How to nail your tag line (and why it matters).
We often get questions about tag lines and how to go about creating one for your business.
I am not going to convince you of the need for a tag line, or even an elevator pitch. A tag line, being a succinct expression of what your business does, is a great opportunity to leave an impact and we all know how important it is to have these tools in your hands (and on your socials!)
What you have also probably discovered by now is that an elevator pitch in an of itself isn’t going to help you; a tag line won’t save your business.
What it can do, however, is leave a powerful impression. We all know “Just Do It” and “Because You’re Worth It”. These are tag lines that say nothing about Nike or L’Oreal and everything about their customers.
Yes, a tag line can be powerful.
So how do you get one? First, here’s what not to do.
Don’t follow a formula.
So many tag lines follow this formula “I do “X” so that “insert your ideal customer here” can feel/do/be “Y”
Or “We help “insert your ideal customer here” so that they can do “X” and have/feel/be “Y”
Do you know the formula I am talking about? Spend 5 minutes looking at business accounts on Instagram if you need current examples!
The pitfall of following a formula is that it is never going to speak to a customer at their truest point of need, nor connection.
So what should you do?
You need to know your point of difference and be able to express it in your tagline. It's both as simple and challenging as that.
It’s your point of difference that will enable you to hone in on what your customer most needs, or desires.
Nike: “Just Do It” and let our products give you the gear and confidence you need. L’Oreal: “Because You’re Worth It” and because you look after everyone else, you’re worth looking after too MasterCard: “There are some things money can’t buy. For everything else, there’s MasterCard.” Pretty self explanatory.
Now, I’d love to tell you exactly how to go and create something as memorable as these for your business but as I already said - there’s not a formula you can follow.
What I can do is leave you with tools. The first is this question “do you have a clear difference from your competitors" and secondly "are you able to identify and articulate it?”
Until you are crystal clear on this you’re not ready for a tagline.
When your clients encounter your brand, it needs to speak to them on an emotional and psychological level so the last thing you should do is the same thing everyone else is - tone down equals blend in. I call that unbranding!
How do you make sure you don't unbrand? Why not start by looking at the programs we offer, perhaps even our completely free Program!
You want what my customer Jodi has “Now, when I answer the question “what do you do?” I get the response “I need to be your client””.