How to make

Meaningful Statements

A Tactful Brand Strategy

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Introduction

What’s the point of taking the time to build a brand and not make meaningful statements? Does your brand have a purpose? Are you empathetic about your target customer? Will you have the patience to nurture the relationship?

Does your mission enhance the life of other people?

From my experience, making a meaningful statement begins with understanding your own mindset. The ability to align your thoughts with your purpose, goals, and actions.

But, because we live in a dog-eat-dog society, many people find it hard to adjust their thinking. It’s not easy to be tactful these days. 

For most of us, transitioning to a technically integrated lifestyle is difficult. Because of the Covid-19 pandemic, a lot of us are re-thinking the way we do business, desperately looking for a plan to get back on our feet.

Companies are re-branding and changing procedures. People are even quitting their job to start fresh and move in a totally different direction. We all require some kind of help as we integrate with new technology.

The pandemic made it a great time to make a meaningful impression to helping someone fulfill their need.

Meaningful Statements Venn Diagram2 -TBDM

What are Meaningful Statements?

There are 3 pillars we use when developing meaningful brand statements. Research, strategy and quality. They support the action elements that lead to results. We’ll touch on these as we go.

But first, let’s start with the definition of ‘meaningful’.

According to Google/Oxford Languages, it’s defined as having meaning or having an important, or useful quality or purpose. Doesn’t that sound like a great brand to you?

An example of a meaningful brand would be Home Depot. You can almost build an entire house shopping there.

So what about ‘statement’?

It’s defined as an expression of an attitude or a belief that is made by means of actions or appearance, says Google. And also, the expression of an idea or opinion through something other than words.

The Logic

High value brands let their product or service make it for them.

A good example? Rolex. Being on the wrist of anyone is definitely an expression of attitude, other than words.

Now, what are meaningful statements? I define them as ‘expressions of empathy through audible, textual and visual speaking.’ They are statements that speak to a consumer’s challenge.

Promising something of value that enhances a person’s life that’s done in an empathetic voice with a confident tone. 

My example of this is Apple. Obviously, they get it. Founder Steve Jobs had it figured out:

"Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”

Steve Jobs

The Marathon Continues

There’s been a rise in entrepreneurship over the last decade and a big spike in 2020 during the Covid pandemic. Since then, opportunities are abundant and people are taking advantage of it by pursuing their passions.

It has also caused a unique challenge for non-technical business owners and start-ups.

Over the years, I’ve noticed small businesses struggle with marketing. It’s a lot of work!

You’re often overlooking the research and preparation that’s required, just to come up with a purpose and a mission.

I get it though. All about sales and profits, right? 

But, are you overlooking the hundreds of successful companies that have endured the marathon of brand building? Do you know why they have a faithful following?

Tip:

Think long term if you plan on building a good solid brand. Building one is more than a logo, a website and business cards. It’s a connection. An experience with your following and customers.

And your job is to attract, engage and delight them. 

The Inbound Methodology

Courtesy of HubSpot

The inbound methodology is the method of growing your organization by building meaningful, lasting relationships with consumers, prospects, and customers. It’s about valuing and empowering these people to reach their goals at any stage in their journey with you. -HubSpot 

Upon using inbound methods, develop your brand profile, along with creating buyer personas. This information is key, as both help you devise a strategy that connects with your targeted buyers and keeps them as customers. 

Most people outside of the marketing ecosystem only witness the result of a brand campaign. If you’re one of those people and looking to invest in digital marketing, you need to have the right mindset.

More information on Inbound methodology

Understanding Your Mindset

Courtesy of PolonioVideo

What is a Mindset?

According to Kendra Cherry (Author, Psychosocial Rehabilitation Specialist, Educator, and Speaker) at verywellmind.com, your mindset is a set of beliefs that shape how you make sense of the world and yourself. It influences how you think, feel, and behave in a given situation.

There are two types of mindsets. Fixed and growth. You have a fixed mindset if you believe that your skills and attributes are unchangeable. You don’t see a reason to change because you view your condition as being stable. 

If you have a growth mindset, your belief is progressive. You’re willing to learn new things to further develop yourself.

Use the chart below to help you determine your mindset.

Fixed Mindset Growth Mindset 
Either I’m good at it or I’m not. I can learn to do anything I want.
That’s just who I am. I can’t change it. I’m a constantly evolving work in progress.
If you have to work hard, you don’t have ability. The more you challenge yourself, the smarter you become.
If I don’t try, then I won’t fail. I only fail when I stop trying.
That job position is totally out of my league.

That job position looks challenging. Let me apply for it.

Courtesy of verywellmind.com

Here are some important factors to help you understand and improve your mindset:

  • How your Mindset Formed
  • Your Mindsets Impact
  • Your Type of Mindset
 
For further medically reviewed information, visit verywellmind.com
 

Finding Your Purpose and Putting It to Use

Finding your purpose can unlock wonders for you and your brand. To understand this idea more clearly, check out “5 Ways to Help You Find Your Purpose” before going further.

Then come back here to continue once you’re done. If you know your purpose already, let’s align it with your target.

Aligning Your Purpose With Your Target

After you find your purpose, the best way to align it with your target is to aim your sight at the center of their problem. Your solutions should bring value and help them fulfill their needs.
 
If you make it a delightful experience, you could have a loyal customer.
 
These days, consumers search for products and services, paying close attention to authenticity. They’re checking comments, website about pages and social bios.
 
They want to support your purpose if it resonates with them. Especially if you can solve their challenge.
 
Therefore, your statements need to show them you understand their journey. The message should educate them, not persuade them. When it’s time to consider who to do business with, they will remember the brand that has a purpose.
 
The one whose purpose aligns with their needs.
 
Did you know?

Importance of Having Patience and Empathy

Being patient is not passive. It’s an active state of being, and a sign that you have a growth-mindset. When you practice using patience, it can produce satisfying results for your endeavors.
 
Simply put, you can’t eat the fruit until you plant the seed. It’s impossible. Wait for it to grow as you water and care for it.
 
I like this philosophy by Author Joyce Meyer. “Patience is not the ability to wait, but the ability to keep a good attitude while waiting.”
 
But what about obstacles? Well, they’re a part of growth.
 
Perfect opportunities for you to learn, re-access, adjust and move on. Long term should be the goal in developing a brand. That’s why it’s a good thing to be patient and maintain a positive attitude.
 

It’s not quite the same as sympathy (which is YOUR feelings about another person’s situation). Empathy is putting yourself into another person’s place.

 
It’s having the ability to understand or comprehend their feelings. This is very important to your brand’s success. The buyer personas you target will have needs and is looking for ways to fulfill them for the best value.
 
Focus on improving your mindset. Find your purpose and have patience for the process. Be empathetic to your buyer’s journey. Create meaningful statements that will attract the consumers you’re looking for.
 
This will increase your brand value.

"Have empathy. Be true to your mission and goals. Be the brand that makes meaningful statements."

Torrey L. Adams

Conclusion

As a digital media designer and brand strategist, my passion is helping you make meaningful statements with content. But, it’s a must you comprehend the amount of work involved to build a brand strategy.

Up next: Creating the Attraction

Did your branding take a timeout?

Make meaningful statements with digital assets that attract, engage, and delight your audience.