Content Marketing What is a Brand Statement? 3 Easy Steps To Develop a Unique Brand Tagline

Establishing a brand identity in the 21st century comes with a set of unique challenges. From raging competition in almost every niche to redundancy in values that brands try to deliver, there is a lot you have to deal with during brand establishment. However, a few brand elements, when implemented correctly, can bring immense value to your brand. Brand statement is one of the most important elements for any brand attempting to beat the competition. Here is all you need to know about brand statement and tips on developing one:

How Do You Define a Brand Statement?

What is a branding statement? A brand statement, generally, are one liner sentences (no more than 1-3) that explain what you can do for your customers. Not only does a brand statement depict your offering but also highlights your unique selling point. 

According to a survey, influencers tend to collaborate with brands that share the same moral values and promise as they do. ^[1]

A brand statement is a reflection of your brand promise, the skills you bring, your experience and your passion that can add value to your audience’s life. The goal of a brand statement is to clarify your objectives in front of your customers. 

Moreover, a brand statement has to be short, catchy and succinct to cover the most important brand information. Alternatively, you can call your brand statement as your brand’s “catchphrase”, a “tagline”, or a “slogan”. It means that your professional brand statement shall convey your value and show your brand’s personality correctly.

What is the Importance of Having a Solid Brand Statement?

A brand statement is anything but a PR slogan. It is devoid of sales-y buzzwords and is dominated by authoritative statements. Before you move on to how to make a statement, it is important to understand its importance.

It Helps Your Brand Beat The Competition

Since most of your competitors are using branding statements in their own way, a unique branding statement will help you stand out from your competition. An interesting branding promise can help you reinforce your brand’s unique identity, so you can stand out from the crowd.

It Helps Your Clients Easily Relate To Your Brand

A brand statement helps in sparking your customer’s curiosity. When your customers read your statement, they are better able to see what you can offer. Thus, it sparks their interest in knowing more about your brand. Moreover, over time, your brand statement acts as one of the brand association elements that make your brand memorable.

It Acts as Navigational Tool for Your Brand Strategy

Since your brand statement is a reflection of your strategic goals and objectives, it acts as a compass for future decision making. As your brand evolves, you can always go back to your branding statement and align your future strategy accordingly. 

It Helps You Benchmark Your Brand’s Standards

Your branding statement is the starting point of building your brand’s relationship with your customers. A strong statement can help you benchmark your brand’s expectations in view of your customers. Thus, your customers and competitors can better understand your offering. This will give you a competitive advantage.

What are the Elements of a Strong Branding Statement?

Before you understand how to write a personal brand statement, let’s see what elements should be a part of your statement:

• Brand Foundation: It should reflect your brand’s values and personality.
• Brand Impact: It should emphasize upon the benefits that your brand will bring for its customers. Cover both the rational emotional benefits.
• Brand Support: Your branding statement shall reflect how you can deliver the rational benefits.
• Brand Essence/Promise: It should also reflect the final summary of your brand’s promise for your target customers.

How to Develop A Unique Brand Statement in 3 Easy Steps

It may seem easy but combining all these brand elements together to create an effective personal brand statement is a humongous challenge. Don’t worry, we have got three easy steps that can help you create a unique personal or leadership brand statement:

Step 1: Identify Your USP and Describe It:

Your branding promise shall reflect your area of expertise and your understanding of how it is beneficial for your customers. Start by identifying the value your brand will deliver and describe it. For example, if your brand’s focus is experience-driven, then your statement should start like this:

“I have X (no. of years) of experience in ____________”

Make sure that you carefully pinpoint your niche and your expertise. This will help you define your audience and your offering down to the important detail. Moreover, it will help you grow faster in future.

Step 2: Work Out The Middle Section

Once your initial section is complete, move on to the middle section of your brand statement. Share your story in the middle of your statement. Discuss what makes you different, which problems you can solve for your customers and what is your take on solving issues. Make your area of service clear to your customers. Tell them who your ideal customers are and which particular industry your brand is serving. Moreover, you can discuss your customer’s perceptions about your brand. You can write no more than 2 or 3 short sentences in the middle of a branding statement.

The above example will be changes as:

“I have X (no. of years) of experience in content writing for automobiles. I possess a strong marketing background and I help automobile businesses establish a strong presence online. And I can create unique automobile content  that will rank your automobile business on top of SERPs.”

Step 3: Finish with A Concluding Sentence

Finally, it is time to wrap up your branding statement. Write an impactful conclusion to your branding statement. Usually, adding a subtle Call to Action is a great way to conclude your branding statement. Keep in mind that your conclusion will be the top differentiating factor of your statement from your competitors.

Read More: What is CTA in Digital Marketing – Find Out its Role in Bringing Conversions

Thus, our example will be concluded as:

“I have X (no. of years) of experience in content writing for automobiles. I possess a strong marketing background and I help automobile businesses establish a strong presence online. And I can create unique automobile content  that will rank your automobile business on top of SERPs. Let’s embark on a journey of outperforming your competitors.’

Useful Tip: Cut the Hassle With AI Brand Statement Writing Assistant 

Once you have clearly understood the method of writing your branding statement, you can take help from an AI Writing assistant to save time and effort. Simply map your USPs, and your brand promise and write a high-impacting branding statement using AI.

Brand Statement – Frequently Asked Questions

What is a brand statement example?

A brand statement’s best example is the true reflection of the brand promise you make with your potential customers. For example, as a writer, your personal brand statement may look like:

“I create unique content to help businesses establish a strong online presence.”

What is a brand promise?

A brand promise is the depiction of the value or the customers which a company’s customers can receive. It is a reflection of expectations that your potential customers have in terms of benefits they will receive upon interacting with your brand. It is important to deliver your brand promise as best and as frequently as possible to win the trust and loyalty of your customers.

Final Word

Your branding statement is your top differentiating factor from your competitors. Make sure that your brand has a strong statement to acquire customer’s interest and loyalty.

References:
[1] Influencer’s Brand Values – Statista