KENNESAW, Ga. | Apr 6, 2026

Why Personal Branding Matters for Business Students

In today’s competitive job market, business students need more than just a strong GPA; they need a clear, confident personal brand. One of the most effective ways to communicate that brand is through an elevator pitch: a concise, compelling introduction that explains who you are, what you do, and where you want to go, all in under a minute.

To get the inside scoop on how personal branding can elevate one’s chance at success, we turned to Kennesaw State’s Marketing and Professional Sales students as they prepared for the 2025 TK Elevator Pitch Competition. These competitors each had 60 seconds to pitch themselves to company executives while ascending 420 feet in Atlanta's fastest elevator. Who better to ask about personal branding than those literally rising to the challenge? It was the perfect way to get in on the ground floor of their experiences and see how a concise, polished pitch can make a powerful impression.

So what makes elevator pitches so important, and how can business students develop one that truly reflects their personal brand? Whether you’re just starting your professional journey, making a pivot to a new career, or transitioning into a senior leadership position, everyone can benefit from polishing their elevator pitch. Keep reading to learn how.

Why Elevator Pitches Are So Important

An elevator pitch is often your first impression, and sometimes your only one. Whether you’re meeting a recruiter, networking at a career fair, or speaking with an executive, you may only have seconds to communicate your value.

Elevator pitches help bridge the gap between academics and the professional world. They force you to articulate your strengths, experiences, and goals clearly: skills that translate directly into interviews, internships, and high-stakes conversations.

The mindset of communicating value rather than just credentials is at the heart of personal branding.

The Key Elements of a Strong Elevator Pitch

While every pitch should be personal, most successful ones share a few essential components:

1. A Clear Introduction

Start with the basics: your name, major, and focus. This immediately grounds your listener and provides vital context as to where you are in your career journey.

“Don’t get so wrapped up in the story you’re trying to tell that you forget to cover the basics,” said junior Emily Dobbs. “Just state who you are, what you’ve studied, and qualities that you’re proud of about yourself.”

2. Your Value Proposition

What makes you unique? This might be your skills, work experience, leadership roles, or personality traits you’re proud of. For example, Matt Hammer, a finance major transitioning into sales, framed his pitch around his personality and adaptability.

“My personality is very extroverted,” Hammer said, “so I see each pitch as a great opportunity to take my past life experiences in finance and blend it into a sales role.”

3. Relevance to the Audience

A great pitch isn’t generic. It’s tailored to who you’re speaking to and what you provide to them. Researching the company or listener can elevate your message, and the extra effort shows initiative and genuine interest.

“Companies love when you throw in a little fun fact you know about them,” said Dobbs. “People can tell when you’re actually invested and when you’re shooting blind.”

4. Authenticity

Perhaps the most repeated advice from students and mentors alike: be yourself. Senior Abigail Bruce offered:

“If you try to create a perfect, polished elevator pitch about something you’re not, you’re going to have a hard time connecting with it.”

Authenticity makes your pitch easier to deliver and easier to remember.

How to Develop Your Elevator Pitch

While someone well-versed in networking can sell their personal brand in a way that appears completely natural, your personal elevator pitch doesn’t have to be (and probably shouldn’t be!) created off-the-cuff. Developing an elevator pitch is a process of drafting, practicing, and refining.

Practice (Then Practice Some More)

Aamiyah Smith, who placed third in the 2025 TKE Pitch Competition, summed it up plainly:

“It’s a cliché, but practice makes perfect.”

In fact, repetition was the most-cited path to success among competitors. Also, practicing your personal branding skills with strangers can be more fruitful than rehearsing with friends, mentors, and loved ones. Fresh ears catch things others might have missed.

“In a way, everyone around me has been my mentor,” Smith said. “I've been asking everyone to listen to my pitch to give me feedback, even random people around campus.”

Collaboration and outside perspectives can help you sharpen your message and boost confidence.

Use Memory Techniques

When you only have 30 to 60 seconds to get your point across, memorization is key to keeping your elevator pitch concise and focused. Smith even recommends borrowing methods from outside the traditional business fields.

“I looked at the techniques that professional actors use to memorize their scripts,” Smith said. “Now I write my branding scripts in mnemonics, and it helps me memorize them in a shorter amount of time!”

Don’t Over-Pressure Yourself

While elevator pitches can lead to real opportunities, they’re also learning experiences. No one expects you to nail it on the first try, and the best way to see what works and what doesn’t work is to put yourself out there.

As Emily Lamb, the 2024 TKE Pitch Competition winner who went on to earn a job at TKE, advised:

“Don’t put too much pressure on it. Yes, you can get a job opportunity, but it’s also about learning how to communicate clearly.”

As you develop in your field, your personal branding skills will develop with you. Confidence grows with experience, and every pitch is a step forward.

Personal Branding Starts with Your Pitch

An elevator pitch is more than a script; it’s a snapshot of your personal brand. It communicates your confidence, clarity, and purpose.

“It’s all about putting yourself out there,” said Lamb. “Make it fun and lighthearted while still getting your point across.”

For business students and career professionals alike, mastering the elevator pitch is a foundational skill. Whether you’re stepping into an elevator, a networking event, or an interview room, your pitch tells your story. Make it authentic. Make it intentional. And most importantly, make it yours.