your Community

Finally, building and nurturing a professional network is critical.

In addition to connecting with people online, you should actively engage with their content, contribute to relevant industry conversations, and participate in both virtual and in-person events related to your field.

Offering your expertise by answering questions, sharing insights, and providing valuable feedback solidifies your reputation as an approachable and knowledgeable thought leader.

By investing time in building relationships and promoting the work and efforts of your peers, you’ll foster more goodwill around your brand, which could open up new doors for you down the line.

Personal Branding Should Be Important For Everyone

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• SEO Trends 2024

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Marketing Personal Statement

Sample Marketing Personal Statement

During the recent financial crisis one might have expected companies to scale back their spending on all types of advertising. But online advertising in many areas saw its revenues increase despite the downturn. The chief reason for online’s continued success is its accountability: firms can monitor the effectiveness of campaigns. From reading about web analytics and doing research on the online ad market, I quickly recognised that my unique combination of skills would perfectly fit the criteria for a Digital Marketing Manager, tasked with monitoring online campaigns and determining different levels of investment in various areas of digital media. Applying for the MSc in Strategic Marketing was for me the obvious next step to help me fulfil my ambition.

My current study for a Masters in Accounting and Finance is equipping me with the requisite analytical and financial skills to succeed on the course. The Essentials of Finance and Portfolio Investment courses have taught me how to price investments, which should be of great use when I come to the Pricing course on the degree, which I particularly look forward to, given my long-standing interest in finance. But whether a particular course is relevant to my ambition or not, I always give my best. My hard work and determination are paying off: I am predicted a Distinction for the degree.

This is not my first taste of academic success. Before the Masters, I received a solid First for my Honours degree in Accounting and Finance. My exceptionally high marks indicate my uncommon ability to analyse and interpret complex data, which makes me particularly well suited for analytics. I also received a First-Class mark in the English for Academic Purposes course, despite my only having been in the UK for two years. The course made me a better and more confident communicator, which will be of great use when I come to explain campaign statistics and web metrics to senior executives in my career.

In only my first year in the UK, I was awarded an exceptional 90% mark for my Research Skills course in my foundation degree. My evident talents did not escape the notice of my teachers and I quickly progressed to the Honours degree, despite my unfamiliarity with the UK’s education system. My versatility and ability to adapt quickly to a new academic and cultural environment show that, should I start the course, I would hit the ground running.

To prepare myself for the day-to-day reality of the business world, I undertook an internship as a financial analyst at the Bank of China in my last year of the BA, despite my busy academic schedule. My work was so valued that the bank asked me back again the next summer. The experience taught me how to work closely with senior professionals as part of a tightly knit team.

I hope to work closely with my fellow students on the Strategic Marketing course. I love contributing to discussions in seminars and lectures and I am very willing to listen to, and learn from, others. I would also like to join Imperial’s debating society, should I begin the course, in order to improve my public speaking and communication skills, which are fundamental for my chosen career, which regularly involves presenting research findings to executives.

I think studying Marketing will provide me, not only with world-class academic surroundings, but a mutually supportive student environment in which I can also develop the personal qualities required of a successful marketer.

We hope you’ve found this sample marketing personal statement to be helpful.

Personal Statement

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How to write a stand-out personal statement

No one can tell us about your ambitions, skills and experience better than you. You have 4,000 characters to tell us your story – here’s how to make your words count.

What is a personal statement?

A personal statement is exactly that – a statement about you. Your personal statement is submitted with your UCAS application and should explain why you're a great candidate for the course and what would make you a brilliant addition to the university.

Now is the time to be confident. You have approximately two sides of A4 to share what's unique about you and to showcase the skills and experiences that are relevant to your application. We're looking for well-written personal statements full of passion, individuality, and honesty.

Find out more about what a UCAS personal statement is, why it's important to your university application and how to write one that stands out.

How to start your personal statement

What to include.

• Why are you interested in the course?
• What do you want to do when you graduate?
• Are you passionate? Prove it.

Make sure you get to know the course you’re interested in. Here are some questions to consider:

• What is the course or university looking for in a student?
• Have you got relevant personal qualities? If so, what are they and how can you show that you have them?
• Do you have the relevant skills, knowledge and experience to excel in the course?
• Have you done any relevant voluntary work or training?
• Have you got relevant work experience?

