Every company has a unique brand of distinction. It lives deep down in the soul of every organization. It’s the true meaning of why you are unique. It is the collective sum of all the history, emotions, thoughts and stereotypes that exist about a company. But, sadly enough, most companies never take the time to discover what theirs truly is.
What is a brand of distinction? It is simply that core value, promise or position that makes your company different in the eyes of the customer. But for most companies, the stumbling point comes when they try to verbalize this story to their customers, prospects and even their own employees.
Some companies fail by using common or bland language and making vague promises that do not set them apart. They become lost in the crowd. For example, what do the following taglines say about these company brands?
- Our quality is second to none
- The difference is our people
- Your success is our success
- Customer service is our pleasure
- Great value for your dollar
The answer is nothing. In fact, these are very common branding taglines used by many companies today. In the end, these are simply promises every business should make to their customers, regardless of their brand. They certainly don’t describe a unique brand of distinction.
So what’s a marketer to do? Start by taking a close, hard look at your existing brand essence and be brutally honest with yourself. Is it unique among your main competitors? Is it a position that you truly own? Is it one that you can easily defend against your competitors?
A powerful brand essence is the foundation upon which all successful marketing is built. Discover a unique brand of distinction and watch your company grow.
Until next month…
Anyone who has ever gone through the experience of developing a company tagline knows just how difficult this process can be. How do you deliver a memorable message in a single, short sentence?
To develop an effective tagline, you must start by spending some time getting to the core of what your business is all about. Focus on not only what you do but also how and why you do it. The How and Why of your business is typically your point of differentiation.
Be bold. A tagline should not be humble. Use powerful words that connote emotions beyond the word’s definition. This is a daunting task. We typically take clients through an all-day exercise just to identify the message before we even start crafting the phrase. Developing a company tagline is not for the faint of heart.
Here are some tagline dos and don’ts:
- It should be no longer that seven words. But remember, the shorter the tagline the better.
- If your company name is not descriptive of what you do, then your tagline should be.
- It must be used consistently, on all marketing materials, for a minimum of three to five years.
- It must be unique to your business. It cannot describe any of your competitors.
- It avoids using trite or predictable words like “consumer-driven” or “friendly.”
- It should be true. It should be the soul of who your company already is or is working to be.
Until next month…
We’ve all seen them. Sometimes we’re at home flipping through a magazine or trade journal. Maybe you’re driving in your car listening to the radio. Or you’re sitting at home watching television. Suddenly it happens—that great ad that just grabs your attention and makes you want to buy.
So what makes a good ad a great ad?
1. It Entertains—If you can’t entertain or titillate your audience, then your ad is boring—plain and simple. And if your ad is boring, then you just wasted the cost of that media insertion because no one will engage. Remember, if you are asking someone to give you some of their valuable time, make it worth it.
2. Shock and Surprise—Predictability is boring. Great ads shock or surprise people in a way that gets them to remember your message and your product.
3. Get to the Point—There’s no time to spare in ads today, so it’s important that you get to the point—immediately. Make sure that your benefit is clear and easy to understand and your offer is obvious.
4. Keep Your Ideas Fresh—Just like fashion, ads can go out of style. Make sure that your ads are always consistent with (or ahead of) current trends and styles. Be careful about recycling old ideas, unless you are sure that the market is ripe for them.
5. Coin a Catchphrase—One little phrase can make or break an ad campaign. Do you remember “Where’s the Beef?”, “I can’t believe I ate the whole thing,” or “What happens in Vegas, stays in Vegas”? If you can be this clever, imaginative or just plain lucky, your brand will live forever.
Until next month…
Just do it. Breakfast of Champions. We try harder.
What do these taglines have in common? They are all examples of memorable taglines that brilliantly positioned their company’s brand and helped propel them to new heights.
So what is a tagline? A tagline is a branding message. It positions your company in the market and makes a promise of what your brand is or what it will deliver. The creation of a tagline is a critical undertaking for any company and could mean the difference between status quo and greatness.
So how do you create a powerful tagline that could help propel your company to new heights? The following is the Gumas checklist that we put together when we are developing new taglines for our clients.
1. Is it impactful?
A powerful tagline must be unique, original and bold. It must deliver a promise or set a tone for your brand. And it must do it quickly; we suggest no more than six or seven words.
2. Does it have sticking power?
In other words is it memorable. Your tagline must be relevant and has to resonate in the minds of your customers and prospects.
3. Is it easy to say?
If it’s hard to say, no one will say it. Not only must it roll off the tongue but it should be simple.
4. Does it communicate your brand benefit?
Not benefits, but the single, most powerful benefit of your brand—what we call your “brand essence.”
5. Does it move you forward?
A strong tagline not only reflects your brand’s “here and now,” but it should also reflect your future strategic direction.
Take a close look at your current tagline. Now compare it to your brand essence and ask yourself our five questions for creating a powerful company tagline. If it passes the test, congratulations. If it falls short, you have some work to do. And if you don’t have a tagline, then you should seriously consider creating one. If you feel you need help, you can always call us.
Until next month…
A recent study just reported on some interesting research: when doctors explained to their patients how a new medicine would work by using a metaphor to describe the process, the drug actually worked better.
As marketers we harness the power of metaphors as well. In fact, they’re one of the most potent tools at our disposal. Take a fresh look at the products or services you sell. How can you equate them with words that draw a picture or conjure up an emotional response?
Some slogans or ad theme music haunt us because they have snuck past our intellect and grabbed hold of our imagination. Think of some taglines that just stick, such as one of our favorites from Timex: “Takes a lickin’ and keeps on tickin’.”
Contrast that with Pepsi’s new tagline, “It’s the cola.” Doesn’t really register on the Richter scale, does it?
When we were working on our own Gumas brand, we wanted to convey the passion and energy we bring to our work. Our final result—where strategy and passion collide! Imagine if we had said instead, we blend strategy and passion. Hardly the same effect.
Read through your marketing pieces and look for opportunities to use a metaphor to bring your message to life. You’ll be amazed at how people respond to emotionally charged words that paint a picture they can latch on to.
Until next month…
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