Once you have drafted your brand promise you may decide that you need a Keep It Simple Stupid statement. If your company name does not communicate what you’re selling and your brand promise doesn’t communicate it either than you will need one of these. For example, if Apple was just starting business today. Their name doesn’t communicate what they sell or do nor does their promise “Think Different”. In this case, if they were a startup I’d recommend that they have a statement that communicates to an eight year old. A statement like “Electronics for Modern Living” or “Technology for cool people.” Nothing too clever, just simple and basic communication. If you need one of these I’d recommend placing it on your home page, business card and other branded elements.