Writing Your Website Branding Statement

How to Write Your Website Branding Statement

How many times have you landed on a website from a Google search and ended up clicking the back button because you couldn’t figure out if you were in the right place?

At the time of writing this post, it happened 9 times to me today.  

You’re busy and if you’re searching for zyx, land on a website that has nothing to do with what you’re looking for, guess what you’re going to do?

Whether you’re building your first website or have one that’s already done, does your home page instantly tell your website visitor in 7-10 seconds who you are, what you do, and who you serve?

In this video lesson, you will learn how to write a branding statement for the hero section of your website (which is the very first thing a website visitor sees on your home page).

You’ll see some examples of branding statements, learn some different formulas, and then do a quick writing exercise to practice what you’ve learned in the video.

By the time the video is done, you’ll know exactly what to write for your own branding statement, even if you have trouble putting words to paper.

and the best part…you’re branding statement can change as your business changes, so nothing is carved in stone.

I hope you find the tutorial helpful and I look forward to seeing what you’ve written for your branding statement.

Until next time, Stay Inspired.

Gisèle Grenier

Gisele Grenier sitting at her desk

I help female solopreneurs like you by teaching (in a non-geeky way) how to confidently build, grow, and market your website so you can showcase your products and services to the right people.

Display Transcript

Transcript without Timestamps
Hi, everybody. Gisèle Grenier here in the video tutorial for today, I’d like to talk to you about the brand statement that goes in the hero section of your website. We have a bunch of words there. A hero section of your website is the top part of your website. The first thing that people see when they get to your website. And typically it’s some type of graphic with a statement that tells people who you are, what you do and how you serve them.

And depending on how long it gets, the benefits, OK, because you really have about 7 to 10 seconds to get somebody’s attention, to get them to scroll down the page, to look at the rest of your website. What I’d like to do is go to a couple of examples that I have to show you what I’m talking about. And then I’d like to invite you to work on an interactive writing exercise to get you to write your own branding statement.

All right. So we’ll start with mine. So here’s my branding statement. I’ve got a picture of myself working on a laptop, teaching business owners how to confidently build, grow and market their website so they can showcase their products and services to the right audience. Clear and concise. It’s not frilly, doesn’t have any purple unicorns and glitter spouting out their ears. It’s clear and concise. What you want to do is avoid cleverness because you want to be clear.

If people have to try to figure out what you’re trying to say or what you’re doing. They’re going to click back and go to the next website in their Google search.

The next one I’d like to show you is NV Access. This is the company that provides the software that I use to test out websites that Joe and I create when we do one on one website work for accessibility for the blind and visually impaired. And their hero statement is here. Two gentlemen here. We believe that every blind and vision-impaired person deserves the right to freely and easily access a computer. I know what they do, but if you’ve never heard of them before, you may not necessarily know what they do.

You see download. OK, well then maybe they have software.

So this is more of a mission statement because it doesn’t really say what they do. OK, if you’re on a phone, that’s going to be an issue. But on the computer, depending on the size of your screen at the bottom says we create the software, which makes that possible. I would have liked to have seen that in actually in this section right here, because on a phone that may not show up and actually just test that.

So I’m just going to resize the screen. Yes, see it show up. So, you know, you just have to scroll down a little bit, whether somebody does that or not, I don’t know. OK, but I really like their website.

Jasmine Star, Queen of Instagram. So, hi, I’m Jasmine Star, a photographer and business strategist who empowers entrepreneurs to build a brand, market it on social media and create a life they love. Now to create a life they love. That’s a term that’s used an awful lot. But Jasmine knows her stuff and it tells you exactly who she is, what she does and how she serves her people. And then it gives you, you know, more about Jasmine.

You can get more information. She’s phenomenal. Absolutely phenomenal. And then we have Airstory. Now Airstory is part of a brand from Joanna Wiebe. Copy Hackers. Copy Hackers is a conversion writing site. She’s a conversion copywriter and she also has a copywriting school. I went through the whole thing called copy hackers or copy school, I should say. And this Airstory is an app that she had created to help writers.

The website explains a lot better than I do “Where Pro Writers do the Work. Turn your research into writing for copywriters, journalists, academics and bloggers.” Try it now. So on here first read doesn’t really say that it’s software. I know it’s software but says try it now so you may have an idea what it is, but this is basically the hero section of the website. Then we have Missinglettr, I use Missinglettr when scheduling out posts. Missinglettr helps you create up to 12 months of social posts from one blog post so you can drive more traffic to your website on autopilot.

