personal statement for marketing strategy

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• Marketing Personal Statement Examples

As you start your marketing journey, writing a good personal statement for marketing can make all the difference in standing out in the admission tutor’s eyes. 

To help you get inspired, we have gathered a collection of successful marketing personal statement examples from top marketing students. These examples showcase a variety of skills and achievements in the field, giving you a clear picture of what a winning marketing personal statement looks like. 

Whether you’re applying for a marketing course or related courses, these undergraduate and postgraduate examples will provide valuable insights and tips to help you create an impactful personal statement for marketing.

Marketing Personal Statement Example

My passion for marketing started at a young age, inspired by the popular TV show Mad Men and its portrayal of the advertising industry. The show sparked my interest in the art of persuasion and the power of effective communication, and I have since been motivated to learn more about the field.

During my high school years at Chew Valley School in Bath, I was the captain of the rugby team, where I developed valuable leadership skills and the ability to work well under pressure. These skills have translated well into my work experience, where I spent two summers at McDonald’s, where I learned how to be task-focused and improve my time management skills.

In terms of academics, I have taken A-Levels in English, Biology, and Chemistry. Although these subjects are not directly related to marketing, they have helped me to develop critical thinking and analytical skills, which I believe will be beneficial in my future marketing career.

My long-term goal is to become a marketing manager and to make a meaningful impact on the industry. I am fascinated by the various aspects of marketing, including market research, branding, advertising, and promotions. I am eager to learn more about these topics and to gain practical experience through internships and real-world projects. I am also interested in writing a marketing book and sharing my knowledge and insights with others who are interested in the field.

In my free time, I enjoy playing rugby and reading books. I am also an avid traveller and have visited several countries, which has broadened my perspective and exposed me to different cultures and marketing strategies. These experiences have further fuelled my interest in marketing and have given me a deeper appreciation for the global impact of the industry.

I believe that a marketing course at a UK university will provide me with the education, skills, and network to pursue my dream career. I am confident that I have the determination and motivation to succeed in the programme, and I look forward to the opportunities and challenges that lie ahead.

Recommended guides for reading:

• How to Write a Personal Statement for a Master’s
• How to Write a Personal Statement for a PhD
• UCAS Personal Statement: A Writing Guide And Tips For Success
• Tips for Writing a Personal Statement for the University
• How to Write a Personal Statement That Stands Out
• UCAS Application: Process and Deadlines Explained in Details
• Personal Statement Examples UK

Undergraduate Marketing Personal Statement Example

Fueled by my fervour for marketing and backed by my hands-on experience and educational foundation, I am the ideal candidate to soar in this programme.

I first became interested in marketing while reading Seth Godin’s book “Purple Cow”. The book spoke to me on a personal level and helped me understand the importance of creativity and innovation in marketing. I was inspired by Godin’s approach to marketing, which emphasizes the need to stand out and be unique in a crowded market. This resonated with me, and I knew then that I wanted to pursue a career in marketing.

My work experience has also been a significant factor in shaping my interest in marketing. During my time at Cantell School, I worked part-time as a digital marketing coordinator for a secondary school web portal. In this role, I was responsible for creating and executing marketing campaigns, analyzing data, and maintaining a strong online presence for the school. This experience provided me with hands-on experience in the field of marketing and further solidified my interest in the subject.

In addition to my work experience, I have also been highly involved in various extracurricular activities, including playing basketball for my school’s team. I believe that my athletic background has taught me valuable skills such as teamwork, communication, and leadership, which will be useful in my future marketing career. Furthermore, my A-level studies in English, Media, and Finance have given me a strong foundation in the areas of communication, analysis, and finance, which are essential skills in marketing.

My travels around the world during my gap year have also had a profound impact on my interest in marketing. I had the opportunity to meet and interact with many people, including marketing professionals, who shared their experiences and insights into the industry. This has given me a deeper appreciation for the dynamic and ever-changing nature of marketing and has motivated me to pursue a career in this field.

Philip Kotler, another marketing thought leader, has also had a significant impact on my motivation to pursue a career in marketing. I admire his approach to marketing, which emphasizes the importance of understanding customer needs and designing strategies that meet those needs. This has inspired me to approach marketing from a customer-centric perspective and to always prioritize the needs of my target audience.

Ultimately, my goal is to become a Chief Marketing Officer (CMO) and make a significant impact in the marketing industry. I am confident that with a degree in marketing from your esteemed university, I will be well-equipped with the necessary knowledge and skills to achieve this goal.

I am highly motivated and passionate about pursuing a degree in marketing. I believe that my work experience, academic background, and extracurricular activities make me a strong candidate for your programme. I look forward to the opportunity to further develop my skills and knowledge in marketing at your esteemed university.

Postgraduate Marketing Personal Statement Example

With over three years of working experience in the marketing sector, I believe I have gained the necessary skills and knowledge to pursue advanced studies in the field.

I have been working at Grey International Marketing Agency in London, where I have been involved in a variety of international marketing campaigns for both UK and international brands. This experience has provided me with a unique opportunity to work with clients from diverse cultural backgrounds and to understand the complexities of the global market. I have learned the importance of market research, consumer behaviour analysis, and creative branding strategies in developing effective marketing plans.

As a driven and ambitious individual, I am constantly seeking new challenges and opportunities to grow. My interest in digital marketing has led me to specialize in this field, and I am now proficient in social media marketing, search engine optimization, and email marketing. I am also skilled in data analytics and use it to measure the effectiveness of my marketing campaigns and make data-driven decisions.

Additionally, my experience as a basketball player in the Baker Early College team in Oregon, USA, has taught me the importance of teamwork and leadership. These skills are transferable to the marketing sector and have allowed me to work effectively with my colleagues and clients. I have also learned the importance of adaptability and resilience, especially when faced with unexpected challenges and obstacles.

I am confident that the postgraduate marketing course at your university will provide me with the advanced knowledge and practical skills to further my career and achieve my long-term goal of starting my marketing agency. I am particularly drawn to your university’s reputation for academic excellence and its commitment to providing students with real-world experiences. I am eager to learn from the experienced faculty and to engage with my peers from diverse cultural backgrounds.

I am passionate about marketing and believe that this postgraduate course will provide me with the foundation I need to make a significant impact in the industry. I am grateful for the opportunity to share my background and qualifications with you, and I look forward to hearing back from you soon.

Thank you for your consideration.

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You are here: Influencer Marketing Hub » Influencer Marketing » 9 Personal Brand Statement Examples To Help You Craft Your Own Brand

9 Personal Brand Statement Examples To Help You Craft Your Own Brand

There's a lot that goes into building a strong personal brand . And one of the most important elements of a personal brand is a brand statement. Just like brands and businesses have a statement that says something about them and their values, you need a strong statement of who you are and what you can do.

It doesn't have to be a lengthy account of your entire life and career. In fact, a personal brand statement is often most effective when it's concise and to the point. Ann Handley's personal brand statement, for example, is just four words:

" Empowering ridiculously good marketing ."

It says all you need to know about her as a marketer and thought leader.

So, what makes a great personal brand statement? How do you even go about writing one? We share some of our favorite personal brand statement examples to inspire you.

9 Personal Brand Statement Examples To Help You Craft Your Own Brand:

What is a personal brand statement, 9 personal brand statement examples for inspiration, why is a personal brand statement important, what are the elements of a strong personal brand statement, how to craft your own personal brand statement, best practices for writing a personal brand statement, time to build yourself a brand, frequently asked questions.

Your personal brand statement is basically a catchphrase that says something about your expertise and what makes you unique. It gives people a quick glance into what you can do so they'll be able to understand how you can be of benefit to them. And if it's catchy enough, that's how people are going to recognize and remember you.

Think of it as your elevator pitch or your personal tagline. It should be memorable, concise, and impactful. It's usually just a sentence or a few words, but it can say a lot about who you are and what you offer.

Let's say you're a designer. Your personal brand statement could be "Designing wardrobe favorites. " It's short but tells the reader that you specialize in fashion design and have a knack for creating pieces that people love.

Similarly, if you're a marketer, your personal brand statement could be " I tell stories that sell." Again, it's quite short and sweet, but it gives a clear indication of your skills in storytelling and driving sales. We cover this in more detail in our personal branding 101 guide .

Next up, who might want to see your personal brand statement? It's usually recruiters and potential employees. However, clients also tend to judge your expertise based on the personal branding statement on your website or social media profiles. And let's not forget networking events and conferences, where your personal brand statement can set you apart from others. 

We have included personal brand statements of people from different walks of life to make this guide more comprehensive. These statements are meant to give you an idea of what your own personal brand statement could look like.

1. Madalyn Sklar

I’ve been hard at work on a new project that is quite a departure from my usual social media marketing content. It’s about something much more personal, #ChronicPain . Take a listen to my story. Maybe the info will help you or a loved one. https://t.co/6O0NoikvCB — Madalyn Sklar (@MadalynSklar) December 1, 2023

Personal Brand Statement:

Host of the @KratomStory podcast 🍃 Previously known as the tattoo-wearing social media evangelist, Twitter Guru & Fearless leader of @GoGirlsMusic

Madalyn Sklar is a social media influencer and serial entrepreneur with 30 years of experience in social media strategy, community leadership, and digital marketing. She started her journey in 1996 with the launch of Cybersites Web Design, which was among the first-ever web design companies in Houston. She's also the founder of GoGirlsMusic, an online community that empowers and supports women in the music industry.

One of her most recent contributions to the digital world is the #TwitterSmarter brand with a podcast and X threads. The hashtag has become an international trend in which users share tips and strategies for success on X.

Why It Works

Madalyn's personal brand statement, right off the bat, tells you exactly what she is passionate about and who she wants to help. It's straightforward, energetic, and action-oriented. The use of powerful phrases like "rockstar results" and "just do it" captures the attention and motivates her audience to take action.

Her statement also mentions her motto, which is a key element in personal branding . It reflects her values and beliefs, which she not only lives by but also teaches to others. More importantly, she shows her specialization: Twitter. Yes, she's a social media guru, but she has a specific focus, which helps her stand out from the crowd.

