Branding statement is an introduction of your brand within the least words to describe.
Branding started back in 350 A.D. Breeders then started it formally in the 1500s by putting a mark on their cattle. The practice of marking with a particular name or design, i.e., the logo is used since then. Now branding has become significant to communicate a certain quality of a product.
A brand communicates a specific set of consistent features, making it stand out from other brands. The battle of designing these brands continued with selecting a distinctive name, designs, or logos like that of Honda and Nike which is known throughout the world. Those names and logos don’t always communicate what the product is; that’s where the need for a branding statement arises.
A brand statement highlights what makes you different from others. It is used not only for products and services; many professionals like psychologists, motivational speakers, etc., also use it in their resumes and sessions.
The brand statement is similar to defining a personality trait of a person and aims to retain in the customer’s mind for brand recognition. It answers to customer’s question of why must he choose you when there are lots of other options already available in the market? Therefore, the answer should be tempting enough to convince its target market to pick it.
Branding statement and taglines
Often these two are confused with each other. The tagline is a slogan with catchy words associated with the brand name. The purpose of the tagline is to retain a brand in its customer’s minds. For instance, the ‘M’ of the McDonald’s brand is its logo; however, the phrase I am loving it, is its tagline.
Similarly, Apple’s tagline is ‘Think different, which is not conveying its business’s identity. On the other side, a brand statement coveys about a company or traits of its brand, for instance, We save people’s money so they can live better is a brand statement of Walmart company.
Branding statement and taglines
The brand is what people perceive in their minds about a company and its product. Anything today can be branded by making it familiar to the public. Be it small or big, the idea is what the public thinks of a particular thing and how they conceive the benefit it can bring.
For writing a compelling brand statement, using an inside-out approach is suggested. This approach helps to create a meaningful statement that matches and communicates your business identity. And significantly what benefits it offers to its market.
Writing a brand statement requires complete background homework. You need to refer to your vision, mission, goals, cultures, and values. It serves as a summary for its audience and to the market as a whole. Keep in mind that these statements are not only heard or read by your focused market only, its receivers may be from the unexpected or unpredicted region.
Communicating unique values and distinctive features to the market as a whole brings audiences from unexpected/unpredicted segments too, which eventually adds a separate star for any brand credibility.
Step in writing a brand statement includes following:
- Who are you?
Usually, people connect with similar ones. Knowing yourself and your business personality makes it easy to find and mingle with a similar group of people. For instance, the target market of Apple company is technology users with higher income groups.
Having a defined brand personality attracts similar people and also helps in retaining them. Use words in the brand statement so that your target people can relate to them. For example, nature lovers, professionals, athletes, students, etc.
- Your edge
Inform what your USP (Unique selling point) is. Informing about your USP is identical to when an employer asks a job candidate why he should hire him for a specific cost? Describe superior offerings in a particular category of products.
A buyer of sports shoes is obvious to look for a comfortable pair that provide resistance and comfort to his feet. Your USP here may include shoe structure to support ankle or a sweat-proof sole etc.
It is important here to compare your edge with that of your competitor. Does it impress you? in terms of price, quantity, quality, value, or customer service. Your product must appeal to you first for you to inspire others to buy it.
- Your target markets
A company designs a brand by keeping its users in mind; the same goes when writing its brand statement. One must write it to attract its audience. They must feel that a particular product is for them, i.e., relatable. Bringing this relatability is possible when you understand your focused market’s needs, problems, and expectations.
It is your target market that you communicate a product to or make it accessible for them. These audiences may be from a specific place, have a particular interest or hobbies, share the same age group or gender, or maybe a part of the same income or social group, etc.
For instance, wool clothes are designed for the people residing in cold-weather places, sports apparel is introduced to athletes, and pork is offered where people are available to consume it. Recently specific medication, masks, and sanitizers are sold worldwide, as the target market share similar concerns and coping with a globally spread virus.
- Use verbs
Give your clients a reason to relate with you. You are using action verbs in your statement to show your consistency and commitment. On the examples is Google’s branding statement:
“To organize the world’s information and make it universally accessible and useful.”
The right choice of words will make your brand statement stand out from others and keep them from confusing it with other’s statements.
Dos and don’ts of writing a brand statement
Knowing what NOT to write is equally important while writing a brand statement. The first and foremost would be being realistic. Promise what is practically possible to deliver. Overstating unrealistic promises will equally harm your reputation than it benefits your company in the long run.
Keep it short and brief. The purpose of a brand statement to communicate what you offer them in a few words which are attractive, catchy, and rememberable. Your choice of expression and tone also matters a lot. Use positive words.
Watch for your tone. Every organization inherits or developed a culture that also reflects on the language it uses internally. Reflecting that cultural language in your brand statement is a good idea. After reflecting on your organizational culture, your staff will own your brand statement and may act as an ambassador to bring out more sales for your products.
Re-evaluate your brand statement with time and make changes accordingly in need. It is recommended to test your statement before releasing it publicly. This test may be done within different departments of an organization or through surveys from your focused group.
Often taglines are also confusing when comparing with that of others. Let’s say the tagline of McDonald’s and KFC is I am loving it and finger-licking good respectively. Both share the same business category; however, they have placed their brand values that it is easily distinguishable from each other.
Do not confuse your mission statement or tagline with that of your brand statement. Proofread for any confusion that mixes them. Bear in mind that a tagline is a catchy statement associated with your brand name; however, a brand statement communicates more of your values and benefits to customers.
Need of a branding statement
As they say, brands are created in the mind of a customer. In this era where there is a never-ending crowd of brands, standing out from that crowd to reach out to your audience or penetrate the focused market is challenging. It is as crucial as selecting a brand name itself.
The branding statement here serves the purpose to attract people by concisely defining who you are and what you are offering that others aren’t. Through a brand statement, you try to retain your brand and its promise in your customer’s mind. The idea behind drafting a brand statement in the least words is to keep it retained in mind, which can easily be retrieved on recalling.
The other advantage of a branding statement is its cross-cultural values. In today’s global market, we accept, share and enjoy different cultures. These statements help break any possible barrier and arising demands of your products from unimaginable territories, which are then likely to deliver through franchising or other related sources.
Writing a brand statement is an essential step in placing your brand and the promises associated with it in the mind of its customers. Crafting a meaningful and catchy brand statement is an art. It requires careful choice of words, the positivity of tone, and concisely defining the personality traits of a brand.
Writing a brand statement is a practice to attract a customer by offering a unique product with value and benefits from your competitors. The brand statement is a summary of your cultural values and should be written to be remembered and recalled for its benefits by its client easily.
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