“People don’t buy what you do, they buy why you do it.” Simon Sinek

This is true, but let’s add on a bit. People don’t buy what you do, they buy why you do it – and because of what’s in it for them. They have a problem, and they want to know how you will solve it. Your anchor statement delivers the answer in a clear, compelling way.

Clarifying Your Brand

How many times have you been at conventions, meetings, or parties and someone’s asked, “What do you do?” How many times have you stumbled through an answer because capturing who you are and what you do into a sentence or two seems impossible?

And how many times have you lost the interest of the person who asked because you couldn’t articulate your core identity succinctly and effectively?

An anchor statement provides clarity around your brand. You’ll wow at cocktail parties with your pithy, cohesive answer to the common “What do you do?” inquiry. But more importantly, you’ll clearly convey that critical information to potential customers/clients – while stoking their interest in your solutions.

Anchors Away

Here we have the anchor statement of ACo, a full-service kitchen, bath, and flooring dealer. As you can see, it tells a story to define the brand – and does so quickly and efficiently.

Let’s pick it apart so you know what to include in your own anchor statement. The key components are:

  • anchor statementThe Hero. Your brand needs a hero – and it is not you. Though you’re providing a solution, your customer is always the hero and the focus of the statement. In our ACo example, the hero is the homeowner who wants/needs to build or remodel.
  • The Problem. Every good story needs a conflict. What problem or pain point is your hero experiencing? When it comes to building or remodeling a house, the problem is that they are frustrated and overwhelmed with traditional design and build processes. There are too many choices and not enough guidance.
  • The Solution. You’re the guide. Show customers how you will help them overcome their problem with a viable solution. Proven, worry-free process and clear direction relieves the hero’s pain.
  • The Success. Share the hero’s success story, the emotions or aspirations they feel thanks to your product/service. ACo’s hero now enjoys a luxurious space; their family can truly “love where they live.”

Use Your Anchor Statement Effectively

To ensure your anchor statement is working optimally to provide clarity to your brand:

  • Remember it is your backbone. Your anchor statement is the basis of all campaigns, whether digital or conventional. It is the common thread that weaves through your messaging.
  • Keep it short and to-the-point. Fluff doesn’t fit into your anchor statement. Think of that party guest who is easily distracted by friends, associates, strangers, music, food, and buzz. Your customers are faced with the same flurry of activity, especially as other brands vie for their attention. If you don’t quickly capture their attention, they’ll wander off to someone who does.
  • Develop multiple anchor statements, if necessary. If you are both a B2C and a B2B brand, for example, you may need an anchor statement that addresses the needs of your retail customers and a separate statement that appeals to the trade side.

So, what do you do?

With an effective anchor statement, you are always prepared to deliver a compelling answer. Find ideas and strategies you can implement to build your brand and tell your story to the right clients by downloading our eBook, 9 Steps to Effective Marketing in the Design and Construction Industry.