Once you’ve done your research and written your notes, you should know what makes you a strong candidate. Now you can start your personal statement.

Make sure that:

• your personal statement is well-structured, convincing and easy to understand. Whatever course you do at university, you'll be required to write essays. By showing that you can communicate well in writing, you’ll make a good impression.
• you order your statement based on the requirements of the course you’re interested in. For example, if it’s beneficial to demonstrate organisational skills or an interest in fashion, put your examples of these at the top of the page.

Six tips for writing your personal statement

• Give yourself time to write it properly
• Write in a formal style
• Don’t copy. Avoid clichés. Keep your statement unique. Be honest, thorough and persuasive
• Believe in yourself – write in a natural and positive way and showcase all your skills and experience
• Check that your spelling and grammar is correct – ask someone you trust to read it too
• Remember, universities can only make a decision based on the information you give them.

The best personal statements are those that give our Admissions team an idea of who you are, why you want to study your course of interest, and what you’d ideally like to go on to do after university. Give us an outline of what motivates you to study and why.

Laura, NTU Admissions team

Preparing for your NTU Interview

Everything you need to know if you’re invited to an interview after you’ve applied to NTU – how to prepare, what to expect on the day, and what happens next.

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Your Personal Marketing Plan (for master’s students)

Developing a well-thought out professional narrative to market yourself to employers is essential to an effective career search, particularly for students with advanced degrees who wish to leverage these additional academic experiences to their full potential.  It will establish the picture of you that potential employers take away from your resume and interviews.  It is important to devote time to thinking about about the full range of your skills and experiences and how you would like to present them to employers. After all, if you don’t have a clear idea of your professional value, it will be difficult to convince employers. Developing a convincing story of your strengths and interests allows you to take control!

The narrative that you develop will be reflected in your application materials and interviews.  A well-crafted resume can highlight your broad set of skills and interests obtained through a variety of experiences beyond courses and internships, including extracurricular experiences, volunteering, and even hobbies.  Also, be sure to consider your audience when telling your story.  Using technical and discipline-specific vocabulary is unlikely to be appropriate for everyone, especially once you start to look at opportunities outside of academia.  Communicating complex material to diverse audiences is a key skill that is universally valued, so use this opportunity to showcase your abilities!

A strong professional narrative will address the following questions:

What Relevant Skills Do You Bring?

Think carefully about all skills that you have developed both in and out of the classroom. These include not only the technical skills and knowledge specific to your academic work but also an array of skills, often called “transferable skills,” that may be equally, if not more important to employers. By highlighting your full range of skills in a broader context, you will be able to communicate your value to employers with clarity and confidence. Take time to evaluate your transferable skill-set and take advantage of the many opportunities at Yale to develop these skills. Additionally, conducting informational interviews with alumni, peers, and professionals can absolutely help you identify your own skills and best translate them to the career you are pursuing.

Why Are You Interested in this Career?  Crafting Your Story

Explain what motivates your career interest in terms of your interests and skills, and refer to your experiences to demonstrate your ongoing or developing interest in a given industry or role. For graduate students, the more successfully that you can link your academic pursuits to this new career, the more appealing of a candidate you will be.

Questions that are likely to crop up include: “Tell me about yourself”, “Explain your interest in ___”, and various others that attempt to showcase a thematic constant in terms of who you are. Dedicate the time to construct a confident and clear narrative that conveys your motivation and genuine interest in making this transition to potential employers. Your story will be unique to you and will reflect your skills, interests, and preferences for different aspects of work life. As part of your story, you should draw upon your past experiences to explain your ongoing and developing interests in certain roles or industries to potential employers. Since many firms consider “demonstrated interest” to be important to their hiring decision, consider investing in activities while at Yale in order to explore and gain experience in industries, careers, or functional areas that you might ultimately be interested in. Click here for some ideas on how to get experience while at Yale .

