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Everyone needs a strong branding strategy. Every business, from newly established startups to internationally successful companies, has to take care of its brand identity. Even individuals looking for a new job can make use of creating a personal brand. Branding helps us position ourselves against our competitors, whoever they are. It also helps us define who we are, what we offer, and what our strongest qualities are.
Creating a strong branding strategy is never an easy task. The hardest part is the very beginning. What do you start from? A great way to kickstart your branding strategy is to define and write a strong branding statement. It’ll help you build a foundation and have something to guide you through the rest of the branding process.
That’s why we’ve created this ultimate guide for writing a strong branding statement. Keep reading to learn everything you need to know.
- What is a Branding Statement?
Your brand is a story created to help your target audience create an image of who you are and keep that in mind each time they interact with you.
Your branding strategy is the summary of that brilliant story.
By definition, a branding statement is:
- a one or two-sentence summary of what your business is all about, what you do, why, and how.
Simply put, it defines the essence of your business existence, covering both your mission and vision for your brand.
It sounds rather simple when we put it like this. But, it takes a lot of creativity, brainstorming, evaluations and assessments for you to write a branding statement that truly does the job.
- Why Do You Need a Branding Statement?
You may be reading this article thinking, “Why do I even need a branding statement? Aren’t my products and services going to speak for themselves?”
Well, unless you’re selling time-travel capsules or you’ve found a cure for cancer, the answer is no. Your products and services aren’t going to speak for themselves.
Whatever niche you’re in and whatever market you’re trying to conquer- you’ll always have strong competitors trying to win over the same piece of the cake. And, if you don’t do everything that’s in your power to set yourself apart and show your uniqueness, you won’t have much success.
So, to answer the question of why you need a strong branding statement, we can say the following:
- to position yourself against your competitors
- to show your uniqueness and potential
- to highlight what makes you better than the rest of them
It gives you a chance to strengthen your brand and start building authority from day one.
The best part is, this leads to a number of valuable benefits that your brand can further grow and develop from. Let’s see what they are.
- What are the Benefits of a Strong Branding Statement?
The basic need for a strong branding statement is obvious. But, what lies below the surface?
The truth is, a strong branding statement can work wonders for the rest of your business activities- from content marketing to sales. This is because it needs to be seen in everything you do to make you truly powerful.
So, what are the other benefits your brand will experience from a strong branding statement? Here’s what it will help you with:
- you’ll communicate your unique selling proposition clearly (USP) which will help you increase sales
- you’ll show your brand’s ethic code and value, which will earn you respect and loyalty from your customers
- you’ll highlight the qualities of your services or products
- you’ll show what your plans for the future are, and how you want your brand to grow
- you’ll attract a specific target audience that respects the same values as you do
- you’ll make your brand relatable, which will lead to a better relationship with your customers, better customer reviews, and overall customer satisfaction
As a result, you’ll have a brand that’s not only confident and highly professional but also close to the people it targets. All of these benefits will lead to a better positioning on the market, better marketing campaigns and increased sales.
So, it’s obvious you have to learn how to write a strong branding statement for your brand, and use it to make your brand stronger and more successful.
- How to Write a Strong Branding Statement?
Writing a branding statement is a process, even though it’s ‘just’ one or two sentences long. These sentences need to capture the essence of your brand, without sounding too salesy, pushy or fake.
The truth is, it takes some time and preparation to nail your branding statement and be fully satisfied with the result. Our ultimate guide will help you find your way through every step of the process and build your strong branding statement, top to bottom.
Here are the steps to writing a compelling and firm branding statement.
- Think as Your Customer
Before you even start writing your branding statement, you need to take a moment and change your perspective a bit. Instead of looking at your brand as someone who’s a part of it, you need to look at it from your customers’ perspective.
So, think about how your brand influences and improves the lives of your customers. Consider what your unique selling proposition is, but define it from their perspective.
Here’s an example:
- We help B2B companies create powerful content.
While this statement is true and does summarize what you do, your customers won’t feel a connection to it at all. Try changing the perspective to make it more customer-centric:
- We create powerful content to help B2B companies raise brand awareness and increase sales.
Now, this is a whole other story. The customer learns about:
- the benefits they experience
- how your brand helps them thrive
The customers get to see what your brand can do for them and will be able to relate to your branding statement on a more personal level. So, try focusing on your customers’ perspectives and what they would want to hear from you.
- Reflect Brand Personality
You want your branding statement to say as much as possible about your brand, using as few words as possible. It’s tricky but powerful.