2. Neil Patel

I'll never have millions of followers on social media. Sure, I have over a million followers on YouTube and over a million on Facebook, but I'll never have anything like a Tony Robbins, Gary Vee, or even a Kardashian. Why? Because my content isn't applicable to a wide… — Neil Patel (@neilpatel) July 21, 2024

Founder of @NPDigital. New York Times bestselling author, Forbes top 10 marketer, and creator of 1 of the 100 most brilliant companies by Entrepreneur Magazine.

Neil Patel is a well-known digital marketing expert, blogger, entrepreneur, and bestselling author. He started his career at the young age of 16, and since then, he has founded multiple successful companies such as Kissmetrics, CrazyEgg, UberSuggest, and NP Digital.

Neil's personal brand statement highlights his impressive achievements and credentials, backed by reputable sources like the New York Times and Forbes, immediately positioning him as an authority in his field and building trust with his audience. Plus, the statement shows his many roles, including entrepreneur, marketer, and author.

He follows a "show, not tell" approach by mentioning his marketing agency , NP Digital, and other achievements. Since the organizations that have recognized him as a top marketer are well-known and respected, his brand instantly gains credibility.

3. Noah Kagan

Noah Kagan personal website

Hola, I am the Chief Sumo at AppSumo.com, where we help entrepreneurs kick more ass. Before that, I was a cubicle monkey at Intel, #30 at Facebook and #4 at Mint. These are my stories on marketing, starting a business, personal improvement and productivity tips.

Known for launching AppSumo.com, a platform where businesses can find deals on software products, Noah Kagan is a prominent figure in the world of entrepreneurship and marketing. He is also a successful YouTuber, sharing business tips and insights on his channel. His personal brand statement comes from the About section of his website.

Noah introduces himself with a casual and friendly greeting, using the word "Hola" to create a sense of warmth and approachability. He states his current role as the Chief Sumo at AppSumo.com, again using a playful and unique title to show his creativity.

Next, he mentions his previous experience at well-known companies like Intel, Facebook and Mint, highlighting his impressive career journey. These mentions serve as the past experience section on a resume; they tell the reader that the person knows what he's talking about. Towards the end, he establishes himself as an expert in the fields of marketing, starting a business, personal improvement, and productivity.

Noah's personal statement works because it's not merely a list of his credentials. It also exudes his personal tone. Phrases like "Chief Sumo" and "kick more ass" are typically unusual in a professional setting. However, Noah uses them to show a more human and relatable side to his personal brand.

4. Melyssa Griffin

Melyssa Griffin personal website

I'm a former high school teacher turned entrepreneur who loves few things more than a good hug (my love language is Physical Touch, so I'm aaaaall for a tight squeeze), hopping on a flight to anywhere, and teaching people like you how to live an abundant and limitless life. 

Melyssa Griffin is a teacher-turned-entrepreneur who expanded her blog into a multimillion-dollar business in just three years. She shares her "secret sauce" for building a company in her online courses and mentorship programs. Her personal statement, even though not heavily focused on achievements, gets the right message across.

Melyssa's personal statement highlights her unique journey from a high school teacher to a successful entrepreneur, which in itself is an ode to her growth mindset. If she's done this for herself, she must know how to help others achieve the same growth, wouldn't she?

Like Noah, her statement also includes a human touch, as she mentions her love for a good hug. What makes her statement work is that she doesn't just list her achievements, but instead, she shares her passion for teaching and helping others. It makes the reader feel that she truly cares about them and is not solely focused on making money or gaining recognition. 

5. Sean Cannell

Sean Cannell personal website

Helping you build your influence with online video.

Sean Cannell is a YouTuber and entrepreneur who teaches his followers how to create a YouTube strategy for their businesses. He makes YouTube videos and creates online courses to teach his audience how to use video marketing to grow their influence and business.

Sean's personal brand statement directly addresses his target audience: individuals or businesses who want to build their influence with online video. He doesn't use "people" or "audience" but specifically says "you." That's a powerful word that makes the reader feel like he's speaking directly to them, which immediately creates a connection.

Despite being short, the statement clearly communicates what Sean does. It also carves a speciality for him—video—in the broader field of digital marketing. The specificity of his statement hits the mark.

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6. Jennifer Welsh

Empowering successful women to take control of their finances.

Jennifer Welsh is a financial coach and entrepreneur who teaches women how to invest in the stock market. Previously working as the Director of Employee Experience at Thrive Internet Marketing Agency , she has since founded several communities, including Money School and Audience & Income.

Jennifer's personal brand statement works because it's targeted towards a specific demographic: successful women. She doesn't specifically state that she teaches stock market investing but rather uses the word "empowering," which is indicative of a more holistic approach to finances. That helps her attract women who would be interested in Money School, her week-by-week strategy for debt repayment, budgeting, mindful spending, and stock market investing.

7. Nomadic Matt

Nomadic Matt personal website

I'm Nomadic Matt, the New York Times best-selling author of How to Travel the World on $50 a Day and Ten Years a Nomad , and the founder of this website! And I'm here to help you save money on your next trip.

Nomadic Matt is a blogger and travel expert who has been traveling the world for over a decade. He has a successful travel blog where he shares his time-tested tips for travelers. Besides being the author of two best-selling books, he also offers guides to help people travel on a budget.

Matt's personal statement has quite a conversational tone to it, which works well in his industry. He starts by introducing himself and his accomplishments, immediately establishing credibility. He then uses inclusive language, saying, "I'm here to help YOU," which makes the reader feel personally addressed and creates a sense of connection.

His personal statement is effective because it addresses a common problem many travelers face: budget constraints. The prior mention of his best-selling works further solidifies his expertise in this area.

8. Ann Handley

Ann Handley personal website

Empowering ridiculously good marketing.

Ann Handley is a pioneer in digital marketing. She is also a writer and a speaker who helps other marketers scale up their marketing businesses to deliver exceptional results. Her simple tagline says that she empowers "ridiculously good marketing."

Ann's personal statement works because of how strong of a case it creates for her work. The use of "ridiculously good" shows that her work is not just good. She's setting the bar high, which is an excellent way to draw potential clients in.

This statement gives you an idea of just how good Ann is at her job. It also gives you a fair idea of how approachable and relatable she is because the tone is casual.

In a more descriptive explanation, Ann says that she inspires other marketers to "create marketing magic." This gives you the idea that she helps other marketers do something that they once thought was impossible.

9. Shama Hyder

Shama Hyder personal website

Helping people find their zen in the digital age.

Shama Hyder is a digital marketing expert and keynote speaker who helps people navigate the digital marketing world. She has also written several books, including The Zen of Social Media Marketing and Momentum: How to Propel Your Marketing and Transform Your Brand in the Digital Age. Her personal statement is sweet and short, but it speaks volumes about her work.

Shama's personal brand statement is effective due to its closeness to her brand. She uses "zen" quite strategically, playing on its double meaning: first, the idea of finding balance and second, using it to hint at her global marketing and digital PR firm, Zen Media. Entrepreneur Magazine has also named her the "Zen Master of Marketing," so her use of the term "zen" aligns well with her already established personal brand.

Another reason why this statement works is that Shama positions herself as someone who can help businesses find that balance in the midst of all the chaos of the digital age. The absence of mentioning how she does so leaves room for curiosity and encourages potential clients to reach out and learn more about her services.

Your personal brand statement serves several purposes. For starters, it helps you stand out from the crowd. It's a representation of your skills, personal values, accomplishments, experiences, and characteristics that make you unique. You can use this statement to search for jobs or network with industry professionals.

Moreover, a personal brand statement allows you to tell people who you are instead of letting them assume your identity. It gives you control over how others perceive you. Carl Jung , the famous Swiss psychologist, explains this quite well by saying,

" The world will ask who you are, and if you do not know, the world will tell you ."

Your personal statement helps you take charge of your brand and shape it in the way you want others to see it.

When creating an online brand or portfolio for yourself and your services, a personal brand statement also helps bolster credibility. According to a paper published by Sergey Gorbatov , a PhD candidate at Vrije Universiteit Amsterdam, personal branding sits

" at the junction of marketing, sociology, communication, psychology, organizational behavior, and some would claim even accounting. " 

So, it's not just a statement but a psychological, sociological, and marketing tool to help you succeed in your personal and professional life.

A strong personal brand statement has the following elements.

• Conciseness: You want it to be memorable and easy to recite, so aim for about 1-2 sentences maximum.
• Authenticity: Your personal statement should come from a genuine place and not be generic or fabricated.
• Clarity: Keep your personal brand statement simple. Avoid using jargon or complex language.
• Relevancy: Your personal brand statement should be relevant to your current goals and aspirations. It should also align with the industry or field you are targeting.
• Achievements/Accomplishments: Include your most significant and relevant achievements to exhibit your skills.
• Personal Brand Personality : Your personal brand statement should reflect your personality and values. Let your uniqueness shine through.

Let's look at how all of these elements are present in an effective statement, such as Debbie Levitt's . Here's her personal brand statement:

I'm The Mary Poppins of CX/UX. I fly in, find the true problems, improve everything I can, make the magic happen, sing a few songs, and fly away to the next project… or I can stick around! I'm dedicated to transforming companies, departments, teams, projects, products, services, and experiences by focusing on the full arc of the Customer Experience.

The first sentence instantly establishes Debbie's personality. She stays authentic, clear, and relevant by explaining what she can do for a company. Her statement is also concise and easy to remember. She shows her accomplishment by explaining that she can transform the "full arc of the customer experience."

Jason Hartman , entrepreneur, speaker, and author, provides a comprehensive approach to creating your personal brand statement. He says,

" There are three main factors to consider in the process of creating your brand: 1) Connection with your niche, 2) A shared worldview with your audience, and 3) That you be trusted as a source of information. "

Here's how to put these factors into practice.

Step 1: Identify Your Unique Value Proposition

What is it that you offer that sets you apart from others? What skills, achievements, experiences, and qualities make you stand out? This is your unique value proposition.

Michael Hyatt explains this well,

" Your brand is what sets you apart from others. It's what makes you unique and memorable ."