Once you have a better grasp on your own exhibited skills through your past experiences, as well as a firm understanding of the interests that drove you to this career path, you can begin to plug in the pieces in crafting your (career) story!  This story is the most essential element of your marketing plan.  You can use our Telling Your Story worksheets to help workshop this story, while continuing to embark on informational interviews .  Once established, this story will be the primary way that you get to connect yourself and your prior experiences to the job you are seeking!

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Personal Statement

Unlike most jobs, when a person wants to apply to a scientific or academic program or institute they will need to pass a Curriculum Vitae and other related documents. One of these documents is called the personal statement.

100+ Personal Statement Examples

1. personal statement affidavit template.

• Google Docs

2. Freelance Personal Statement Template

3. School Personal Statement Template

4. University Personal Statement Template

5. Medical School Personal Statement Template

6. Free Freelance Writer Personal Statement Template

7. Permission to Use Quote or Personal Statement Template

8. Free Statement Personal Mind Map Template

• Google Slides

9. Personal Financial Statement Template

• Google Sheets

10. Student Personal Mission Statement Template

11. Law School Personal Statement

12. Children’s Nursing Personal Statement

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13. Adult Nursing Personal Statement

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14. Free Psychology Personal Statement

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15. Clinical Psychology Personal Statement

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16. Psychology Masters Personal Statement

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17. Forensic Psychology Personal Statement

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18. Educational Psychology Personal Statement

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19. Music Business Personal Statement

20. Business Administration Personal Statement

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21. Business Management Personal Statement

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What Is a Personal Statement?

Writing a personal statement can have various purposes or structure.

There are also others that are straightforward, precise and aiming to hit the goal, while others tend to be a bit shy and timid with their statements. There is one common similarity among the many kinds of personal statement: to talk about yourself, of your personal background, and your skills and abilities.

Writing a personal statement is where you sell yourself, not literally, but figuratively, so that you can leave an authentic impression that would make an employer want to meet you or a school head to offer you an admission.

This is where you tell everything about yourself and why you are different from others.

It is the same as making an invitation design , the more attractive it is, the more people will be intrigued about the occasion. However, writing such statement might sound simple because all you have to do is tell everything about your personality and what you can do. In truth, it is difficult.

Most institutions do not focus on how flowery your words are. To tell you the truth, it is not the essence of a personal statement. Rather, it is how passionate you are about the point you are giving, how grateful you are about the life you have and  the opportunities that it gives you, and how futuristic and hopeful you are about your career and personal smart goals .

• A personal statement should be brief, concise, and straight to the point.
• It should contain the most relevant information about you.
• It should include the skills and talents needed for the post you are hoping for.
• It should have your achievements and interests if you are aiming for a college admission.
• And lastly, it should contain words of gratitude and hope to show that whoever is reading your personal statement will know how genuine your character is.

22. Graduate Dentistry Personal Statement

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23. Free Dentistry Personal Statement

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24. Engineering Master Personal Statement

25. Civil Engineering Personal Statement

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26. Mechanical Engineering Personal Statement

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27. Free Fashion Personal Statement

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28. Fashion Marketing Personal Statement

Size: 67 KB

29. Fashion Management Personal Statement

30. Free Finance Personal Statement

Tips for an Effective Personal Statement

When writing a personal statement, always bear in mind that you write to impress. So we have outlined for you some tips for an effective personal statement.

• Understand Your Goal. Bear in mind what your goal is in writing a personal statement . Remember that you are not the only one who is trying to grab that position or admission, so make it a point to put your best foot forward. This is what you do when you have a goal. It keeps your steps solid and for sure you won’t lose your track.
• Create an Outline. Like a college essay, your personal income statement should have a layout. Use the funneling technique on this one. Start from the most general points and narrow it down to the specific ones. It also helps you organize your thoughts better so your words will not jumble.
• Be Genuine. This is not the hardest thing to do in the world. All you need to do is tell honestly what your skills and accomplishments are. A personal statement is an overview about your personality. Even if it is a written letter, an employer or a supervisor will know if you are telling the truth or not.
• Be Specific. Some schools or business statement establishments would send a list of questions that they need you to answer and include on your personal statement. Answer those questions concretely and with substance. Do not veer away from your main point. Focus on your answer and be straightforward.
• Maintain a Positive Tone. A personal statement is not the place for you to vent out your frustrations in life nor an opportunity to show your weaknesses and appeal for emotions. Make your words sound positive. Provide energy and liveliness when sharing about a certain lesson you learned or an obstacle in your life and how you were able to overcome it.
• Check and Revise. Sometimes when we are writing, we often misspell things or use inappropriate words especially when we are in our deep thoughts. So before you put your letter in an envelope and put it in your mailbox, be sure to proofread your work. Check your spelling, choice of words and arrangement of thoughts.

