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Guest post by: Glenn Ebersole Become an Author

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Top of Mind Awareness or TOMA is a very strategic advantage for businesses and individuals. One strategic method of achieving TOMA is through branding of yourself and your business. We all recognize some brands more readily than others and part of that branding includes taglines. Examples such as “ When it absolutely positively has to be there overnight,” “Can you hear me now?” and “Got Milk? (Federal Express, Verizon and California Milk Processor Board). Let’s admit it. The moment you hear those taglines, you get a mental image of a product or service. And that is an awesome accomplishment!

So what is a tagline? A tagline is a series of words that asks a question or makes a statement that is used to communicate or explain the main benefit of a company or a brand. Taglines are especially effective when the company name or brand name does not do an effective job of communicating the desired message. In those cases, it is very important to review the positioning statement to ensure that the target audience is clearly focused and defined and the benefit is one that is important to that target audience.

Your Strategic Thinking Business Coach offers the following tips to use in creating your personal and company taglines.

1. Taglines should contain less than 10 words. For example: “Where’s the beef? from Wendy’s.

2. Taglines should communicate or enhance the positioning statement for your brand. For example: “When you care enough to send the very best” from The Hallmark Company.

3. Taglines should paint a word picture. “Ace is the place for paint” from Ace Hardware.

4. Taglines should contain words that are easy to remember. For example: “Coke is it!” from Coca Cola Company.

5. Taglines should be meaningful first and foremost. “You’re in good hands with All State” from All State Insurance Company.

6. Strive to include the brand name as an integral part of the tagline. For example: “See the USA in your Chevrolet,” by General Motors.

7. Taglines should include a key benefit. For example: “Engineered like no other car in the world” by Mercedes Benz.

8. Taglines should differentiate the brand. For example: “It takes a licking and keeps on ticking” by Timex.

9. Taglines should convey positive feelings about the brand. For example: “You’ll never want to l’eggo” from Kellogg’s Eggos Waffles.

10. Taglines should be strategic. For example: “Innovation” from 3M.

Your Strategic Thinking Business Coach encourages you to be strategic in the branding of yourself and your business. If you are interested in creating and/or enhancing your personal and company brand and want to get some guidance on how a strategic thinking business coach can help you to do that, please contact Glenn Ebersole through his website at www.businesscoach4u.com or by email at jgecoach@aol.com

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