So, focus on what you do best.

Step 2: Define Your Target Audience

Your personal brand statement should be targeted towards a specific audience. Identify who your ideal customers/clients are and what you can offer them.

For example, Jennifer Welsh's main audience is women. So, as we mentioned earlier, her statement specifically mentions helping women. Similarly, Nomadic Matt addresses travelers, and Ann Handley talks to marketers.

Step 3: Express Your Core Message

Gary Vaynerchuk , CEO of VaynerMedia, explains how to really make your brand shine,

" The best strategy for building a personal brand is to be 100% 'you,' without watering down your personality in any way. "

That's what you need to do in your personal brand statement.

Use action words to show what you do. For example, Shama Hyder's personal statement,

" Helping people find their zen in the digital age ,"

uses "helping" and "find"—both are action words that show her core message of providing guidance in the digital world. Do the same in your statement by showing the impact you aim to make.

Step 4: Keep It Short 

We've discussed this earlier. Your personal brand statement should be brief and must focus on the key highlights of your unique value proposition.

Keep it to one or two sentences, and make every word count. You don't want your audience to lose interest halfway through reading or listening to it. Also, use active voice to make your statement more engaging.

Step 5: Revise

Go over your personal brand statement multiple times and make revisions as necessary. If it helps, get feedback from others who know you well and can provide honest opinions.

Your personal brand statement is not set in stone. It can evolve and change as your brand grows and develops. For example, you may start as a social media marketing tips expert and later expand to become a digital content creator . Your personal brand statement should reflect this growth and progress over time. 

We have a detailed guide discussing personal branding tips where you can learn more. 

Here are some quick tips to make your personal brand statement worth remembering.

Tailor the Message to Your Audience

Your brand won't be for everyone, and that's fine. Speak specifically to your audience so that they know you mean business. As Laura Busche , author of Lean Branding , explains,

" People relate to people, and if your brand feels like people, they'll relate to you, too. "

Be Authentic

In the same vein, make authenticity the central theme of your brand. Don't cosplay to be somebody you're not. Today's audiences can smell fake from a mile away, and they will quickly turn off if they don't trust your messaging.

Dan Schawbel , author of Promote Yourself , emphasizes this by saying,

" The only brand you can sustain is the one that is authentic to you ."

Authenticity will also help you stand out in a crowded market, as no one can replicate your unique combination of experiences and personality.

Show Where You're Heading

According to Jack Trout , an advertising executive,

" No one will follow you if you don't know where you are going. "

Saying "I'm an XYZ expert" isn't enough. You have to show what you're working towards and where you want to go. For example, in his personal brand statement, Chris Do , CEO of The Futur, says,

"I've run an Emmy award-winning motion design/brand consultancy for over 23 years. Now, I teach the world how to value themselves and communicate their value to others through open platforms like YouTube, Facebook and Twitter."

He doesn't merely state his past accomplishments but also his current goals and direction, i.e. teaching others how to communicate their value. That gives his audience a reason to heed his message and follow him.

As we've repeatedly mentioned throughout this guide, your personal brand statement is concise, impactful, relevant, and authentic. Follow the tips we've mentioned to create a statement that best reflects your personal brand. If you need inspiration, the examples in this guide can serve as good models to guide you.

Most importantly, a personal brand statement is not something you write once and forget about. As you grow, it changes. The Harvard Business Review recommends an annual audit of your personal statement.

Jill Avery , a senior lecturer at the university, suggests:

" In addition to doing an objective self-assessment, you'll want to reengage your truth-tellers to uncover what your current image is in the minds of others and then make sure that it aligns with your goals. "

Keep this in mind to keep your personal brand statement relevant and effective. Check out our branding guide for more information. 

What are some examples of personal brand statements?

Your personal brand statement has to be strong, descriptive, short, and catchy all at the same time. Some examples include:

• “I help individuals reassess their life choices to discover their true paths to success.”
• “I develop sustainable business models and marketing strategies to fuel small business growth.”

How do you write a personal brand statement?

Creating the perfect and most effective personal brand statement can be tricky. Your personal brand statement is basically a catchphrase that says something about your expertise and what makes you unique. People reading the statement should know exactly what you can do and what you specialise in. You need to carefully choose the right words and arrange them the right way to get your message across effectively.

How do you write a personal statement for your resume?

Writing a personal statement for your resume is an important way to showcase yourself. Just like brands and businesses have a statement that says something about themselves and their values, you need a strong statement of who you are and what you can do. People reading the statement should know exactly what you can do and what you specialise in.

What is a well-written personal brand statement?

Your personal brand statement should be concise and reflect your abilities. Some examples of well-written personal brand statements include:

• “Empowering ridiculously good marketing.
• “Content marketing evangelist.”
• “Half geek – half marketing – 100% social nut!”
• “I grow companies.”

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Personal statement advice: marketing

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• Introducing the personal statement tool
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• Carers, estranged students, refugees, asylum seekers, and those with limited leave to remain
• Personal statement guides
• References for mature students

How you package yourself is important, but the bottom line is that you need to have done your market research and got your product right. It’s no good trying to hide behind waffle, platitudes or fancy words that don’t actually mean a lot, it’s what lies behind your words that matters.

Be honest and down-to-earth

An honest, well-researched, and engaging statement that shows you understand what you’re applying for, and that you’ve got relevant skills or experiences to offer, will usually fit the bill.

Write reflectively about your experience. That could be what you’ve gained from your Saturday job at a supermarket, the book you’ve just read on branding, the charity event you recently helped to organise, a business project you just undertook on your BTEC or A level course or why your Young Enterprise company didn't make a profit.

Your examples don't have to be high-flying. Even shadowing the marketing director of a multi-national company won't impress if you don't explain what you learned from it.

Bournemouth University highlights that demonstrating qualities like creativity, an understanding of the marketing and communications industry, your ability to work in a team as well as independently, good presentation and communication skills and computer literacy will help to give marketing students the edge .

Show your enthusiasm for marketing

Sheffield Hallam University expects you to demonstrate 'an interest in and awareness of business/marketing, or some level of practical experience'. Similarly, Leeds Metropolitan University’s sport marketing degree tutors will be scanning your statement for evidence of the 'personal attributes, experience and/or commitment to the area of study that will stand you out from the crowd'.

Note the word 'or' in those examples. Whilst it’s great if you've got some relevant work experience, it's not essential and there are other ways you can show you’ve got what it takes.

University of Bath says its management with marketing degree applicants should be able to demonstrate experience of working with others and relevant transferable skills, but that this could be achieved, for example, through your involvement in the running of a society or a position of responsibility at school or college if you haven't had direct experience.

York St John University flags the value of your reflections on any relevant workshops or seminars you've attended, or how you've shown leadership and teamwork skills through project work or awards such as Duke of Edinburgh.

Marketing personal statement dos and don'ts

Thanks to De Montfort University among others for these sound tips.

• Focus on why you want to study marketing and pursue a career in it – our marketing subject guide is a good starting point for this.
• Demonstrate a strong understanding of business , the role you feel marketing plays in the success of any business operation, or an awareness of how marketing is responding to a changing world.
• Highlight any marketing or business operation you’ve been involved in yourself.
• Comment on something interesting you've found in newspapers or industry-related magazines, by following key industry figures on social media or when meeting business professionals face-to-face.
• Write something revealing about what you’ve learned from work experience or a part-time job where you've made some relevant observations or demonstrated skills or commitment.
• Include examples from enterprise schemes at school or college. This can be just as valuable as real workplace experience, as long as you say something interesting about it. Don’t worry if you weren’t successful: it’s ok to discuss what went wrong as well as what went right, provided you learned from it.
• Give them a balanced, rounded picture of yourself as a potential student: your achievements, evidence of your key strengths and qualities, a project you’ve undertaken, or the subjects you’ve found genuinely interesting and how they’ve enhanced your potential as well as your interests outside the academic world.
• List everything you’ve done.
• Exaggerate or make something up , as it may come back to haunt you.
• Over-sell yourself . Write in a calm tone and give clear, concise examples of activities you’ve been involved in.
• Go back more than two or three years . Keep it recent.
• Say you’re good at something . Demonstrate it instead.  

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Personal Branding: What It Is, Why to Do It, & How I'm Building Mine

Published: August 14, 2024

“Personal branding” might sound like one of those ambiguous, done-to-death buzzwords thrown around by tech companies and influencers — but having a grip on how to develop yours can be huge when it comes to your advancing your career and gaining professional visibility.

In the age of social media, the soundness of your virtual identity can influence your ability to reach prospects where they are and enhance your internal standing at your company — so a well-constructed, actively maintained personal brand can be a major asset for any professional, especially in fields like sales or marketing.

Plus, as I found out, building your brand can actually be fun (I know how that sounds, but I'm serious.) Read on for a look at the what, how, and why of developing a personal brand — along with an overview of my ongoing, desperate, scorched-earth journey of building one of my own.

Table of Contents

What is personal branding?

Why is personal branding important, 5 personal branding essentials, personal branding strategy, personal branding examples, how i built my personal brand, personal branding resources.

Your personal brand is the external-facing, (mostly) online representation of your personality, skill set, and experience — a way to convey your identity in the age of social media.

Developing a strong, prominent personal brand is an excellent way to get more eyes on your work, draw attention to your company as a whole, distinguish yourself from others in your space, and establish yourself as an esteemed thought leader at the forefront of your industry — but for all of its benefits, putting that kind of online presence together isn't all roses.

In fact, it can really suck.

Crafting and projecting a distinct online persona can be nerve-racking, frustrating, awkward, and embarrassing at points — especially if you're a bit more introverted than most.

Want to know how I know that? Well, I‘m in the process of developing my personal brand via LinkedIn right now, and getting there sure as heck has its gosh-darn ups and downs. We’ll dig into that a bit more later.

Anyway, a personal brand is exactly that: personal . It‘s a chance for you to project your individuality in a professional context — the sum of all of the public-facing content you’ve either posted or presented publically, so the more personal content you push out, the more opportunity you have to guide the narrative around who you are to the world.

