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Read More Great Marketing Articles
The #1 Tagline Mistake To Avoid When Branding A Business
Page 2
2. It doesn't explain who you are, what you are or what you do.
As if apologizing for the company's core product wasn't bad enough, these type of ambivalent mottos leave the potential customer even less informed. If you're "More than a bus company," than what exactly are you? A truck company? An airline? A travel agency? Who knows!
These "More than" tag lines probably began with the intention of creating curiosity in the minds of consumers, as if they would immediately demand "Then tell me more! Tell me what you really do!" But in the busy reality of daily life, few will bother to inquire further. It just takes too much effort. And if the company can't succinctly convey what they do, why should the consumer have to figure it out?
If you want to differentiate your company and it's products, then create taglines that are informative and compelling - ones that will further position you in the eyes of your potential customer. If you want the company slogan to be truly great, it needs to be "more than a tag line."
Return to Page 1
Phil Davis is president and owner of Tungsten Branding, a naming firm specializing in brand creation, product naming, tag line development, corporate identity and comprehensive brand repositioning. Phil's client list includes PODS, TeamLogicIT and Coghead.com to name a few. His complete client list and company naming philosophy can be viewed at www.PureTungsten.com.
Page 2
2. It doesn't explain who you are, what you are or what you do.
As if apologizing for the company's core product wasn't bad enough, these type of ambivalent mottos leave the potential customer even less informed. If you're "More than a bus company," than what exactly are you? A truck company? An airline? A travel agency? Who knows!
These "More than" tag lines probably began with the intention of creating curiosity in the minds of consumers, as if they would immediately demand "Then tell me more! Tell me what you really do!" But in the busy reality of daily life, few will bother to inquire further. It just takes too much effort. And if the company can't succinctly convey what they do, why should the consumer have to figure it out?
If you want to differentiate your company and it's products, then create taglines that are informative and compelling - ones that will further position you in the eyes of your potential customer. If you want the company slogan to be truly great, it needs to be "more than a tag line."
Return to Page 1
Phil Davis is president and owner of Tungsten Branding, a naming firm specializing in brand creation, product naming, tag line development, corporate identity and comprehensive brand repositioning. Phil's client list includes PODS, TeamLogicIT and Coghead.com to name a few. His complete client list and company naming philosophy can be viewed at www.PureTungsten.com.