Emotion Through a Branding Statement

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. And it should stir emotion. Today we’ll drill down into five steps to shed light on creating a solid branding statement, and how you can use this example branding statement to put a new glow on your organization’s image.

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. And it should stir emotion. Today we’ll drill down into five steps to shed light on creating a solid branding statement, and how you can use this example branding statement to put a new glow on your organization’s image.

In my last column, Creating a One Word Brand Statement, you were given a road map of how to freshen your brand and organization’s image. It included how to research your audience, conduct a competitive analysis and interpret data, with the end result of identifying the one word that reflects your organization. The final step challenged you with a reality check to see if that one word was realistic.

Today we go on to the next level, outlining steps to identify your promise and benefits (both logical and emotional), validate your credibility and identify your uniqueness. Finally, I’ve included an example branding statement.

  1. Brand Promise and Benefits. What do you promise your customers will receive from your brand? Is there alignment in the promise of your brand and the actual benefit? One way to arrive at this is to write a list of your promises and benefits side-by-side on a document or whiteboard. See your brand features through their eyes. Then ask yourself, if you were the customer, what you would get out of your promise. Keep drilling down and asking “why?”
  2. Emotional Promise and Benefits. How does your customer feel when they see your brand? Ask yourself: “how does our brand make our customer feel?” Continue to ask the question, “why?” multiple times to get to a deeper emotional place. As a place to start a list of possible emotions, here are a few that your brand may mean to someone:
    • Trustable
    • Hopeful
    • Happiness
    • Sadness
    • Fear
    • Anger
    • Hatred
  3. Credibility. Your organization’s brand must be credible. The customer only cares up to a certain point about what you do, so you must be believable and the real deal. What can you learn from customers’ testimonials? Your customers can be an excellent resource for identifying your positioning through their testimonials.
  4. Find Uniqueness. You contrast yourself from your competition through quality, price, service, reputation, story, or something else notably distinct. If you aren’t positioned notably different on at least one of these, you will have a difficult time marketing your organization. It doesn’t have to be logical or rational. You need emotional differences. Your unique selling proposition paves the way to connect with your customers more deeply on an emotional level. Through positioning of your brand, or repositioning, you set yourself apart from your competitors. And importantly, you create an image that can be remembered more easily by your customers. It’s a point of differentiation that helps you stand apart.
  5. Branding Statement Template. By now you have pulled together a lot of information and you are ready to create a branding statement. Here’s a template to get you started:

(Organization or Individual Name) is (short description of who you are). The (Name of Organization or Individual) customer/patron is a person who (short description). They are (more description of customers) and (description of how product is purchased and consumed). The one word or words that our customers will cite most often about (Name of Organization or Individual) is (one word/sample of the top three words). We (promise and benefit you deliver) so they feel good about (themselves or other elements). Our customers believe in (name of organization) because (emotional promise or other reasons), and they differentiate us from (competitors or organizations in your category) because (testimonials or other customer feedback).

Remember: a Branding Statement is a marketing tool. It’s foundational to define your organization (or, if you’re creating this for you, as a personal Branding Statement). Below is an example for the organization referenced in last week’s blog that is creating a new logo and brand. It’s still a work in progress, but gives you an idea of how a Branding Statement might read:

Vocal Majority is an uplifting musical experience that stimulates the senses. It’s a non-profit whose performers are volunteers. The Vocal Majority patron is a person who has a deep love of family and harmony—both in the musical sense, and in the cultural sense. These are individuals across all ages that are loyal and return again and again to listen to our unique musical arrangements. They purchase tickets to experience us at live performances, and purchase recordings. The words that our customers will cite most often about Vocal Majority are harmony, excellence, and family. We transport our fans to feel good experiences about themselves, their families and our culture. Our customers believe in Vocal Majority because they tell us how we have touched their lives, and they differentiate us from other musical experiences because we perform not for money, but for the love of singing.”

With these steps, you’re ready to create your own branding statement. When it’s completed, distribute it to your staff, agency or creative partners, and by all means, make sure you consistently deliver what your branding statement says about you.

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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