You need a brand statement like this for better marketing
I learned a lot from working with global brands, so now, I'll help you come up with your brand statement to improve your marketing as a creator.
Hi! 👋
I learned a lot from working with global brands, so now, based on that knowledge and experience, I'll help you come up with your brand statement to improve your marketing as a creator.
Welcome (back)! 🤗
This is Petra from The Creators' Diary. If this is your first TC’D newsletter, welcome! We’re happy you’ve subscribed!
Share what you think about this issue or the questions you struggle with as a creator by simply replying to this email. A real human (Petra) reads it.
Story of the week 🗞️
When I worked with global brands as a marketing professional, companies like Nespresso, Baileys, or NIVEA, before laying down any piece of strategy or thinking of any campaign ideas, I went back to the basics.
What is the brand statement?
A brand statement is also known as the brand purpose or the mission statement, which tells everyone what the brand stands for, incorporating its core values and communicating its unique selling proposition (USP). Once you define the brand statement, it will define all marketing initiatives moving forward.
Creators, too, need to define their own brand statement to be successful in marketing themselves and their work. Here's a short lesson on how you can do that.
BRAND EXAMPLE 👇
The iconic NIVEA Crème was launched in 1911. It's been in so many people's lives and part of many fond memories. But how can the brand benefit from that past without sounding too old and outdated today?
One of the branding stones of NIVEA became: Trust. It's a spin on that history aspect, but highlighting the positive side. We've been there. We've done it. We've seen it. Trust us. And: We've been there, and we're still here. For you.
That is a very human element right there. We are more likely to trust someone we've known for a decade than a person we've met a year ago. Crispy new skincare brands have their own merit, but people always react positively to experience.
With that said, NIVEA launches plenty of new products and formulas every year that also showcase how they can keep up with the times, as well, so there's a careful balancing of reaching customers of different ages, securing sales, while keeping up with the brand's core values.
But the essence of the brand doesn't change: NIVEA defines itself as the most trusted skincare brand and found that "trust" element by changing perspective. The "old" was turned into "respected" and "trusted".
HOW TO DEFINE YOUR BRAND STATEMENT AS A CREATOR?
- Find the common vibe — the element that shines throughout all your works. Adjectives are very helpful here, but any creative and fun wordplay usually works, too. In other words: what kind of work do you create? What is the vibe? Adorable? Whimsical? Gothic?
- Remember what you create and sell — get all creative, but don't forget to be informative, too. While brand statements often stay internal (whereas slogans are used in external communications), you need to put the core information in there about what your brand does. Illustrations? Ceramics? Crochet artwork?
You need to make the creative and informative meet in your brand statement to help plan your marketing activities. It's one of those "when in doubt" situations: when lost, go back to how you positioned yourself in that statement and see what you stand for and what you should keep communicating about yourself and your brand.
Examples 👇
- Kness: The cutest ceramic shop — Kness is known for her cute and charming porcelain animal figurines. Her statement's power lies in stating the obvious and angling herself correctly towards customers ("this is what you'll get from me").
- Kevin Parry: Stop-motion animator & video wizard — Kevin is a very talented stop-motion animator, but he's not the only one. The "video wizard" label, however, catches your eye and will ring in your ear later. And, it's simply on point. He really is a wizard. Check out his content.
- Picnic Blanket: Jewellery to melt your heart — Katie literally melts glass to create her jewellery pieces, which will melt your heart because they're charming and oh-so-lovable. The statement is a clever wordplay that's also informative.
Do you have a favourite from these creator brand statements? Which one do you resonate with the most? Hit reply and let me know.
See you next week,
Petra
Petra Gönczi
