It says a lot about you. It shows whether or not you've put any thought or effort into the mission of your business. It communicates whether or not you have a clear direction or vision about what you offer. Your tagline gives your business a personality and it communicates your purpose. I call it a signature, because I believe that it should be personal and distinct.
A tagline doesn't always have to be cute or rhyme, but it does need to say something about you. Here are some examples of local, small business signatures and what they say.
Power to the Small Business - The Marketing Spot, Woodway, Texas. (This is my signature)
My mission is to empower small businesses with the knowledge and confidence to do better marketing. I do this because I believe marketing is the great equalizer for small businesses. It's the level playing field on which they can compete, win, and became the business they dream of being.
Mock the Elements - Fortress UTV Accessories, Waco, Texas
We don't just make accessories, we make a fortress. These ain’t no backyard parts. If you're a serious UTV owner, we've got your stuff. Hunters, ranchers, construction and maintenance workers; you worry about your work and let us take care of the rest.
Lighting That Defines You - Texas Bright Ideas, Harker Heights and Georgetown, Texas
This is not just any lighting. If you just want cheap lighting you can get that at Lowe's and Home Depot. But if you want lighting you will love and lighting you will show off to your friends, we have lighting that defines you.
Join The Pain Relief Revolution - Montogomery Chiropractic, Belton, Texas
We're not here to simply adjust your back. We're starting a revolution to defeat your pain. There is no normal pain, so let us help you conquer your pain!
Slaying the Used Car Dragons - Mike Knight Motors, Waco, Texas
You know what used car salesman are like. We do too and we don't like their kind around here. We're a professional, straight-up operation. We shatter used car stereotypes and have fun doing it.
Getting the Deal Done - Sheehy Team Investment Real Estate, Waco, Texas
We're always moving forward and we don't mess around. There are no obstacles that can't be overcome and we attack them with a positive attitude. When you work with us, you can have confidence to do more deals because we're getting the deal done.
Our Family Makes the Difference - Sykora Family Ford, West, Texas
When you do business with us, you're going to be doing business with a Sykora family member. Let the other car dealers scream and yell, we prefer to deal with you like we would a member of our family. It's a difference that will make you a loyal member of our extended family.
What does your tagline say?
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Your Signature (Tagline/Slogan)
Get The Marketing Spot in a blog reader 
10 comments:
A tagline should demonstrate a company's primary client benefit. It should satisfy the question, "What's in it for me?"
Tagline creation can be a part of positioning, which is identifying who your primary customers are, why they buy from you, and why you instead of someone else. Your tagline should indicate what people get when they do business with you. That's all they care about, not how great you are, or how long you've been in business, or that you provide great service, because they expect that in all their professional experiences.
Let them know what they get, and you will capture the attention of those who want/need your product or service.
Internally a tagline can act as a rallying cry, creating connection and bringing common purpose to the employees.
@Christine @Kevin, Thanks for your comments. Taken together they are the perfect illustration of the outside/inside benefits of having a well-defined tagline.
Our tagline is
Learn to Perform
because we believe you can and you should and because we are a training organisation. So we try and capture our philsophy and our promise in a sharp phrase. What do you think?
@Dennis
I would like to see something a little stronger or stickier. I don't really get a strong sense of your mission from your tagline. What are the results of this learned performance? Where does learning to perform take you? Is there a metaphor you can use?
Constructive question.
'Performance' is different for every client but I know for sure they want it. Our philosopy is to focus on the pragmatic things that actually make a difference (not the rah rah). We are in retail space, so performace is quite well understood, and what we promise is to teach the stuff that will get that performance - if hat makes sense?
Sorry about the typos ;-)
The tagline is so important. If you're going to have one (and I think all companies should) it needs to be powerful and to the point. It is definitely worth the time in writing and rewriting until it is solid.
@Dennis T
hanks for clarifying the picture. I might suggest a slight tweaking of your tagline such as "Where Performers Learn" or "Where Pragmatists Learn to Perform" because it says something specifically about you.
@Elizabeth
Some companies have proven that a tagline is not necessary (Google, Starbucks). But your point is well taken, it needs to be powerful and say something about your company. Avoice the cute, trite sayings. Make the tagline uniquely you.
Jay, thanks for your post. This is an extremely topical conversation at the moment that many companies are over looking due to short term planning, a result of the global recession. One of our bloggers, Johnnie Cahill described how taglines should only be ‘three little words’ having cited Innocent ‘Tasty Little Drinks’, Nike ‘Just do it’ and Pedigree ‘ We’re for dogs’. However, regarding small to medium organizations this rule can be stretched and your examples highlight this.
http://webkit.o2online.ie/ideasroom/?p=993
Thanks again for the post,
Elaine @ O2 IdeasRoom
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