The following audio is from a blog post and video in our Marketing-to-Go series. Marketing to Go: Brand Statement

Imagine this: It’s Saturday morning and your neighbor stops by with their dog. The neighbor begins to talk about the new dog food they just bought. The neighbor says: I bought this new dog food and my dog just loves it. He was always a picky eater but not anymore. XYZ company came up with flavors based on the popular meals people eat — like leftover turkey dinner and day old lasagna. Another thing I like about it is the food comes packaged in individual serving sizes based on the dog’s weight. You should try it for your dog.

This is what you would call a brand statement.

A brand statement is a short paragraph written in the words a customer would use if you overheard them describing your product to another person, and they got it exactly right.

Every marketer needs to construct a brand statement for their product. It will help you create the messages you need to accomplish your goal. Remember, the goal of marketing is to create an audience that thinks of, and describes your product exactly how you would wish.

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