Relax, Recharge, and Refresh Your Brand Statement This Summer

Relax, Recharge, and Refresh Your Brand Statement This Summer
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Also known as an “elevator pitch” or “the 30-second commercial,” your brand statement provides you with a practiced and polished response to the question, “What are you going to do when you transition?” It gives others a concise idea of who you are and what you bring to the table. In short, it is a self-marketing tool that helps your network help you land your next role.


(If you are not sure what you want to do yet, that’s OK – MOAA has you covered! Check out these articles about your vision for life and finding your “Why” after uniformed service to help you get started.)


Understanding your value and values, knowing what you want to be known for, and being able to concisely communicate to your network will boost your confidence. So before diving into résumé writing, invest some time crafting and mastering your brand statement.


An effective brand statement will include:  

  • Your name
  • What you do or have done (most recent assignment or position)
  • Two or three skills you enjoy (your strengths)
  • What you are interested in doing, and the impact you want to make doing it


To deliver that material effectively, you should:

  • Keep it short (30 to 60 seconds)
  • Keep it simple (use plain language)
  • Keep it on target (tailored to your audience)
  • Keep it focused on Y-O-U (this is what differentiates you from your veteran peers)


[RELATED: More Career and Transition Resources From MOAA]


Introduce yourself using your brand statement whenever possible to gain practice and to become comfortable relating your strengths and skills. The more you practice, the more natural and authentic you will come across to others – that increases the likelihood of a meaningful connection, which is the key to expanding your network!


You never know who “they” know – your memorable, authentic, power-packed brand statement could lead to an opportune introduction, or even your next job! 

Download Marketing Yourself for a Second Career


Newly updated! Learn what you can do to prepare yourself for a successful transition from military career to civilian career. This handbook shows you how to create an attention-getting resume, cover letter, and more. Get tips on self-marketing, job search, interviews, and interviewing. (Available to Premium and Life members)

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About the Author

Cmdr. Erin Cardinal, USN (Ret), ACC, CPC
Cmdr. Erin Cardinal, USN (Ret), ACC, CPC

Cardinal is MOAA's Program Director, Transition Services & Family Programs. She is a Certified Professional Coach (CPC) and has extensive experience in coaching servicemembers through their transition from active duty to the civilian sector.