Such a large part of our branding, and one of the hardest things to narrow down to, is our tagline. Next to deciding on a company name, where we are expected to try to sum up and encompass everything that we have to offer, in just 3 or 4 words, can be really hard.

Drawing from my own personal experiences, a decent amount of money spent on branding experts, getting some really great advice from free branding consultants at the Small Business Development Center (SBDC), bringing some information from some of the leading experts I've followed, and an overall exhaustive study on the topic - over the last four years - I hope this provides you with a great foundation for working on YOUR tagline.

We Have to Change Our Mindset Regarding Branding

Getting to an effective tagline requires that we change our mindsets. We grew up in an era of hype and high pressure sales, so it is natural that is ingrained in us. However, there is a lot of difference in how marketing, branding, and so forth is done in this new era. No longer do people respond as well to catchy jingles and high pressure sales - at least not when we are dealing with B2B services. They are still effective to a degree with B2C advertising - but even still - I have to wonder if, in many cases, they don't tend to be more annoying, than helpful in getting a message across. Just take a look at how the reviews of Superbowl commercials have gotten to be more and more negative over the last few years. People are tired of the hype!

People - business owners and entrepreneurs - are interested in only one thing! "How will you help me solve my problem?" And the BIG hint! The problem is not tangible. It is emotional. They are frustrated, anxious, overwhelmed, pulling their hair out because they don't know what to do! It is NOT..."I need someone to organize my files" or "I need to get my carpets cleaned." That may be the underlying thing I need, but anyone can come clean my carpets. I want someone who is going to make me "FEEL" that they will be so clean a baby can sleep on them. Or so fresh, soft, and fluffy again that I can wiggle my toes in the softness. Something that will make me say..."Wow, you can do that for my carpets? You're hired!" Strike at the heart, the emotions, and within it represent you!

The branding of our companies has to begin with us understanding who we are - not what we do. It is not something to jump into quickly so you can just get a business up and running, and make money. What motivates us, who are we, what are our values? Our company name and tagline has to reflect all of that in something extremely short and concise. It's not something we "come up with," that sounds good to us. We have to get out of that frame of mind and put ourselves in the "hearts" and "emotional realm" of our clients. Again, we have to come from a point of understanding partly who we are first - and then what we do.

Michael Port, New York's Best Selling author of, "Book Yourself Solid" says it like this. "Personal branding is far more than just what you do or what your web site and business cards look like. It is you--uniquely you. It allows you to distinguish yourself from everyone else: what is unique about who you are and what you do." Read full article

Just yesterday, Marisa Murgatroyd, Marketing and Branding Expert and Founder of Live Your Message, talked about the importance of knowing your ideal client, building your movement, knowing your value, knowing that you have to build on the brand, and that you will need to tell your story everywhere. She emphasized the need for exhibiting enthusiasm, clarity, and confidence.

Example: Let's say you are a business coach. Through some self-examination you understand yourself to be someone who is compassionate, yet no-nonsense. You want to get your clients to the core of issues and get them up and running quickly without a lot of fluff. You also are targeting people who are also no-nonsense and want to get down to the business of creating the business of their dreams, and so they don't have time for fluff. Yet they are women, so they do have that "emotional" aspect that needs to be considered - and you happen to be a woman too. If you were a man - different approach!

Bad Tagline Idea: "Providing Business Coaching to Women" - I look at that and following are my initial thoughts and reactions:

1. So? So does every other business coach on the planet!
2. What do you mean by Business Coaching? How is that going to help me?
3. Everyone says that. There is nothing unique about you.
4. Blah, blah, blah.

Good Tagline Idea: (and this will derive from the "self-examination" mentioned above and also the personalities - and maybe even the core values - of the people this business coach wants to work with.) "Business Coaching that Makes a Now Difference!" or "Soft Touch - Solid Results" or...could be "Soft Touch - Fast Results" The point is that these exhibit the no-nonsense approach, and the last two do let me know that I'll get no-nonsense results, but still in a caring way because I don't want to be beat up on, after all. Can you see how this strikes to the core of my heart - my real need?

