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.
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 six scenarios seem familiar, perhaps it’s time to consider retooling your brand to make it stronger.
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.
A branding lesson in a flower pot
If your branding efforts aren’t branching out beyond your customer base, you’re missing an opportunity for it to take root in areas where it can add real value to your business.