Your brand statement is a concise statement that defines what you do, how you differ from all other similar solutions, and what you pledge to consistently deliver. Here are 3 key ingredients for writing an epic brand statement.

3 key ingredients for crafting your brand statement.

1. Identify your Why, How, and What

Before you can write a killer brand statement, you need to define who you are as a brand and what purpose you serve. Focus on what you want people to know about your business. Think about what you offer, the audience you serve, and how you’re best at what you do. It does not need to be a novel. It should be short, simple and direct to the point. Please keep it short and simple!

1. Speak to Your Target Customers

Your brand statement should always speak directly to the market you want to reach. In a few sentences, mention who your ideal customer is and what services or products you offer them. Consider creating a customer persona for your business. This semi-fictional representation of your ideal buyer can help guide you to understanding the goals and challenges that your character will face. It’s important to call them out, so that they identify with you.

2. Define Your Unique Positioning

Brand positioning involves defining what makes your brand unique and how it will fit in the competitive landscape and in your customers’ minds. First, identify the select group of customers who share unique interests and needs that your offering alone can address. Then an unaddressed interest, want, or need in customer minds and fill it with your distinctive and ideally suited offering.

3. Share Your Value

Branding should be viewed not as an expense but as an investment that delivers value over the long haul. If you really want to stand out from competitors and attain the right customers for your business, you need to determine what unique benefit your product or service provides. Be sure to identify what value you will bring, and why your customers want it. You can start by clarifying your values — your beliefs about your responsibility to others.

Overall, your brand statement is a short definition that wraps your target market, market position, point of difference, brand promise, and brand character into a statement that directs all your branding efforts. The key is to communicate how you benefit your ideal customer.

Brand Statement Formula

[Name of your business, product, or service] is the [your distinction and the generic term for your type of offering] to provide [your unique features or benefits] to [your customer profile] who choose our offering in order to feel [your customers’ emotional outcome]. We consistently deliver the unique attributes and benefits our customers count on, and we promise our customers [the promise customers can absolutely count on from your company].

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