So why, exactly, is that worth the effort?

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I just said this like 30 seconds ago, but I‘ll say it again: Personal branding can really suck. I didn’t want to commit to developing my personal brand at first, but after some careful consideration and pressure from management, I started to see the value of it.

Here are some of the key selling points that sold me on the concept.

You can differentiate yourself from competitors.

Honestly, my professional space — sales-related and sales-adjacent content curation — might not be as tight or cutthroat as your sales vertical. Still, I wanted to establish myself as the big dog in the B2B blog editor community. Developing a personal brand was one of the better ways to get there.

It offered me a chance to flex my personality and establish myself as a unique voice among the notoriously merciless cesspool of chaos and competition that is the broader content writing community.

That need to stand out might even be more crucial in sales. It's an inherently self-driven practice, so standing out from your competition is key — developing and maintaining a personal brand can be a big asset to helping you get there.

You can set yourself up to start and promote your own business.

Entrepreneurship is extremely brand-driven. Startups need to differentiate themselves as they get their feet set — so if you have entrepreneurial aspirations, developing a strong personal brand can help smooth that process.

If you develop your personal brand effectively, you can set things in motion with a differentiating presence behind you. You'll also acquaint yourself with the brand-building process — that experience can be extremely valuable, down the line.

You can increase your authenticity and, ultimately, sell more.

According to sales expert and author Jill Konrath , the rep is the primary differentiator in sales today. No matter what they're buying, prospects know they can get a similar product or service from another vendor.

What they can't get from just any provider is the same sales experience with the same salesperson. And since consumers are twice as likely to say user-generated content is more authentic than brand-created content, they‘re looking for people who create content that’s representative of a person, rather than a company.

By presenting a distinct personal brand, you'll make it easier for your buyers to choose your company (and you) over another vendor.

So you've set aside some time to work on personal branding. Where to start? Here are the five essential components of an effective personal brand.

1. A Complete LinkedIn Profile

LinkedIn is generally the center of your personal brand — especially if you‘re trying to make a name for yourself in a space like sales or marketing. Your target audience will research you on the network before deciding to work with, hire, or refer you. So it’s crucial to fill out your profile and make it compelling.

Pressed for time? Address these key areas before anything else:

• Choose your picture deliberately . A high-quality, professional picture is a must-have. Depending on how you're trying to differentiate yourself, choose a picture that shows you in a certain light. Seeking a training gig? Post a picture of you speaking or teaching others. Attempting to attract buyers in a buttoned-up industry? A suit, tie, and direct, confident gaze will do the trick. Your profile photo is the first glance people have of your personal brand, so make sure it gives the right appearance.
• Optimize your headline . Don't just list your title and company. Consider using your positioning statement as your headline or trying out these headline tips from job search expert, Jenny Foss.
• Enhance your summary . Your LinkedIn summary offers you the most reliable opportunity to flex your personality for everyone who stumbles across your profile. It's a staple of your personal brand, so you need to craft one that has a compelling hook and some concise perspective on who you are — all backed by a distinct voice.
• Feature visual content . Whether you create content or curate it, you should include eye-catching visual content in your gallery that will interest your target audience. Select pieces that reinforce the vision set out in your positioning statement. For example, if you are a firm believer in the power of recruiting technology to source high-quality candidates, post a SlideShare or infographic on the topic.

If you need a full profile makeover, check out this guide to optimizing your LinkedIn page.

2. A positioning statement.

If you‘re in sales, you’re no stranger to positioning statements. Smart reps always have a succinct statement on hand about their product or service to combat the inevitable “What is this about, anyway?” buyer brush-off. A personal positioning statement should answer the slightly amended question “What are you about, anyway?”

When crafting a personal positioning statement, keep your target audience in mind. Your value proposition might be about you but it's not for you. Express to your target audience what makes you different from others in your industry, profession, or role. If you're not sure what makes you different, spend some time researching your peers and reflecting on your individual beliefs and passions.

Consider these LinkedIn personal branding statement examples from influential leaders:

Sara Blakely : Founder of SPANX, who has nearly 1.6 million followers.

I am the founder and CEO of SPANX! I started SPANX in 2000 with $5,000 in personal savings and I’ve never taken any outside investments. I am a big believer in following your instincts and taking unique approaches to business.

Richard Branson : Founder of Virgin Group, who has over 19 million followers.

Founder of the Virgin Group, which has gone on to grow successful businesses in sectors including mobile telephony, travel and transportation, financial services, leisure and entertainment, and health and wellness. I'm a tie-loathing adventurer, philanthropist, and troublemaker, who believes in turning ideas into reality. Otherwise known as Dr Yes!

In terms of format and structure, stick to these guidelines:

• Shorter is better. A few concise sentences are ideal.
• Instead of using nouns to explain what you do (title at company), use verbs to illustrate how you do it.
• Avoid overused words such as “motivated,” “strategic,” and “driven.”
• Avoid industry jargon and acronyms.

3. An SEO-friendly profile.

Equally important as defining and capturing what makes you different is ensuring that you can be easily found online. After all, there's not much point in writing a positioning statement if no one reads it.

For this reason, cursory keyword research is an essential part of any personal branding initiative. Again, instead of thinking about the keywords you most associate with yourself, think about the words or phrases your target audience might search for to find someone like you. Keyword phrases could be industry-related (“human resources”), role-related (“talent acquisition manager”), or results-related (“cut hiring costs”). If you're struggling to think of keywords, check out the free app Keyword Tool.io for inspiration.

Once you‘ve decided on a keyword or two, insert them into your LinkedIn profile, Twitter bio, blog, resume, website, and any other online or social media spaces you’re involved in. Just make sure to do so naturally. Inserting a nonsensical sentence chock full of keywords onto a web page is called keyword stuffing and will send you to the bottom of Google in a hurry. A good rule of thumb is to include your keyword in your LinkedIn header and two to three times in the “About” section.

4. A unique point of view.

What you say and how you say it defines your personal brand. If you sound and look just like everyone else, your branding won‘t stand out—and it definitely won’t be memorable. That‘s why it’s crucial to develop a voice that sounds like you and shares your unique opinions.

To understand what point of view you have to offer, ask yourself the following questions:

• How would I describe myself in 3-5 words?
• Is my tone formal or casual?
• Do I use certain words or avoid certain words (ie. swear words or industry jargon)?
• What do I do better than anyone else?
• What value can I offer to my community/industry/network?

To help, you can try honing in on your personal brand with our free persona tool .

When you know what sets you apart, you'll be able to create posts and articles that share your point of view and build your personal brand.

5. A consistent posting schedule.

Once your profile is optimized and your point of view defined, it's time to start posting.

One of the best ways to explain how your approach differs from your peers‘ is to write it down for all to see. Use LinkedIn status updates to share your thoughts on an industry or workplace trend, or write an article about a new product you’re selling, your most helpful sales tactics, or how you got started in your industry.

While your posts shouldn't be blatant self-advertisement, you can use your LinkedIn as a personal branding vehicle by taking the right angle. Make sure each post adds to the larger conversation while differentiating your point of view from others.

Here are a few article examples:

• Everyone‘s Saying X about Trend Y. Here’s Why I Disagree
• Y Mistakes Most Professionals Make When Doing Z
• The Unique Way I'm Planning to Address X at My Organization

First-time writer? No problem. Check out these free HubSpot blog post templates to get off on the right foot.

While it‘s important to share your thoughts through posts and articles, it’s also essential to be consistent. Posting three times per week for a month, and then stopping for two months, hurts your credibility and growth. It's better to develop a habit you can maintain, like posting twice per month, than pushing out a mass amount of content before going cold for a long period of time.

Figure out a posting schedule that works for you, and stick to it.

Your personal branding strategy will ultimately be specific to you — hence the term personal — but there are some key strategic elements you‘ll want to consider when putting yours together. Here’s a quick look at what those are.

You can‘t put together a focused, thoughtfully structured personal brand if you have no idea what you’re hoping to accomplish with it. Are you doing this for career development? Better visibility with internal leadership at your company? Brand exposure? Something else entirely?

Whatever your endgame might be, make sure you have a clear picture of it. Your ideal outcomes will be pivotal when you start developing your virtual identity.

Effective personal brands are tonally consistent. Know how you want to be perceived and keep your content threaded accordingly. For instance, if you want to come off as a more serious, consultative resource for followers, keep things tactical and don't get too hung up on trying to be silly in your posts.

A Personal Appeal

This point is kind of similar to the previous one. You want your personal brand to be distinct — again, personal is the operative word in the term personal branding. You need to identify the ways you can distinguish yourself from others in your space.

Cliche as this sounds, understand what makes you you . Find the specific qualities that set your personality and professional identity apart. Once you've pinned those down, lean into them as much as possible.

Now that you have a sense of what goes into a personal brand, let's take a closer look at what those elements can look like in practice.

Need some personal branding inspiration? Look no further than the following professionals.

1. Katie Burke

Katie, former Chief People Officer of HubSpot, is incredibly active on LinkedIn. Not only does she share her own content, like when she‘s invited to speak at industry webinars, but she also consistently engages with HubSpot employees and customers. By sharing other people’s posts and celebrating their wins, she reinforces her role as a leader and builds her personal brand.

2. Liz Ryan

With nearly 3M followers on LinkedIn, Liz built a personal brand around providing helpful HR advice to job seekers and leaders. Her posts focus on advising her audience and gathering insights, which draws people looking for career advice or a coach — and to her books and business. But even if you don't buy, she still provides extremely valuable advice to her followers.

3. Cristina Mittermeier

Cristina is a marine biologist, photographer, and the founder of the ocean conservation organization SeaLegacy. Her personal brand highlights her abilities as a scientist and educates people on conservation through visual storytelling. She shares relevant articles, podcasts, images, and campaigns that interest her followers to raise awareness for the various causes she supports.

Let me start by offering a link to my LinkedIn profile , in case you're curious about how all of this has come together.

Okay, now that that's out of the way, we can lock in.

