PART 5
WRITE YOUR BRAND STATEMENT
The purpose of branding is to communicate the right message through your business’s visuals and other intangible brand components (like tone and terminology).
If you communicate that message well, you’ll increase the likelihood of attracting the right kind of clients and customers.
That message is often summed up best by a brand statement.
A brand statement is a one-sentence summary of your business that says who you are, what you do, and why you do it.
A common framework for a brand statement is:
“[Name of your business] is [who you are] that does [specific action] to help [ideal client/ customer] do [desired result].”
Do you have to stay inside this framework? Of course not! Take the liberty to get creative with it and make it your own.
Let’s look at an example.
Google’s brand statement is to: Organize the world’s information and make it universally accessible and useful.
This brand statement never mentions search, but rather, leaves room for the company to branch out into other ventures - web analytics, mobile, shopping, videos, photos, maps, office productivity, online storage, and more.
But remember that making the “desired result” piece of your mission statement as specific and actionable as possible will help you as you strive to communicate this message through your brand.