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Source: https://writers.stackexchange.com/a/31862
License name: CC BY-SA 3.0
License URL: https://creativecommons.org/licenses/by-sa/3.0/

Source: https://writers.stackexchange.com/a/31862
License name: CC BY-SA 3.0
License URL: https://creativecommons.org/licenses/by-sa/3.0/

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.

Original score: 1