Is it simple, succinct, easy to understand, and memorable? Is it something people will be talking about for years to come? Does itproperly reflect your business, what you sell, and who you are? I could go on. Do you have answers for all of these questions?
A tagline isn’t an easy thing to come up with. The problem is how little time you have to grab a person’s attention. Taglines aren’t longand they aren’t a detailed look at the company. A tagline is often moreabout a feel than anything else. Nike’s tagline of Just Do It emphasizesaction and speed, both of which go along with sneakers.
Before even starting to brainstorm you should look at the audience you’re trying to appeal to. Obviously for Nike they focus on sports, onexercise, and on other action oriented activities. The taglinereferences not only the company and its products but also the audiencethey’re aiming for.
How well do you know your customers? Take the time to think about what it is they want out of a business like yours, and what kind offeeling they’re going for. Nike knows their audience wants action.Figure out what your customers want and how you can appeal to them.
Remember, feeling is what counts, and a tagline needs to be powerful if it’s going to work. The best taglines are five words or less, whichmeans you don’t have a lot of room to work with. Short phrases are a loteasier for people to remember, and the more concise you are the fasterthey’ll be able to understand what your company is all about.
What can you say about your company that people will latch on to and remember? What phrase just begs for people to give you their undividedattention? I’m not trying to say this is going to be even remotely easy,and only someone who intimately knows the company will be able toreally understand what feeling should go into a tagline.
How to use a tagline is just as important, too. Coming up with one may be the hardest part, but what good is it if no one sees it? Makesure when printing business cards that all of them have your tagline onit. Do you send out a lot of letters? Letterhead printing labels all ofthem. Pocket folders are another way of ensuring everything you send outconnects with your company’s tagline.
And, of course, don’t forget about printing posters to put up around your store. Everything you do should have an association with yourtagline if you’re going to get people to remember it.
Forming a perfect tagline can be one of the hardest things for any business to do. Just because they’re short, don’t let that fool you intothinking they’ll be easy to make. Writing one might be difficult, but itwill definitely pay off in the long run.
Hope this Helps,
Brian Roth/Operations Manager
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