Taglines and slogans are more than just catchy phrases, they are how businesses continue to stand out from their competition and remain in the minds of the consumer. As an advertising agency and marketing coach Purple Diamond has created many taglines for their clients, but the biggest struggle is to help the business owner to understand that a tagline or slogan only works when used consistently in marketing material and verbally said when speaking about your business. If you are not using your own tagline when talking about your company why should anyone else remember the phrase or identify it with your business?
So, how do you know if you are using your tagline effectively? First, check your website,
email signature, business cards, letterhead, creative ads, and all other marketing material and see which ones have your slogan or tagline. Is the line listed 100% on all materials or is it MIA [missing-in-action]? Next, when you are doing a 30 second elevator pitch do you end your pitch with the tagline for your business or slogan for the product you are promoting? This is another way of knowing how effective your tagline is. You should be comfortable saying the line and using it consistently. Finally, do all your clients and many of your prospects know your tagline? If not, you are missing one of the key ways to help your target market identify with your business with a simple phrase.
And, if you are still someone who is not sure of the importance of having a tagline for your company and wonder if it will have a great impact on marketing your business consider the lines you have heard from local businesses and from national ad campaigns that use theirs consistently. “Melts in your mouth, not in your hands” for M&M’s ,”Just do it” for Nike, “You’re in good hands with Allstate” for Allstate Insurance are just a couple of taglines that I quickly remember. My own tagline for Purple Diamond, “Success wears the Purple Diamond!”, tells my clients that our brand is “success” and that when they choose to work with Purple Diamond either as an advertising agency or marketing coach we are committed to helping their business achieve greater success!
All my best to your success!