Good taglines send the very best messages

Written by Shirley Lichti for The Record, July 18, 2007

A good tagline can enhance your company's advertising and make your business more memorable in the minds of consumers.

For example, most people instantly recognize and associate the words, "When you care enough to send the very best," with Hallmark Cards. Created more than 60 years ago, it has become one of the most enduring taglines in advertising history.

For Hallmark, which sells more than 600 million cards in Canada each year, it represents more than just a tagline. It's is a brand promise delivered with every card. Hallmark's founder, the late Joyce C. Hall, said in his autobiography that the words put constant pressure on the company to make the very best cards.

Even for small businesses, a good tagline can capture the essence of the company, creating meaning and relevance for its customers.

If your business doesn't have a tagline or if it's time to revisit an existing one, here are some principles to keep in mind.

Provide a call to action
The American Express tagline, "Don't leave home without it," planted the idea that the company's card should be an essential part of consumers' lives. For years this message was conveyed by ads depicting travellers unexpectedly showing up in four star hotels with no luggage, no reservations and often looking worse for the wear. Yet, American Express card in hand, they were always welcomed no matter how dire the situation.

Like American Express, your call to action should evoke an emotion or suggest an example of how your company will help prospective customers.

Try to inspire
Nike's tagline, "Just Do It," inspires athletes and would-be athletes to do their very best. It's relevant to a wide range of consumers because it lets them define what "it" is rather than setting prescribed goals that would be unattainable for most people.

While a tagline should inspire, it should also reflect the brand personality. The Apple Inc. "Think Different" tagline makes a statement about the company as well as the type of person who buys its products. Many Apple consumers pride themselves as being people who are a little different and who think outside the box.

Be clear, concise and compelling
When developing a tagline, experts agree that clear is more important than clever. A clear and compelling tagline ensures prospective customers aren't left guessing what you do.

Taglines also need to be short. The goal is to be concise, not comprehensive. For example, the tagline for Waterloo-based Hearts & Flowers at Westmount Place, "We deliver your love," effectively gets the point across.

Co-owner Marie Slater says her husband, Gord, came up with the tagline about 10 years ago. The idea came from a brainstorming session with a business networking group Gord belonged to, although he tweaked it a bit before rolling it out.

Include a key benefit
An effective tagline should communicate the unique benefit that you bring to the marketplace to help differentiate your company. You should view a tagline as more than simply a clever spin on words. Linking it to your company's positioning lets customers see how they can benefit from your products or services.

When graphic designer Andrea Reid started Ajar Designs Ink in Waterloo, it would have been a challenge to describe everything her company offered. Instead, her tagline, "Open to New Ideas," conveys a sense of her company's unique approach. Not only does it suggest the benefit of working with Ajar Designs, it also allows Reid to add new services in the future.

Make it memorable
The best taglines are memorable. Communicating a positive feeling helps ensure consumers remember taglines such as "It takes a licking and keeps on ticking" (Timex), "A diamond is forever" (DeBeers) and "Melts in your mouth, not in your hands" (M&Ms Candies.)

Although the previous examples are longstanding, taglines do change. At one time, Artistic Photography, a small Kitchener company, competed against hobbyists, a situation that was reflected in its tagline "Photography is our life, NOT our Hobby."

Owners Michael and Mary Messner updated that tagline 10 years ago to say: "Artistic Photographs Created Today Become the Heirlooms of Tomorrow!" Mary Messner says the new tagline better describes their business and links it to their company name.

Be original
A good tagline is original, capturing attention and interest. Dr. Sharon Goodyear-Johnson, a Kitchener chiropractor, treats many patients with back problems. Her tagline, "Turning on the power one spine at a time" suits her business.

Coming up with a good tagline may take time. For some people inspiration may come in a "Eureka" moment. Goodyear-Johnson said she thought of her tagline while meditating, her confirmation that she'd got it right.

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