31. Law School Personal Statement

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32. Family Medicine Personal Statement

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33. Internal Medicine Personal Statement

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34. Medical School Personal Statement

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35. Marketing and Advertising Personal Statement

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36. Postgraduate Study Personal Statement

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37. Personal Statement for Postgraduate Courses

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38. Veterinary School Personal Statement

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39. Free Residency Personal Statement

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40. Real Estate Personal Statement Sample

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41. Sociology Personal Statement Example

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42. Basic Pharmacy Personal Statement

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How Important Is a Personal Statement?

University admissions hold interviews based on the applications they receive. How you write your personal vision statement will be a determining factor for you to land in an interview and consequently get into college. So if you are planning to write a personal letter of poor quality, you better think twice. Here are the reasons why you need to write a compelling personal letter.

1.  It gives you a better shot.

Whether you are aiming for a university admission or landing a job at a prominent income statement for company , an effective personal letter gives you a better shot compared to others. Remember that you are not the only participant in the race. In order for you to win, you need to give it with an undivided attention.

2.  It gets your name on the list.

Yes, it does. The truth is your personal letter is your only key to have your name on the master list. Some universities are a little picky when it comes to admitting new applicants. They do filtering to ensure that they choose the right students for the right program. Not only that. They are very selective because the applicant they choose will soon become a fruit of their own tree and they certainly don’t want it to be a bad one.

3.  It boosts your confidence.

A personal statement is always given a head of time during an application examples or admission process. This gives the school or a company an overview of who to select from the many applicants. Writing a bold and convincing personal letter could get you ahead of others. You get picked from the basket of people longing for that post. Then in the process you get called for an interview.

You know that your personal statement caught the attention of the school board or the employer and so you are confident that you are just a few steps away from landing that position you always hoped for.

A personal statement need not be a novel-long narrative of yourself. Just as long as the important words and details are there, that’s fine. However, never settle for less. Always aim for the best. Have you ever seen an advertising brochure?

It usually comes as a single sheet example in pdf , a cardboard or a photo paper maybe, folded into half or a quarter, but contains all the necessary information you want to know about a certain product. That is how your personal statement should be, brief, concise, and effective.

43. Graduate School Crafting Personal Statement

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44. Formal Medical School Personal Statement

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45. Simple Residency Personal Statement

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46. Graduate School Personal Statement

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47. Law School Personal Statement Format

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48. Personal Statement Worksheet

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49. Sample Personal Statement

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50. Basic Personal Statement

51. Example of Personal Statement

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52. Applications for College Personal Statement

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53. Personal Statement with Examples

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54. Neurosurgery Residency Personal Statement

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55. Internal Medicine Personal Statement

56. Family Medicine Personal Statement

57. Personal Statements for Graduate School

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58. Sample Medical School Personal Statement

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59. Law School Personal Statement Example

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60. Nursing School Personal Statement

61. Personal Statements

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62. Personal Statement for Graduate School

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63. Writing a Personal Statement

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64. Undergraduate Personal Statement

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65. Personal Statement Handout

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66. Compelling Personal Statement

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67. Samples of Personal Statement Prompts

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68. Scholarship Personal Statement

69. Examples of Personal Statement Template

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70. Formal College Application Personal Statement

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71. Business Administration Personal Statement

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72. Standard Medical School Personal Statement

 73. Standard Personal Statement

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74. Personal Statement Template

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75. MBA Personal Statement

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76. Mastering the Personal Statement

77. In Defence of the Personal Statement

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78. Professional Personal Statements

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79. General Personal Statement

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80. Personal Statement for Postgraduate

81. Short Personal Statement

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82. One Page Personal Statement

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83. School Personal Statement Workshop

