An anchor statement can mean sink or swim for your brand clarity. A vital component of brand storytelling, your anchor statement may only be the tip of the branding iceberg, but it is vital when distinguishing your business.

When done well, an anchor statement forms a solid base to build brand copy that intrigues, engages, and connects. But, if done badly, your potential audience is not going to convert because they have no confidence in your ability to meet their needs.

What is an anchor statement?

An anchor statement is your brand’s bottom line. It is the practical and honest representation of what your company does, and wants to achieve. If you take a moment to think about when you started working with a new organization; pitched your services to potential customers, mingled at an industry event, or even launched your own venture, what's the most common question people ask if they're unfamiliar with your brand? We’re willing to bet good money that people want to know what your company does.

Designed to be brief, your anchor statement is by no means your complete brand story. It’s not your past or your future, it is what you do in the present. Whether that's developing and selling wearable tech dedicated to helping people lead healthier lives; designing affordable furniture that improves everyday life for many people, or helping brands to create, find and organize their content via intuitive marketing software, the anchor statement is your defining elevator pitch.

How do you write a compelling anchor statement?

To write a great anchor statement, ask yourself three questions:

What do you want people to think about what you do?

The goal here is to go past what you expect them to say and to really think about what you want them to think about your brand, product or service. This forms the doing part of your brand statement and the reason as to why people may be looking at you.

What would you love people to think and say about the results of your product or service?

Identifying the desired customer response to the outcome of your product or service will ultimately inform your anchor statement. It’s not what you do, but an explanation of the benefits your product or service offers them in their daily life.

What virtues do you want people to think you uphold?

Think about the qualitative characteristics you bring to what you do. Perhaps its advanced security that ensures your customers’ confidentiality, or a high level of care that promotes feelings of relaxation and trust. This is in essence, the why you do what you do—your promise to your customers and an attractive quality that makes your brand human.

When crafting your anchor statement, it’s important that it truly defines your brand; including what you do, the outcome, and the why you do what you do in as few words as possible, because, and let's be honest, answering the “what does your company do?” question with a monologue will sink the conversation pretty fast.

For more brand storytelling tips, get your copy of our free white paper The art of brand storytelling; creativity that engages your audience.

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