We’ve all heard of mission statements and vision statements, but what about brand statements? I think a brand statement is a critical element of strategic planning that should be written at every level of a business. In other words, a corporate brand statement should be created as well as brand statements for each business unit, branded product line, and so on.
A brand statement is a touchstone for both employees and consumers to communicate the intrinsic value of the brand as well as provide direction for where the brand is going in the market. A brand statement can motivate employees and define the company’s brand promise and message quickly and succinctly. In other words, a brand statement cuts through the clutter and shouts out loud what the brand stands for in no uncertain terms. [Read more…] about Write a Brand Statement