Examples of Story-Supported Branding Statements
Here’s a branding statement I developed about teaching at the college level:
Branding Statement: As a teacher, Katharine Hansen strives to create an active, exciting learning community in which she one of the learners. She may lead and facilitate while providing content and expertise, but she is, above all, a learner. Her greatest source of pride in her teaching career comes from having learned, grown, and improved as an instructor.
The story behind the statement: In my first semester of teaching, I was a horrible teacher. I stood in front of the class and read my notes. As terrible as I was, one student, named Ted, saw something in me. I could have quit since I was so terrible, but Ted’s belief in me encouraged me to keep going. I’ve improved every semester and am now well liked and respected among students. [explains how work has developed and improved]
Branding statement: Amy Addison is a rising public-relations professional who relentlessly pursues continuing education and will not rest until she has gained the optimal and most well-rounded qualifications.
The story behind the statement: I have started on a program of self-directed study in business communication to prepare for my goal to graduate from a public-relations program that I have identified. I am also preparing my credentials and reviewing my notes from the marketing, financial analysis, and economics courses that I have studied so I can take tests to exempt me from these courses and finish my degree faster so I can make a greater contribution to my employer’s PR agency and its clients. [illustrates consistent pursuit of continuing education and professional development to enhance value to audience]