That right there is the kicker for me. Drive more traffic to your website on autopilot to me that saving time. Big benefit. So that’s theirs. Their hero section right here with their text. Tells you who they are and what they do and the benefits. So what I want to do now is I’m going to go over to a Google doc and we’re going to do some examples here. So there are formulas out there, depending on who you talk to.

I am not a brand strategist or expert.

I’m a web designer. But I also work with branding and I work with accessibility, compliance and, you know, colour theory and all that stuff. I kind of put everything together, Joe and I do what I one work.

But through the It’s Just G brand, I teach you how to do that. And part of that is creating brand statements, you know, choosing your colours and all that stuff. But branding is so much more than just that. It’s a whole where your business has a life of its own and there are strategists that do that. That’s their specialty. What I want to do is basically help you define that statement in your hero section to get people who know exactly who you are, what you do, who you serve, and also the benefits, depending on how long it’s going to be fast.

Keep it clear, concise and fast. So the first example, we’re going to pretend that we’re writing a branding statement for a chef that’s created a recipe book that are 15-minute recipes that, you know, budget recipes. OK, so we’ll go here.

And I’m thinking now if I’m going to basically talk about the formula. So if we work with the formula, get out of the way product and then a joining word and then that and then what service does. So you can and then results.

I know that looks weird, but let’s put that into practice. So the product is 15-minute recipes. And then the cost under five dollars. OK, and then the benefits are getting a healthy supper on the table, that’s the result. So get.

Healthy supper on the table, and when you’re thinking 15-minute recipes, that’s fast, and I know that when. The kids were young, we wanted to spend time with them, not spend so much time in the kitchen, because we at that time we lived in an apartment with a little galley, then you only fit Joe and I in there because it was so small the kids wouldn’t be watching TV or whatever. So make supper fast, get out of the kitchen and get at the table to spend more time with them.

So I’m thinking, OK, we’ll spend time with the family.

So if we use this formula product joined that what service does. So you can results. I know it sounds weird but thinking OK, so let’s work with 15 minute recipes.

Costing under five dollars. OK, so that so that’s the join word that gets a hell of a help, so I’m sorry about the earmuffs that get gets a healthy supper on your table, so you can spend more time with family and less time in the kitchen. So you see how I kind of work that out.

I mean, not perfect, but so I get my mouse to show you. So the product is the 15 minute recipes costing under five dollars and then. That there’s your join word what service does gets a healthy supper. Get a healthy supper, 15 minute recipes that get a healthy supper on your table. So that’s what the service does or the product does, get a healthy supper on your table so you can spend more time with family and less time in the kitchen.

So you’ve got the product. You’ve got what the product does. It doesn’t have to be a service, could be a product. So you can and then the benefit. OK, so we’ve identified the product, we’ve identified what it does and we identified the benefits. OK, and who you’re talking to is family. So we’ve got the word family in there.

And let’s try a different way. OK, I’ll work with mine, so OK, so with I do training and part of the training is I provide the templates. Let me just move down a little bit more. So the product, are modern templates.

Sorry, I just bought a new laptop and the keyboard layout is different than my old ones, so lots of typos. OK, so modern templates and then easy to follow training now, easy to follow is a feature.

It’s not a benefit. The benefit is how the person benefits from that service. So easy to follow training. The benefit will be to save time. That’s the benefit. So modern templates and easy to follow training and is for business owners.

So I would write this… Modern website templates and “the product” easy to follow training.

And then so product…that modern website templates and easy to follow training that.

And then what the product or service does that is meant to work fast, so that gets your business.

Online in days, not months, there’s a benefit that’s clear, concise now I can build this up a little bit more to say, you know who I am. So I would say I’m a website designer that creates modern Web site templates and easy to follow training that gets your business online in days, not months. So I can add to who I am in here. But this is pretty straightforward when you talk about business that you’re talking to business owners.

And so this is pretty clear, but I could probably expand a little bit more now. I’m going to write this one now. I was doing some searching, looking for little vintage country dresses, my newest grandchild she just turned one. And of course, I would love to get her little vintage country dress. Ava had one. And of course, she was gorgeous in that little dress. And I was doing some searching. And I thought, OK, how about to use that as an example?

So the product. So you are a designer. You design a custom, no, you don’t design custom clothes, you’re a fashion clothing designer that designs clothing for toddlers, unique clothing, you wouldn’t be marketing to big box stores. You’re you’re more of a real niche. So the product is clothing for toddlers. We’re focusing on a very specific, specific outfit though, and your name is Mary Smith. Let’s say so. I’m going to define who you are.

So Mary Smith, Marcy Smith. And fine Marcy Smith Designs Vintage. So the product is vintage country dresses. For who? For toddlers. And then. The benefits, so if we talk about what do you think when we dress kids in, you know, really pretty outfits and that it’s not for the benefit of the child is the benefit of the parent, because they’re all they’re so cute. So we think, OK, so Marcy Smith designs vintage country dresses for toddlers so they can play.