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84. Winning Personal Statement in PDF

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85. Example Personal Statement

86. Printable Personal Statement Example

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87. Personal Statement Sheet

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88. Personal Statement with Sample Format

89. Personal Statement in DOC

90. Writing a Personal Statement with Example

91. Short Personal Statement in DOC

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92. Personal Statement Workbook

93. Personal Statement Pro Forma

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94. Personal Statement on Leadership

95. Simple Personal Statement in DOC

96. Student Personal Statement Example

97. Personal Statement and College Narrative

98. Company Personal Statement

99. Personal Statement Details Form

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100. Personal Statement and Study Plan

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101. Personal Statement and Essay

A personal statement is a short formal document that indicates and relays the person’s achievements, interests, skills , and life experiences. This acts as an accompaniment to a cover letter for an application to a position in an academic environment.

How to Write One’s Personal Statement

A well-written personal statement can elevate the person in the application process of a university or academic institution. If you need any help in making your personal statement you may use any of the 100+ personal statement examples on the links above, which include MS word, PDFs, and elements  of a personal statement.

Step 1: Create an Outline

Begin by creating an outline of the personal statement you will create. You can search any outline formats , personal statement templates, personal statement examples, personal statement pdfs, or personal statement samples on the links above to act as your reference.

Step 2: Select the Perspective

You can write the personal statement in the first or third-person perspective. Choose the perspective you want to use in the whole personal statement. Be sure to maintain this perspective throughout your personal statement.

Step 3: Create an Introduction Paragraph

The introduction paragraph should be the first part of the personal statement essay, which will set the precedence for the whole personal statement. Take note, that the length of the introduction should only be limited to one paragraph.

Step 4: List Out Your Skills and Awards

A personal statement acts like a general resume or a cv, which means that it will try and present you as a selling point to the school or university. This means you will need to feature your hard skills and soft skills .

Step 5: Write a Summary of Your Life

You should also present a summary of your life with all the hardships and challenges you have faced. Do not forget to be humble and pace it out with good and meaningful moments you also have experienced.

What should you not say in a personal statement?

There are many things and statements you must avoid when you are writing a personal statement. The most important thing you will need to avoid is repeating any of the information you have stated in the personal statement. Another thing you will need to avoid is explaining too much of one’s personal issues and lingering on those topics. Lastly, you will need to avoid making small grammatical errors in your writing.

Should a personal statement be written in the first-person perspective?

The personal statement can be written in either the first or the third-person perspective. Just be sure to keep the perspective and voice in the personal statement. This means that if you are using an active voice and a third-person perspective, you should not suddenly shift to a passive voice and a first-person perspective.

Why should I avoid using slang in my personal statement?

A personal statement is a formal document that a person will use to showcase their ability to communicate their life story legibly and entertainingly. Due to the formal nature of the personal statement, one needs to use formal themes , tones , and language on their personal statements.

A personal statement is a short essay that will detail the summation  of all of one’s personal accolades, skills, and journey through life. When a person tries to apply for a college they like, it is important for them to properly write their personal statement, as this document can improve their chances of being accepted into the college of their choice.

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Marketing Personal Statement

This is a sample personal statement written by our professional writer. Please note that our website is scanned by various anti-plagiarism software, so do not attempt to copy/paste this personal statement. You will get caught and your university career will be over before it has begun! To get a custom-written personal statement, just complete the order form and we will write an original personal statement, based specifically on the information you give us, which will never be published or resold.

We are exposed to marketing in all areas of our lives, whether it be at the supermarket, at work or in our leisure time. It is all around us, whether we are aware of it or not. It has developed from a purely creative practice into a science, and both these aspects of the subject fascinate me.

The creative aspect of marketing is what first drew me to the subject. I like to draw, and have won a number of local and regional awards for my work, with one award (to design a character to front a council recycling scheme) resulting in a small exhibition in my hometown.

This involved coming up with a character design, but also involved examining and explaining the reasons behind the choices made and why this would be effective as a mascot for the recycling scheme. It was at this time, in Year 10 at school, that I first considered a career in marketing.

My A-level choices further cemented this goal, and by studying business, media and law, I felt I was getting the necessary analytical, legal and management skills to transfer to a degree in marketing.

