Corporate ID

By , October 19, 2013 9:26 am

Part 2: Focus on your Tag line

The tag line, slogan, customer promise, value proposition, etc. is a key part of your corporate identity and brand.  Like your logo, it’s important to get it right the first time so that you start to build and reinforce a story/image about your company. It’s a verbal complement and reinforcement of your logo. And vice versa.

All those phrases I used do not mean the same thing – I’m purposely over simplifying to make a point.  The same characteristics and endpoint should be the goal of that line and that is – it should provide a benefit with a very brief (a few words) phrase as pithy as possible.

Let’s take the value proposition – in short, it’s a promise from the company or the product, to the customer. It delivers a benefit or value to the customer.  Some lines serve to differentiate the company from the competition at the same time.  A really good line will do all of the above and take it even further.  Those lines are rare.  There are many methodologies to develop a tag line.  Again, as in having an intuitive and creative designer for your logo, use a resource who will work with you to develop an equally sustainable tag line.

Here are some memorable taglines — some deliver a perceived benefit that is larger than the actual product:

BMW  -  The Ultimate Driving Machine
DeBeers   -  A Diamond is Forever
American Express   -  Don’t Leave Home Without It
Calvin Klein (fragrance)  -  Between Love and Madness Comes Obsession
Calvin Klein Jeans  -  Nothing Comes Between Me and My Calvin’s
Clarks  -  Shoes Designed for Living
Clarks  -  Shoes Designed to Live in
Levis  -  Original Jeans. Original People

Make your tag line memorable; it’s vital to capturing the image and story of your company, plus the immediate and aspirational benefit of your product/service.

 

Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.

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