The part of a cute little country girl, and you can go for that and to really niche you stuff down because I remember when the kids were small and, you know, dressing them up and little jean overalls that they were uncomfortable. So you could say Marcy Smith designs vintage country dresses for toddlers so they can play the part of a cute little country girl and be comfortable all day long. What kind of benefit is that?

That’s awesome and be comfy all day long. So. Who you are, Marcy Smith, Marcy Smith, what you do designs vintage country dresses for who? For toddlers, so they can play the part of a cute little country girl. There’s one of the benefits and another benefit. And to be comfy all day long. That has everything, the product, what it does and then the results, the benefits has got a whole bunch of stuff in there.

So let’s work on another formula so we can think of the who and then the product. What the product does and then so you can that’s the joining and then the results. So what I’m going to do is I’m going to give you the basis of what you’re going to write the brand statement for. I want you to pause the video and I want you to write it out so you can have an idea to try to massage this and then hit play again.

So you’re going to be writing a brand statement for Amber Mills, who’s a graphic designer, and her specialty is creating branding packages. Now, when I say branding packages? She creates the business card, the logo and all the stationery and all that stuff, stationery, is that even used anymore? She creates a branding package for businesses under seven days. It’s fast. A really, really fast service. So the who. So let’s just write this in here.

So who is Amber Mills?

The product is branding packages. And what the product does. Where’s my mouse, sorry. And it’s a business branding package, which is business cards, logo, stationery, nobody uses that anymore, show business cards and a logo. And then so you can have the result is basically a fast delivery. Seven days. OK, so what I want you to do now, just with only having that. Amber Mills, who she is, she’s a graphic designer, forgot to put that in there.

So Amber Mills, graphic designer, she creates branding packages and which is business cards in a logo, and she delivers it fast. So hit pause on the video and then just draft something out really, really quickly. Doesn’t to be perfect and then hit play again.

So how did you do? All right, so I would turn around and I would think of, you know, making it really simple. Amber Mills, graphic design services, OK, who she is, what she does, she does graphic design services. And what she does is creates she will create Amber Mills graphic design services, creates a complete. Oh, my goodness, I’m going to have to get used to this laptop. Complete professional.

Could be modern, professional, would assume corporate, but what if she did graphic design services for. New moms who are just getting into business, so you could work that in as well, so it could be complete fun and eclectic, you know, Branding packages, but I’m going to leave it with complete, professional looking branding package for your business.

In under seven days, oh, my goodness, Amber Mills Graphic Design Services creates a complete professional looking branding package for your business. In under seven days, OK, who she is, what she does. The results. Fast delivery, seven days, that’s almost like a benefit, too, because it’s fast saves time. So that would be perfect for a hero section because it tells the whole story. It can be massaged a little bit with some text, but it really it tells the whole story.

Let’s go. Let’s continue on with this graphic designer. So. Let’s say, Amber. So this statement here, which creates professional looking branding package for a business in under seven days. OK, that’s more corporate. What about if the ideal customer was a youth startup business? So how would we work that and let’s say she designs business cards and a logo for youth, startup business. So you could write it down.

OK, this is now. I wasn’t planning on this one. Amber Mills designs high quality business cards. High quality logos and business cards. For youth startup businesses. So this statement here is basically who she is, what she does and who she’s doing it for. There’s no benefit statement there , because it’s so short. Who she is, what she does, who she serves. You could add a benefit in there and make a little bit longer.

What you want to avoid is having like even my particular branding statement is a little long. I need to break that up a little bit more. But you get the point of how you can massage it. Why do you do what you do? That could be another thing is your passion. Why did you get into business for yourself? You know, don’t say making money, because that’s not an answer. But you can also add why you do what you do.

Let’s do it this way.

Amber Mills designs high-quality logos and business cards. For youth, I have a headache, start up, businesses to help them become successful entrepreneurs for the future. That might be a bit wishy washy, so who she is and what she does, she designs high quality logos and business cards. Who does she do it for? Youth startup businesses. And the benefit is her passion, like why she’s doing it because she wants to help them become successful entrepreneurs of our future or the future.

I’d have to do some grammar checking on that Grammarly is not saying it’s wrong, so but it doesn’t sound right. But you get the point of where I’m trying to word that. What I want to do now is, you know, the one that we did about the Marcy Smith designs. Let’s take that and let’s bring that down here. Opsie, let’s try that again. Where I worded Marcy Smith designs vintage country dresses for toddlers so they can play the part of a cute little country girl and be comfy all day long.

