Are you developing a brand or just doing a refresh of your current one? Branding isn’t just about your logo and the colors you chose to include across your marketing. Your brand is the how you speak to your customers, portray your values and engage viewers across the board.
Writing an Onliness Statement is a great way to lay out the core message of your brand and gain some clarity around your positioning.
What is a Onliness Statement?
In Marty Neumeier’s book “Zag” he describes the brand process and how getting completely clear on your what, how, who, where, why and when, is an extremely important step. This statement is just one of his 17 steps but a great place to start.
Think of this statement as a longer version of your elevator pitch. This is an internal exercise that you can refer back to but not one you would want to repeat over and over to any random potential client.
This simple exercise ultimately will help you to further clarify your brand’s differentiating factor.
How do you write an Onliness Statement?
Below are a few examples that I have come up with but a good representation of how it works and what it should look like for you.
Example 1: A Landscaping service in Bryn Mawr
- What: The ONLY veteran run Landscaping business
- How: that provides high quality service
- Who: for busy homeowners
- Where: living on the Main Line
- Why: who want the comfort in knowing there property is being well kept
- When: in an era of home maintenance services
Example 2: A Sleep Tracking App
- What: The ONLY sleep tracking app
- How: that provides automatic statistic updates in the morning
- Who: to the busy millennial
- Where: worldwide
- Why: looking to obtain better sleep
- When: in an era of digital automation
Example 3: A Fashion Blogger
- What: The ONLY fashion blogger
- How: that writes specifically about clothing sales
- Who: for women on a budget
- Where: living in the USA
- Why: who want to be stylish but not break the bank
- When: in an era of fast fashion
Ready to write your own statement? Download my FREE TEMPLATE (fillable form in acrobat) and create a reminder to hang on your wall or tack to a board in your office.
Or, if you would like more education on this topic check out my Branding Workshop being held in Philadelphia on Sept 5th! Spots are filling up fast so don’t miss your chance to grab a ticket now!
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