In this chapter, you’ll learn:
– How to write a strong brand statement
– Why you need a brand statement and what it does for you
## What Is a Brand Statement?
A brand statement is a short, concise description of your business. It’s a one- or two-sentence summary of who you are, what you do, and why your customers should care.
Your brand statement should answer the following questions:
1. Who are you?
2. What do you do and why should your customers care?
3. How do you stand out from your competitors and what do you want your customers to know about your business and your products or services?
4. Where do you see your business in the next five to ten years and what will you be known for in that time frame? What will your customers associate with your business?
5. Do you have a tagline? If so, what is it and why do you use it? A tagline is the one or two words that sum up your brand. It should be short and to the point.
6. Does your website or social media presence reflect your brand? If not, it’s time to update it. Your website, blog, and social media pages are all part of your brand, and they need to be consistent with your brand statement. If you’re not sure what your brand is, ask your customers what they think it is. They will be able to tell you what you need to do to make your brand more clear.
7. Are you using your brand in your advertising and promotional materials? This includes your business cards, letterhead, invoices, website, social media profiles, and so on. If your brand isn’t consistent throughout all of your marketing materials, you’re missing an opportunity to connect with your customers and make them feel like they know you and your business when they interact with you in person, on the phone, or on the Internet. If this is the case, your customers may not feel like you’re a real business and may not want to do business with you. If they don’t like you, they won’t recommend you to their friends or colleagues, and you’ll miss out on a lot of business. You don’t want that to happen to you, do you?
8. Is your brand consistent with the way you do business? For example, if you’re in a service-based business, your brand should reflect that. If it doesn’t, it may be time to reevaluate how you’re doing business and what you’re saying to your customers. If customers don’t know what they’re getting when they come to your business, they may not be happy with the service or product you’re providing. If that happens, they’ll be less likely to refer you to a friend or colleague, and that means less business for you. You want to make sure that your customers are happy with your service or products, don’t you?
## Defining Your Unique Selling Proposition
The unique selling proposition (USP for short) is a statement that describes what makes your business different from the other businesses in your industry. It answers the question, “Why should my customers choose you over your competitors?” If you don’t have an effective USP, you may be missing a big opportunity to attract new customers and keep your current customers happy. This chapter shows you how to come up with a strong USP and how to use it to help your business stand out in the marketplace.
The USP is not the same thing as a slogan. A slogan is a catchy phrase that sums up what your business is all about. Your USP should be longer and more detailed than a slogan and should tell your customers why they should choose your business over the businesses of your competitors. In other words, a slogan is something your customers can say out loud or write on a T-shirt or bumper sticker, but a USP has to be more than that. It can’t just be a catchy slogan. It has to answer the question: “What makes you different from your competition?”
If you’re looking for a slogan, where I give you a list of catchy slogans that you can use for your own business. But if you want to know more about how to create a unique and powerful USP that will help you attract and retain customers, keep reading.
Note: In this chapter I use the term customers instead of clients or prospects. This is because I want you to think of your customers as people, not just clients or prospects. You should think of them as real, live, breathing human beings and treat them with the respect and dignity that they deserve. I also use the word business in this chapter instead of the more common term company. When you’re talking about a company, you should be thinking about the people who work for the company and the products and services that the company provides. When you talk about a business, you’re referring to the people, products, and services of that particular business. This may seem like a small distinction, but it’s important to keep in mind when you’re writing your brand and USP statements.