Write a Brand Statement

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.

A brand statement is more than a tagline.  It’s an expression of where the company is and a tool to guide the company in the future.  The brand statement is also the touchstone that every business decision should circle back to in order to ensure efforts don’t run counter to it.  For example, if a new product is under consideration, run it up against the brand statement to ensure it’s complementary.  In short, your brand statement can act as a consistency test to ensure your business efforts promote your brand rather than confusing consumers and hurting it.

Do you have a brand statement?  If not, create one, then communicate it to your employees, clients, business partners, consumers and anyone else who will listen.  Don’t just make a poster with the statement on it, hang it in the office and forget about it.  Instead, live your brand statement in every part of your business.

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Author

Susan Gunelius

Website

Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more.

She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.