Let’s try. PollyWally creates (get rid of the word designs) vintage country dresses. For little girls, so they can look cute and be comfortable all day long, so this is even more specific, not just toddlers.

I mean, we want to be gender-neutral, but you can be even more specific. You can say PollyWally creates vintage country dresses for little city girls. You know, let’s say she only creates these little designs. A little country dresses for girls that live in the city. So you could be even more specific with stuff like that. So that all depends on, you know. On the client, but for yourself.

You could really niche down to to really attract the right people to contact you, because the more specific you are in your statement, the more likelihood that you’re going to attract the right person. Let’s go with the cooking one again. The chef that has written a recipe book for the 15 minute recipes. Let’s flip it around. So instead of the budget recipes, let’s just say that there are 15 minute recipes. OK, so what I’m doing is saying it’s more of a broad thing now, 15 minute recipes. I can go to Google and search for 15 minute recipes and have to spend all my time looking there.

I love working from cookbooks myself so we can work it out as a mission. Our mission, and we’ll call it Simple Plate.

yeah, Simple Plate, that gives the impression that the recipes are simple, at Simple Plate is creating fun and healthy recipes that can be on the dinner table, on your dinner table in under five minutes in under 15 minutes.

So our mission to make it look like it’s the why. The why is the chef wants you to spend more time with your family in less time cooking. So our mission is Simple. Plate is creating fun and healthy recipes that can be on your dinner table in under five minutes. So when we say creating fun and healthy recipes, there’s an assumption there it’s for your family, but you can be even more specific. We’ve got the who, the what and the result.

You’ve got that there. So you can see where I can take a statement and write it a few different ways, depending on whether there’s a result, whether there’s a benefit, you know, whether the who is who you are, whether it’s a person or a brand. There’s different ways of writing it. You just have to take the the fundamentals, the actual basics of and think of this as a recipe too the ingredients are the who, the product, what it does and then the benefits.

So those are your ingredients, the one, two, three, four ingredients, and then you kind of have to word them around. And the one thing I would say is when writing your statement to make sure that you’re identifying your ideal customer, saying “you”, you know, really identify them as “who” they are or use the word “you” to make it look like you’re talking to the person. So that’s why I say our mission is at Simple Plate is creating fun and healthy recipes that can be on your dinner table in under five minutes. Not the dinner table.

PollyWally creates country vintage dresses for your little girl so she can look and look and be comfortable all day long. I like the word comfy better when it comes to stuff like that. So Marcy Smith designs vintage country dresses for your toddler.

Your toddler, so they can play the part of a cute little country girl and be comfy all day long, you can see where I’m going here. So there’s a bunch of different ways to do this. So, again, this is a DIY thing. I mean, you can hire a brand strategist, you know, pay them thousands of dollars to do this. And you could come up with something absolutely amazing. But this is a really good way to start out, especially if this is your first time with your first Web site or let’s say you’re redoing your website just to get that hero section up there.

Remember, you only have about 7 to 10 seconds to connect with the person that’s at your website. What you want to do is you want to repel people that are not your people and you want to bring in the people that are your people. So that’s why you identify who you are, what you do, who you do it for. And then depending on the length of it, you know, get some benefits in there and some results. All right.

So I would love, love, love, love for you to try this exercise. And then depending on where you’re watching us, either comment below with your brand statement or if you’re on the website, click the contact link and send it over to me. I would love to take a look at it. If you’re getting stuck on this part, it might be because you’re overthinking it. I know it took me quite a long time to get my very first one.

Keep it simple. Work with those four ingredients and just massage it a little bit because it’s not carved in stone. You can tweak it down the road. When I did my first branding statement, I was working with business owners. Then it was Female business owners. Now it’s female solopreneuers, I’m niching down, niching down, because of who I want to attract. And as you know, as you’re in business, you know, whether you’re just starting out, you’ve been in business for a year or two years, five years.

As you start going, your business adapts. So you might be finding that you prefer attracting these people versus these people. So your messaging is going to change. You want to make sure that when people land on your website, they know right away if they’re at the right place. So I hope that you enjoyed this material. I know it’s a little bit of a different way of approaching how to write a branding statement for your hero section on your website.

And I would love to hear from you. So again, comment below. Hit the contact link on the website and send me over your branding statement or any questions, and I’d be happy to take a look at it. So until I see you in the next video, stay inspired.

Transcript with Timestamps
Hi, everybody. Gisèle Grenier here in the video tutorial for today, I’d like to talk to you about the brand statement that goes in the hero section of your website. We have a bunch of words there. A hero section of your website is the top part of your website. The first thing that people see when they get to your website. And typically it’s some type of graphic with a statement that tells people who you are, what you do and how you serve them.

