I grew up in corporate environments, and we were always leery of taglines. Businesses inevitably evolve, and a tagline that was once clever and fresh can become dated and irrelevant. Big corporations reach a huge audience, and they’re not known for being nimble. Changing a tagline is a big deal, so sometimes it’s more judicious to never create one in the first place.
For my own business, Top of Mind Marketing, I’m a product of my corporate training; I’ve taken the high road and never adopted a tagline. My excuse? My business keeps evolving. Now in my sixth year, it’s taken this long to identify myself first and foremost as a writer, and more specifically, as someone who is an expert at writing SEO web content.
But those are just excuses
The reality is that I’ve never come up with anything clever and definitive enough that I wanted to adopt. My colleague, Allison Tabor, in a one-page business plan workshop, forced the issue with a tagline exercise. I thought about what I do and how I work with my clients. For inspiration, I reviewed successful taglines with which we are all familiar. The best are simple and capture a mission or aspiration in just a few short words—Safeway’s Ingredients for life; Avis’ We try harder; Jauguar’s Don’t dream it. Drive it; Kaiser’s Thrive campaign.
Every once in a while, you get lucky and have an epiphany
Your ideas. Our words. This is what I do. My clients share their thoughts about how they started their businesses, their passion for their work, their lives and interests. It is always my goal to translate these ideas into the newsletters, blogs, web content and brochures that position them as the industry experts that they are.
I’m delighted with my new tagline. Like a logo, it’s an important branding element that helps describe what I do and set me apart.
Thinking that your business needs a tagline? Talk to us at Top of Mind Marketing. We help our clients develop marketing strategies–including taglines!