Brand Positioning

It is an essential tool for any business or organization looking to establish a solid and recognizable brand. Here are some of the reasons why a brand statement is necessary:

1. Defines the Brand's Identity: A brand statement clarifies the identity and purpose of a brand, providing a clear picture of what the brand stands for.
2. Sets a Unique Position in the Market: A strong brand statement sets a brand apart from its competitors, highlighting its unique value proposition and distinguishing it in the market.
3. Builds Trust with the Audience: A brand statement helps build trust with the audience by communicating the brand's values and mission, fostering a deeper connection with customers.
4. Drives Marketing Strategy: A clear and compelling brand statement is the foundation for a brand's marketing strategy, guiding all messaging and communications to ensure consistency and clarity.

The Six-Part Story Approach

One effective brand statement creation method is the Six-Part Story approach, developed by branding expert Marty Neumeier. It is a robust framework for crafting a compelling brand statement. It helps you tell a story about your brand in six parts: the who, what, where, why, how, and when.

Using this approach, you can create a brand statement that resonates with your target audience and captures the essence of your brand's heart and soul.

In this article, we'll explore each element of the Six-Part Story and provide practical tips for crafting a brand statement that truly represents your brand.
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01. The "What" statement

— Defining Your Brand:

The first element is defining your brand. This involves answering the question, "What does your brand do?"

The answer should clearly and concisely describe your brand's products or services. Here are some tips for crafting an effective "what" statement:

1. Be specific: Use clear and concise language to describe what your brand does. Avoid vague or generic terms.
2. Focus on benefits: Emphasize the benefits your brand provides customers rather than just the features of your products or services.
3. Be authentic: Make sure your "what" statement accurately reflects your brand's identity and values.

02. The "How" statement

— Describing Your Brand's Process:

The second element is describing your brand's process. This involves answering the question, "How does your brand create value?"

The answer should define your brand's unique system or strategy to deliver customer value. Here are some tips for crafting a practical "how" statement:

1. Focus on what sets you apart: Describe the unique aspects of your brand's process that make you stand out from competitors.
2. Use concrete examples: Use specific examples to illustrate how your brand creates value for customers.
3. Keep it simple: Avoid jargon or technical terms that may confuse your audience.

03. The "Who" statement

— Identifying Your Target Audience:

The third element is identifying your target audience. This involves answering the question, "Who is your brand for?"

The answer should describe your target audience's characteristics, needs, and desires. Here are some tips for crafting an effective "who" statement:

1. Be specific: Identify the particular demographics and psychographics of your target audience.
2. Address their needs: Describe the needs and desires of your target audience and how your brand meets those needs.
3. Use language they understand: Use language your target audience can relate to and understand.

04. The "Where" statement

— Defining Your Brand's Markets:

The fourth element is defining your brand's markets. This involves answering the question, "Where does your brand operate?"

‍The answer should describe the geographical or online markets where your brand operates. Here are some tips for crafting a practical "where" statement:

1. Be specific: Identify the particular markets where your brand operates.
2. Describe the competitive landscape: Describe the competition in your needs and how your brand differentiates itself.
3. Emphasize your strengths: Highlight the strengths of your brand in each market.

05. The "Why" statement

— Describing Your Brand's Purpose:

The fifth element is describing your brand's purpose. This involves answering the question, "Why does your brand exist?"

The answer should describe the purpose and mission of your brand and the problem it solves for customers. Here are some tips for crafting a compelling "why" statement:

1. Be authentic: Describe your brand's purpose and mission in a way that reflects your brand's true identity and values.
2. Emphasize the customer: Explain how your brand's purpose aligns with the needs and desires of your target audience.
3. Keep it concise: Your "why" statement should be clear and concise but powerful enough to inspire and motivate your audience

06. The "When" statement

— Understand when your customers need you:

The sixth and final element is describing when your customers need you. This involves answering the question, "When do your customers need your brand?"

The answer should describe the situations, pain points, and desires your brand can address and solve. Here are some tips for crafting an effective "when" statement:

1. Be specific: Identify the particular scenarios or circumstances in which your brand can provide value to your customers.
2. Empathize with your customers: Understand your customer's needs and emotions, and craft your "when" statement to resonate with them.
3. Highlight your brand's strengths: Emphasize your brand's unique capabilities and powers that enable you to provide a solution when your customers need it the most.
4. Keep it concise: Your "when" statement should be clear and concise while impactful enough to resonate with your audience and leave a lasting impression.

Crafting a Compelling Brand Statement

Now that we've explored each element of the Six-Part Story approach, it's time to combine it and craft a compelling brand statement. Here are some tips for synthesizing your Six-Part Story into a single, powerful statement:

1. Keep it short: Your brand statement should be at most one or two sentences.
2. Emphasize your unique value proposition: Highlight what sets your brand apart from competitors.
3. Use clear, concise language: Avoid jargon and technical terms that may confuse your audience.
4. Be authentic: Make sure your brand statement accurately reflects your brand's true identity and values.
5. Test it with your target audience: Get feedback from your target audience to make sure your brand statement resonates with them.
   

Where to Apply a Brand Statement

A brand statement can be applied across a wide range of marketing and branding initiatives, including:

Website:

A brand statement can be prominently displayed on a website homepage to introduce the brand to new visitors and reinforce its value proposition to returning customers.

Social Media:

Social media platforms like Twitter, Instagram, and LinkedIn provide an opportunity to include a brand statement in the bio section, providing a clear and concise message to potential followers.

Advertising:

A brand statement can be used as a tagline or headline in advertising campaigns to grab attention and communicate the brand's unique value proposition.

Collateral Materials:

A brand statement can be included in marketing collateral such as brochures, business cards, and sales sheets to reinforce the brand's messaging and value proposition.

The Harley Example

HARLEY DAVIDSON
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HOW: that makes big, loud motorcycles
WHO: for macho guys (and macho wannabees)
WHERE: who live mostly in the United States
WHY: who want to join a tribe of cowboys
WHEN: in an era of decreasing personal freedom

In conclusion, the Six-Part Story approach is a powerful tool for crafting a compelling brand statement that truly represents your brand; by answering the "what, how, who, where, why and when" questions, you can create a clear and concise statement that communicates your brand's identity, purpose, and value to your target audience. With a strong brand statement, you can build a powerful brand that resonates with your audience and sets you apart from competitors.