A brand statement is a short summary that determines the company’s core values and unique selling propositions. In other words, a brand statement tells about the idea, where it is started, and what makes it a different product or service from the competition.
Defining the brand statement and following it with a strategic plan for brand management will enhance the organization’s image and provide consistency in marketing campaigns that drive sales, increase profitability and encourage repeat customers.
To cultivate a brand that will weather any storm, follow the five D’s of branding. Design it with a defined and unique purpose, develop it with a memorable and recognizable resonance, deploy it across all mediums and platforms, discover it in different markets and people groups, and dig deep using research to defend your ideas and initiative.
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