How to Write a Strong Branding Statement
Building a strong brand is key to startups, corporates and nonprofits. Start with writing a strong Brand Statement and understand what you want to stand for.
Whether you are a freelancer, an employee in a large company, or are actively looking for work, personal branding can help tremendously in those efforts. According to Entrepreneur, 92% of people trust individuals over brands when it comes to online recommendations, which can be beneficial for someone with personal branding. Likewise, 87% of marketing executives have expressed that reputation risk is far more important than any other strategic risk for their company.
Brand reputation and word of mouth is everything when it comes to organic growth of your influence in whichever industry you operate in. With a strong branding statement, you will effectively place a bigger spotlight on your persona than ever before, whether you’re a blogger or an employed professional. Let’s take a look then at what it takes to write a strong branding statement in 2020, as well as the benefits of doing so.
The “Why” behind Writing a Strong Branding Statement
What makes a branding statement important in today’s digital market? Whether it’s a personal or a company branding statement, the one-to-two sentence “statement” will effectively differentiate you on the open market. Let’s take a look at an example of a personal branding statement:
“Through industry insight and wholehearted dedication, I strive to assist my clients in marketing their portfolios. Bridging the gap between brand and customer is my professional mantra.”
In case of a corporate branding statement:
“With over 50 years on the market, we aim to make every customer a part of our family. We promise to do at least as well as we did before to ensure that your trust in our company is well-placed.”
Bloggers and online influencers rely on branding statements to allow audiences to familiarize themselves with their character, values and beliefs. Companies on the other hand use branding statements as slogans or catchphrases alongside their brand identity to humanize the company in the eyes of stakeholders.
In both cases, it’s pivotal that the branding statement comes from “within” — meaning, it is supposed to be honest and reflect your personal values. You can write the statement yourself or turn to a thesis writing company for professional help in editing and formatting to achieve the desired effect. Writing a branding statement in order to check a proverbial box will quickly be seen as duplicitous and cost you any brand reputation you previously attained. However, writing a strong branding statement based on your internal thoughts and persona will lead you to several benefits:
- Effective identification on the global market
- Quick and approachable way to introduce yourself to anyone
- Humanization and personalization of your brand
- Higher engagement and conversion rates from cold leads
- Long-term trust and brand advocacy opportunities
Writing a Strong Branding Statement
What is your Specialty?
Your branding statement should reflect what it is that you do, first and foremost. For example, if you are a graphic designer, your branding statement should address that specialty head on. The same applies for companies established in certain niches. Right after having registered a good business name — make your business portfolio a part of the branding statement.
This is significant since it will allow online users to quickly decide whether or not you are the right brand for them. If someone is on the lookout for a financial advisor online, a branding statement which talks about “passion” and “professionalism” doesn’t say much. Place yourself in the shoes of a user and think about what makes you unique.
What are your Dos and Don’ts?
What do you like and don’t like doing? Furthermore, what do you condone and not condone in your industry? You can use the mind mapping technique to build a net of dos and don’ts which can help shape your branding statement.
According to Learn G2, 64% of consumers say they trust a brand more if they share values with it, while 51% automatically un-follow the opposite. Branding statements are called “statements” for a reason — you will have to make a stand on who you are and what you believe in. Reflect on what you support and don’t support, like and dislike — take those elements into consideration for the branding statement itself.
How do Others Perceive You?
Depending on how long you’ve been in business, you should also take the thoughts and feedback of others into account for your branding statement. Stating that you are “creative” or “top-tier” in your branding statement isn’t something you should do without proper research.
Reach out to your friends, acquaintances, coworkers and brands you’ve worked with over the years. You can ask for a simple one-sentence description of your company/personal work from each individual and look for matching elements between unrelated statements. This will give you a great idea of how previous stakeholders have perceived you in the professional sense for the benefit of your branding statement.
Who is your Target Audience?
What do you aim to accomplish by writing a branding statement? Do you want to attract more casual, likeminded readers to your blog? Or do you intend to draw attention of industry businesses that are looking for professionals in that particular sector?
Stating that you are an expert in “book design” will avert packaging design companies from reaching out — the same logic applies for other scenarios. You should take the target audience into consideration when writing a branding statement to better appeal to their expectations.
Choose your Adjectives & Verbs
Adjectives and verbs make up the key elements of any branding statement, personal or corporate. These words will carry the weight of your statement and allow others to relate with your personality or company culture. Some useful adjectives to consider include: ambitious, faithful, eager or professional. Verbs on the other hand can be: achieve, build, deliver or express.
It’s good practice to rely on a thesaurus and pick which adjectives and verbs reflect your values before you opt for a DIY method. Likewise, choosing less common words for your branding statement is welcome; as these words will help others identify them with you quite effectively.
Simplify & Proofread
Lastly, your branding statement should never cross the two-sentence mark, personal or corporate alike. The simpler and more approachable your statement, the more likely users will be to remember it for later reference. To that effect, edit out any unnecessary words and phrases which do very little but bloat your branding statement.
Make sure to also proofread the statement as spelling errors in a short one-to-two sentence text can look like glaring omissions. Once you are satisfied with your branding statement, you can publish it on a number of online channels such as your blog or online resume. Use the same word-for-word statement throughout your branding efforts in order to create a cohesive brand image.
Stand by your Branding Statement (Conclusion)
All that is left to do is to follow through on any promises of professional conduct or personal values you’ve made in the branding statement. Failing to stand by your statement will make your brand hollow and untrustworthy, especially if you rely on social media marketing or blogging for exposure. Double-check your branding statement prior to publishing it and make it very clear to your followers if and when you make any changes to it. In doing so, you will be seen as a valuable brand worth following, which will reflect in your overall appeal going forward.
Author’s bio:
Daniela McVicker is a blogger and a freelance writer who works closely with B2B and B2C businesses providing blog writing, copywriting, and ghostwriting services. Currently, she blogs for Essayguard. When Daniela isn’t writing, she loves to travel, read romance and science fiction, and try new wines.
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Originally published at https://globalowls.com on August 16, 2020.
