A brand statement distils the essence of your brand into just a few sentences. It’s more than a piece of marketing jargon — it’s an internal compass that can guide your decisions, shape your communications, and ensure your business stays true to what it stands for.
Even if you never look at it again, the act of creating it will clarify your thinking and strengthen your strategy. Here’s why that matters.
Photo by James Healy from Unsplash
What is a brand statement?
A brand statement is a short, foundational document that answers key questions about your brand:
- Who are you?
- What do you stand for?
- What impact do you want to make?
It can be completed in less than an hour, yet the benefits are long-lasting. Whether you’re a solopreneur or a growing team, a brand statement creates a central reference point that informs your identity, tone, and strategic direction.
Why It Matters — Especially for Small Businesses
When you run a small business, it’s easy to feel like you know your brand inside and out. But the act of writing it down makes things clearer — not just for you, but for everyone you work with.
Your brand statement captures your mission, values, personality, and positioning in a format that’s easy to revisit, share, or use as a decision-making tool. It becomes a promise — to yourself, your team, and your clients — that defines what people can expect from your business at every touchpoint.
What Should a Brand Statement Include?
While there’s no strict formula, a strong brand statement often answers questions such as:
- What impact do you want to make?
- What do you want clients to feel when they engage with your brand?
- What three words best describe your brand?
- What do you believe in, and how do you express that in your work?
I’ve worked with many passionate founders and small business owners, and the most powerful brand statements often come straight from the heart — refined by market research, customer insight, and lived experience. It’s a mix of aspiration and clarity.
How to Use Your Brand Statement
Creating your brand statement is just the beginning. You may not refer to it every day, but it will become a vital reference point when you:
- Choose a business name or sub-brand
- Develop your brand identity or tone of voice
- Write your elevator pitch
- Create website content or marketing copy
- Brief designers, writers, or new team members
- Launch a new product or service
- Evaluate whether a new opportunity aligns with your values
TIP: Write your three brand keywords on a sticky note or poster and place it where you’ll see it daily — it’s a powerful anchor.
Three Reasons Every Business Needs a Brand Statement
- It clarifies your core identity.
Even if you think you know it, seeing your values and vision written down can sharpen your thinking and boost confidence. - It speeds up decision-making.
Whether you’re briefing creatives or making strategic choices, your brand statement helps you stay focused and aligned. - It builds consistency.
As your brand grows, a clear statement helps maintain a cohesive experience for customers, even as your team, products, or messaging evolve.
Ready to Craft Yours?
I have developed a process to work with my clients to help them craft the perfect brand statement. Get in touch to find out how I can help you.
Copyright © 2019 Andrea Matias
You may also be interested in this blog: