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Add You - Brandbuilding with Taglines
Branding is a big buzzword in corporate marketing. Creating a distinct identity for your company in the marketplace is about more than getting the word out about your products or services. At its best, branding includes getting consumers to feel good about who you are as a company.One way big-name corporations seek to garner consumer goodwill is by linking their brand to a philanthropic cause. Consider these companies: Home Depot promotes volunteerism and supports community projects such as refurbishing playgrounds and community centers Wal-Mart supports numerous community programs, from literacy councils to youth causes. Wal-Mart has a core value of giving back to the community Lee Jeans promotes Lee National Denim Day, which is the largest single-day fundraise
3. Brainstorm taglines
Get a small group together if possible. You’d be amazed how much help you can get if you serve lunch. But the job can also be done solo. Set up a place with a lot of writing space - use dry erase boards, easels with big paper pads, note cards, etc.
Gather props that might stimulate your thinking. Rearrange your various props so you can look at them in different ways. Write down everything that comes to mind and all the new ideas each phrase sparks. Your ideas do not have to make sense. You want as many as possible.
4. Consolidate your list
After brainstorming, go through all of your ideas. Pull out those few you think have the best potential. Try to reduce longer ones to fewer words.
5. Choose the one best tagline
You should be left with a short list of possibilities. To pick the single best tag line, poll others. If you have some funds budgeted
Say goodbye to a cranky, overbearing, demanding boss. Say goodbye to your cramped office space. Say goodbye to office politics. Say goodbye to the 9 to 5, five to seven day per week work regime.Say hello to the freedom of EARNING AN INCOME ONLINE by establishing your very own HOME BASED INTERNET BUSINESS.Home Business Entrepreneurs can receive tax-breaks for legitimate business expenses. Tax breaks at years end on various expenditure such as the lease or purchase of computers, printers and scanners is just one area of tax relief. Basically anything used in the pursuit of your HOME BASED INTERNET BUSINESS can be claimed, but ensure you investigate each claim with your Accountant or Financial Adviser. After all, you don't want the tax-man on your back! Your Home Business stationer
Should you develop a tagline?
The simple answer is yes. All companies should consider using a tagline in their marketing materials and company advertising because taglines deliver the following benefits:
1. Clearly states what your company stands for.
2. Simplifies buying decisions because customers know who you are and what you offer.
3. Differentiates you from competition.
4. Raises brand awareness because taglines are relevant, remembered and often repeated.
5. Provides a shorthand version of your brand promise. How do you develop an effective tagline?
Your tagline should evolve from your branding strategy to ensure consistency in your overall brand message. According to Paul Quinn, www.quinntessentialmarketing.com, “Dancing the Tagline Tango,” here are ten ideas you can use to help develop a tagline:
1. Ask a question.
Does she or doesn't she? - Clairol
2. Show your unique commitment.
We try harder - Avis
3. Explain product superiority.
Takes a licking and keeps on ticking - Timex
4. Evoke a benefit in a fresh way.
Let your fingers do the walking - Yellow Pages
5. Use an emotive call to action.
Reach out and touch someone - AT&T
6. Use a two-fold delivery with a twist.
Common sense. Uncommon results - David Ingram and Associates
7. Address a specific need.
They come in but they don’t go out - Roach Motel
8. Be abstract but client-centered.
After all, it is your information - Authentex Software
9. Describe your product in a novel way.
The quicker picker upper - Bounty
10. Link company name to product benefit.
Kenmore- Solid as Sears
Five steps to a new tagline
1. Begin by thinking about what you want to communicate with your tagline. Write down your positioning statement or unique selling proposition. Your tag line should reinforce them.
Ask these questions:
• Who are your customers?
• What benefits do you offer your customers?
• What feelings do you want to evoke in your customers?
• What action are you trying to generate from your customers?
• How are you different from your competition?
Try to get one or more of these ideas across in the tag line.
2. Next, prepare to brainstorm.
Gather tag lines from other companies and brands. Look in other categories besides your own, from both large and small firms. You can find taglines anywhere there are advertisements, packaging, or logos. Look in cupboards, around desks, in magazines, on TV/radio commercials, in print advertisements, and on websites. Don’t forget to look at your competitors' tag lines - and strive to be better and different.
Write the taglines on index cards or individual slips of paper. You will be mixing and matching them and pairing them with unrelated items as you brainstorm.
Pay attention to the words used, how they are put together, and which of the above questions they address. By doing this, you are more likely to come up with a unique angle for your own tag line.
You are looking at others' tag lines only to spark ideas. Do not plagiarize. Your objective is to come up with your own, original tag line.
3. Brainstorm taglines
Get a small group together if possible. You’d be amazed how much help you can get if you serve lunch. But the job can also be done solo. Set up a place with a lot of writing space - use dry erase boards, easels with big paper pads, note cards, etc.
Gather props that might stimulate your thinking. Rearrange your various props so you can look at them in different ways. Write down everything that comes to mind and all the new ideas each phrase sparks. Your ideas do not have to make sense. You want as many as possible.
4. Consolidate your list
After brainstorming, go through all of your ideas. Pull out those few you think have the best potential. Try to reduce longer ones to fewer words.
5. Choose the one best tagline
You should be left with a short list of possibilities. To pick the single best tag line, poll others. If you have some funds budgeted,
I have heard franchise attorneys say that prospective franchisees need the disclosure documents early on so they can make a business plan to see if the franchised outlet is feasible and I debated with them over this point of contention. Potential franchise buyers have also told me they wanted to put together a business plan for their evaluation process and therefore they need all the disclosure documents. They ask for these documents before they fill out the confidential questionnaire. We of course do not send out a UFOC without a completed questionnaire, which has been verified and we know the applicant meets our general approval and then check credit sources to see if they can actually afford it.We have had potential buyers fill out the questionnaire and leave information out, bec
1. Clearly states what your company stands for.
2. Simplifies buying decisions because customers know who you are and what you offer.
3. Differentiates you from competition.
4. Raises brand awareness because taglines are relevant, remembered and often repeated.
5. Provides a shorthand version of your brand promise. How do you develop an effective tagline?
Your tagline should evolve from your branding strategy to ensure consistency in your overall brand message. According to Paul Quinn, www.quinntessentialmarketing.com, “Dancing the Tagline Tango,” here are ten ideas you can use to help develop a tagline:
1. Ask a question.
Does she or doesn't she? - Clairol
2. Show your unique commitment.
We try harder - Avis
3. Explain product superiority.
Takes a licking and keeps on ticking - Timex
4. Evoke a benefit in a fresh way.
Let your fingers do the walking - Yellow Pages
5. Use an emotive call to action.
Reach out and touch someone - AT&T
6. Use a two-fold delivery with a twist.
Common sense. Uncommon results - David Ingram and Associates
7. Address a specific need.
They come in but they don’t go out - Roach Motel
8. Be abstract but client-centered.
After all, it is your information - Authentex Software
9. Describe your product in a novel way.
The quicker picker upper - Bounty
10. Link company name to product benefit.
Kenmore- Solid as Sears
Five steps to a new tagline
1. Begin by thinking about what you want to communicate with your tagline. Write down your positioning statement or unique selling proposition. Your tag line should reinforce them.
Ask these questions:
• Who are your customers?
• What benefits do you offer your customers?
• What feelings do you want to evoke in your customers?
• What action are you trying to generate from your customers?
• How are you different from your competition?
Try to get one or more of these ideas across in the tag line.
2. Next, prepare to brainstorm.
Gather tag lines from other companies and brands. Look in other categories besides your own, from both large and small firms. You can find taglines anywhere there are advertisements, packaging, or logos. Look in cupboards, around desks, in magazines, on TV/radio commercials, in print advertisements, and on websites. Don’t forget to look at your competitors' tag lines - and strive to be better and different.
Write the taglines on index cards or individual slips of paper. You will be mixing and matching them and pairing them with unrelated items as you brainstorm.
Pay attention to the words used, how they are put together, and which of the above questions they address. By doing this, you are more likely to come up with a unique angle for your own tag line.
You are looking at others' tag lines only to spark ideas. Do not plagiarize. Your objective is to come up with your own, original tag line.
3. Brainstorm taglines
Get a small group together if possible. You’d be amazed how much help you can get if you serve lunch. But the job can also be done solo. Set up a place with a lot of writing space - use dry erase boards, easels with big paper pads, note cards, etc.
Gather props that might stimulate your thinking. Rearrange your various props so you can look at them in different ways. Write down everything that comes to mind and all the new ideas each phrase sparks. Your ideas do not have to make sense. You want as many as possible.
4. Consolidate your list
After brainstorming, go through all of your ideas. Pull out those few you think have the best potential. Try to reduce longer ones to fewer words.
5. Choose the one best tagline
You should be left with a short list of possibilities. To pick the single best tag line, poll others. If you have some funds budgeted
My background begins with a degree in advertising, running my own ad agency, followed by 25 years as an advertising consultant for the Yellow Pages. During those 35 years, I believe that I’ve learned a thing or two or three about what makes a successful ad campaign. I even wrote a book about my directory experiences and how to make more effective Yellow Page ads while saving money. But enough about me, this is about you and what you need to do to bring in that consumer.From the title, you have already gathered it starts with the headline. Whether it’s a newspaper, magazine, or Yellow Page ad, the headline is like the ignition of the car. Without one or at least a good working one, nothing happens. The car may stutter or whine, but the end result is wasted time, for both you and the rea
Reach out and touch someone - AT&T
6. Use a two-fold delivery with a twist.
Common sense. Uncommon results - David Ingram and Associates
7. Address a specific need.
They come in but they don’t go out - Roach Motel
8. Be abstract but client-centered.
After all, it is your information - Authentex Software
9. Describe your product in a novel way.
The quicker picker upper - Bounty
10. Link company name to product benefit.
Kenmore- Solid as Sears
Five steps to a new tagline
1. Begin by thinking about what you want to communicate with your tagline. Write down your positioning statement or unique selling proposition. Your tag line should reinforce them.
Ask these questions:
• Who are your customers?
• What benefits do you offer your customers?
• What feelings do you want to evoke in your customers?
• What action are you trying to generate from your customers?
• How are you different from your competition?
Try to get one or more of these ideas across in the tag line.
2. Next, prepare to brainstorm.
Gather tag lines from other companies and brands. Look in other categories besides your own, from both large and small firms. You can find taglines anywhere there are advertisements, packaging, or logos. Look in cupboards, around desks, in magazines, on TV/radio commercials, in print advertisements, and on websites. Don’t forget to look at your competitors' tag lines - and strive to be better and different.
Write the taglines on index cards or individual slips of paper. You will be mixing and matching them and pairing them with unrelated items as you brainstorm.
Pay attention to the words used, how they are put together, and which of the above questions they address. By doing this, you are more likely to come up with a unique angle for your own tag line.
You are looking at others' tag lines only to spark ideas. Do not plagiarize. Your objective is to come up with your own, original tag line.
3. Brainstorm taglines
Get a small group together if possible. You’d be amazed how much help you can get if you serve lunch. But the job can also be done solo. Set up a place with a lot of writing space - use dry erase boards, easels with big paper pads, note cards, etc.
Gather props that might stimulate your thinking. Rearrange your various props so you can look at them in different ways. Write down everything that comes to mind and all the new ideas each phrase sparks. Your ideas do not have to make sense. You want as many as possible.
4. Consolidate your list
After brainstorming, go through all of your ideas. Pull out those few you think have the best potential. Try to reduce longer ones to fewer words.
5. Choose the one best tagline
You should be left with a short list of possibilities. To pick the single best tag line, poll others. If you have some funds budgeted
Personalized business cards are a great way to add a personal touch to your marketing efforts. If you are looking to make a great first impression, you make way to look into buying personalized business cards for your next meeting or trade show. Personalized business cards can simply have a blank to put the prospects name in or be taylored to the event in which you are passing them out. Personalized business cards stand out as being special because they are just that; special.The more times you have the chance to get on a personal level with your prospective clients, the better chance you have of closing a deal. If a prospective client is trying to decide between your company and a competitor, personalized business cards may be just what you need to seal the deal. Marketing is a seriou
Try to get one or more of these ideas across in the tag line.
2. Next, prepare to brainstorm.
Gather tag lines from other companies and brands. Look in other categories besides your own, from both large and small firms. You can find taglines anywhere there are advertisements, packaging, or logos. Look in cupboards, around desks, in magazines, on TV/radio commercials, in print advertisements, and on websites. Don’t forget to look at your competitors' tag lines - and strive to be better and different.
Write the taglines on index cards or individual slips of paper. You will be mixing and matching them and pairing them with unrelated items as you brainstorm.
Pay attention to the words used, how they are put together, and which of the above questions they address. By doing this, you are more likely to come up with a unique angle for your own tag line.
You are looking at others' tag lines only to spark ideas. Do not plagiarize. Your objective is to come up with your own, original tag line.
3. Brainstorm taglines
Get a small group together if possible. You’d be amazed how much help you can get if you serve lunch. But the job can also be done solo. Set up a place with a lot of writing space - use dry erase boards, easels with big paper pads, note cards, etc.
Gather props that might stimulate your thinking. Rearrange your various props so you can look at them in different ways. Write down everything that comes to mind and all the new ideas each phrase sparks. Your ideas do not have to make sense. You want as many as possible.
4. Consolidate your list
After brainstorming, go through all of your ideas. Pull out those few you think have the best potential. Try to reduce longer ones to fewer words.
5. Choose the one best tagline
You should be left with a short list of possibilities. To pick the single best tag line, poll others. If you have some funds budgeted
As a parent, I try to teach my children to look beyond people’s appearances, and not to judge others based on if they’re wearing the latest fashions, or if their appearance is not as aesthetically pleasing as others. We live in a world where we are bombarded by messages that material things matter. While we may aim to teach our children to look beyond the first impression to what the person is like underneath, we do not get the same opportunity in the business world.In the business world, image is everything. Studies have been done on how customers judge a potential service provider, and if they don’t feel comfortable with the company’s image and how it is being conveyed, chances are the customer will choose not to purchase from that company.There is no place where this idea
3. Brainstorm taglines
Get a small group together if possible. You’d be amazed how much help you can get if you serve lunch. But the job can also be done solo. Set up a place with a lot of writing space - use dry erase boards, easels with big paper pads, note cards, etc.
Gather props that might stimulate your thinking. Rearrange your various props so you can look at them in different ways. Write down everything that comes to mind and all the new ideas each phrase sparks. Your ideas do not have to make sense. You want as many as possible.
4. Consolidate your list
After brainstorming, go through all of your ideas. Pull out those few you think have the best potential. Try to reduce longer ones to fewer words.
5. Choose the one best tagline
You should be left with a short list of possibilities. To pick the single best tag line, poll others. If you have some funds budgeted, work with a market research firm to test the taglines with your customers.
You can also conduct informal research. Yourfocusgroup.com offers a free trial. If you have contact with customers, ask them what they think. Give them an incentive to help, such as a discount or small freebie. Some marketers find making the final selection the most difficult step. Listen to your gut, along with outside opinions you trust, then…
Evaluate your tagline against these 8 criteria
Before you unveil your new tagline, make sure it’s as effective as possible by asking:
1. Is your tagline consistent with your brand name and brand positioning?
2. Will your target audience understand the language you’ve used?
3. Are you communicating one simple idea?
4. Will your tagline stand out in advertising and corporate communications?
5. Have you tried out the tagline with clients and prospects?
6. Does your tagline differentiate your firm from the competition?
7. Have you removed all acronyms and jargon?
8. Are you using specifics rather than vague words or generalizations?
Lastly, check if your tagline communicates your brand promise to your prospects and customers. And helps them choose YOU in a cluttered marketplace.
Interested in knowing more? Visit www.promowriting.com and see the Tip Sheet, “13 Tactics to Boost your Brand,” under the Tips section.
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