Why develop a tagline? When done well, it can be a memorable and valuable tool for quickly conveying your brand promise, differentiating you from your competition, and bringing a unifying message to all your marketing and communications efforts. And that can have a potent influence on driving sales and improving your bottom line.
All effective taglines come from the same source: your overall brand strategy. To develop a tagline that represents your unique brand identity and value, you must start with an analysis (or defining) of your company's positioning statement. Your positioning statement -- the one or two sentences that summarize what your company does -- should meet four criteria:
- It's based on things that are important to your customers
- It's based on genuine strengths
- It portrays a competitive advantage
- It's easily understandable
Making Your Tagline Meaningful and Memorable
Once you're feeling good about your positioning statement, creating your tagline has a solid foundation for coming into sharp focus. A few things to keep in mind:
- Your tagline should be simple, clear, and concise in relaying your marketing message.
- Make sure your tagline speaks to your customers in words and tones that are important to them.
- If possible, include words or phrases that connect with your logo. Words and images working together make the most powerful impression.
- Once you create a strong tagline, commit to using it over the long haul. Changing taglines too frequently can impair awareness of your brand and weaken your competitive advantage.
For more ideas to drive sales go to blog.ambitmarketing.com or visit Ambit Advertising and Public Relations.
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