As a marketer one of your goals is probably to create “top of mind awareness.” When someone is considering buying your product or service, you want your business to be the first one that comes to mind. One of the things in your “marketing toolbox” that can help you achieve this goal is your organization’s tagline.

My tagline is Your On-Call Marketing Writer. What’s yours?

Quick! Sum up your business’ brand and promise in about seven words or less. Make it descriptive, memorable and easily understood. Say something about your organization that will build trust, summarize what you’re offering and help motivate people to buy.

In other words, write a tagline for your business.

A tagline (sometimes referred to as a slogan) is an often-repeated phrase that expresses the aims or nature of an organization.

Your company’s tagline can be your best brand communication tool. A well-written tagline can cut through the clutter, quickly communicating your brand and conveying the essence of what it is that you’re offering. 

Create Your Tagline

Writing a great tagline is not a fast or easy process. Here’s what you need to do:

• Understand your target audience. What problems can you solve for them? What is important to them? What are they looking for?
  
  
• Understand what sets you apart. What is your Unique Selling Proposition? Why should people want to do business with you?
  
  
• Research your competitors’ taglines. Be sure that yours communicates something different!
  
  
• Start brainstorming. Create a list of words and phrases that describe your business, your unique selling proposition, the benefits you offer, etc. “Play” with your words and ideas, creating a long list of possibilities. Try using descriptive words and active verbs.
  
  
• Simplify and rewrite. Take your best ideas and see if you can make them even shorter. Run things by a few other people to get some second opinions. Keep brainstorming, simplifying and rewriting until you come up with something that works!
  

Use Your Tagline

Have your graphic designer create a powerful logo/tagline combination for your business and then use it on all of your marketing materials to help create brand awareness among your customers and prospects.

CUSTOMER SPOTLIGHT: ALLVIEW SHUTTERS

The tagline for U.S. Polymer’s AllView Shutters, Elegance Meets Green, sums up much of the brand message for these custom-made window shutters. With AllView you can enjoy the elegance of sculptured light and a clear louvered view unobstructed by traditional tilter bars. Not only are these beautiful shutters virtually indestructible (AllView resists dents and scratches, and will not warp, chip, shrink, crack, fade, peel, mildew or mold), they also provide excellent insulation and have extremely “green” credentials. To learn more, visit the website which I helped create for this product.