In the marketing business, we do many different projects for a diverse range of companies. One day we will be working on a website for a multi-million dollar corporation, and the next day re-branding a mom and pop business. But, at the end of the day, the projects for the big guys and the little guys are exactly the same, just on a different scale.
At Kiers Marketing Group, January has turned out to be re-branding month. We have quite a few customers who are enhancing or creating new brands. Regardless of the size, a business needs a snappy tagline or positioning statement. Every company or organization needs a line that helps enhance their brand.
Does your company have a tagline that makes potential customers take notice? Do people know exactly what you do by looking at your logo and tagline? If not, then you have to fix this because it is costing you business.
For example, if your company name is “Jones & Associates” and you have a sharp looking business card which includes your company name and contact info, you feel very confident when you give your card to a prospective customer. When the customer looks at your card, do they know what your business does or do they have to ask you? Your company not only needs a tagline that says what you do, but if possible, the benefits of doing work with you.
On the other hand, if your company name is “Jones Plumbing & Heating”, people know exactly what you do by looking at your name. That’s a good thing, however now you need a tagline that tells them why they should call your company and not the “Joe’s Plumbing” down the road.
Make your tagline work for you. Let people know what your company can do for them and how much easier their life could be by doing work with you. Here is a great example from one of our clients, “Fredericton Volkswagen – Turning Dreamers into Drivers”. Their name says what they sell, the tagline makes you want to buy one of their cars. Another good example is “Metalfab – The Firetruck Experts”. Kind of hits the nail right on the head, doesn’t it? Metalfab on its own doesn’t say much. Add the tagline and there is no question about what they do and how well they do it.
Companies like Nike can get away with “Just do it”, because everybody knows what they do already. Same with McDonalds or Pepsi, they can change their tagline every year and get away with it. Smaller companies have to be smart and take nothing for granted. Not everybody knows who you are and what you do. Create a tagline that enhances your brand and leaves nothing to chance.