This is how to write your money statement.
1 Idea – 1 Challenge – 1 Quote
Idea From Me
As part of your brand strategy session, you should clarify your Money Statement which is a single paragraph in this format:
Money Statement = consumer problem(need/want/pain point) + your offer as the solution + ideal outcome (benefit/value).
Money Statement = problem + solution + value
Let’s say that we are Dean’s Landscaping, then our Money Statement could be:
Problem: as homeowners we want beautifully kept gardens, but we do not have the time for it due to our busy schedules (refer to we or us as the broad context, the real-world problem)
Solution: as Dean’s Landscaping we keep gardens in pristine condition (your brand, by name, as the solution)
Value: so that you can be proud of your garden and spend more time enjoying it than working in it (refer to “you” and “your” on a personal level and note the use of “so that”)
As homeowners we want beautifully kept gardens, but we do not have the time for it due to our busy schedules. As Dean’s Landscaping we keep gardens in pristine condition so that you can be proud of your garden and spend more time enjoying it than working in it.
Challenge to you
It usually takes a few attempts to finalise your Money Statement. When you think you have it figured out, then leave it be and come back to it the following day. Also, share it with your partner, colleagues or friends to test whether it is crystal clear.
Write your Money Statement = …… (problem) …… + …… (solution) …… + so that …… (value) ……
Next week, we will take the next step and use the Money Statement to develop a mantra and slogan.
Quote
“There is a direct correlation between clarity and brand success.” – Pieter Steenkamp
Let’s BRAND FOR SUCCESS!
Pieter Steenkamp, BrandDoctor
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Meet Dr Pieter Steenkamp, your BRAND FOR SUCCESS guide.
I am actually a brand doctor with a PhD in brand management from University of Stellenbosch Business School. As a brand management lecturer and researcher at a university in Cape Town South Africa and a regular visiting professor at universities in Germany, I stay up to date with the latest brand management developments. This affords me the incredible opportunity to consult with leaders of some of the most admired brands.