[00:00:33.860]
And depending on how long it gets, the benefits, OK, because you really have about 7 to 10 seconds to get somebody’s attention, to get them to scroll down the page, to look at the rest of your website. What I’d like to do is go to a couple of examples that I have to show you what I’m talking about. And then I’d like to invite you to work on an interactive writing exercise to get you to write your own branding statement.

[00:00:59.600]
All right. So we’ll start with mine. So here’s my branding statement. I’ve got a picture of myself working on a laptop, teaching business owners how to confidently build, grow and market their website so they can showcase their products and services to the right audience. Clear and concise. It’s not frilly, doesn’t have any purple unicorns and glitter spouting out their ears. It’s clear and concise. What you want to do is avoid cleverness because you want to be clear.

[00:01:28.130]
If people have to try to figure out what you’re trying to say or what you’re doing. They’re going to click back and go to the next website in their Google search.

[00:01:38.330]
The next one I’d like to show you is NV Access. This is the company that provides the software that I use to test out websites that Joe and I create when we do one on one website work for accessibility for the blind and visually impaired. And their hero statement is here. Two gentlemen here. We believe that every blind and vision-impaired person deserves the right to freely and easily access a computer. I know what they do, but if you’ve never heard of them before, you may not necessarily know what they do.

[00:02:11.920]
You see download. OK, well then maybe they have software.

[00:02:14.800]
So this is more of a mission statement because it doesn’t really say what they do. OK, if you’re on a phone, that’s going to be an issue. But on the computer, depending on the size of your screen at the bottom says we create the software, which makes that possible. I would have liked to have seen that in actually the this section right here, because on a phone that may not show up and actually just test that.

[00:02:43.340]
So I’m just going to resize the screen. Yes, see it show up. So, you know, you just have to scroll down a little bit, whether somebody does that or not, I don’t know. OK, but I really like their website.

[00:02:59.570]
Jasmine Star, Queen of Instagram. So, hi, I’m Jasmine Star, a photographer and business strategist who empowers entrepreneurs to build a brand, market it on social media and create a life they love. Now to create a life they love. That’s a term that’s used an awful lot. But Jasmine knows her stuff and it tells you exactly who she is, what she does and how she serves her people. And then it gives you, you know, more about Jasmine.

[00:03:27.870]
You can get more information. She’s phenomenal. Absolutely phenomenal. And then we have Airstory. Now Airstory is part of a brand from Joanna Wiebe. Copy Hackers. Copy Hackers is a conversion writing site. She’s a conversion copywriter and she also has a copywriting school. I went through the whole thing called copy hackers or copy school, I should say. And this Airstory is an app that she had created to help writers.

[00:04:02.310]
The website explains a lot better than I do “Where Pro Writers do the Work. Turn your research into writing for copywriters, journalists, academics and bloggers.” Try it now. So on here first read doesn’t really say that it’s software. I know it’s software, but says try it now so you may have an idea what it is, but this is basically the hero section of the website. Then we have Missinglettr, I use Missinglettr when scheduling out posts. Missinglettr helps you create up to 12 months of social posts from one blog post so you can drive more traffic to your website on autopilot.

[00:04:38.100]
That right there is the kicker for me. Drive more traffic to your website on autopilot to me that saving time. Big benefit. So that’s theirs. Their hero section right here with their text. Tells you who they are and what they do and the benefits. So what I want to do now is I’m going to go over to a Google doc and we’re going to do some examples here. So there are formulas out there, depending on who you talk to.

[00:05:07.090]
I am not a brand strategist or expert.

[00:05:11.970]
I’m a web designer. But I also work with branding and I work with accessibility, compliance and, you know, color theory and all that stuff. I kind of put everything together, Joe and I do what I one work.

[00:05:25.660]
But through the It’s Just G brand, I teach you how to do that. And part of that is creating brand statements, you know, choosing your colors and all that stuff. But branding is so much more than just that. It’s a whole where your business has a life of its own and there’s strategists that do that. That’s their specialty. What I want to do is basically help you define that statement in your hero section to get people who know exactly who you are, what you do, who you serve, and also the benefits, depending on how long it’s going to be fast.

[00:06:01.720]
Keep it clear, concise and fast. So the first example, we’re going to pretend that we’re writing a branding statement for a chef that’s created a recipe book that are 15 minute recipes that, you know, budget recipes. OK, so we’ll go here.

[00:06:19.750]
And I’m thinking now if I’m going to basically talk about the formula. So if we work with the formula, get out of the way product and then a join word and then that and then what service does. So you can and then results.

