BRAND STATEMENT

The Brand Statement is the synthesis of a brand. It is a powerful tool that facilitates the definition of the positioning that a brand will have in the market, and what direction it should take to achieve it; internally and in service and communication.

First, examples are given and, finally, the structure that shapes the Brand Statement.

Examples:

Netflix

1. The largest video streaming company offering original content
2. with partners and own producers
3. that uses the widest range of creative talent
4. that frees from the constraints of the traditional pressures of TV and cinema
5. consistently developing irresistible shows and series
6. at a time when the Internet has transformed our old habits.

Harley-Davidson

1. It is the only motorcycle manufacturer
2. which produces large and noisy motorcycles
3. for macho guys (or wannabees)
4. mostly in the United States
5. who want to join a gang of cowboys
6. in an era of diminishing personal freedom

Patagonia

1. The most sustainable and environmentally friendly company
2. that produces functional and ethical clothing and equipment
3. for outdoor adventure enthusiasts
4. which sells online and in stores in 70 countries
5. and uses its business success and platform for action on environmental issues
6. at a time when fast fashion companies dominate the market.

The White Stripes

1. The only pop duo
2. thst records crude but hip rock songs
3. for young urbanities
4. in the United States and first-world countries
5. who seek authenticity
6. in an age of over-produced music that anyone can make

Brand Statement structure

1. What. What it does in a big industry.
2. How. How is particular, special, in that industry.
3. Who. To which people or group of people it is focused on.
4. Where. What is the main geographic area of focus.
5. Why. What your customers are looking for from you, why they would prefer you.
6. When. At what moment in time is it located, how is that reality that you want to overcome.