I‘m going to preface this by saying I’m relatively new to personal branding. I‘m not the guy on LinkedIn with millions of followers, plugging my most recent TEDx talk — so I think it would be more appropriate to entitle this section "How I’m Building My Personal Brand."

Still, I like to think I‘m doing a pretty solid job so far. Here’s how I've been going about it.

1. I swallowed my pride.

Admittedly, I really didn‘t want to develop a personal brand at first, especially via LinkedIn. I have a lot of respect for LinkedIn influencers, but I’m pretty reserved when it comes to my online presence (I have maybe 150 Instagram followers.)

It honestly took a push from management on HubSpot's Media Team — who told me they liked my zany, delightfully kaleidoscopic personality so much that I was required to share it via LinkedIn — for me to even consider developing a personal brand.

I resented it initially, as you might be able to tell from my first post:

Image Source

Ultimately, I‘m glad they made that push. Building my brand has been a surprisingly good time, and it’s gotten me some valuable exposure and professional traction — but figuring out how to approach the process was, well, a process .

2. I settled on a voice.

When I started on my relentless, scorched-earth personal branding journey, I was kind of lost. I didn't really have a sense of the kind of content I should be posting nor the best tone to back it with.

I had seen a lot of LinkedInfluencers post short-form videos and discuss professional lessons they pulled from non-professional experiences, so I figured I might start there — but after giving it some thought, I realized that those strategies probably weren't going to work for me.

My camera presence is kind of trash — as you can see from this godforsaken TikTok I made where I explain why salespeople should never say the phrase “Trust me” — and I generally try to keep my non-professional life as non-professional as possible.

So yeah, I was pretty lost.

One day, I was tasked with updating a post about LinkedIn summaries that required me to post a screenshot of mine. I didn‘t have one at the time, so I put one together that covered some key bases that were referenced in the article — here’s what it looked like:

I showed it to some people, and they liked the tone. Later that day, I was eating lunch with some co-workers, and I mentioned that I was frustrated with the new " Be LinkedInfluential" aspect of my job description.

One of my colleagues joked that I should pick random activities and say what they taught me about sales like, “I just ate a rotisserie chicken — here's what that taught me about objection-handling.”

I never made that post, but I liked that concept of “anti-influencing,” so I just started running with it.

3. I identified the value I could add.

Your personal brand is a vessel for you to project thought leadership — but I'm kind of in a weird spot as far as that goes. I write for sales professionals, but I see myself as less of a bonafide thought leader in that space and more of a facilitator who helps sales experts articulate and spread their ideas.

The value I can offer doesn‘t really lie with me personally giving the sales audience a spiel about how to do their jobs better. Instead, I’m better suited to shed light on the thought leadership content I helped sales leaders produce — all with a distinct, engaging spin.

Here's an example of what that looks like:

With that post, I didn‘t try to say anything I wasn’t qualified to say and I understood where my experience was. I stayed in that lane, and I tried to make my content as entertaining and thoughtful as possible without straying too far from it.

4. I (try to) publish regularly.

I promise I do my best on this front. I try to push content out at least once a week. Admittedly, that sometimes falls by the wayside — but I understand how important it is. A consistent publishing schedule can be a big help when it comes to effective personal branding.

You develop a personal brand by establishing expectations and constantly delivering on them — that's why having some sort of editorial cadence for your content can keep you top-of-mind with your current and potential followers.

Again, this is an area where I have some room for improvement. I often get too caught up with other responsibilities to buckle down and push my more “me-specific” content out. Still, I can recognize that this is something I need to work on, and I'm going to try to push more content out, going forward.

5. I kept at it.

It might be more appropriate to say “I'm keeping at it.”

As I said, I‘m still pretty green when it comes to personal branding, so it’s a little early for me to be patting myself on the back and reflecting on how I built my personal brand like it‘s something I’ve been doing for years. Still, I‘m persisting — even when the posts I make don’t really hit.

For instance, I was pretty bummed out when this post didn't get the traction I wanted it to:

I was kind of embarrassed that I put an inordinate amount of time and effort into that graphic … only to put it on the Internet only to get 36 likes — but such is life for us LinkedInfluencers. You hit walls sometimes, but you have to keep your feet moving.

I have a ways to go before I can really say that I‘ve developed a robust, totally productive personal brand — but I like to think I’m on my way. I hope that my approach is fresh and engaging enough to have a lasting impact with my target audience, and I think I can make at least some headway if I keep publishing consistently.

Creating a strong personal brand requires getting to know yourself and putting in the work to create consistent, unique content. These free personal branding resources can help you get started, with templates for writing a professional bio, defining goals, and so much more.

Developing a personal brand is a tricky process — one that involves a lot of effort, persistence, and growing pains. Still, if you can identify and project a distinct voice that adds legitimate value for your target audience, you can at least start to get yours off the ground.

And who knows, maybe one day your brand will be recognizable, memorable, and unique enough for a stranger to say, “Oh, I've heard of you. You're the [insert what sets you apart] person.”

Editor's note: This post was originally published in June 2015 and has been updated for comprehensiveness.

Don't forget to share this post!

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How to write a postgraduate marketing personal statement

How to start your postgraduate personal statement, dos and don’ts.

• Use active voice
• Ensure good spelling, punctuation, and grammar
• Only use truthful information
• Remain specific throughout
• Keep sentences short and concise
• Use paragraphing for easy readability
• Tailor everything specifically to the university
• Use clichés
• Copy online examples directly, do take inspiration
• Go off on a tangent, keep it concise
• Copy your CV word for word, keep it interesting

• October 26, 2020

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A New Approach to Building Your Personal Brand

• Rachel Greenwald

How to communicate your value to the world

For better or worse, in today’s world everyone is a brand. Whether you’re applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So you need to get comfortable marketing yourself.

In this article a branding thought leader and a professional dating coach present a guide to creating your personal brand. It’s an intentional, strategic practice in which you craft and express your own value proposition, and it involves seven steps: (1) Define your purpose by exploring your mission, passion, and strengths, and thinking about whom you want to make a difference to and how. (2) Audit your personal brand equity by cataloging your credentials, doing a self-assessment, and researching how other people view you. (3) Construct your personal narrative by identifying memorable, resonant stories that will best convey your brand. (4) Embody your brand by paying attention to the message you’re sending in every social interaction. (5) Communicate your brand through speeches, social media, the press, and other channels. (6) Socialize your brand by getting influential people to share your stories. (7) Reevaluate and adjust your brand by doing an annual audit to find deficits to fix and strengths to build on.

This process will not only allow you to better control your image and the impact you have on the world but also help you uncover and share the unique abilities you have to offer it.

Much of professional and personal success depends on persuading others to recognize your value. You have to do this when you apply for jobs, ask for promotions, vie for leadership positions, or write your dating profile. For better or worse, in today’s world everyone is a brand, and you need to develop yours and get comfortable marketing it.

• Jill Avery is a senior lecturer of business administration and the C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School.
• RG Rachel Greenwald is a professional matchmaker and dating coach. She’s also an executive fellow at Harvard Business School.

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How To Create a Content Marketing Strategy for Your Personal Brand

• by Ann Gynn
• | Published: August 17, 2022
• | General Success Tips

Updated August 17, 2022

Anyone who didn’t win the billion-dollar Mega Millions jackpot this year needs to read this article.

With the talk about the Great Resignation (or Great Reshuffle), I bet you’ve pondered the future of your money-making work. Even if you’re completely satisfied with your current employment, it’s smart to plan for future promotions and pivots (especially unexpected ones).

And that requires doing something today that should feel very familiar: creating a content marketing strategy.

This time, though, you’ll create it for your personal brand.

Not sure you need to invest the time?

Consider these wise words from a CMWorld Twitter chat a couple of years ago that still ring true today:

“Careers in marketing make personal branding even more important. If you can’t develop your own brand, people might not have the confidence that you can help them develop a company’s/product’s/agency’s brand,”  Mike Myers  tweeted.

The chat’s guest speaker,  Anh Nguyen , agreed: “All the knowledge and experience gained for your personal brand can be scaled for content marketing for a client or an employer.”

What is a personal brand?

Before you can craft your personal content marketing strategy, it’s important to understand what a personal brand is.

“Think of it as your reputation and calling card to the world,” Anh said in the Twitter chat. “Your personal brand helps you connect with prospective employers, clients, customers, collaborators, and so on.”

Gabriela Cardoza  explained in the chat that a personal brand helps you:

• Differentiate yourself
• Build thought leadership
• Grow trust and credibility
• Build a network

You have a personal brand already. Every time you engage with people, you create perceptions of who you are in their minds.

When you craft a content marketing strategy for your personal brand, you’ll set yourself on a path toward shaping those perceptions to help you achieve your goals.

Use these seven steps to create a documented content marketing strategy for your own brand.

1. Craft a brand mission statement

All good  content marketing strategies  start with understanding the mission and goals. Thus, the first step in your personal content marketing strategy is to create a mission statement.

Here’s how Gabriela broke down the components of a personal brand mission statement:

• Who you are
• What you do
• What you stand for
• What your unique value is

I’ll add one more – What do you want to achieve with your brand?

Here’s a personal brand mission statement that might work for a content marketing writer:

I use my creativity and sense of business to help B2B brands engage with their audiences through compelling content. I work to ensure my content is equitable and inclusive. I want to grow my recognition as a go-to resource in the content marketing industry.

TIP:  You can’t develop your personal brand without considering your  employer’s brand  because you’re tied together publicly. Tweak or supplement your personal mission statement accordingly.

2. Write an editorial mission statement

Put together your personal editorial mission statement, which connects to your brand mission.

CMI’s Jodi Harris  writes  that a great content mission statement details three elements (I’ll go into more depth on each later):

• Core audience – who you aim to help (serve) with your audience
• What you’ll deliver – the kind of information you provide
• Outcome or benefit – the things your audience can do (or will know) because of your content

You don’t need an elaborate statement. Just give a brief overview in a sentence or two.

With your personal brand and editorial mission statements complete, you now have the required footing to develop a content marketing strategy.

3. Detail your brand’s content marketing goals

Your personal content marketing can help you achieve your professional  goals  (to get a raise, a new job, more clients, etc.), but those aren’t your content marketing goals.