[00:06:40.600]
I know that looks weird, but let’s put that into practice. So the product is 15 minute recipes. And then the cost under five dollars. OK, and then the benefits are getting a healthy supper on the table, that’s the result. So get.

[00:07:06.560]
Healthy supper on the table, and when you’re thinking 15 minute recipes, that’s fast, and I know that when. The kids were young, we wanted to spend time with them, not spend so much time in the kitchen, because we at that time we lived in an apartment with a little galley, then you only fit Joe and I in there because it was so small the kids wouldn’t be watching TV or whatever. So make supper fast, get out of the kitchen and get at the table to spend more time with them.

[00:07:37.710]
So I’m thinking, OK, we’ll spend time with the family.

[00:07:43.710]
So if we use this formula product joined that what service does. So you can results. I know it sounds weird but thinking OK, so let’s work with 15 minute recipes.

[00:07:57.450]
Costing under five dollars. OK, so that so that’s the join word that gets a hell of a help, so I’m sorry about the earmuffs that get gets a healthy supper on your table, so you can spend more time with family and less time in the kitchen. So you see how I kind of work that out.

[00:08:32.810]
I mean, not perfect, but so I get my mouse to show you. So the product is the 15 minute recipes costing under five dollars and then. That there’s your join word what service does gets a healthy supper. Get a healthy supper, 15 minute recipes that get a healthy supper on your table. So that’s what the service does or the product does, get a healthy supper on your table so you can spend more time with family and less time in the kitchen.

[00:09:08.220]
So you’ve got the product. You’ve got what the product does. It doesn’t have to be a service, could be a product. So you can and then the benefit. OK, so we’ve identified the product, we’ve identified what it does and we identified the benefits. OK, and who you’re talking to is family. So we’ve got the word family in there.

[00:09:30.540]
And let’s try a different way. OK, I’ll work with mine, so OK, so with I do training and part of the training is I provide the templates. Let me just move down a little bit more. So the product, are modern templates.

[00:10:01.290]
Sorry, I just bought a new laptop and the keyboard layout is different than my old ones, so lots of typos. OK, so modern templates and then easy to follow training now, easy to follow is a feature.

[00:10:19.590]
It’s not a benefit. The benefit is how the person benefits from that service. So easy to follow training. The benefit will be to save time. That’s the benefit. So modern templates and easy to follow training and is for business owners.

[00:10:37.680]
So I would write this… Modern website templates and “the product” easy to follow training.

[00:10:53.510]
And then so product…that modern website templates and easy to follow training that.

[00:11:01.140]
And then what the product or service does that is meant to work fast, so that gets your business.

[00:11:15.210]
Online in days, not months, there’s a benefit that’s clear, concise now I can build this up a little bit more to say, you know who I am. So I would say I’m a website designer that creates modern Web site templates and easy to follow training that gets your business online in days, not months. So I can add to who I am in here. But this is pretty straightforward when you talk about business that you’re talking to business owners.

[00:11:40.890]
And so this is pretty clear, but I could probably expand a little bit more now. I’m going to write this one now. I was doing some searching, looking for little vintage country dresses, my newest grandchild she just turned one. And of course, I would love to get her little vintage country dress. Ava had one. And of course, she was gorgeous in that little dress. And I was doing some searching. And I thought, OK, how about to use that as an example?

[00:12:10.460]
So the product. So you are a designer. You design a custom, no, you don’t design custom clothes, you’re a fashion clothing designer that designs clothing for toddlers, unique clothing, you wouldn’t be marketing to big box stores. You’re you’re more of a real niche. So the product is clothing for toddlers. We’re focusing on a very specific, specific outfit though, and your name is Mary Smith. Let’s say so. I’m going to define who you are.

[00:12:51.380]
So Mary Smith, Marcy Smith. And fine Marcy Smith Designs Vintage. So the product is vintage country dresses. For who? For toddlers. And then. The benefits, so if we talk about what do you think when we dress kids in, you know, really pretty outfits and that it’s not for the benefit of the child is the benefit of the parent, because they’re all they’re so cute. So we think, OK, so Marcy Smith designs vintage country dresses for toddlers so they can play.

[00:13:33.490]
The part of a cute little country girl, and you can go for that and to really niche you stuff down because I remember when the kids were small and, you know, dressing them up and little jean overalls that they were uncomfortable. So you could say Marcy Smith designs vintage country dresses for toddlers so they can play the part of a cute little country girl and be comfortable all day long. What kind of benefit is that?

