# How to write a personal brand statement

> A personal brand statement is one or two sentences that say who you help, how, and why you’re different. It’s the line at the top of your website, in every bio and at the start of every pitch. Here’s a template, examples, and how to fit it into every app.

Source: https://bounley.com/guides/personal-brand-statement · Updated 2026-10-11 · By Doug McGuire, founder of bounley

**Short answer:** A personal brand statement says who you help, what you help them do, and what makes your way different, in one or two sentences. A simple template is: “I help [who] [do what] through [how], so they can [result].” Write a long version for your website and pitches, then cut it down for each bio’s character limit.

## What a personal brand statement is

It’s the answer to “so, what do you do?”, written down and tightened until it’s clear in one read. It isn’t a slogan or a list of job titles. A good one makes the right people think “that’s for me” and lets everyone else know quickly that it isn’t.

## Templates

- **The classic:** I help [who] [do what] through [how], so they can [result].

- **For creators:** [What you make] for [who it’s for]. [New post rhythm or one line of proof.]

- **For freelancers:** I [what you do] for [type of client]. [A result or a well-known client.]

- **Short form:** [What you do] for [who].

## Examples

| Who | Statement |
| --- | --- |
| Fitness creator | No-equipment workouts for busy parents, in 20 minutes or less. |
| Tech reviewer | Honest phone and camera reviews for people on a budget. New video every Friday. |
| Brand designer | I design brands for independent coffee shops, so they look as good as their coffee tastes. |
| Career coach | I help new graduates land their first job in tech, without a referral. |
| Musician | Lo-fi piano for studying and sleep. New track every Sunday. |
| Photographer | Wedding photography for couples who hate posing. |
| Streamer | Cozy games, live four nights a week. Bring snacks. |
| Accountant | I do the taxes for freelancers and creators, so you can get back to work. |
| Chef | Weeknight recipes for students: cheap, quick and one pan. |
| Consultant | I help small shops sell online without paying for ads. |
| Artist | Pet portraits in watercolour. Commissions open monthly. |
| Speaker | Talks on burnout for teams who are too busy to have one. |

Examples written for this guide, not real people’s statements.

## How to write yours

1. **List who you help.** Be specific: an age, a job, a situation.

2. **Write the result they want**, in their words, not yours.

3. **Add what makes your way different**: a format, a constraint, a style, a background.

4. **Draft three versions** using the templates above.

5. **Read them out loud** to someone in your audience and keep the one they repeat back to you correctly.

6. **Cut every word that doesn’t change the meaning.** “Passionate”, “dedicated” and “content creator” usually go first.

## Fitting it into every bio

Each app gives you a different amount of room. Approximate limits at the time of writing:

| Where | Room | What to use |
| --- | --- | --- |
| TikTok bio | About 80 characters | The short form, plus your website in the Website field |
| Instagram bio | About 150 characters | The short form and one line of proof |
| X bio | About 160 characters | The short form and one line of proof |
| LinkedIn headline | About 220 characters | The classic version |
| YouTube channel description | About 1,000 characters | The classic version, your schedule and your business email |
| Your website | As much as you like | The classic version at the top, then more about you below |

## Mistakes to avoid

- Listing job titles (“Creator | Entrepreneur | Visionary”) instead of saying what you do.

- Writing for everyone, so nobody feels it’s for them.

- Different statements on different apps, so people aren’t sure they’ve found the right you.

- Claims nobody can check (“the best”, “world-class”). A number, a client or a result says more.

## Where to use it

At the top of your website, in every bio, in your email signature, on your business card, at the start of pitch emails and when you introduce yourself on podcasts. On Bounley, it’s the bio under your name, and it carries through to your card and signature automatically.

## Questions

### Is a personal brand statement the same as a bio?

It’s the core of your bio. A bio can add a little background, proof and personality; the statement is the one or two sentences that say what you do and for whom.

### How long should a personal brand statement be?

One or two sentences, ideally under 25 words for the main version, with a shorter version for small bios.

### How often should I change it?

Only when what you do changes. Consistency is the point: change it everywhere at once when you do.

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Bounley is the platform built for personal brands: your own domain, a professional email at it and your website, set up in one place. Claim your name at https://bounley.com/ (free while in beta).