What do you want your brand to be known for? Strong brand writing that clearly communicates why you do what you do will foster connections with your customers and point your company back to your values. Key components of your brand writing include your tagline, mission statement, and vision statement. While these three components point back to who you are as a brand, they each serve a different purpose and are written for different audiences.
What is a tagline?
Your tagline represents who you are and what you stand for as a brand. Your tagline won’t communicate your features and benefits, but will instead be a catchy phrase for people to remember you by. When people hear your tagline, they should be able to associate it with your brand.
What is a mission statement?
Your mission statement is often longer than your tagline, and it focuses on the why behind your brand. It states the principles of your company and communicates how you are actively meeting your objectives.
One of the first steps in writing your tagline can be looking at your mission statement, since it indicates what your company does.
The difference between your tagline and mission statement can also be seen by looking at the intended audience. Your tagline serves as a marketing tool, while your mission statement is more geared towards business development. Taglines are more directed towards consumers or your target market, while your mission statement should be written for business partners.
What is a vision statement?
Your vision statement expresses the impact you hope to make. When writing your vision statement, answering the questions, “What is the impact I hope to make in 5 years? What about in 10 years?” can guide your writing process. This statement communicates the impact you want to make in your industry, on your customers, and in the world.
Why should I know the difference?
When written well, your tagline, mission statement, and vision statement will form meaningful connections with each reader so that you can make the greatest impact as a brand.
If you are in need of brand writing services, reach out to Deal Design today.
