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Your company tagline is an important piece of your brand-building puzzle. It goes one step deeper than your logo design by identifying your brand and capturing its simple identity, its essence.
As you build your brand you must be able to identify your product or service in a quick short phrase. You must be able to identify what it is you are selling or promising.
When I sit with a client in our design studio in Croton on Hudson, New York, at a brand consultation, I often ask them “what is it you are selling, really.” Are you selling a product or an experience? Trying to help them understand why a customer would choose to use their product or service.
Trying to help them get to the bottom their true offering would go something like this:
Client: I have a tour-guide business where I take visitors on tours of the area
Me: That’s important to your client because?
Client: My customers like to see the area, learn it’s history, get together with friends.
Me: and that’s important because?
Client: When they are visiting and traveling with their friends, taking pictures, learning together, they are making good memories
Me: And that’s important because?
Client: Pictures, memorabilia from their tour makes them happy and gives them good memories
Me: There it is-you are actually selling “happy memories” not day-trips. People want happy memories.
Now we can build a tag-line that helps her potential client know what the essence of her business is and exactly what she is selling By identifying one sole purpose of your product or service you will narrow down what you are selling and be able to create an appropriate memorable tag-line.
If you would like our help in capturing your company’s essence, call us at (914)582-9353