‘So, what do you do?’ How to perfect your personal-brand elevator pitch

For years, the advice has been that a successful career relies on an impeccable elevator pitch. Thirty seconds to make a memorable impression. The right blend of words that convinces someone to hire you or at least remember you. However, in today's social media-driven world, such a brief speech often doesn't reflect the complexities of modern careers.

I discovered this truth firsthand after leaving a long-term position. My title, "Global Managing Director," made introductions effortless, but setting up my new venture as a celebration of my auctioneering skills presented a new challenge. Conversations in New York City frequently began with, "So, what do you do?" I struggled to decide which aspect of my varied roles—charity auctioneer, CEO, author, speaker, or mother—to highlight.

As my titles grew, explaining my actual work became increasingly difficult. This led me to reconsider the traditional elevator pitch. The objective isn't to cram all achievements into a 30-second spiel. Instead, it's to craft a narrative that conveys your value and remains memorable long after the conversation. In my personal branding workshops, I assist executives, entrepreneurs, and innovators facing the same dilemma.

They've achieved much, yet when asked what they do, they often rattle off job titles, companies, and side projects, leaving the listener wishing they hadn't queried in the first place. An effective elevator pitch doesn't detail every accomplishment; it tells a story that elucidates your concept rather than listing individual achievements.

Here are three strategies to build a personal brand that people will remember. 1. Begin with the problem you solve, not your job title. Many professionals err by introducing themselves through their roles rather than the impact they create. Instead of stating you're a consultant, illustrate how you help companies overcome stagnant growth.

Instead of calling yourself a financial advisor, emphasize your role in guiding people to make sound financial decisions. If you work in marketing, don't merely say you craft campaigns, but explain how you make brands impossible to ignore. This method allows your career to adapt, as job titles and companies may change. Yet, the value you consistently deliver becomes the cornerstone of your personal brand.

When someone grasps the impact you generate, they're more likely to remember you. 2. Discover the thread that unifies your work. Some professionals assume juggling multiple roles complicates their explanations. I comprehend this concern. My portfolio now includes charity auctioneer, agency founder and CEO, keynote speaker, author, and podcast host.

Listing each title makes my career seem more complex than it is. Instead, I emphasize the underlying idea that links all my endeavors. Over two decades, I've mastered inspiring people to take action. This single concept ties together my books, podcasts, companies, and advisory roles. Ask yourself, what is the core idea that connects everything I do?

Once you identify it, your introduction becomes more impactful, as each example supports the same message instead of competing for attention. 3. Provide something memorable. The best elevator pitches don't conclude when the conversation ends; they continue when others introduce you to new opportunities. A key question in my master class is, "If someone met you today, could they describe what makes you unique when you're not present?"

Your personal brand is defined by what others say about you when you're absent, not by what you tell them. Therefore, your goal isn't to share all your accomplishments. Instead, aim to leave others with a single, easily remembered idea about your work. Professionals who attract the most opportunities aren't always those with the longest résumés.

They're those whose value proposition is so clear that others naturally become advocates for their work. The primary purpose of an elevator pitch is to establish credibility and make someone memorable when the right opportunity arises. When your message focuses on the outcomes you achieve and is anchored by a clear narrative, your personal brand continues to work long after the conversation ends. So, what do you do?