Here’s some branding tips: A tagline is a phrase that captures the mission, promise, and brand of your company. According to Copyblogger, it can be addressed in a three-step process, as explained in their article How to Create a Rock Solid Tagline that Really Works.
As for branding tips, choose clarity over cleverness as you convey the central idea of your business. People who don’t know you at all will need to make quick decisions about whether to stay on your Website, or move on. Clever can wait. Keep your slogan’s focus on the central idea.
Your promise refers to the benefits that set you apart from other similar businesses. Copyblogger recommends writing down the benefits of the product you sell. Then ask yourself: “So what?” Every buyer wants to know how a product will benefit them. Those answers will give you the benefits that differentiate you from others, and will lay the groundwork for articulating your tagline or slogan. Mark Magnacca’s Book, So What?, delves in great detail into this need to highlight benefits.
For the last step, find your business personality and use it to differentiate your brand from the competition. Give your buyers a little of your brand, your persona in the slogan.
Here are a few branding tips that succeeded and became tied to the companies they described:
“Stronger than dirt”
mission/a supercleaner
promise/beats the dirt
branding/We’re emphatic about beating dirt!
“You’re in good hands with Allstate”
mission/confident insurance coverage
promise/we’ll protect you
branding/caring and compassionate
“Think different,” and “Think outside the box” (Apple)
mission/to exceed conventions
promise/something better
branding/we’re all about new, not confined to the traditional
“L’Oreal. Because you’re worth it.”
mission/high quality
promise/to make you happy because you use the best
branding/Sometimes it isn’t about price, but about self-actualization
When you have some good slogan candidates, take a hard look to make sure they meet all three goals of mission, promise, and branding. Slogans are another component of your branding that won’t change, so take extra time and get advice from people you trust to make sure you choose the most effective phrase.
Question and Answer Method:
Sometimes you can find a good tagline by going the Question & Answer route. Here are three questions you could use to test taglines and slogans for a new product, a pizza party kit:
- Who is your buyer? (Millennial generation, living in college dorms)
- What is their pain point—the problem your product can solve? (Entertaining for a crowd is a lot of work, too complicated to shop for)
- How will your product fix that? (Everything you need to prepare fresh pizza for 10 people is in the box.)
Possible Tagline: Arturo’s Do-It-Yourself Pizza Party: Everything is included except the oven.
More Resources:
19 Steps to Finding the Perfect Tagline (a comprehensive step-by-step guide)
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