Branding statements are the underlying tone for your future brand voice. A good branding statement perfectly encapsulates what you do. It explains why you do it better than your competitors.
Some marketing experts argue that it’s not possible to go wrong with a branding statement, while others claim that there are definitely rules you cannot break. Nevertheless, you should put enough effort into your branding statement, because it can serve as a guidepost for all your future brand communications and marketing materials.
Examples of Branding Statements
Let’s start by looking at brand statements from some of the most famous brands in the world:
- Nike – “to bring inspiration and innovation to every athlete in the world”
Nike used the power of emotion-triggering buzzwords inspiration and innovation coupled with a global spirit that surpasses borders and cultures.
- Google – “to organize the world’s information and make it universally accessible and useful”
It sounds majestic and ultra-ambitious, but Google really does just what it says.
- Louis Vuitton – “to represent the most refined qualities of Western “Art de Vivre” around the world”
LV wants to signal that their products are much deeper than clothing pieces. They represent a culture and promote elegance internationally.
- Adidas – “to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle”
Passion – another powerful and emotion-triggering word.
- Coca-Cola – “to refresh the world in mind, body, and spirit, and inspire moments of optimism”
In Coca-Cola’s case, every single word in their branding statement screams happiness, positivity, and optimism.
Write Your Own Branding Statement
Now, let’s take a look at how you can apply some of these lessons to a branding statement for a small business:
Make it Multidimensional
Don’t focus on just one aspect of your business or one of your main qualities. Make your branding statement multidimensional. A great brand statement implies a combination of powerful communication, recognisability, availability, and quality.
You don’t want to achieve the effect where your brand is one-dimensional. An example of this is when users would associate your brand to thoughts like “oh, they sell clothes”. You want to go much deeper and versatile than that. Multidimensionality is how you get there.
The main goal of any brand should be to find loyal users (followers). At the same time, users primarily experience a brand as an emotion. They want a sense of certainty and a perception of quality.
That’s why you shouldn’t be timid or reserved in your branding statement. Don’t be afraid to go bold and be brave: just take a look at some of the brand statements we listed above. Power, ambition, and big words work, which is why you can often hear about “changing the world” or “making the world a better place” in Silicon Valley startup branding statements.
Promote Your Qualities
Like we have previously mentioned, your unique selling propositions should definitely be a part of your branding statement, but not the only thing there. Find a way to smoothly include them into other features of your branding statement. Also, try to frame them in the tone of so-called “humble competence” – show that you know what you’re talking about, but don’t boast in a distasteful way.
Work with Professional Writers
If you’re not sure that you can craft your business brand statement in the best possible way, it’s a good idea to consider working with experts. Online, you have access to hundreds of thousands of marketing professionals who have experience with branding statements. You can also find help on custom academic writing websites that can help you craft the perfect statement.
A common misconception is that you will have to invest a lot to get professional help. However, you can find affordable independent professionals who can carry out your work quickly and at a low budget.
Keep Your Ideal Customer in Mind
A buyer persona (an idealized portrait of a customer that would be loyal to your brand) is of great help when you want to write a branding statement. Having them in mind can serve as a guideline for what your customers want. Try answering these questions:
- How old is your typical customer?
- Where are they from?
- What are their interests/hobbies?
- Which problems do they experience?
- How can you help them solve those problems?
- What do they value in a business or a brand?
Stick to a Consistent Voice
Your brand will usually be most forcefully promoted with a tone of voice. Even if you’re not aware of it on a conscious level, all brands have a consistent tone of voice they use in all their brand communications. This tone will also be present in their branding statements.
There are tones of directions you can take: professional, serious, friendly, edgy, cute… It all depends on your core values and your target audience. It doesn’t matter so much which voice you choose, but it’s very important to stick with it once you do decide.
As you learned now, there are many aspects of a good branding statement to think about. It looks like a simple sentence, but it’s much deeper than that. If you get it right, it can serve as a line that your customers associate with your business. It can inspire them and make them feel good, which is what emotional branding is all about.
Author’s bio. Daniela McVicker is a passionate digital marketer. Daniela is interested in everything related to SEO and blogging. She collaborates with Essayguard and other websites where she shares her experience and helps marketers make their names in the online world.