Content marketing involves creating and distributing content to attract and retain your audience and, ultimately, drive profitable action.

Here are some personal content marketing goals to consider:

• Build brand awareness:  Get your name out there.
• Earn brand trust:  Help people see you as a valuable, reputable  resource .
• Deepen brand loyalty:  Connect with people on a deeper level (e.g., get them to sign up for your newsletter or share your content).
• Attract strategic partners:  Get people to want to help you (e.g.,  guest blogging  and conference speaking).

Once you define your content marketing goals, you can zero in on the right audience.

4. Detail your target audience

You know what you want, but what does your audience want?

First, describe who your audience members are. What industries do they work in? What roles or titles do they have?

Then detail their interests and behaviors. What do they want to know? What are their pain points? Where do they live (online or geographically)?

Let’s say you’re a content marketing specialist for a financial services company. Your goal is to build awareness of your name and skills. Your audience members are managers and directors of content marketing, communications, and marketing in the finance industry. They want to know more about how to get  buy-in  and budget support from their firm’s leaders. They check LinkedIn every few days but never use Facebook.

5. Identify your content sweet spot

Think of a Venn diagram. In one circle are your content marketing interests. In the other circle are your audience’s interests and needs. Where the two circles overlap is your content sweet spot.

These are the primary topics that your personal content marketing should cover.

You can also determine preferred content formats and distribution vehicles. For example, if your audience prefers  podcasts  over  videos  and you’re looking to build a subscriber database, you would want to create a podcast rather than start a YouTube channel. Or, if your audience usually attends an industry conference, you could submit a proposal to speak at the event. If your goal is  brand awareness , you could offer guest blogs on sites your audience visits.

6. Build your content calendar

Now that you have identified your topics, formats, and  distribution platforms , it’s time to build an editorial calendar. But remember, you’re just one person – and you probably already have a day job. This is not the time to be ambitious.

I recommend creating a minimum viable calendar – the least you know you can create and publish regularly. If that’s just one blog post a month or a quarterly  LinkedIn profile  review, that’s fine. If you attempt to do too much and fail to hit on every cylinder, you’re more likely to give up entirely. By setting realistic expectations, you’re more likely to keep going.

7. Set measurable goals

Now that you have documented your purpose, audience, content formats, and frequency, you should add numbers and dates to the personal content marketing goals established in Step 3.

For example, if your content marketing goal is to earn brand trust, your metric might be to gain 50 subscribers to your newsletter in the next three months.

It’s important to connect measurable goals to all your tactics – it’s key to understanding how well your content works.

TIP : You might struggle to come up with realistic numeric goals in the beginning. Don’t let that prevent you from setting them. If you find your numbers were unrealistic in your review, change them. That’s one of the perks of developing your brand – no clients or bosses to complain about the shift.

Make yourself accountable

The hardest part of your personal content marketing strategy may be that you’re doing it alone. Without a boss or client expecting your content, it’s easier to push off the work.

Set deadlines for every step in the content production and distribution process. Mark them on your calendar. If you get overloaded and know you won’t meet one, move it out, but don’t remove it from the calendar, or you’ll never get it done.

Want to add one more layer to your accountability? Get an accountability partner. Share your production calendar with that person. Treat this partner as you would a client or boss – let them know when the step is done or tell them about the revised date for completion. (You can do this simply by using the calendar’s notification system.) Even better, become the accountability partner for them too.

Let’s get started. On what date will you complete your personal brand content marketing strategy? Note it in the comments, and I’ll reach out that day to see if you’re done.

Cover image by Joseph Kalinowski/Content Marketing Institute

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Writing a Personal Statement

Preparing to Write

Brainstorming, don't forget, sample prompts.

A personal statement is a narrative essay that connects your background, experiences, and goals to the mission, requirements, and desired outcomes of the specific opportunity you are seeking. It is a critical component in the selection process, whether the essay is for a competitive internship, a graduate fellowship, or admittance to a graduate school program. It gives the selection committee the best opportunity to get to know you, how you think and make decisions, ways in which past experiences have been significant or formative, and how you envision your future. Personal statements can be varied in form; some are given a specific prompt, while others are less structured. However, in general a personal statement should answer the following questions:

• Who are you?
• What are your goals?
• How does this specific program/opportunity help you achieve your goals?
• What is in the future?

A personal statement is not:

• A variation of your college admissions essay
• An academic/research paper
• A narrative version of your resume
• A creative writing piece (it can be creative, though)
• An essay about somebody else

Keep in mind that your statement is only a portion of the application and should be written with this in mind. Your entire application package will include some, possibly all, of the materials listed below. You will want to consider what these pieces of the application communicate about you. Your personal statement should aim to tie everything together and fill in or address any gaps. There will likely be some overlap but be sure not to be too repetitive.

• Personal Statement(s)
• Transcripts
• Letters of recommendations
• Sample of written work
• Research proposal

For a quick overview of personal statements, you might begin by watching this "5 Minute Fellowships" video!

If you are writing your first personal statement or working to improve upon an existing personal statement, the video below is a helpful, in-depth resource.

A large portion of your work towards completing a personal statement begins well before your first draft or even an outline. It is incredibly important to be sure you understand all of the rules and regulations around the statement. Things to consider before you begin writing:

• How many prompts? And what are they? It is important to know the basics so you can get your ideas in order. Some programs will require a general statement of interest and a focused supplementary or secondary statement closely aligned with the institution's goals.
• Are there formatting guidelines? Single or double spaced, margins, fonts, text sizes, etc. Our general guideline is to keep it simple.
• How do I submit my statement(s)? If uploading a document we highly suggest using a PDF as it will minimize the chances of accidental changes to formatting. Some programs may event ask you to copy and paste into a text box.
• When do I have to submit my statement(s)? Most are due at the time of application but some programs, especially medical schools, will ask for secondary statements a few months after you apply. In these instances be sure to complete them within two weeks, any longer is an indication that you aren't that interested in the institution.

Below is a second 5 Minute Fellowships video that can help you get started!

Before you start writing, take some time to reflect on your experiences and motivations as they relate to the programs to which you are applying. This will offer you a chance to organize your thoughts which will make the writing process much easier. Below are a list of questions to help you get started:

• What individuals, experiences or events have shaped your interest in this particular field?
• What has influenced your decision to apply to graduate school?
• How does this field align with your interests, strengths, and values?
• What distinguishes you from other applicants?
• What would you bring to this program/profession?
• What has prepared you for graduate study in this field? Consider your classes at Wellesley, research and work experience, including internships, summer jobs and volunteer work.
• Why are you interested in this particular institution or degree program?
• How is this program distinct from others?
• What do you hope to gain?
• What is motivating you to seek an advanced degree now?
• Where do you see yourself headed and how will this degree program help you get there?

For those applying to Medical School, if you need a committee letter for your application and are using the Medical Professions Advisory Committee you have already done a lot of heavy lifting through the 2017-2018 Applicant Information Form . Even if you aren't using MPAC the applicant information form is a great place to start.

Another great place to start is through talking out your ideas. You have a number of options both on and off campus, such as: Career Education advisors and mentors ( you can set up an appointment here ), major advisor, family, friends. If you are applying to a graduate program it is especially important to talk with a faculty member in the field. Remember to take good notes so you can refer to them later.

When you begin writing keep in mind that your essay is one of many in the application pool. This is not to say you should exaggerate your experiences to “stand out” but that you should focus on clear, concise writing. Also keep in mind that the readers are considering you not just as a potential student but a future colleague. Be sure to show them examples and experiences which demonstrate you are ready to begin their program.

It is important to remember that your personal statement will take time and energy to complete, so plan accordingly. Every application and statement should be seen as different from one another, even if they are all the same type of program. Each institution may teach you the same material but their delivery or focus will be slightly different.

In addition, remember:

• Be yourself: You aren’t good at being someone else
• Tragedy is not a requirement, reflection and depth are
• Research the institution or organization
• Proofread, proofread, proofread
• How to have your personal statement reviewed

The prompts below are from actual applications to a several types of programs. As you will notice many of them are VERY general in nature. This is why it is so important to do your research and reflect on your motivations. Although the prompts are similar in nature the resulting statements would be very different depending on the discipline and type of program, as well as your particular background and reasons for wanting to pursue this graduate degree.

