{"id":748,"date":"2008-08-01T07:00:38","date_gmt":"2008-08-01T06:00:38","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=748"},"modified":"2008-08-01T02:58:46","modified_gmt":"2008-08-01T01:58:46","slug":"write-a-brand-statement","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/write-a-brand-statement\/","title":{"rendered":"Write a Brand Statement"},"content":{"rendered":"<p>We&#8217;ve all heard of mission statements and vision statements, but what about brand statements?\u00a0 I think a brand statement is a critical element of strategic planning that should be written at every level of a business.\u00a0 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.<\/p>\n<p>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.\u00a0 A brand statement can motivate employees and define the company&#8217;s brand promise and message quickly and succinctly.\u00a0 In other words, a brand statement cuts through the clutter and shouts out loud what the brand stands for in no uncertain terms.<!--more--><\/p>\n<p>A brand statement is more than a tagline.\u00a0 It&#8217;s an expression of where the company is and a\u00a0tool to guide the company in the future.\u00a0 The brand statement is also the touchstone that every business decision should circle back to in order to ensure efforts don&#8217;t run counter to it.\u00a0 For example, if a new product is under consideration, run it up against the brand statement to ensure it&#8217;s complementary.\u00a0 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.<\/p>\n<p>Do you have a brand statement?\u00a0 If not, create one, then communicate it to your employees, clients, business partners, consumers and anyone else who will listen.\u00a0 Don&#8217;t just make a poster with the statement on it, hang it in the office and forget about it.\u00a0 Instead, <em>live<\/em> your brand statement in <em>every<\/em> part of your business.<\/p>\n<p><em>Image: <\/em><a href=\"http:\/\/flickr.com\/photos\/amagill\/106049640\/\" target=\"_blank\"><em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We&#8217;ve all heard of mission statements and vision statements, but what about brand statements?\u00a0 I think a brand statement is a critical element of strategic planning that should be written at every level of a business.\u00a0 In other words, a corporate brand statement should be created as well as brand statements for each business unit, [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[104,105,399,100,96,110,400,401],"class_list":{"0":"post-748","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-message","8":"tag-brand-promise","9":"tag-brand-statement","10":"tag-brand-strategy","11":"tag-branding","12":"tag-corporate-branding","13":"tag-mission-statement","14":"tag-vision-statement","15":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Write a 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