Brand, Branding and Branding Statements

Excerpted from McCauley's Marketing Manifesto

Section D - THE BASICS - BRANDING AND BRANDING STATEMENTS

1. You must develop your own brand.

a. Without a brand, you are dead.

2. You must develop a branding statement.

a. Without a branding statement, you are really dead.

3. Your brand and your branding statement set you apart from the ever growing crowd.

a. Having these established will make you memorable, rather than just being a memory. If you do what everyone else is doing, you will look like . . . well . . . everyone else.

4. Your brand and your branding statement must literally jump off every marketing piece or page you create.

a. The idea here is that, when your potential client or customer thinks of their needs, they immediately think of your brand.

The branding statement used by the Free Publicity Focus Group is:


Big Results. Small Investment.


There was some white space added here for impact. Simple is best. Nearly any English speaking person will get the message these words hold. (See Your Brand And Your Branding Statement located at www.freepublicitygroup.com )

Nothing more need be said.