Creating a One-Word Brand Statement

What do your customers think of when they see your organization name and logo? Your public image is important and should be up-to-date and fresh, especially during times of swift technology, cultural changes, and new generations. Every organization should go through a periodic review of how it is viewed and how it wants to be viewed by customers, donors and prospects.

What do your customers think of when they see your organization’s name and logo? Your public image is important and should be up-to-date and fresh, especially during times of swift technology, cultural changes, and new generations. Every organization should go through a periodic review of how it is viewed and how it wants to be viewed by customers, donors and prospects.

While sitting in an organization’s Board of Directors meeting last month, the topic came up of the desire to create a new logo. It had been the 1990s when it was last updated, and at that, it still had visual remnants of a decidedly 1970s feel. It was agreed a new logo should be developed, but it was also agreed that before going too far, a branding statement should be created to guide along the process more efficiently and result in a better outcome.

If you’re like many organizations, you might not have a branding statement. This isn’t to be confused with a mission statement (which can too often be filled with empty language that rings hollow to customers and staff).

A branding statement is a marketing tool. It reflects your organization’s reputation: what you are known for, or would like to be known for. It articulates how you stand apart from competitors. A branding statement is often written by individuals to define and enhance their own careers. If that’s of interest to you, adapt these steps and you can be on your way to creating your personal branding statement.

Today we launch into steps you can take to freshen your organization’s brand and image. This first installment will lay out five research and brainstorming steps to distill your image down to a single word. My next blog post, published in a couple of weeks, will focus on how to succinctly state your logical and emotional promise, both of which must be formulated in order to create a hard-working branding statement for your organization.

  1. Audience Research:
    Are you confident you accurately know the demographics, psychographics, and purchase behavior of your audience? If you’ve recently profiled or modeled your customers, then you probably have a good grasp of who they are. But if it’s been a year or longer, a profile is affordable and will yield a tremendous wealth of information about your customers. Demographics (age, income, education, etc.) are a good foundation. Knowing psychographics (personality, values, opinions, attitudes, interests, and lifestyles) takes you further. And knowing categories of purchase behavior enables you to drill down even further.
  2. Competitive Analysis:
    You can’t completely construct your own brand identity without understanding how your competitors position themselves. A competitive analysis can be conducted along two lines of inquiry: offline, such as direct mail and other print materials, along with what you can learn online. If you have print samples, you can discern much about a competitor’s marketing message. But you may not be able to pin down demographics, psychographics, and purchase behavior by looking at a direct mail package. There are a number of tools you can use online to deliver insights about your competition. Here are a few:
    • offers detailed traffic data so you can compare your site to other sites. You can also get keyword data, demographics, and more.
    • provides SEO audits, engagement, reputation metrics, demographics, and more.
    • enables you to compare the demographics of who comes to your site versus your competitors. You’ll be shown an index of how a website performs compared to the internet average. You’ll get statistics on attributes such as age, presence of children, income, education, and ethnicity.
  3. Interpretation and Insight:
    Now that you’ve conducted research, you’re positioned to interpret the data to create your own insights. This is where creativity needs to kick in and where you need to consider the type of individual who will embrace and advocate for your organization. You may want to involve a few people from your team in brainstorming, or perhaps you’ll want to bring in someone from outside your organization who can objectively look at your data. What’s key is that you peer below the surface of the numbers and reports. Transform facts into insights through interpretation. Use comparison charts and create personas. Then create statements describing who your best customers are.
  4. One-Word Description:
    Now the challenging work begins. Distill your interpretation and insight into one word that personifies your organization. Then think deeply about that word. Does it capture the essence of who you are (or want to become) and what your customer desires? For example, a technology company might use a word like “innovative,” “cutting-edge,” or “intuitive.” Car manufacturers might use a one-word description like “sleek,” “utilitarian,” or “safe” to describe their brand and what they want their customers to feel when they hear a brand’s name. You might think that by only allowing one word, you are short-changing everything about your organization’s image. It won’t. Finding the one word that describes your organization’s image will force you to focus.
  5. Reality Check:
    So now you’ve identified a word to describe your organization’s brand and image that resonates with both your team and your customers. It’s time for a reality check. Can your organization or product actually support that word? Or if it’s aspirational—that is, a word that you’d like your image to reflect in the future—is it achievable? And if it’s aspirational, what plans are in place to take it to reality?

My next blog will extend the important foundational work you’ve done working through these five steps. It will discuss how to look at your brand as it appeals to both logic and emotion, as well as credibility, uniqueness, and ultimately an example branding statement that you can use with your team. Watch for it in two weeks.

As always, your comments, questions, and challenges are welcome.

Author: Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

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