How to Write A Brand Statement

“What do you do?”

This simple question can sometimes leave you stumped and struggling for the words to condense your all-consuming entrepreneurial journey into a concise, memorable answer.

The reality is, if you struggle to articulate what you do or what it is your business does, your potential clients will struggle to understand, too.

As you look to build the foundations of your business, developing a Brand Statement should be at the top of your list of priorities. Let’s put pen to paper and get clear about who you are and what you have to offer by crafting a formal Brand Statement.

What is a Brand Statement?

A Brand Statement is a clear and concise explanation of what your business offers, its unique approach, and what makes it different from others in the same space. It should be condensed, to the point, and easy to share. Think of it as an elevator pitch that communicates the overarching mission and value your business provides.

Why do I need a Brand Statement?

Brand Awareness
Having a clear, concise, and easy-to-remember brand statement gives your audience quick clarity around your business, offerings, and value proposition. Whether it’s in person or online, having a consistent brand statement that you can rinse and repeat helps to build brand awareness with new and existing customers.

Consistency
Crafting a brand statement helps you stay consistent in your messaging. As you continue to repeat your brand statement through your messaging, website, visuals, captions, ad copy, and more, your audience will begin to understand and remember exactly what your business is and what they can come to you for. Having a clear and concise brand statement makes your brand memorable and shareable.

Confidence
When you aren’t able to succinctly articulate who you are or what your business does, you not only feel less confident in yourself and your venture, but your audience might not feel confident that they are a fit. We want to be clear and concise in articulating what we do, who we do it for, and how we do it, so that the audience on the receiving end can get on board and understand how they can benefit from what we have to offer.

Clearly defining your Brand Statement means:

….You’re more confident and clear when answering the question, “What do you do?”

….You no longer fumble your words or talk in circles when trying to articulate all that your work or business entails.

….You can easily attract the right clients and repel the wrong ones.

….People understand exactly what you do and can refer others to you.

…. You know exactly what to put on your website and Instagram bio.

…. New visitors to your website or Instagram quickly understand what they can expect from you and your brand.

Think of sharing your brand statement like playing a game of telephone. Remember that game? One person starts by whispering a short phrase or sentence into their neighbor's ear. Then, that neighbor shares it with their neighbor, until it makes its way around the group. Finally, the last person shares what they *think* the phrase is. Most of the time, the original phrase is completely butchered, or is a completely different compilation of words all together!

Think of your brand statement like your telephone phrase. We want it to stay in-tact as it reaches your audience. How? Keep it clear, concise, and memorable enough to make from you to your audience, and your audience to their audience. Not only are you aiming to build awareness for your business or brand, but making it easy for people to share with others.

1. Define Your Brand Foundations:

Your Brand Statement should clearly communicate each (or most) of these core foundations of your business:

1. Who You Are (Type of Business or Personal Title)

2. What You Do (Your Offering/Solution and Transformation)

3. Who You Do It For (Target Market)

4. How You Do It Differently (Value Proposition)

2. Craft Your Brand Statement

Once you’ve defined your Brand Foundations, it’s time to take these key components and phrases into your own Brand Statement. Below, you’ll find my outline for a service-based business. See below my plug-and-play prompt to help you craft a one-sentence statement, pulled from my Brand Statement Blueprint (more on that below!).

*Preview of my plug-and-play framework for a service-based brand. Download the full Brand Statement Blueprint* *here.*

Every brand statement is unique. It’s up to you to find the right way to communicate your offerings in a succinct way, using the above list as a guide to get your mind swirling about key words or phrases that can help you craft your brand statement.

As you build your brand statement, I also recommend having (2) versions:

Long Version: Perfect all-encompassing Brand Statement to use on your Instagram bio, website, about page, and to guide the overall messaging for your brand.
Shorter, Condensed Version: Use as your elevator pitch for conversations and introductions, or condensed statements throughout your marketing and promotional materials, focusing on the target audience and transformation you provide.

Here are some examples of well-crafted Brand Statements:

Solopreneur · Example: Brand Strategist

Brand Statement: I help coaches clarify their message through brand storytelling, so they can confidently market themselves and grow their business.
Condensed→ Helping coaches grow their business through brand storytelling.

Creative Service Provider · Example: Interior Design Studio

Brand Statement: Award-winning residential and commercial design studio curating lived-in spaces that feel like home for clients on the east coast and beyond.
Condensed→ Curating lived-in spaces that feel like home.

Product-Based Business · Example: Beauty Brand

Brand Statement: Clean beauty brand equipping pre-teens looking to start their beauty routine with makeup and skincare products that enhance natural beauty and boost confidence from the inside out.
Condensed → Helping young girls boost their confidence from the inside out with clean beauty products.

Service-Based Business (Hospitality) · Example: Restaurant

Brand Statement: Farm-to-table craft pizza serving up guilt-free indulgence to Kansas City and beyond through quality ingredients, local sourcing, and darn good food.
Condensed → Farm-to-table, craft pizza serving up guilt-free indulgence.

Craft Your Own Brand Statement

Now that we’ve gone over the basic framework and reviewed examples, it’s time to build your own with my Brand Statement Blueprint.

This blueprint will take you through each of the steps for crafting your statement, as well as a plug-and-play worksheet depending on the type of business you are: solopreneur, service-based business, or product-based business. Download the resource and print out the pages relevant to you so you can pull together your own brand statement with ease and guidance.

Inside, you’ll walk through my simple, 4-part framework to craft a brand statement that:

→ Clearly defines who you are and what you offer
→ Attracts your ideal audience
→ Highlights what makes you different
→ Lays the foundation for your marketing, messaging, and more

And the best part? It’s crafted in collaboration with a seasoned copywriter, so you know it’s not just fluffy filler — it’s built to work.

Put Your Statement To Work

Once you’ve crafted your own brand statement, it’s time to put that statement to work! You can incorporate your brand statement in the following places:

Social Profile Bio
Email Signature
To Guide Your Website Copy
To Inform Your Brand Messaging
Welcome or Services Guide
And more — see the full checklist in the Brand Statement Blueprint!

How To Write A Brand Statement

“What do you do?”

What is a Brand Statement?

Why do I need a Brand Statement?