There are a number of marketing campaigns that I admire, and I am particularly interested in viral campaigns run through the Internet. One of my favourites was Burger King’s Subservient Chicken – where users could “Have it Your Way” and instruct the chicken to complete certain actions, like “jump”, “hide” and “cartwheel”. It was a clever marketing campaign that got people talking, but more importantly, it was interactive. This, I feel, is a good example of how a viral campaign can work.

Although I have not had direct experience of marketing, I have had a number of part-time jobs that have given me some exposure to it. For the last three years I have worked part-time at a High Street health and beauty store, where I worked on the checkout. I was also required to help with displays, which were pushing particular products. During our monthly team meetings we would get feedback on how those particular products had sold, allowing me to see which ones were successful and which ones were not.

Last year I acquired my Referring Qualification in football, and regularly referee youth football matches. This has helped me develop some excellent skills, including communication, analytical skills and the ability to weigh up situations and come to conclusions quickly. I also enjoy playing football in a Sunday League, which means I get to see football from both sides.

Going to university is the next step along the ladder to reach my goal of a career in marketing. My dream is to own my own marketing company, putting to use the knowledge and skills I am sure to develop during my studies. I have the will and the desire, and hope that I have done a good enough job of marketing myself to get the opportunity to follow this dream.

Your personal statement is vital in ensuring you get the university place you want. Don’t take a chance with it. Secure your university place today!

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What Is a Target Market?

• Defining a Product's Target Market
• 4 Target Markets

Why Are Target Markets Important?

What are market segments, target market and product sales.

• Target Market FAQs

The Bottom Line

• Marketing Essentials

Target Market: Definition, Purpose, Examples, Market Segments

Investopedia / Mira Norian

A target market is a group of people that have been identified as the most likely potential customers for a product because of their shared characteristics, such as age, income, and lifestyle.

Identifying the target market is a key part of the decision-making process when a company designs, packages, and advertises its product.

Key Takeaways

• A target market is a group of customers with shared demographics who have been identified as the most likely buyers of a company's product or service.
• Identifying the target market is important in the development and implementation of a successful marketing plan for any new product.
• The target market also can inform a product's specifications, packaging, and distribution.

How Do I Define My Product's Target Market?

Part of creating a new product is envisioning the consumers who will want it.

A new product must satisfy a need or solve a problem, or both. That need or problem is probably not universal unless it reaches the level of indoor plumbing. More likely, it is needed by a subset of consumers, such as environmentally-conscious vegetarians, or science nerds, or outdoor enthusiasts. It may appeal to a teenager or a middle-aged professional, a bargain-hunter or a snob.

Envisioning your likely target market is part of the process of creating and refining a product, and informs decisions about its packaging, marketing, and placement.

What Are the 4 Target Markets?

Market researchers use activity, interest, and opinion (AIO) surveys to construct psychographic profiles of their target customers. Marketing professionals divide consumers into four major segments:

Demographic: These are the main characteristics that define your target market. Everyone can be identified as belonging to a specific age group, income level, gender, occupation, and education level.

Geographic: This segment is increasingly relevant in the era of globalization. Regional preferences need to be taken into account.

Psychographic: This segment goes beyond the basics of demographics to consider lifestyle, attitudes, interests, and values.

Behavioral: This is the one segment that relies on research into the decisions of a company's current customers. New products may be introduced based on research into the proven appeal of past products.

What Is an Example of a Target Market?

Each of the four target markets can be used to consider who the customer for a new product is.

For example, there are an estimated 100,000 Italian restaurants in the U.S. Clearly, they have enormous appeal.

But a corner pizza joint might appeal mostly, although by no means entirely, to a younger and more budget-conscious consumer, while an old-fashioned white tablecloth place might be dominated by older folks and families who live in the neighborhood. Meanwhile, a newer place down the street might cater to an upscale and trend-conscious crowd who will travel a good distance for the restaurant's innovative menu and fancy wine list.

In each successful case, a savvy business person has consciously considered the ideal target market for the restaurant and has tweaked the menu, decor, and advertising strategy to appeal to that market.

