What is a Brand Statement and How to Write One That Works
Consumers need to know what your brand does and what it stands for, and this isn’t something easily communicated through your business logo or name. That’s where a brand statement comes in.
So what is a brand statement?
This should be a succinct summary of what your business does. It should include how you do what you do and what makes you unique through doing so. A brand statement shouldn’t be too long, as it should be just enough to perfectly sum up what you’re all about in a simple statement. This should include your goals, values, and how you differ from similar businesses out there.
It may seem difficult to include all this relevant information in a sentence or two, but it’s possible.
Brand Statement vs. Slogan: What’s the Difference?
What is a brand statement in comparison to a slogan? A slogan is a catchy and memorable advertising tool in which conciseness is key. A brand statement is different in this sense because it needs to provide more detail and isn’t necessarily a catchy advertising tool but more to provide relevant context about what your business does.
That being said, your brand statement is still an important part of your digital marketing strategy.
What is a Brand Statement vs. Mission Statement?
They’re both statements, after all, but they’re different. A brand statement should be focused on consumers, the general public, and outward opinion. It’s a statement to let them know what you do and why you do it.
A mission statement is more detailed and provides a more personal overview regarding your business goals. This is more focused on the internal side of things. A mission statement could be explored by employees or those looking to apply to work for your company and wanting to know about the working ethos within the company during their job search.
Creating a Great Personal Brand Statement
Now that you know the answer to the question of what is a brand statement, how do you go about creating one which is going to speak to your target audience?
Here are some tips for creating the perfect brand statement:
Know Your Brand 100%
If you’re still exploring what your brand is, or could be, and haven’t fundamentally decided on your goals, then you aren’t going to be able to create a firm brand statement. Your brand statement should be relevant to absolutely everything your company does, whether it’s the product itself, your social media posts, or the way you handle customer service.
That means that you need to be 100% sure what your brand is about and what its values are before you can write your brand statement.
If you still don’t know how to go about it, you can use branding agency services to help you establish your brand.
Make it Short and to The Point
No customer wants to read through paragraphs of information regarding your brand statement. You also won’t be able to easily include brand statements on marketing posts if it’s too long. Short and clear statements are the best when exploring what your brand statement is.
Think of the Long Term
Your brand statement shouldn’t constantly be changing; it should remain relevant as your business evolves and grows. That means it should match up to your long-term brand plans.
As a new company, you may be thinking about statements that reflect your starting goals and where you’re at now, but if this is going to quickly change as you grow, your statement won’t remain relevant. Instead, choose something which can carry through long-term.
Where to Incorporate Your Brand Statement
What is a brand statement if not included wherever possible? It needs to be seen by your consumers. Be sure to include it within the bio of your social media profiles, such as being clearly visible within your professional LinkedIn profile.
Include your brand statement alongside your name and logo at trade shows, any networking event, or corporate event, on your official website, on the homepage, or under the ‘About Us’ page, alongside a call to action. You can even include it along with your job title on personal profiles relevant to the business.
Your brand statement is part of your unique selling proposition. When creating personal branding, your brand statement should reflect in everything you do, and remember: you can always gain advice from an expert branding agency, too.