A brand statement is a concise and compelling way to communicate who you are, what you do, and why you do it. It helps you stand out from the crowd, attract your ideal clients, and showcase your value. But how can you create a killer brand statement that captures your essence and resonates with your audience? Here are some tips to help you craft a powerful and memorable brand statement.
Before you write your brand statement, you need to know who you are writing for. Who are your ideal customers, clients, or employers? What are their needs, goals, challenges, and desires? How can you help them solve their problems or achieve their aspirations? By identifying your target market, you can tailor your brand statement to speak directly to them and show them how you can make a difference.
In an age where values and tastes can shift quickly, consumer behavior can be challenging to gauge. Try as I may, I can never get into the mind of another human being. I do my best to match the benefits I provide with the pain points of the people who most need my services. In its current iteration, my brand statement accurately reflects the problem I solve, whom I serve, and the results I drive—all re-engineered from the viewpoint of my “ideal client.” [This comment is 100% JD, no ChatGPT.]
Next, you need to define what makes you unique and valuable in your field or industry. What are your skills, strengths, experiences, and achievements? What are your values, passions, and personality traits? How do you differentiate yourself from your competitors or peers? What are the benefits and outcomes of working with you or hiring you? By defining your unique value proposition, you can highlight your competitive edge and showcase your credibility and authority.
Brevity and clarity define a compelling brand statement. Each sentence should be lucid, concise, and razor-sharp. All pieces fit into the whole. Weaving in a unique value proposition moves my brand statement to my brand story. I can only input so much of my professional makeup, process, and engagement outcomes. That is where my LinkedIn profile and website come into play. [This comment is 100% JD, no ChatGPT.]
Your brand statement should be clear and concise, not vague or generic. You want to capture your audience's attention and interest, not confuse or bore them. Use simple and direct words that convey your message and personality. Avoid jargon, clichés, or buzzwords that sound hollow or meaningless. Be specific and concrete, not abstract or vague. Use active and positive verbs, not passive or negative ones. Your brand statement should be one or two sentences long, not a paragraph or a page.
A muddled brand statement will cripple any professional looking to stand out in today’s hypercompetitive business world. Humans tend to overthink everything and complicate the simple by bringing in words and phrases that create ambiguity and cause confusion. I continuously tinker with my brand statement and evaluate new ways to differentiate myself from others in my space and make myself memorable. [This comment is 100% JD, no ChatGPT.]
100% agree with JD Gershbein. Having a clear brand statement means you're clear about who you are and what makes you uniquely qualified as a professional. Figure this out before you push 100 resumes out to companies. The brand statement will guide and focus your resume.
Your brand statement should also incorporate emotion and storytelling, not just facts and logic. You want to connect with your audience on an emotional level, not just a rational one. Use words and phrases that evoke feelings and emotions, such as excitement, curiosity, trust, or inspiration. Use stories and examples that illustrate your value and impact, such as testimonials, case studies, or anecdotes. Your brand statement should tell a story that engages your audience and makes them want to learn more about you.
I have always wrapped my brand statement around client pain. At this stage, I know why my clients retain me. I understand their challenges. And I feel that pain. Accordingly, I angle my brand statement—all my brand collateral, for that matter—toward alleviating that pain. I install myself not merely as a trusted service provider but as a healer and a trusted thought partner on their success journey. [This comment is 100% JD, no ChatGPT.]
Finally, you need to test and refine your brand statement, not just write it and forget it. You want to make sure that your brand statement is effective and relevant, not outdated or inaccurate. Ask for feedback from your target market, mentors, colleagues, or friends. See how they react and respond to your brand statement. Do they understand it? Do they remember it? Do they care about it? Do they want to know more about you? Based on their feedback, you can tweak and improve your brand statement until it is perfect.
When it comes to my brand, I trust my judgment. I know what works for me and how to differentiate myself in a highly generic marketplace. I have my confidantes, though, and if I am facing a unique brand challenge, I may run something by them and ask, “Is this on brand for me?” Every decision I have ever made regarding my brand—for better or worse—has been organically informed. [This comment is 100% JD, no ChatGPT.]
In the past, I've struggled to succinctly articulate how I help leaders and teams achieve success, and how my unique knowledge, experiences, skills and tools may provide the best solution. For me, that took help, just as I help my clients. I needed that outside perspective, as JD mentioned, to ensure he is on brand. The right message with my unique brand are critical to success. I brand so people that need my knowledge can find me and will have that "ah-ha - I need to talk to her" moment. I brand to connect people with knowledge, knowledge with solutions. That I get paid for helping them is the gravy, not the main course.