When you’re creating and promoting your company, your business name is important. However, the tagline that you choose can support the ideals behind your brand. On the other hand, a tagline that hasn’t had much thought put into it can confuse the consumer or make promises that you can’t provide. Follow these tips to get the most out of your company’s tagline.
Appeal to consumers with your tagline by using words that will describe just how well your product works. Restaurant KFC did a good job with this with their tagline ‘Finger-lickin good!” It clearly explains just how good their food is by describing how hungry diners will feel after eating there. Of course, you may not want your customers to lick their fingers if you’re selling glass cleaners, but a tagline of “You’ll believe it when you can’t see it” might speak to your potential customers. Painting a picture doesn’t necessarily have to evoke visual response, either. If you can get someone to imagine the smell or feeling that shoppers will have after using your product or service you may have a great tagline. When you’re printing brochures and business cards without room for images, your tagline might say it all.
Honesty is Key
Your tagline shouldn’t make promises that your company can’t deliver on, however. You don’t want to find yourself in the position where customers feel as though they’ve been misled. Consider when Domino’s pizza promised customers their delivery in 30 minutes or less. Frequently, drivers weren’t able to deliver on that promise, literally. This resulted in the company losing money by having to give away their pizza for free as was the policy at the time. However, you can use your tagline as a way to express that you are available 24/7, so shoppers won’t hesitate to call you on a weekend when they see your ad.
Your tagline shouldn’t be vague or confusing, so don’t use terms simply to impress people. Obviously, you’re trying to express a sentiment about your product, service or brand, so taglines that come across as empty will not be helpful.
Furthermore, your tagline shouldn’t be overly long. Many people recommend no more than 10 words, but you might want to stick to six or fewer. This is for two reasons. First, people lose interest quickly. Secondly, you’ll include your tagline on your business cards, promotional material and in other locations. Shorter taglines allow you to more easily fit your tagline into those print materials.
You might practice a few different taglines before settling on one for your company. When you’ve got a good idea, run it past your staff members. You might also ask friends and family members what they think. When you’ve got a winner, you’ll have to check that someone else hasn’t registered the tagline. Verify with the U.S. Patent and Trademark office. In the event that someone already uses your tagline, you’ll have to move on to another, so flexibility is a must.
Since commercial printing built THP’s foundation over the last three decades and is still very much an essential part of who we are as a company, you can trust our masterful approach when printing your next high-end catalog, brochure or magazine. We’ll be sure to fit in your great tagline! We print to impress. Pure and Simple. With over three decades experience in the print industry, we have perfected the art of printing excellence.