The tag line, slogan, customer promise, value proposition, etc. is a key part of your corporate identity and brand.\u00a0 Like your logo, it\u2019s important to get it right the first time so that you start to build and reinforce a story\/image about your company. It\u2019s a verbal complement and reinforcement of your logo. And vice versa.<\/p>\n
All those phrases I used do not mean the same thing \u2013 I\u2019m purposely over simplifying to make a point.\u00a0 The same characteristics and endpoint should be the goal of that line and that is \u2013 it should provide a benefit with a very brief (a few words) phrase as pithy as possible.<\/p>\n
Let\u2019s take the value proposition \u2013 in short, it\u2019s a promise from the company or the product, to the customer. It delivers a benefit or value to the customer.\u00a0 Some lines serve to differentiate the company from the competition at the same time.\u00a0 A really good line will do all of the above and take it even further.\u00a0 Those lines are rare.\u00a0 There are many methodologies to develop a tag line.\u00a0 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.<\/p>\n
Here are some memorable taglines — some deliver a perceived benefit that is larger than the actual product:<\/p>\n
BMW\u00a0 –\u00a0 The Ultimate Driving Machine
\nDeBeers\u00a0\u00a0 –\u00a0 A Diamond is Forever
\nAmerican Express\u00a0\u00a0 –\u00a0 Don\u2019t Leave Home Without It
\nCalvin Klein (fragrance)\u00a0 –\u00a0 Between Love and Madness Comes Obsession
\nCalvin Klein Jeans\u00a0 –\u00a0 Nothing Comes Between Me and My Calvin’s
\nClarks\u00a0 –\u00a0 Shoes Designed for Living
\nClarks\u00a0 –\u00a0 Shoes Designed to Live in
\nLevis\u00a0 –\u00a0 Original Jeans. Original People<\/p>\n
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.<\/p>\n
<\/p>\n
Sandra Holtzman teaches\u00a0CEO 035: Licensing<\/a>.<\/em><\/strong> 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.\u00a0 Like your logo, it\u2019s important to get it right the first time so that you start to build and […]<\/p>\n","protected":false},"author":266,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"post-templates\/post-middle-column.php","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[8577],"tags":[8598,8582,8576,8581,28758,8592,8572,28765,38568,28764],"class_list":["post-6126","post","type-post","status-publish","format-standard","hentry","category-small-business","tag-branding","tag-business-tips","tag-entrepreneurs","tag-global-business","tag-logo","tag-marketing","tag-retail","tag-slogan","tag-small-business","tag-tag-line"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p1v7EM-1AO","_links":{"self":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts\/6126","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/users\/266"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/comments?post=6126"}],"version-history":[{"count":0,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts\/6126\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/media?parent=6126"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/categories?post=6126"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/tags?post=6126"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nShe is the author of\u00a0Lies Startups Tell Themselves to Avoid Marketing<\/a>.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"