[00:13:59.080]
That’s awesome and be comfy all day long. So. Who you are, Marcy Smith, Marcy Smith, what you do designs vintage country dresses for who? For toddlers, so they can play the part of a cute little country girl. There’s one of the benefits and another benefit. And to be comfy all day long. That has everything, the product, what it does and then the results, the benefits has got a whole bunch of stuff in there.

[00:14:31.140]
So let’s work on another formula so we can think of the who and then the product. What the product does and then so you can that’s the joining and then the results. So what I’m going to do is I’m going to give you the basis of what you’re going to write the brand statement for. I want you to pause the video and I want you to write it out so you can have an idea to try to massage this and then hit play again.

[00:15:07.990]
So you’re going to be writing a brand statement for Amber Mills, who’s a graphic designer, and her specialty is creating branding packages. Now, when I say branding packages? She creates the business card, the logo and all the stationery and all that stuff, stationery, is that even used anymore? She creates a branding package for businesses under seven days. It’s fast. A really, really fast service. So the who. So let’s just write this in here.

[00:15:37.730]
So who is Amber Mills?

[00:15:40.900]
The product is branding packages. And what the product does. Where’s my mouse, sorry. And it’s a business branding package, which is business cards, logo, stationery, nobody uses that anymore, show business cards and a logo. And then so you can have the result is basically a fast delivery. Seven days. OK, so what I want you to do now, just with only having that. Amber Mills, who she is, she’s a graphic designer, forgot to put that in there.

[00:16:36.440]
So Amber Mills, graphic designer, she creates branding packages and which is business cards in a logo, and she delivers it fast. So hit pause on the video and then just draft something out really, really quickly. Doesn’t to be perfect and then hit play again.

[00:16:56.880]
So how did you do? All right, so I would turn around and I would think of, you know, making it really simple. Amber Mills, graphic design services, OK, who she is, what she does, she does graphic design services. And what she does is creates she will create Amber Mills graphic design services, creates a complete. Oh, my goodness, I’m going to have to get used to this laptop. Complete professional.

[00:17:29.860]
Could be modern, professional, would assume corporate, but what if she did graphic design services for. New moms who are just getting into business, so you could work that in as well, so it could be complete fun and eclectic, you know, Branding packages, but I’m going to leave it with complete, professional looking branding package for your business.

[00:17:58.840]
In under seven days, oh, my goodness, Amber Mills Graphic Design Services creates a complete professional looking branding package for your business. In under seven days, OK, who she is, what she does. The results. Fast delivery, seven days, that’s almost like a benefit, too, because it’s fast saves time. So that would be perfect for a hero section because it tells the whole story. It can be massaged a little bit with some text, but it really it tells the whole story.

[00:18:31.830]
Let’s go. Let’s continue on with this graphic designer. So. Let’s say, Amber. So this statement here, which creates professional looking branding package for a business in under seven days. OK, that’s more corporate. What about if the ideal customer was a youth startup business? So how would we work that and let’s say she designs business cards and a logo for youth, startup business. So you could write it down.

[00:19:06.500]
OK, this is now. I wasn’t planning on this one. Amber Mills designs high quality business cards. High quality logos and business cards. For youth startup businesses. So this statement here is basically who she is, what she does and who she’s doing it for. There’s no benefit statement there , because it’s so short. Who she is, what she does, who she serves. You could add a benefit in there and make a little bit longer.

[00:19:57.550]
What you want to avoid is having like even my particular branding statement is a little long. I need to break that up a little bit more. But you get the point of how you can massage it. Why do you do what you do? That could be another thing is your passion. Why did you get into business for yourself? You know, don’t say making money, because that’s not an answer. But you can also add why you do what you do.

[00:20:22.900]
Let’s do it this way.

[00:20:24.430]
Amber Mills designs high-quality logos and business cards. For youth, I have a headache, start up, businesses to help them become successful entrepreneurs for the future. That might be a bit wishy washy, so who she is and what she does, she designs high quality logos and business cards. Who does she do it for? Youth startup businesses. And the benefit is her passion, like why she’s doing it because she wants to help them become successful entrepreneurs of our future or the future.

[00:21:19.160]
I’d have to do some grammar checking on that Grammarly is not saying it’s wrong, so but it doesn’t sound right. But you get the point of where I’m trying to word that. What I want to do now is, you know, the one that we did about the Marcy Smith designs. Let’s take that and let’s bring that down here. Opsie, let’s try that again. Where I worded Marcy Smith designs vintage country dresses for toddlers so they can play the part of a cute little country girl and be comfy all day long.

[00:21:52.760]
Let’s try. PollyWally creates (get rid of the word designs) vintage country dresses. For little girls, so they can look cute and be comfortable all day long, so this is even more specific, not just toddlers.

