The tagline: Your stake in the ground
The tagline is not about who you are or what you sell. It’s about them: your target audience. So, you better make sure it’s concise, direct and memorable, so they recall it the each time they hear your name.
What’s in a name, anyway?
If your business is like ours, you don’t have a bottomless marketing budget to build awareness of a name that lacks clarity. We have to be more calculated and deliberate.
Three major hurdles of business naming
Business naming is one of the more difficult things we do. Aside from the creative challenges, there are three major hurdles we have to leap. For every name we present, there are, literally, dozens of candidates that never make the cut. The client never sees any of those.
Bringing out the best.
Greatness cannot be achieved within a vacuum. It takes vision, perseverance and a team of experts to make it happen. It requires an understanding of what your audience wants, even if it’s something that doesn’t quite exist. You aim high, learn from your failures and never say, “It can’t be done.”
Six telltale signs to knowing when you have a weak brand
If any of these scenarios seem familiar, perhaps it’s time to consider retooling your brand.
Perception vs. promise
So, if you find yourself continually restating your promise or steering your audience away from false perceptions, then it’s time to take a step back and see where things have gone astray. And, that might just require the objectivity that can only come from outside of your organization.