Your brand personality is something you need to reflect in your branding statement. It’s important that your target audience instantly learns about the characteristics you attribute to your brand. This will help them create the desired brand image in their minds.
To reflect your brand personality, you need to carefully choose:
- your tone of voice
- your style of writing
- We’re young, but we’re hip. We deliver the coolest designs to your table.
- Quality & Efficiency. A stronger connection to all your contacts.
The first one has a more laid-back tone, which signifies it targets a younger, more modern target audience. It speaks their language and uses a little bit of jargon to spice it up.
On the other hand, the second one is more formal and professional. It aims at an audience that is looking for mere professionalism and a reliable brand.
You can say a lot about your brand personality by choosing a specific tone, voice, and style of writing. Think about what you want to say and use your writing skills to express it unambiguously.
- State Your Uniqueness
As we’ve already mentioned, your branding statement needs to set you apart from your competitors. It’s supposed to help you show what makes you unique and inspire potential customers to choose you over others.
So, how will you determine what makes you unique?
Here’s what you’ll need to do:
- analyze your competitors
- read their branding statements
- learn what they’re advertising as their strongest points
Once you see what your competitors are doing, you’ll be able to compare yourself to them and differentiate yourself from them.
So, make sure a part of your branding statement focuses on:
- your uniqueness
- your unparalleled value
- the one-of-a-kind offer you’re making
Know what makes you unique and use it in your branding statement.
- Don’t Overdo It
You’re trying to send a brand message, not get people to buy your products on sale. In other words, you don’t want to overdo it or try too hard to “sell” your message.
To avoid this pitfall, you need to choose your words carefully. You’ve only got one shot to make your branding statement a success, and each word needs to be selected carefully.
So, avoid sounding like a cheesy ad and don’t oversell. Avoid words, especially adjectives and adverbs, that are pompous but empty:
These words don’t give any specific information about your brand but serve the purpose of embellishing.
You don’t want to decorate but to demonstrate.
So, focus on using more specific words that carry a deeper meaning and truly reflect the essence of your brand. Here are some examples:
Specific word choice will give your entire statement a deeper and stronger meaning. If you need help with this or any other writing process, just google “write my paper” to find professional writing help online. They’ll help you avoid empty words and focus on those that carry information.
- Address the Pain Points
Your target audience is experiencing certain pain points that your brand can help them deal with. These pain points include their:
To grow your brand, you need to help them solve those problems or achieve those objectives. Make a promise in your branding statement that that’s exactly what you’ll do.
Here are some examples:
- We provide full access to education and research, everywhere.
- We’re making air travel convenient and affordable.
- Real foods for healthier childhoods.
- Making your homes cozier and your lives better.
Think about the main reasons a person would choose your products or services. Think about how this positively affects their lives. Write it down and include it in your branding statement.
By addressing the specific pain points of your customers, you’re bringing the statement closer to the target audience and helping them recognize their need for connecting to your brand.
- Stay Real
It’s one thing to be optimistic, bold, creative and futuristic. But, it’s a whole other thing to state unreal things that you’ll clearly never be able to fulfill.
Brands often try to amaze their target customers and lose the compass about what works and what doesn’t. If you step across the line of what’s real, your branding statement will seem fake and weak.
That’s not what you want to do.
So, make sure you know the difference between what’s real and what’s not. Let’s examine the following example:
- World’s greatest customer support agents, helping you become number one.
This is an overstatement. Claiming you’re the greatest, or you can make your customers the greatest is simply wrong. It’s an empty promise that you can’t guarantee you’ll keep. You don’t want to lie to them, do you?
Instead, a more down to earth approach would have a much stronger effect on them:
- We deliver world-class customer service at your door. Treat your customers the way they deserve.
You can still say you’re world-class or top-notch, but the other example sets a whole other tone. It makes a promise that carries a certain heaviness and meaning.
Thus, your branding statement needs to be realistic and reflect the goals you can achieve, with hard work and dedication.
To write a strong branding statement, you first need to define your brand. You need to know who you are and where you’re headed. Then, all you have to do is choose the right words that will speak the language of your audience and help you deliver a clear message.
Hopefully, our ultimate guide for writing a strong branding statement will inspire you to start working on yours, today. Use it to develop a memorable and powerful branding statement.
Author’s bio. Jessica Fender is a copywriter and blogger at WritersPerHour with a background in marketing and sales. She enjoys sharing her experience with like-minded professionals who aim to provide customers with high-quality services.