Is there a difference between slogans and brand statements?
I once came across a set of brand guidelines and, in the tone of voice section, there was a list of 'brand statements'. Multiple brand statements as examples of what the company could pick and choose to use throughout their marketing material.
Is the above method correct? If so then I can understand how brand statements would differ from slogans, as typically one brand would only have one slogan if I'm not mistaken.
But when I try to read up on the matter, the results I get look as though slogans and brand statements are the same thing.
If the two are the same thing, is there a name given for when a company might have a bunch of different headlines that they can use throughout their marketing?
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I don't think you should expect to find a term like "brand statement" defined too rigorously. I think you will find different companies using different mechanisms to control their message and calling those mechanisms by different means.
I would take the meaning of "brand statement" to be a generic for things that the company wants to say about itself, independent of media and usage. The brand statements are the ideas about the company that the company wishes to convey to customers and potential customers through all the various media channels it uses. They are not necessarily finished sentences of paragraphs so much core ideas to be expressed.
A slogan (or a tagline) on the other hand is a specific piece of text used in a specific context in specific media. A slogan should conform to a brand statement. It is an instance and an instantiation of a brand statement.
I think you will find some mechanism similar to this in any company that takes its content strategy seriously, but I would not expect it to have one name or one precise mechanism across the board.
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