How to develop a successful brand tagline that works!
As we approach the midway point of the year, it’s only natural to review our goals and take an honest look at where we’ve been, and where we’re headed in order to determine the adjustments that may be necessary. For many entrepreneurs and small business owners that reflection probably includes a look at their overall brand and ultimately its performance. After all the purpose of branding is to increase business and boost profits.
A big part of an effective brand is the tagline, knowing how to develop a successful brand tagline that speaks to your ideal market will help boost company awareness and ultimately sales!
Ideally a brand should help position you as the leader in your field, the go-to knowledgeable expert or the company having the best product/service. The goal is to be at the forefront of your prospect’s mind.
That’s a bit easier to do if you are the only one, or the first to offer a particular product or service. Think brand names that have become synonymous with their role: Kleenex, Coke, Scotch tape.
But what if you’re not the only one or the even first one? How do you compete and capitalize with ‘first to market brands’? That’s where tag lines come into play.
How to develop a successful brand tagline – know your USP
The tag line is your Unique Selling proposition or USP. It’s based on the idea that every product has something unique about it so the goal is to highlight that uniqueness in order to make the brand stand out. Think of it as your ‘brand promise’.
The USP is an essential part of brand positioning, which is vital to marketing! Positioning sets a brand apart from others in the same industry. The USP can ‘position’ a company or individual as the stand-alone expert thus catapulting brand awareness.
Take a look at the tag line’s or brand promise of these top companies:
Walmart – The low price leader
Target – Expect more, pay less
Nike – Just do it
BMW – The ultimate driving machine
CarMax – The way car buying should be
Verizon – Can you hear me now?
How to develop a successful brand tagline – know your target market
So how can you compete with the catchy brands of the big boys? First get a clear understanding of your target market. This is key; most new business owners don’t take the time to truly understand their ideal client. Knowing your target market will enable you to highlight your Unique Selling Proposition and position yourself in a way that speaks to that market.
Start by asking yourself the following questions:
- What sets you apart from everyone else in your industry?
- Why would people buy from you?
- What can you offer that is uniquely yours?
When you determine what sets you apart you can then develop your ‘brand promise’. If this sounds easier than it actually is – you’re right! Figuring out just what makes you different is one of the biggest struggles for entrepreneurs. It also takes time, which is why so many people side step it – big mistake. You’ll only have yourself working harder to secure business if you don’t know what makes you stand out.
If you’re having difficulty trying establish your USP – invite your clients or prospects to help you. A great way to boost your company awareness and create engagement is by asking for help. People like to help people – it’s human nature.
So ask others:
- What they think sets you apart?
- Why did they choose to do business with you?
- Or, ask your prospects why they even considered talking with you?
- You may want to develop a survey asking your ideal market:
- What they look for when booking a company such as yours?
- What are their hot buttons?
- What makes them decide to buy?
Knowing this information will enable you to address these points and create your unique ‘brand promise’. A promise that is sure to set you apart as an industry leader and the best possible choice for your target market!
Here’s a great article from Copyblogger on developing a successful brand tagline – you can read it by clicking here.
Here’s a fun 10-minute exercise you can do to uncover your brand personality:
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