I love this list of the worst taglines in Eric Swartz's - Tagline Hall of Shame. - and I love this quote by him. "Bad taglines are typically vague, awkward, pretentious, inane, underwhelming, confusing, complicated, negative, or ambiguous – and often communicate an unintended message. They are also occasionally guilty of using trendy clichés and meaningless business jargon. They tend to devalue a brand."

How Do I Know if I Have a Good Tagline?

Ask the RIGHT questions. When you are seeking some feedback on taglines you are after an answer to the questions - WHAT does this make you feel? What emotional cord does this strike for you? By this statement, do you feel I understand YOU and do you feel I can ease your feeling of being overwhelmed, or frustrated, or anxious (or whatever their pain point is). By this statement, do you feel that I am uniquely qualified to take away your pain or provide you with something that will make you feel better.

Then - go out and try it out and look at people's reactions. You may have a business that normally would not do in person networking. Ok...you don't have to continue with it. Just do it so you can see how people react. It's an experiment! Use it along with a 30-second commercial. If people's eyes glaze over, you know it's back to the drawing board.

I'd like to share just two more examples of taglines that really grip me. Hopefully, you will see why.

Dell Computer: "Get More Out of Now!" Yes - Give me more. I want that!! That gets me excited! I'm sitting here working with an Asus computer and it sucks! (Sorry, Asus - but that is my opinion about my laptop.) If Dell can help me Get More Out of Now - I'm all in!

Ford: "Built For the Road Ahead." Feeling of strength in the brand - Confidence - Something that will run forever! Now...except for Ford trucks, I probably wouldn't get one because I'm a Honda girl, but this tagline sure gets my attention at that emotional level - AND I will forever remember it.

How I Found My Tagline

One thing about a tagline. You do not have to stay stuck with it forever. Re-branding happens all the time. Over the years I tried on a few things. I was going through that whole "mindset change" I mention above - and I was rebellious about it! Save yourself time, effort, and aggravation. Don't follow in my rebellious footsteps. Get this right -sooner than later and listen to your mentors and those who've gone before you. Yes...I suppose that means even me...but there are a lot of people who know more than me. Pay attention! OK?? Now...back to the program...:)

Again - New York Times, Best Selling Author, Michael Port sums up what is currently happening in my world, perfectly - "Your tagline, based on your why you do it statement, is something you'll never get tired of hearing. And the first time you hear someone refer to you by it, you'll want to cry tears of joy. You'll formulate one simple sentence that allows people to define you in a manner of your own choosing. You'll never get tired of saying it or hearing it because it's based on what you stand for and what's important to you. And, most importantly, not only will it very deeply and truly mean something to you, it will resonate with the people you're meant to serve.

Your tagline lets others know what it's like to be around you. It says something about who you are at your core, and it's the essence of what you want to achieve or experience in the world. Think of it as the bigger vision that is the inspiration for what you do in your business, Your why you do it statement and associated tagline is the way in which you want to touch others' lives in a positive and meaningful way." Read entire article

My tagline is - Together...We Just Get "It" Done.(TM) I went through a few self-assessments and the conclusion was - in a nutshell - that I am a no-nonsense, get down to business, don't have time or desire for a lot of fluff and buff, and just want to get in and get done whatever needs to get done. I know I have a long-standing reputation for being the person to go to when someone needed something. In my corporate life - and even now. If I don't know how to do it personally, I either learn it or I know how to pull together the resources to get done what needs done - and this is what people seek me out for.

I also know I hate working with people who are indecisive and who move slow. Life is too short and people need what I have to offer - and what my clients have to offer.

When I came up with this tagline I thought..."Nah, this says nothing about what I do!" I kept fighting it too. But, my mentor and coach encouraged me to get out and network with it. I was like - "are you kidding me!" The responses to this one little change in my branding literally turned things around! The feedback I received is that I come across as someone who is confident, and that whatever needs to be handled will get handled and that I am someone who would put people's worries to rest! Within two weeks my name was being passed around as The "It" Gal!

This all happened because I finally took to heart everything I shared with you above. So - if it can happen for me - it can happen for you too!

May God's Blessings & Favor Be Upon You!

Pam Blackman
On My Wings International
Virtual Business Management Solutions