There seems to be a lot of misconception surrounding what a tagline is, what it isn’t, and how it can used to strengthen a brand.
In this past week alone, we identified a similar problem in the branding of two of our newest clients. One had a tagline that was comprised of a string of adjectives, and the other didn’t have a tagline at all.
It’s a difficult conversation to have with any business owner – that there would be a flaw in the brand that they’ve built from the ground up. However, when we explain the three types of taglines (Promise, Call to Action, and Memory), and how to craft a tagline that will help to increase sales, a raise of the eyebrows usually ensues.
We helped both of these new clients to identify their core tagline issues, and then worked to correct them. Admittedly, we had to learn this over the years as well. In taking the time to educate each client, we help them understand how and why a great tagline works with other elements to create a successful brand – helping to ensure long-term success.
What we learned in the process of overhauling our own website was that our brand identity was strong, clients were loyal, but we uncovered a brand problem: our tagline needed to be redefined. For years, our tagline was Design. Develop. Constantly evolve.™. When we really took the time to look at each element of our overall brand, the tagline just didn’t measure up. It was no longer relevant because our capabilities encompassed so much more than design and development. After identifying the very reason why our clients chose us over the competition, we strategically crafted a new tagline, Effective brand marketing starts here.™ It offers the prospective client a Promise – that by working with Liqui-Site, your brand will be crafted by experts who understand how to communicate the clear messaging needed for success.
