Branding Series Part 3: The Brand Statement — Your North Star

This week I’m doing a series about branding for arts organizations based on the lesson I do in my Arts Marketing course at UNC Greensboro.

In Post 1, we explored why branding isn’t just about looking good — it’s about being known and understood by your audience before you ask them to take action. Branding walks people partway down the purchasing path, making your sales and outreach much more effective.

In Post 2, we looked at what needs to come first: a clear strategy. That means knowing your mission, audience, goals, and what sets you apart. Without that foundation, branding can feel scattered or superficial — no matter how nice it looks.

Your North Star

Once you’ve done the strategic work — clarified your mission, audience, goals, and position — the next step is to bring all of that insight together into one simple, powerful message: your brand statement.

Think of it as your North Star: a short, compelling summary that guides your decisions, aligns your team, and introduces your organization to the world.

This isn’t just a line for your website or your annual report. A strong brand statement is the link between your internal clarity and your external presence. It helps you show up with confidence and consistency, no matter who’s doing the talking.

What Is a Brand Statement?

A brand statement (also called a brand promise or positioning statement) is a short paragraph that captures:

• What you do
• Who you do it for
• Why it matters
• What makes you different

It’s not written for insiders. It’s written for real people — board members, funders, press, and especially your audience — so they can quickly understand what you’re about and why they should care.

For nonprofit organizations, the brand statement often overlaps with the mission statement — but it’s usually clearer, shorter, and more emotionally compelling.

Why It Matters

A strong brand statement helps you:

• Make faster decisions: Does this program, ad, or event align with our message?
• Stay consistent: Everyone in the organization can use the same language.
• Communicate better: Funders, community partners, and audiences understand you faster.

Most importantly, it helps people care about your organization. When your message is muddled, you become forgettable. When your message is sharp and human, you become memorable.

What It’s Not

Let’s be clear — this isn’t an artist statement or a full business plan. It’s also not a list of everything you do.

It’s a tight, strategic summary. You’re not trying to say everything — you’re trying to say the right thing.

Real Examples

Let’s look at three examples from the course materials — each one shows a different kind of brand statement.

🔹 A Creative Business (fictional):

“Founded by two former Walt Disney Imagineers, our culture takes creativity beyond the story. We transform your vision into a one-of-a-kind immersive experience — from big idea to full execution.”

This brand is positioning itself as imaginative, thorough, and expert — all in two sentences.

🔹 An Independent Artist (real example):

“Gonzo 247 is an award-winning, internationally recognized multidisciplinary artist and pioneer in the graffiti and street art movement in Houston.”

This short statement focuses on credentials and impact. It’s easy to repeat and builds trust fast.

🔹 A Nonprofit Museum (real example):

“Our mission is to increase the public’s enjoyment and understanding of art.”
(Tate Museums)

This version is clear, broad, and easy for everyone on staff to use as a daily checkpoint: “Is what we’re doing today moving this mission forward?”

How to Write Yours

Here’s a basic structure you can use (feel free to tweak it):

[Your organization] is a [type of organization] that [does what] for [audience], helping them [outcome/benefit] by [what makes you distinctive].

For example (fictional):

Alamance Dance is a nonprofit studio that provides affordable dance education for youth in rural communities, helping students build confidence and creativity through a welcoming and inclusive arts environment.

It doesn’t have to be poetic. It has to be clear, confident, and real. In fact, it should be easy to remember – that’s how it will actually be useful. If it’s too convoluted, it will not be used.

How to Use It

Once you’ve written your brand statement, don’t hide it in a file no one opens. Use it:

• In staff onboarding and volunteer training
• On your website, grant applications, and marketing materials
• When making decisions about new programs or partnerships
• In meetings where you’re aligning priorities or messaging

Your brand statement is more than a description — it’s a tool. It keeps your work grounded in purpose.

Takeaway

When you have a strong brand statement, you stop improvising every time you have to explain who you are. You start showing up with clarity, consistency, and confidence — across your team and your community.

In the next post, we’ll look at what your audience actually experiences — and how every part of that experience shapes your brand in their minds.