A good business tag line is essential for business success, though it is also something that tends to be forgotten when starting a business. When it comes to starting a business, most owners are focused on products and licenses and getting their store ready to open. When it comes to marketing and creating an image for the business, all energy tends to be focused on a logo. While this is important, focus should be equally shared on the business tag line. The tag line should not just be a string of words thrown together last minute as an afterthought.
When you think of successful tag lines, you think of things like “Melts in your mouth, not in your hands,” “Just do it,” or “Got Milk?” Hearing these immediately brings the products they are connected to into your mind. It is this immediate recognition of a phrase that you want to create when coming up with your business tag line. Creating a tag line requires some thought and some work, but the steps to come up with one that will really be remembered are well worth it.
Consider the audience you are targeting
To begin, you must first consider just who you are targeting with your products or services. This is a key point when coming up with a tag line, as you will want to create it with language that is understood by your target market. If you have a T-shirt shop with hip new trends, creating a tag line with wording targeted to that audience would work better than wording designed to target very conservative parents.
Create a list of key words and concepts
Considering your business, your products, your goals and your business objective, sit down and create a list of words that you would use to explain these key areas. Take that list and look up each word in a thesaurus to further expand your list. Using a thesaurus will expand the words you have to play with, though you must make sure they are still words easily understood. The idea is not to find words that people do not know, but to give you other options when creating your tag line.
Combine words for phrases conveying your message
Take your list of words and begin to play around mixing them together to create short, catchy phrases which best describe your business. Look for words that might rhyme or put together a list of your words to a specific beat. Your main goal is to create something that best describes your business while being catchy and easy to remember.
Test your possibilities with friends and family
Engage the use of friends and family and let them look at the possible tag lines you have come up with so far. While you may find something catchy that you think is perfect, you may see that others do not get the meaning and this would defeat your goal. If your family and friends who know you and your business are unable to see a connection, it is a good assumption that your target audience will not see it either.
Use it everywhere
Once you have found the right tag line, it becomes important to use it everywhere. Connect it to the bottom of your logo so it is seen wherever you logo is. Include it on your business cards, signage, and every piece of marketing material you create. Getting your tag line to stick in the minds of your target audience means you need to have it in front of them every chance you get.
While creating a business tag line can be a very time consuming process, once you have the right tag line created, it will make a difference in your business. As a small business consultant, I have worked behind the scenes in helping many businesses create their logo and tag line, and finding the right one can really make the world of difference when it comes to the success of a business.
More from this Contributor:
Small Business Marketing on a Shoestring – Don’t close your doors before you even open
Starting a Business and Battling the Fear of Failure by Goal Setting
Important Advice for those Starting a New Business