Corporate Eye

Write a Brand Statement

brand statement pen 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.

Image: Flickr

 Write a Brand Statement
Susan Gunelius is the author of multiple marketing, social media, branding, copywriting, and blogging books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, a leading blog for business women. She is a featured columnist for, a featured writer for, and the Guide to Blogging for Additionally, her marketing-related articles have appeared on websites such as,,,,,,, Yahoo! Finance, Yahoo! Small Business, and more. She has nearly 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. Susan also appears at in-person and virtual events where she speaks about marketing, branding, social media, and more (visit for more information). You can connect with her on Twitter, Facebook or LinkedIn.


Your comment about brand statement is very clear to me.

good clear statement.
suggest you have a email link or facebook link so i may send to others.

Hi Simon. Thanks for the suggestion of a FaceBook link: I’ve added one!

Its really useful i was trying to get some idea about brand statement and i found it here. Thank you

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