The talk of being original, distinguishable, and different is ever-present. To succeed in today's competitive jungle, you need a branding strategy that will emphasize your X factor. Branding strategy is like a puzzle that you need to put together for your audience to see the true value of your business. A branding statement is an important piece of that puzzle.
As you could imagine, a branding statement needs to be unique to serve its purpose. You need to make it powerful if you want it to contribute to your brand identity. Since this statement is the foundation for developing new ideas and concepts, you want to get it right.
If you want to learn the ins and outs of creating a branding statement, then, you are in the right place.
Let’s dive into the notion of a branding statement and how to write a good one.
What is Branding Statement?
A branding statement is a one or two-sentence promise that you make to potential customers. It states what you can do for them and what makes you the right business to do it.
You can think of it as a slogan, a mission, or a guiding star of your business efforts. However, you perceive it, you need to emphasize why the customers should choose you.
Characteristics of a strong branding statement are:
You need to jam everything that your brand presents within a sentence or two. And you need to make it catchy. And you make it unique. That’s why writing a branding statement can be a tricky business. But it is worth it.
The Benefits of Writing a Branding Statement
When you have a complete understanding of what a well-written branding statement can do for you, you’ll be more invested in writing it.
For that reason, we present to you some key benefits of putting your time and effort into crafting a branding statement.
- Introduce your brand in a comprehensive way.
- Showcase your brand’s strengths.
- Provide your business with a noticeable identification feature.
- Humanize your brand.
- Make your brand relatable.
9 Tips for Writing a Strong Branding Statement
It’s time for the main event – writing your branding statement.
The following guidelines will help you focus on what matters. Therefore, take these tips in mind and you’ll be on the right path to a strong and unique branding statement.
1. Define Your Audience’s Pain Points
What problems does your product or service solve? Think about that for a minute. But think about it deeply.
Distinguishing your target audience’s pain points and how you can help them will put you on the right track. Because ultimately, that’s what customers are here for. They have a problem and they need a solution.
Write down the key issues your audience faces and specific solutions you offer. Do they have poor content that doesn't bring results? Can you give them excellent content? Do they waste time on repetitive tasks? Can you assure them of getting more work done in a shorter period of time?
Identifying your customers’ troubles is where it all begins. You have something that they need. Now, you need to put it into a few words.
2. Check Out Your Competitors
There are two reasons for researching your competitors: inspiration and originality.
How can you be different when you don’t know from whom you need to differ?
Visit your main competitors’ websites and see how they’ve handled the branding statement task. What kind of promises do they make? Are those promises valid?
Observe critically how they wrote their statements. You can separate the good ones from the bad ones to pinpoint the dos and don’ts. Learn from their successes and mistakes.
It is important to focus on your competitors because you are trying to win over the same people. Successful competitors with a strong brand identity can be role models for what kind of branding statement appeals to your target audience.
Also, listing through their statements can inspire you. You'll get more involved in what kind of options are suitable and acceptable. This can make you more daring to experiment and unleash your creativity.
3. Focus on Your Unique Value Proposition
The Unique Value Proposition (UVP) is the pillar that holds your branding statement. It is precisely what you want to express within this sentence or two – what is your unique value.
To determine the UVP for your branding statement focus on:
- What distinguishes you from competitors
- Your unique ways of solving customers’ issues
- The benefits that come with being your customer
What you should aim for is to answer this question: Why you? Imagine that a customer has asked you that. What would you say?
Defining your UVP is a big step towards creating a strong brand statement.
4. Review Your Values
Your values should present your brand in the best light. They make you driven, empathetic, and different.
Determining your core values can help you single out relevant information for your branding statement.
If you don’t have defined values, you can think about the following questions:
- What kind of customer relationship do you embody?
- What is your main strength?
- Which goal motivates your business?
- What made you establish this company in the first place?
- What makes your best-selling product successful?
Try to answer these questions with a single word. The words you list will represent the values your company supports. One of those words (or more) can find its way to your branding statement.
5. Reflect Your Brand Personality
A branding statement is a part of your branding strategy. Meaning, that it must be aligned with your brand identity.
When a loyal customer sees your branding statement for the first time they must say "Yup, this is them." To build recognition that will put you on the map, you need to inject your personality into every element of your branding strategy.
Let’s take a look at some examples. A celebrity event planner Sofia Crokos is the embodiment of professionalism, class, and elegance. Those are personality traits that are tied to her brand. Correspondingly, her branding statement is “Sophisticated. Authentic. Timeless.”
On the other hand, Ann Handley, a digital marketer, is more friendly and casual. Her personality is perfectly shown through her branding statement “Empowering ridiculously good marketing.”
Reflecting your personality through concise writing isn’t easy. So, if you are struggling with this part, team up with academic writing help and allow a professional writer to assist you.
6. Dig into Customers’ Reviews
Customer reviews can be a gold mine. They will give you exclusive access to how your audience perceives you.
Go through some positive customer reviews and pay attention to how they describe your brand. Do they see you as “imaginative, “highly professional,” or did they express that you “helped me turn my life around.”
Look at your brand from your customer's eyes. What you see can help you honestly and realistically define your brand statement.
7. Write in the Language of Customers
To make your branding statement believable, you need to adapt it to your customers. Use the language they use. That’s how your statement will resonate with them.
You can research forums, comments of competitors' and your social media, and competitors' and your product reviews. Pay attention to the formality of customers' writing. Do they express themselves professionally? Or do they keep it casual with everyday language?
Embody the customers' language preference in your statement. They will be more drawn to a brand that evokes familiarity.
8. Choose Your Adjectives Wisely
You can’t have a strong brand statement without strong adjectives to support it. The statement should include an adjective or two that best describes your business.
Adjectives inject power into the statement. Just take a look at Philips’ branding statement, “Improving people’s lives through meaningful innovation.” That single word "meaningful" makes this statement more effective.
Create a list of adjectives that describe your brand. Pick a few and see how they can strengthen your statement. However, don’t stuff too many adjectives as that will resolve their impact.
9. Make It Catchy
Do you want your brand statement to stick into your audience’s minds? Then, you need to make it catchy.
Short and memorable statements perform best. Take Life Is Good company, whose statement simply says “Spreading the power of optimism.”
This can be the hardest part of writing a branding statement. Giving it that “memorable” ingredient. Writing services like GetGoodGrade can help you with this step if you get stuck. A new source of ideas is sometimes just what you need.
All that is left for you to do is to put these tips in motion. Jump on the roller-coaster of writing your branding statement. It will be worth it.
Do you know how you’ll realize when you’ve done it right? When you look at the statement and think “This is it. This is who I am and what I present,” that’s when you have crossed the finished line.
Don't forget that this is your branding statement. It must resonate with you to resonate with others. So, take your time. Think it through and get to work. Your perfect branding statement is just a few bad drafts away.