How to write a personality-packed Brand Positioning Statement that gets noticed

How to write a brand positioning statement that pops!

July 14, 2020

Are You Multi-Passionate?

Then you need an epic brand statement so you can communicate the value of what you bring to the table.

Let’s say you’re at a networking event and someone says, “What do you do for a living?” and you answer, “I’m a wellness coach”. That’s great, but what if you were able to be even more specific with how you help people transform on their wellness journey?

Instead of “I’m a wellness coach” you could try, “I’m a wellness coach for high octane women who need to ditch the caffeine rollercoaster so they can build real, lasting energy.”

Even if it’s just you running your business from the kitchen table, it’s time to start thinking of yourself as a brand–because if you’re already sharing your expertise, selling products you love, or coaching, you’re also building your own brand at the same time! Or at least you could be. And you need a smart, saucy way to tell people exactly what you do and how you can help them.

????And that starts with a snappy statement of how you help people solve their problems and reach their goals. In other words, you need a Brand Statement.

A Brand Statement (also known as a Brand Positioning Statement) allows you to cohesively pull together all those different parts of you and what you sell/offer in a compelling, persuasive, and targeted way.

You want your Brand Statement to be punchy, conversational, and memorable, even more importantly, you want your statement to be enticing and to draw in your ideal customer and get her to ask questions about what you do and how she can work with you. In this article, we’re going to show you how to:

  • Take what you do from the abstract to the super clear
  • Show the transformation someone might experience from working with you or using your products 
  • Make it interesting 

But is a Brand Statement kind of overkill if it’s just you running the show? Do you even need one? 

Yes! We think so! It’s a powerful multitasker (kind of like you!) that you can repurpose throughout your business. It can become part of your core messaging that you can tweak and rewrite as your business grows and you can even write a sub-brand statement for each program or product that you offer.

After you learn how to break down all those different things you do and ways you help people into one buzz-worthy statement, you’ll wonder how you lived without it.

As a matter of fact, you can repurpose this statement throughout your online presence:

  • On social media bios like Facebook, Instagram, Pinterest, and LinkedIn
  • On graphics
  • On speaker bios or your About page
  • On your website
  • On your business cards
  • On swag like t-shirts, water bottles, and more! 
  • In your email signature
  • And more!

So, creating a heavy-hitting brand statement is a smart idea. And to help you craft one, we pulled together a few writing exercises you can play with to write your own Brand Statement!

Hey, by the way, you can grab these for free in our epic guide to Writing a Snappy Brand Statement! Sign up below to get your copy delivered straight to your inbox.

Experiment with the following four formulas to see which one gets the ideas flowing for you and then start testing out different versions (or come up with your own “formula”). Ready? Let’s dive in. ????

Formula 1: The “Fast Transformation”

I help _________{ideal client} accomplish/go from —> transformation __________{desired outcome and identity} by _________ {what you offer} In {time frame}.

I help overwhelmed small biz owners go from number haters with receipts stuffed in shoeboxes to happy and organized by teaching them my bookkeeping system in just 3 weeks.

Formula 2: The “So That”

I help _________{ideal client} accomplish/go from/transformation __________{desired outcome} so that/so you can ________ {ultimate transformation, identity, and emotional statement}.

I help overwhelmed people (women) become balanced through holistically aligning the ____ parts of their lives so they can stop overthinking and being tired and start ______

I help frustrated women finally reach and maintain their goal weight so that they can throw their bathroom scale into the dumpster and have a healthy relationship with food . . . without ever dieting again.

Here are a few different ways to approach “so that”: 

  • So that you don’t have to worry about the 15th of the month ever again
  • So that you never skip an event again because of hormonal breakouts
  • So that you can touch your toes without pain

Formula 3: The “Mission and Passion”

I’m (focused on/obsessed with/dedicated to) to helping _________{ideal client} ____________(transformation).

I do that through:

  • A
  • B
  • C

Examples:

????I’m totally obsessed with helping women break up with dieting and effortlessly maintain a healthy weight without starving or sacrifice.

????I’m all about words and pictures … I help online entrepreneurs build a strong brand and get more clients with their voice and visuals. I help them with:

  • Branding photography
  • Copywriting for their website and emails
  • Curating their Instagram account

????My mission is to help people heal and be happy. Plain and simple.

I happen to do that through:

  • Yoga and meditation retreats for those who’ve experienced trauma
  • Customized wellness plans that include essential oils and plant-based menus
  • Small group coaching

????I’m obsessed with helping moms establish a flexible social commerce business that earns them at least $2,000 per month while being able to run their business from home if they want to.

I help by:

  • Showing women how to start their own skincare social commerce business 
  • Making suggestions for other “portable” businesses that might be a perfect match for their personality and lifestyle
  • Supporting small business owners with an online membership about marketing strategies
  • Creating branding and a website designed specifically for women-owned businesses 

Formula 4: The “Conversational Backstory”

{Short backstory}, I realized that {mission/passion/light bulb moment}. I help _________{ideal client} accomplish/go from/transformation __________{desired outcome and identity} by _________ {what you offer} without ________ {negative stress/state} so they can _______ {emotional state and identity shift}. 

????After 7 years in corporate law while trying to become a partner, be a good mom and wife, and have it all, I burned out. Big time. I discovered that I was chasing someone else’s dream and realized that there’s another way to have it all. I now help other women escape unfulfilling corporate careers so they can create a sustainable home-based business without giving up income or their happiness.

????After years of struggling to find a traditional job that fit my needs, I realized that I’d never find that “magic job”, but I needed to create my own. So I started my own business.

Fast forward 10 years later, I’ve helped over 9,000 women start and run businesses. I help women build the right business for them without being underemployed so they can support themselves and their families without sacrificing a fulfilling career and income or their home life.

PRO TIP: Write a long version, a short version, and a micro version and see how it can be adapted to different aspects of your marketing.

 

As you’re building these defining statements, you will also want to visualize what your brand look, feel, and personality is and whether it matches what you’re saying in these statements. Remember, you can create a statement for each part of your business, your personal brand as a whole, your team, and your products.  So the next time someone asks, “So, what do you do?” you’ll know exactly what to say. ????

How about a mini workbook to help make writing your Snappy Brand Statement a breeze?! We got you. Grab your guide here.

You May Also Like…

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Follow Us

Join

Subscribe to our Love Notes