I’m often asked, “What is the most important element of any executive resume or LinkedIn profile?”

Is it the format? The layout? The use of keywords and key phrases? ATS compatibility? That you use a STAR or CAR approach to bullets?

It’s none of these.

The most important element of your executive resume and LinkedIn profile is an easily understood branding statement.

Don’t be fooled.

I’m not talking about a clever catchphrase. And writing a strong branding statement is not easy.

What Is a Branding Statement and Why Is It So Important?

A branding statement (sometimes called a positioning statement) is 1-3 sentences explaining what you do and why you are unique in your field.

It should not be generic or vague.

Instead, it should be concise yet impactful so anyone who scans your resume or LinkedIn profile should, at first glance, understand

  • what you do professionally,
  • what value you contribute to a company,
  • what drives you as a professional, and
  • what superpowers and skills you leverage to make it all happen.

It is integral to securing job interviews and offers because it helps recruiters and prospective employers quickly see why you could be the right fit candidate.

What Should You Include In Yours?

The first thing to include is what makes you different from other candidates in your field. This could include your strengths and superpowers, what makes you successful, plus what skills and contributions you make that are of high value in the current job market. 

Now think about how those traits have enabled you to produce positive results in the past. Steer clear of using subjective terms. Consider quantifiable achievements, such as increased sales revenue or improved customer satisfaction ratings. 

Think about your values and how you use them to be successful and achieve the company mission.

Your personal branding statement should be brief yet powerful, something that will leave a lasting impression on recruiters and hiring managers.

Crafting this statement requires time and thoughtfulness, but it’s worth the effort. When you’re done, you’ll be able to communicate why you are the ideal candidate for the job, giving you an edge over the average candidate!

Where To Use Your Branding (Positioning) Statement

Once you’ve written your branding/positioning statement, it’s time to add it to your resume.

Put it below your name and contact info (replacing your Career Objective or Career Summary section) above Experience, and — if you have them — any Core Skills or Career Highlights on your resume. This statement conveys what makes you unique and why they should hire you, so you want it to be the first thing they see.

But don’t stop there.

Put your brand statement on your LinkedIn profile and online portfolio, too. This reinforces your industry expertise and attracts the attention of those who matter most to you. You’ll stand out from other competitive candidates while also allowing a greater number of employers and recruiters to get a clear picture of who you are as a professional.

You can also use this in your networking introductions and when answering the classic interview question, “Tell me about yourself.”

Ready To Advance Your Career As An Executive In Technology?

It’s easy to see why investing time, thought, and energy in this is one of the most effective ways to advance your career as a tech executive.

What’s not so easy is writing it. 

It’s difficult to see yourself objectively, and asking for feedback from others can feel awkward. That’s why guidance and support from an expert in positioning in your industry, field, or sector can make an enormous difference. Less guessing about what’s important means a faster path to done.

If you need help with your brand statement or are stuck, we should talk. I have helped hundreds of executives craft a clear, concise positioning statement.  It doesn’t have to be hard to stand out to decision-makers. Click the button below to schedule a time.

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