These bite-sized statements must articulate what you do, why you do it and the unique value you bring to the people you most want to serve.
The healthcare space, like most industries, is busy—“noisy,” even—with lots of well-meaning people trying to make a positive difference in the world. A well-positioned executive personal brand that’s supported by exactly the right key messages can help you rise above the noise.
Key messages are bits of information that articulate what you do, how you do it and what makes you different. You can put key messages to work for you by including them in any communication—from a team presentation to your application for your dream job or board seat to your LinkedIn profile.
Let’s talk more about six important characteristics of outstanding key brand messages—and how you can use your messages to rise above the noise and stand out for the unique contributions that only you can make in the world.
6 Characteristics of Effective Key Messages for Executive Personal Brands
Most articles you read online about key brand messages (like this one from Onyx Health and this one from Map & Fire) say key messages need to be short, specific, digestible/repeatable, strategic and memorable. I’d add that the best key messages are also emotional. Let’s look at each of these in turn.
- Short. Doing executive personal branding using Revealing Genius’ time-proven Excavate–Tell–Affirm™ process will help you use fewer words (and more confident ones) to state your key brand messages. You’ll be pithy and on point, but concise. (Check out this related blog.)
- Specific. To help distinguish your brand from others, it’s helpful to get into the details. That way, you can better stand out from the sea of sameness. Try starting your key message with “We were the first to…” or “What makes me stand out is …”
- Digestible/repeatable. Being succinct and specific will help the people you most want to serve to understand who you are and what you do. Having a successful executive personal brand means you know how to effectively tell others about it in any situation—whether that’s during the two minutes you’ll get when they look at your CV or application or LinkedIn profile or the 30 seconds you’ll have in the proverbial elevator. And of course, when people have been able to comprehend your brand message, they’ll be better able to share it with others.
- Strategic. Your key message will be strategic when it’s positioned to help you achieve one or more big goals. A key message of standing for “inspiring hope” might be just the thing for the brand of the leader of a company striving to find medical cures.
- Memorable. Your key message will be more memorable if it taps into a hook or idea that separates you from others. The thing about an elephant in a pink tutu is that everyone remembers it!
- Emotional. Once your key message is short, specific, digestible, specific, strategic and memorable, it will already be good. If you can also make it emotional—so that it ties to the transformation only you can bring to the people you serve—it will be a home run with your target audience. Think about your answer to the question, “What am I best at in the world?”
The excavate step of the Excavate–Tell–Affirm™ process tees up being able to leverage key messages to tell your most important audiences—whether that’s your team in a staff meeting, a hiring executive or the chair of the board—how you stand out. Ready to try this out?
Get instant access to the free Revealing Genius 10-minute webinar, sign up for our Excavate-Tell-Affirm™ Brand Leadership Summit or take our online course. We would be honored to work with you 1:1 or to help you develop your brand manifesto.
