How to Write a Winning Brand Statement

What’s the Purpose of a Brand Statement?

A brand statement is a short description of who you are as a company. While it’s only a sentence or two in length, a good one packs a big punch. Your statement may read like a promotion, but its primary function is to guide you and your team. Think of it as internal compass that keeps your marketing and operations in check.

The 4 Elements of a Winning Brand Statement:

1. Target Audience

First, define your consumer. Your target market should share a common characteristic, whether that’s a demographic, mindset, or set of behaviors. What are their interests? What are their needs? Do they share a problem or frustration? If you have a consumer persona, use this as a reference.

Examples:

• Expectant mothers
• Teen skateboarders

2. Frame of Reference

Next, define your market space or industry. In order to stand out from your competition, you have to know where you stand. Get clear on where you belong, so you can articulate how you’re different from your competitors.

Examples:

• Natural toothpaste
• Home restoration

3. Point of Difference

Now, what sets you apart? Convey more than the services you offer. With your competitive frame of reference in mind, what unique benefits do you offer your target audience? What is your value proposition? Be specific here, and state your most company’s most compelling aspects. 

Examples:

• Lowest prices on e-books
• Faster lead times

4. Reasons to Believe

Last but not least, offer proof. You can talk about benefits all day long, but you have to be able to back them up. No one appreciates empty promises, especially not your customers. Your brand statement should provide some kind of evidence—whether that’s your process, your standards, or your own beliefs. Give your customers a reason to have confidence in your product or service. 

Examples:

• We use lab-tested ingredients
• We’ll match any price you find online

Use This Template to Craft Your Brand Statement

To [target audience], [brand name] is the [frame of reference] brand that provides [point of difference]. That’s because [reasons to believe].

Now, you should have a solid working draft with all the key elements. From here, you can tweak the wording and play with the order until it sounds just right. But keep in mind that your branding statement can evolve. New developments in brand research may lead you in a different direction. Just don’t forget to recalibrate your compass when that time comes.