This is a constant question we face from many growing businesses as part of the development of their Brand Strategy and branding or rebranding.
Our answer is always a firm “Yes. Absolutely”.
Every growing business needs a tagline like every person needs an explanation ie; “Hi nice to meet you, my name is Graeme Gladman”.
Now consider; “Hi nice to meet you, my name is Graeme Gladman. I’m a Principal of BrandQuest, a Strategy and Brand Management Consultancy”. On the one hand your brand name is simply that – a name. However, with the added explanation of a tagline your name is given purpose and meaning.
With the added explanation of a tagline your name is given purpose and meaning.
So in a branding sense, a tagline gives you the opportunity to expand on your brand.
Everyone has heard of memorable taglines such as “The Real Thing”, “Just do it”, “Oh what a feeling”, “There is no other store” etc, check out these companies and their catchy tag lines from Hubspot. So, the next question is?
What should your tagline be?
Your tagline should be developed in conjunction with your brand strategy and add support, relevance and meaning to your company name. For instance, if your brand name readily describes what you do as a business, then you can be highly creative (and potentially more memorable) with your tagline.
However, if your brand name is more an abstract name, then it would need a descriptive tag line to give added meaning and purpose. An example would be ‘Smith’s Plumbing’ – Now because the Brand Name clearly defines the category and purpose of the business, it could use a tagline such as “We get you unstuck.”
But, a similar plumbing brand with a company name such as ‘The Speedy Plunger’ would definitely require a tagline, something that clearly gives the brand its purpose and/or benefit, something more prosaic like; “Plumbing in a hurry”.
BrandQuest is a strategy and brand management consultancy that intrinsically believes that great brands are born of the founders and staff who work there. They are not the result of an outsourced creative endeavour but the cumulative knowledge that a company possesses.
Since 2007, BrandQuest has developed a process that within a 3 week time frame can extract and refine this inner knowledge into a powerful brand strategy.
Our clients work with us because they seek:
- Increased brand and business value
- Alignment, clarity and direction for their Branding
- Robust, authentic and fearless advice