• This statement should illustrate your academic background and experiences and explain why you would excel in the Department of Civil and Environmental Engineering (UMass Amherst - M.S. in Civil Engineering).
• Describe your academic and career objectives and how the Yale School of Forestry and Environmental Studies can help you achieve them. Include other considerations that explain why you seek admissions to the Yale School of Forestry and Environmental Studies and your interests in the environmental field (Yale - Master of Environmental Management).  
• Please discuss your academic interests and goals. Include your current professional and research interests, as well as your long-range professional objectives. Please be as specific as possible about how your objectives can be met at Clark and do not exceed 800 words (Clark University - M.A. in International Development and Social Change).
• Write a 500- to 700-word statement that describes your work or research. Discuss how you came to focus on the medium, body of work, or academic area you wish to pursue at the graduate level. Also discuss future directions or goals for your work, and describe how the Master of Fine Arts in Studio (Printmedia) is particularly suited to your professional goals (School of the Art Institute of Chicago - MFA in Studio, Printmaking).
• Your statement should explain why you want to study economics at the graduate level. The statement is particularly important if there is something unusual about your background and preparation that you would like us to know about you (University of Texas at Austin - Ph.D in Economics).
• Your personal goal statement is an important part of the review process for our faculty members as they consider your application. They want to know about your background, work experience, plans for graduate study and professional career, qualifications that make you a strong candidate for the program, and any other relevant information (Indiana University Bloomington - M.S.Ed. in Secondary Education).
• Your autobiographical essay/personal statement is a narrative that outlines significant experiences in your life, including childhood experiences, study and work, your strengths and aspirations in the field of architecture, and why you want to come to the University of Oregon (University of Oregon - Master of Architecture).
• Personal history and diversity statement, in which you describe how your personal background informs your decision to pursue a graduate degree. You may refer to any educational, familial, cultural, economic or social experiences, challenges, community service, outreach activities, residency and citizenship, first-generation college status, or opportunities relevant to your academic journey; how your life experiences contribute to the social, intellectual or cultural diversity within a campus community and your chosen field; or how you might serve educationally underrepresented and underserved segments of society with your graduate education (U.C. Davis - M.A. in Linguistics).
• A Personal Statement specifying your past experiences, reasons for applying, and your areas of interest. It should explain your intellectual and personal goals, why you are interested in pursuing an interdisciplinary degree rather than a more traditional disciplinary one, and how this degree fits into your intellectual and personal future (Rutgers University - Ph.D in Women’s and Gender Studies).
• Your application requires a written statement to uploaded into your application and is a critical component of your application for admission. This is your opportunity to tell us what excites you about the field of library and information science, and what problems you want to help solve in this field. Please also tell us how your prior experiences have prepared you for this next step toward your career goals and how this program will help you achieve them (University of North Carolina Chapel Hill - Master of Science in Library Science).
• After watching the video, please describe what strengths and preferences as a learner you have that will facilitate your success in this innovative curriculum. What challenges in our curriculum do you anticipate and what strategies might you use to address these challenges? (MGH Institute of Health Professions PT - They recently redesigned their curriculum)
• Your personal goal statement should briefly describe how you view the future of the field, what your goals are to be part of that future, and what brought you to pursue an advanced education degree in your chosen field. You may include any other information that you feel might be useful. (Northeastern PT)
• Personal Statement: In 500 words or less, describe a meaningful educational experience that affected your professional goals and growth and explain how it impacted you. The educational experience does not need to be related to this degree. Focus on the educational experience and not why you think you would be a good professional in this field. (Simmons PT)
• Personal Statement (500 word minimum): State your reasons for seeking admission to this program at this institution. Include your professional goals, why you want to pursue a career in this field and how admission to this program will assist you in accomplishing those goals. (Regis College Nursing)
• “Use the space provided to explain why you want to go to this type of program.” (AMCAS)
• Address the following three questions(Though there is no set limit, most statements are 1–2 pages, single-spaced.): What are your reasons for pursuing this degree? Why do you wish to pursue your degree at this institution? How do you intend to leverage your degree in a career of this field? (Boston University MPH)
• Please submit a personal statement/statement of purpose of no more than 500 words for the department/degree of choice. Professional degree essays require a clear understanding of the _______ field and how you hope to work within the field. Be sure to proofread your personal statement carefully for spelling and grammar. In your statement, be sure to address the following: what interests you in the field of _____ what interests you in a specific degree program and department at this institution and what interests you in a particular certificate (if applicable). Please also describe how you hope to use your ________ training to help you achieve your career goals. (Columbia PhD in Public Health - Epidemiology)
• Because each Home Program requires significant original research activities in fulfillment of the requirements for the degree, we are interested in obtaining as much information as possible about your previous research experiences. Those who already have such experience are in a better position to know whether they are truly interested in performing ______ research as part of a graduate program. Please include specific information about your research experience in your Statement of Purpose. You may also use the Statement to amplify your comments about your choice of Home Program(s), and how your past experiences and current interests are related to your choice. Personal Statements should not exceed two pages in length (single spaced). Make sure to set your computer to Western European or other English-language setting. We cannot guarantee the ability to access your statement if it is submitted in other fonts. (Stanford Biosciences PhD)
• Your statement of purpose should describe succinctly your reasons for applying to the Department of ____ at ___ University. It would be helpful to include what you have done to prepare for this degree program. Please describe your research interests, past research experience, future career plans and other details of your background and interests that will allow us to evaluate your ability to thrive in our program. If you have interests that align with a specific faculty member, you may state this in your application. Your statement of purpose should not exceed two pages in length (single spaced). (Stanford Bioengineering PhD)
• Statement of purpose (Up to one page or 1,000 words): Rather than a research proposal, you should provide a statement of purpose. Your statement should be written in English and explain your motivation for applying for the course at this institution and your relevant experience and education. Please provide an indication of the area of your proposed research and supervisor(s) in your statement. This will be assessed for the coherence of the statement; evidence of motivation for and understanding of the proposed area of study; the ability to present a reasoned case in English; and commitment to the subject. (Oxford Inorganic Chemistry - DPhil)

Related resources

Personal Statement : MSc in Strategic Marketing

renga78 6 / 18   Jun 20, 2010   #2 and sell them to within my family - to is not wrong but within is more appropriate. I always think of creative ways in which a product can be marketed. I was sure that marketing was ideal for my aspirations, goals and both personal and professional development. -- sentence restructuring may be needed.

OP RITABATALHA 1 / 1   Jun 22, 2010   #3 Hi, Thank you so much for the help! I revise it all your comments and I am sure that the english is much better. Regards, Rita

Source; Hulu

Understanding these different types of viewers helps Hulu to provide content offerings to meet the specific needs and preferences of each group — from the meditative, relaxing content preferred by therapeutic streamers to the intelligent, niche content sought by curated streamers.

Learn how data-driven decision-making can enhance your creative output in this  article on creative operations management . 

Creative Communication Example from WebStreet: Newsletters and Webinars

As CEO and Founder of  Strategic Pete , a marketing consulting firm,  Peter Murphy Lewis has helped develop many innovative creative strategies and marketing campaigns. At the online investment company WebStreet , for example, Lewis’ firm created a newsletter channel that provided valuable content to engage its audience.

“The uniqueness of this strategy lies in its multifaceted approach,” Lewis explains. “We combined the power of newsletters with webinars to create a comprehensive content ecosystem. Our newsletter,  Micro PE Portal: Online Assets , offers in-depth analysis, expert opinions, and exclusive event information tailored for online entrepreneurs and investors. It's available on LinkedIn, which makes it easy to access for our audience.”

To further engage its audience, WebStreet launched a complementary newsletter,  Digital Summit Sync , that also includes interactive webinars. “This strategy worked because it addressed the need for continuous learning and engagement in the rapidly evolving digital investment landscape,” says Lewis. “By providing relevant, timely, and valuable content, we built trust and maintained a strong connection with our audience.”

By covering topics that are highly relevant to WebStreet’s target audience — such as diversification strategies, market trends, and alternative investment platforms — the two newsletters attracted more than 1,500 subscribers after just six posts. “The response has been overwhelmingly positive,” says Lewis. “The combination of valuable content and timely updates has resonated well with our audience, which helps promote a strong community around our brand.”

Learn more about how to improve the outcomes of your creative projects with this all-in-one  guide to creative project management . 

Creative Advertising Strategy Examples

Marketing teams craft creative advertising strategies to effectively communicate their brand message. In the following examples, brands used advertising campaigns to stand out in competitive markets and capture consumer attention.

Advertising Example from Levi’s: “Dimz Dances in Denim”

Celebrity partnerships can be a highly effective part of a creative advertising strategy, as brands leverage an influencer’s style and audience reach to authentically connect with new demographics. For example, Levi’s® launched the  Dimz Dances in Denim campaign, a series of advertisements made in collaboration with Amelia Dimoldenberg, a popular comedian and creator of the YouTube series Chicken Shop Date.

Source; Ad Forum

In  one video advertisement , Dimoldenberg dances in Levi’s® spring-summer 2024 looks, highlighting the brand’s blend of style, comfort, and cultural relevance to a young, fun, and fashion-forward audience.

“One standout moment?” says Peter Murphy Lewis. “Amelia hilariously uses a banana as a phone. It’s both funny and totally in line with her comedic style. Her deadpan humor and quirky personality make the campaign super engaging and relatable. This fun, light-hearted approach is exactly what resonates with young, empowered women ready to make bold moves — starting with buying a pair of Levi’s.”

Source; YouTube

Lewis also points out parallels to Miley Cyrus’s viral hit song, “Flowers,” which shares themes of self-love and independence. “Amelia captures this vibe perfectly with her confident line, ‘I am going to drink champagne, I can taste it!’” says Lewis. “This connection with contemporary social messages boosts the campaign's relevance and impact.”

Marketers can always look to pop culture for inspiration and insight into what kind of content resonates with their target audience.

Creative Advertising Example from Coca-Cola: “Real Magic”

Coca-Cola’s “Real Magic” campaign blends classical art with cutting-edge technology, creating a memorable and interactive experience.

As part of this campaign, Coca-Cola created an  interactive digital panel experience using 3D Deep Iconic JCDecaux equipment at São Paulo’s Guarulhos Airport, Terminal 3. This installation featured high-quality LED screens arranged in a U-shape with an infinite border and showcased a digital rendition of Vermeer’s  Girl with a Pearl Earring magically transforming a virtual Coca-Cola bottle into a real, physical unit for passersby. This seamless blend of the virtual and physical realms aims to inspire and astonish travelers, and it emphasizes the campaign’s deeper theme of merging art and technology to create real-world magic.

Source; Ads of the World by Clios

The execution of this advertisement not only showcases technological prowess but also reinforces Coca-Cola’s long-standing ability to deliver refreshing, delightful, and singular experiences.

Creative Brand Strategy Examples

Creative brand strategy is the innovative approach that companies use to differentiate their brand, connect emotionally with their audience, and deliver unique value through memorable experiences. The following examples highlight innovative approaches to creative brand strategy to draw inspiration from.

For additional help implementing these creative strategies, see this  guide to managing creative workflows .

McDonald’s Creative Brand Strategy: “The Pillar Model”

In 2022, Effie Worldwide awarded Gold to the advertising agency Leo Burnett Worldwide for its sustained success with the McDonald’s brand. In a case study titled, “How We Got Customers Lovin’ It and Kept Them Lovin’ It, No Matter What,” the team outlines the foundational framework for its marketing and communications efforts, the   pillar model .

In marketing, the pillar model refers to a framework that divides strategies or activities into distinct categories — or pillars — to represent the foundational elements supporting the overall objectives of the creative strategy.

