Tagline, You're It

Who doesn't recall playing a rousing game of tag as a kid? I can remember playing a revised version with the neighborhood gang -- we'd gather just after the sun went down, and we'd play tag with flashlights until someone's mom invariably ended the fun when she called out the dreaded phrase, "bedtime!"

Ah, those were the days.

These days, tag has taken on a completely different meaning to me -- but strangely enough, it is still just as much an integral part of my life.

Considering Your Tagline

Truly, nothing says more about you, or your business. Just think about some of the world's largest brands, and I'd be willing to bet you can rattle off their taglines with ease. From Nike's "Just Do It," to Coca-Cola's "The Real Thing," to McDonald's "I'm Lovin' It."

Your tagline is another facet of your brand. It is you -- just as much as your logo, color scheme, and mission statement are.

Taglines are something that lots of business owners struggle with. One thing I routinely tell my clients is not to overthink it -- the best taglines are simple and straightforward, and convey a sense of what a potential customer can expect from you. Knowing this, it often helps to put yourself in your potential customer's shoes -- what would they be looking for? What would convey that you are the right choice for their needs?

Okay, so we know we need a tagline. But, not everyone can afford a highfalutin agency to help them hammer out the intricacies of their brand equity. So, for those without the branding bankroll, here are a few tips to help you brainstorm some ideas:

• Start with the obvious. Quite often, the winning idea is right there in front of you.
• Investigate the competition. Do this not only to spark ideas, but also to make sure you don't brand yourself too similarly. Particularly if you plan to trademark your tagline, it is important to make sure that there is no confusion in the marketplace. Such confusion will invariably keep the tagline from being able to be trademarked. If it does get trademarked, you want something you will be able to defend if it were ever challenged. This happens more often that you may think!
• Consider your color scheme and logo - they may help spark that "a ha!" moment.
• Survey your friends, family and colleagues. They know your vision and your passion, and can offer a unique perspective that you may lack due to how close you are to the subject matter.
• Make a list. Jot down what your business products or services are. Take that list of keywords, and run them through your favorite search engine. This may yield some gems you haven't considered.
• Use available resources. Two of my favorite books that I always have within arms reach are "Phrases that Sell," and "Words that Sell." I would recommend that you consider adding them to your reference library -- as they will pay for themselves multiple times over. From verbiage for web copy to sales ads and taglines, you will get plenty of mileage out of these two resources.

Employing a tagline for your business offers another way for you to position your brand with your customer -- and make yourself memorable. In a loud and crowded marketplace, it is important to take advantage of every opportunity that you have. Don't delay putting this useful tool to work for you.

Besides, the last one home is a rotten egg.

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