Few products today are designed to appeal to absolutely everyone. The Aveda Rosemary Mint Bath Bar, available for $26 a bar at Aveda beauty stores, is marketed to the upscale and eco-conscious woman who will pay extra for quality. Cle de Peau Beaute Synactif Soap retails for $110 a bar and is marketed to wealthy, fashion-conscious women who are willing to pay a premium for a luxury product. An eight-pack of Dial soap costs $12 at CVS, and it is known to get the job done.

Part of the success of selling a good or service is knowing to whom it will appeal and who will ultimately buy it. Its user base can grow over time through additional marketing, advertising, and word of mouth.

That's why businesses spend a lot of time and money in defining their initial target markets, and why they follow through with special offers, social media campaigns , and specialized advertising.

Dividing a target market into segments means grouping the population according to the key characteristics that drive their spending decisions. Some of these are gender, age, income level, race, education level, religion, marital status, and geographic location.

Consumers with the same demographics tend to value the same products and services, which is why narrowing down the segments is one of the most important factors in determining target markets.

For example, people who fall into a higher income bracket may be more likely to buy specialty coffee from Starbucks instead of Dunkin' Donuts. The parent companies of both of these brands need to know that in order to decide where to locate their stores, where to stock their products, and where to advertise their brand.

A business may have more than one target market—a primary target market, which is the main focus, and a secondary target market, which is smaller but has growth potential. Toy commercials are targeted directly to children. Their parents are the secondary market.

Identifying the target market is an essential part of a product development plan, along with manufacturing, distribution, price, and promotion planning. The target market determines significant factors about the product itself. A company may tweak certain aspects of a product, such as the amount of sugar in a soft drink or the style of the packaging, so that it appeals more to consumers in its target group.

As a company’s product sales grow, it may expand its target market internationally. International expansion allows a company to reach a broader subset of its target market in other regions of the world.

In addition to international expansion, a company may find its domestic target market expands as its products gain more traction in the marketplace. Expanding a product's target market is a revenue opportunity worth pursuing.

How Detailed Should a Target Market Be?

It depends. Broadly speaking, a product may be designed for a mass market or a niche market, and a niche market can be a very small group indeed, especially in a product's early introductory phase.

Some carbonated beverages aim for a practically universal market. Coca-Cola had to branch out to 200 markets abroad to continue growing its customer base. Gatorade is owned by Pepsi Cola, but the brand is positioned as a drink for athletes. The soda brand Poppi, which is branded as a healthy, sparkling, prebiotic soda with real fruit juice, gut health, and immunity benefits, is clearly aimed at a younger, healthier, and more trend-conscious target market.

Consider a casual apparel company that is working to build its distribution channels abroad. In order to determine where its apparel will be most successful, it conducts some research to identify its primary target market. It discovers that the people most likely to buy their products are middle-class women between the ages of 35 and 55 who live in cold climates.

It's reasonable for the company to focus its advertising efforts on northern European websites that have a strong female audience.

But first, the company may consider how its apparel can be most attractive to that target market. It may revise its styles and colors and tweak its advertising strategy to optimize its appeal to this new prospective market.

What Is the Purpose of a Target Market?

A target market defines a product as well as vice versa.

Once a target market is identified, it can influence a product's design, packaging, price, promotion, and distribution.

A product aimed at men won't be packaged in pink plastic. A luxury cosmetic won't be sold in a pharmacy. An expensive pair of shoes comes with a branded cloth drawstring bag as well as a shoebox. All of those factors are signals to the target audience that they have found the right product.

Identifying the target market is part of the process of creating and refining a new product.

A target market can be translated into a profile of the consumer to whom a product is most likely to appeal. The profile considers four main characteristics of that person: demographic, geographic, psychographic, and behavioral.

National Geographic. " How Italian Cuisine Became as American as Apple Pie ."

Aveda. " Rosemary Mint Bath Bar ."

Cle de Peau. " Synactif Soap ."

CVS. " Dial Antibacterial Deodorant Bar Soap, White ."

Coca-Cola Australia. " Coca-Cola: From Start-Up to Global Enterprise ."

Pepsico Partners. " Gatorade ."

DrinkPoppi. " Home ."

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