Source; effie.org

Last updated in 2015, McDonald’s pillar model includes four pillars: visit (for announcing product information and encouraging customers to visit McDonald’s), establish (to set up the common occasions when a customer would want to visit McDonald’s), trust (to build and retain the public’s faith with stories about food and behavior), and love (to remind people why they’ve loved McDonald’s in the past).

These four pillars represent McDonald’s strategic approach to create creative brand content that encompasses various aspects of consumer interaction and addresses market challenges. This approach helps ensure that the brand remains relevant, trusted, and favored across diverse customer bases and market conditions.

Creative Brand Strategy Examples from The Walt Disney Company: “Wish Together”

In a 2023 campaign, Disney promoted its new animated feature, Wish, by celebrating its more than 40-year relationship with the Make-A-Wish Foundation and the  Wish Together campaign .

Source; The Walt Disney Company

The campaign involved a sweepstakes that invited the public to support Make-A-Wish in its mission to grant life-changing wishes to critically ill children, as well as public donations to the foundation by Disney. These actions demonstrate the values at the core of Disney’s creative brand strategy.

In an  interview for Goldman Sachs , Disney CEO Bob Iger offers insight into the overarching theme of the strategy. He highlights a unique aspect of Disney’s brand — that most popular brands are new, not old — and explains how he aims to use that to the brand’s advantage. “How have we maintained relevance?” Iger asks. “The answer is that we looked at what the core values were of the brand. In Disney's case, it's things like storytelling values, inclusion, and universal appeal. It’s good over evil; it's the value of good work; it's the value of treating people well; it's optimism, all of those things. There was no need to really move away from those core brand values, but we had to present them to the world in far more relevant ways.”

The “Wish Together” campaign reinforces this commitment to core values such as kindness, optimism, and treating people well in a way that strengthens the brand’s image and encourages brand trust. 

Learn more about how to make your brand more relevant and impactful in this  guide to developing brand strategy .

Creative Messaging Strategy Examples

A  creative messaging strategy uses language, imagery, and emotional appeals to drive meaningful interactions with consumers. These examples show how several companies have tailored their messages to strengthen their brands and improve marketing outcomes.

Creative Messaging Strategy from Poilâne: A Focused Message

The French artisan sourdough bread company  Poilâne is an example of how crafting a highly specific message can help grow a business organically over time.

Seth Godin, marketing and leadership expert and the author of  This Is Marketing: You Can't Be Seen Until You Learn To See  and more than 30 other books, cited Poilâne in his classic TED Talk, “ How to get your ideas to spread .”

“When Lionel started his bakery, the French pooh-poohed it,” he says. “They didn't want to buy his bread…[but] slowly, it spread from one person to another person, until finally, it became the official bread of three-star restaurants in Paris.”

Today, the company’s sleek website highlights this grassroots origin story to emphasize the authenticity of the brand.

Godin says the lesson here is not to cave to mass messages that have worked for other companies. “What marketers used to do is make average products for average people,” Godin explains. “That's what mass marketing is: Smooth out the edges; go for the center. That's the big market. They would ignore the geeks…I don't think that's the strategy we want to use anymore. I think the strategy we want to use is to not market to these people because they're really good at ignoring you. But market to these [other] people because they care. These are the people who are obsessed with something. And when you talk to them, they'll listen, because they like listening. It's about them. And if you're lucky, they'll tell their friends on the rest of the curve, and it'll spread.”

Video Games Europe’s Creative Messaging: “#SeizeTheControls”

Polina Haryacha is the Founder and CEO of  Cloutboost , an influencer marketing agency, and has worked with many video game publishers to develop innovative creative strategies, such as the  #SeizeTheControls campaign for Video Games Europe .

“We collaborated with parent influencers across six European countries to promote responsible gaming using the PEGI rating system,” says Haryacha. “The campaign focused on parenting influencers who shared personal insights on family gaming, creating relatable and educational content.”

A  case study about the campaign published by Cloutboost shows how careful consideration of platforms, targeting strategies, and influencer partnerships was crucial in developing a strategy to effectively spread its message about responsible gaming: “Content-wise, the campaign was a blend of engaging and educational material, designed to educate and resonate with both parents and young gamers. The primary channels were Instagram reels and posts, chosen for their high engagement potential and broad reach.”

Leveraging micro and mid-tier influencers can help you craft a message that your target audience can authentically connect with, which can produce tangible results. “The campaign achieved 360,000 impressions and a 10.4 percent engagement score, successfully raising awareness about responsible gaming,” Haryacha shares. 

Owlcat Games Creative Messaging Example: Influencer Live-Streams

At Cloutboost, Haryacha also worked with Owlcat Games to  promote the launch of Warhammer 40,000: Rogue Trader using influencer partnerships. “We engaged 20 influencers (12 YouTube gamers and eight Twitch streamers) to promote the launch,” she says.

In an activity that is as community-driven as video gaming, engaging directly with community leaders ensures that a campaign’s messages are authentic. “The game reached a peak of nearly 30,000 concurrent players, becoming the second top-selling title on Steam during the promotional period,” says Haryacha. “The campaign generated over 830,000 views and 5.5 million impressions, significantly boosting the game’s visibility.”

Creative Marketing Strategy Examples

A  creative marketing strategy is a plan that aims to use innovative approaches to promote a product, service, or brand. The following examples demonstrate the different ways that high-profile companies have reimagined their marketing strategies.

Creative Marketing Example from Pop-Tarts: “The First Edible Mascot”

Winner of the Brand Experience and Activation Grand Prix at the Cannes Lions International Festival of Creativity 2024, Pop-Tarts’ campaign involved creating “the first edible mascot” — a giant, smiling Pop-Tart that dramatically “sacrificed” itself during a college football game, emerging from a giant toaster to be devoured by attendees.

“Pop-Tarts are an American breakfast classic,” explains the narrator of a  video about the ad . “But to reach a new generation, we needed to change occasion from breakfast to snack. So we entered the kingdom of snacks — American college football — only to find that kingdom flooded with brands and their mascots, all doing the exact same thing.”

To stand out, the PR firm Weber Shandwick conceived of this unexpected and memorable approach for Pop-Tarts, playing on the brand’s long-standing reputation for putting a “crazy good” spin on classic flavors. The results were astounding: The number of people who searched for the brand on game day was seven times the annual average, and the mascot’s untimely demise garnered more than 4 billion impressions.

By coming up with a creative solution to stand out among competitors, Pop-Tarts effectively revitalized its image and sparked widespread conversation.

Xbox Creative Marketing Strategy: “The Everyday Tactician”

The “ Everyday Tactician ” campaign celebrates the launch of the Xbox game  Football Manager 2024 by offering a unique opportunity for a game enthusiast to become Bromley Football Club’s support performance tactician, applying their virtual management skills in the real world of football.

Source; Xbox

This creative marketing strategy not only engaged the  Football Manager community by bringing their in-game dreams to life, but also enhanced fan engagement through a follow-along experience on various social media channels.

“The core of the campaign lies in its ability to connect the virtual skills acquired in  Football Manager 24 with real-life football management,” says Haryacha of Cloutboost. “By involving Bromley FC, the campaign capitalizes on the authority bias, where endorsements from professional entities lend credibility to the game's claims. This endorsement not only validates the game's tactical depth but also enhances its appeal by suggesting that digital prowess in  Football Manager can translate to real-world coaching skills.”

Part of this creative marketing strategy is also to understand the audience and appeal to their aspirational desires, Haryacha explains. “The campaign taps into the aspirational desires of football fans who believe they can manage a team better than the pros. By providing a tangible, once-in-a-lifetime opportunity to win a coaching role at a professional football club, the campaign adds a layer of excitement and engagement that goes beyond traditional advertising. Marketers should strive to understand the core desires of their target audience and create campaigns that resonate on an emotional level.”

AI in Creative Strategy Examples

As the demand for innovative marketing continues to rise, companies are increasingly turning to new technologies to enhance their creative strategies and stay ahead of the game. The following examples show how leveraging AI not only helps create compelling messages but also revolutionizes how brands engage with their audiences.

AI Creative Strategy from Hello Monday/DEPT®: “Shoe Mirror”

The Shoe Mirror by Hello Monday/DEPT® uses AI technology to transform vacant storefronts into interactive digital shopping experiences.

Addressing the problem of empty prime locations, the  Shoe Mirror employs full-body AI tracking and machine learning to detect the movements of passersby and overlay 3D shoes onto their feet in real time. This augmented reality display not only matches shoe styles to what the user is wearing, but also personalizes the color for a unique look. With a QR code, users can instantly purchase the showcased shoes, seamlessly merging physical and digital retail.

Source; Dept Agency

“Hello Monday/DEPT®’s Shoe Mirror combines not one, but three trends — AI technology, augmented reality, and real-life experience — to empower empty storefronts,” says Peter Murphy Lewis. “They’ve turned these vacant spaces into interactive digital displays that grab your attention and let you virtually try on shoes in real time. Plus, there’s a QR code for instant purchase, making the whole process modern, smooth, and user-friendly.”

Lewis draws attention to this technology’s high level of personalization and how it can reach users both physically and emotionally. “As users see the shoes perfectly fitted on their virtual selves, they already begin to feel a sense of ownership and connection to the product — and to the brand,” he says. “This is more impactful than a traditional unboxing experience, as the client can immediately create a sense of possession even before purchase.”

Pedigree’s Creative Strategy Using AI: “Adoptable”

In partnership with Nexus Studios and Colenso BBDO, Pedigree leveraged AI technology to launch the experimental “ Adoptable ” campaign. The initiative takes amateur dog photos and maps their features onto a “digital skeleton,” which can then be used to make professional-looking photos that can be superimposed onto digital ads in locations near the shelter housing the dog.

Source; Nexus Studios

In addition, the ads include QR codes where viewers can quickly get more information about the advertised dog. As soon as a dog is adopted, their image disappears from the ad and is replaced by another local dog in need of a forever home.

This creative use of technology cleverly blurs the lines between advertising and the product itself, as the ad essentially becomes a direct part of the adoption process. Rather than just promoting the dogs, the ads  actively facilitate their adoption through interactive and location-based features.

Find out more about generating creative concepts, such as this one in this  resource guide to creative concepts .

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