How to Craft a Compelling Brand Impact Statement

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One of the main goals of branding your business is to communicate how you help people – the impact you have on their lives. Simply put, your audience wants to know how your brand will make their life better. One easy but powerful way to communicate that impact is to create a compelling brand impact statement.

Less is more

I meet with a lot of entrepreneurs and business owners, and whenever the question comes up, “what do you do?”, I often get lengthy, meandering responses. The reason for this is that most people don’t take the time to break down what they do into one simple, clear, easy-to-understand statement. Instead, they try to describe everything they do. After all, more is better, right?

Not in this case.

When it comes to crafting a compelling brand impact statement, less is more.

So what makes this little statement so powerful?

The powerful results of a well-crafted impact statement

Your impact statement can do a lot more than simply describe what you do. A well-crafted impact statement can help you:

• Attract the right customers by communicating more effectively
• Create marketing content for your customers that speaks directly to their wants and needs
• By acting as your “North Star”, guiding you toward reaching your business goals
• Get focused on one big idea and drive it home with everything you create

How to Craft Your Impact Statement

Here’s the simple 3-part formula for creating a powerful impact statement:

I help ________
(do) ________
So they can ________

You just need to answer these three questions simply and clearly.

Let’s break it down a little and look at some examples.

1. Who do you help?

Be specific here. Who’s your ideal client, what target market do you serve? “Busy female entrepreneurs” is much clearer and more effective than “women.”

A few examples:

A relationship counselor: I help couples in relationship…

Fitness instructor: I help busy female entrepreneurs…

Branding and marketing consultant: I help independent business owners…

2. What do you help them do?

What’s your product or service? What does it do? Don’t try to share everything you do here, just chunk it down into one big idea.

Some examples:

A relationship counselor: …communicate more effectively…

Fitness instructor: …unplug and focus on their fitness…

Branding and marketing consultant: …build unique brands and create powerful marketing…

3. So they can…

What is the impact your brand has on them? How is their life better because of your product or service? What does their transformation look like? This is the most important part of your impact statement, so spend some time getting it right.

Examples:

A relationship counselor: …so they can feel more connected and grow closer together.

Fitness instructor: …so they can get stronger and feel more confident throughout their day.

Branding and marketing consultant: …so they can attract the right customers and grow their business.

Putting it all together

Once you’ve answered these questions, put it all together and you’ll have a very compelling brand impact statement. Here are the results of my examples:

A relationship counselor: I help couples in relationships communicate more effectively so they can feel more connected and grow closer together.

Fitness instructor: I help busy female entrepreneurs to unplug and focus on their fitness so they can get stronger and feel more confident throughout their day.

Branding and marketing consultant: I help independent business owners build unique brands and create powerful marketing so they can attract the right customers and grow their business.

Take action

It’s time for you to craft your own impact statement. It shouldn’t take long, just remember to keep it short and sweet.

Once you have your statement start using it everywhere. Add it to your website, share it on your social media posts, and use it every time someone asks you, “what do you do?”

You might be surprised at how much more interested people become when you communicate simply and clearly.

I’d love to see your work! Share your brand impact statement in a comment below or in our Facebook group.