If you are marketing a small business, but have never gone through the process of crafting a brand statement, today is the day!

Brand statements define what your business does, who it serves, and how you help them.  The statement itself might not be something you use in your marketing, but the language you create and the essence of the statement can guide you through every further marketing decision you make.  Tag lines, business cards, web sites, graphic design, printed promotions, and all other collateral should ultimately tell the same story as your brand statement.

Brand statements define what your business does, who it serves, and how you help them. #smb Click To Tweet

So, what does a brand statement look like?  There are many different forms that a brand statement can take.  For those who have never drafted one before, I think that there is great value to starting with a wordier, more probing format, such as:

For ____________________________________        (state the target market)

who want or need ___________________       (state what they lack)

my company provides _______________          (state what you give them)

that benefits them by ________________        (state the primary benefit)

so they can ____________________________             (state the positive outcome)

Again, this format is lengthy, however its value is in continuing to prompt for further detail.  Once you have drafted the statement, you can distill these key words into other formats and lengths for various marketing materials. You should have a different brand statement for each target market you serve.

You should have a different brand statement for each target market you serve. #smallbiz #smb Click To Tweet

Crafting a brand statement is about knowing how to express the core purpose of your business and who it serves.  Without knowing the answer to those questions, it will be awfully difficult to communicate effectively to your target market so you can reach customers.  Creating or revisiting your brand statement is a worthwhile task at any stage of business to be sure you are on track.

If you are ready to start distilling your brand statement into useful formats, check out this blog about how to write a great tagline!