Most people can identify the elements that make up a brand’s visual identity—color palette, typography, and logo marks, to name a few. But what does your brand need to develop for a compelling verbal identity? Here at Fig Industries, we believe these pieces of content, known as brand statements, are the foundation of memorable brands, informing how and why you conduct business.
TAKEAWAY #1: Brands that withstand the test of time know what they do and why they do it.
There are two categories of brand statements you should have that serve two unique audiences.
Internal statements are used to communicate with and inspire your team. These include: A Positioning Statement that explains what you bring to the market, a Vision Statement that answers ‘What is our impact?’, and Values that define the culture of your organization.
External statements are used to communicate with your target audience and inspire them to join in what you are doing. These include: A Mission Statement that clearly defines what you do, a Purpose Statement that explains why you do it, and when needed, a Tagline that is concise and compelling.
TAKEAWAY #2: Each of your brand statements play a unique role in your messaging.
Taking the time to build out each of these statements sets the tone for your marketing strategy moving forward so you can consistently tell your brand’s story and effectively communicate through refined messaging. In these statements, every word matters, which is why our team brings a thoughtful approach when partnering with our clients to define each one.
TAKEAWAY #3: Building out your brand statements allows you to better capture your target audience and get buy in from your team.
Project Feature: Fig Industries Brand Refinement
As Fig Industries has grown over the past several years, our team decided it was time for a brand refinement in 2023. These refinements included defining a mantra to complement our primary branding and adding a motion badge to our logo standards as well as updating our internal and external statements to better reflect who we are as a studio today.