The personal statement should be positive. This is not a venue to explain poor grades or campus disciplinary action. Instead, choose an accomplishment about which you are proud and that says something ...

Many applications will include a personal essay ... why you want to obtain a graduate degree, career goals, and so on. To personalize your application, you may wish to state your motivations for ...

For example ... statement often makes more impact than an objective statement. An advantage of using your branding statement is that it’s already personalized and doesn’t change for each job ...