[00:22:20.460]
I mean, we want to be gender-neutral, but you can be even more specific. You can say PollyWally creates vintage country dresses for little city girls. You know, let’s say she only creates these little designs. A little country dresses for girls that live in the city. So you could be even more specific with stuff like that. So that all depends on, you know. On the client, but for yourself.

[00:22:48.600]
You could really niche down to to really attract the right people to contact you, because the more specific you are in your statement, the more likelihood that you’re going to attract the right person. Let’s go with the cooking one again. The chef that has written a recipe book for the 15 minute recipes. Let’s flip it around. So instead of the budget recipes, let’s just say that there are 15 minute recipes. OK, so what I’m doing is saying it’s more of a broad thing now, 15 minute recipes. I can go to Google and search for 15 minute recipes and have to spend all my time looking there.

[00:23:29.790]
I love working from cookbooks myself so we can work it out as a mission. Our mission, and we’ll call it Simple Plate.

[00:23:39.780]
yeah, Simple Plate, that gives the impression that the recipes are simple, at Simple Plate is creating fun and healthy recipes that can be on the dinner table, on your dinner table in under five minutes in under 15 minutes.

[00:24:06.680]
So our mission to make it look like it’s the why. The why is the chef wants you to spend more time with your family in less time cooking. So our mission is Simple. Plate is creating fun and healthy recipes that can be on your dinner table in under five minutes. So when we say creating fun and healthy recipes, there’s an assumption there it’s for your family, but you can be even more specific. We’ve got the who, the what and the result.

[00:24:32.900]
You’ve got that there. So you can see where I can take a statement and write it a few different ways, depending on whether there’s a result, whether there’s a benefit, you know, whether the who is who you are, whether it’s a person or a brand. There’s different ways of writing it. You just have to take the the fundamentals, the actual basics of and think of this as a recipe too the ingredients are the who, the product, what it does and then the benefits.

[00:25:03.380]
So those are your ingredients, the one, two, three, four ingredients, and then you kind of have to word them around. And the one thing I would say is when writing your statement to make sure that you’re identifying your ideal customer, saying “you”, you know, really identify them as “who” they are or use the word “you” to make it look like you’re talking to the person. So that’s why I say our mission is at Simple Plate is creating fun and healthy recipes that can be on your dinner table in under five minutes. Not the dinner table.

[00:25:40.130]
PollyWally creates country vintage dresses for your little girl so she can look and look and be comfortable all day long. I like the word comfy better when it comes to stuff like that. So Marcy Smith designs vintage country dresses for your toddler.

[00:26:08.140]
Your toddler, so they can play the part of a cute little country girl and be comfy all day long, you can see where I’m going here. So there’s a bunch of different ways to do this. So, again, this is a DIY thing. I mean, you can hire a brand strategist, you know, pay them thousands of dollars to do this. And you could come up with something absolutely amazing. But this is a really good way to start out, especially if this is your first time with your first Web site or let’s say you’re redoing your website just to get that hero section up there.

[00:26:35.320]
Remember, you only have about 7 to 10 seconds to connect with the person that’s at your website. What you want to do is you want to repel people that are not your people and you want to bring in the people that are your people. So that’s why you identify who you are, what you do, who you do it for. And then depending on the length of it, you know, get some benefits in there and some results. All right.

[00:26:57.760]
So I would love, love, love, love for you to try this exercise. And then depending on where you’re watching us, either comment below with your brand statement or if you’re on the website, click the contact link and send it over to me. I would love to take a look at it. If you’re getting stuck on this part, it might be because you’re overthinking it. I know it took me quite a long time to get my very first one.

[00:27:18.610]
Keep it simple. Work with those four ingredients and just massage it a little bit because it’s not carved in stone. You can tweak it down the road. When I did my first branding statement, I was working with business owners. Then it was Female business owners. Now it’s female solopreneuers, I’m niching down, niching down, because of who I want to attract. And as you know, as you’re in business, you know, whether you’re just starting out, you’ve been in business for a year or two years, five years.

[00:27:44.500]
As you start going, your business adapts. So you might be finding that you prefer attracting these people versus these people. So your messaging is going to change. You want to make sure that when people land on your website, they know right away if they’re at the right place. So I hope that you enjoyed this material. I know it’s a little bit of a different way of approaching how to write a branding statement for your hero section on your website.

[00:28:09.760]
And I would love to hear from you. So again, comment below. Hit the contact link on the website and send me over your branding statement or any questions, and I’d be happy to take a look at it. So until I see you in the next video, stay inspired.

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4 Comments

  1. I love how you call it Website Hero! This is such an important thing to include on y website but so many of us are not clear about it. Thank you!

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