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Brand Like a Superhero – Part Three

Brand Like a Superhero – Part Three main article image
Posted on July 8, 2021 by Traci Vanover

Crafting Your Super Catchphrase (or Tagline, if You Prefer)

Brands have taglines, and superheroes have catchphrases. For the sake of this discussion, I’m going to use them interchangeably.
Few things convey your business brand the way that a tagline can. Just think about some of the world’s largest brands, and I’d be willing to bet you can rattle off their taglines with ease. From Nike’s “Just Do It,” to Coca-Cola’s “The Real Thing,” to McDonald’s “I’m lovin’ it.”
Your tagline is another facet of your brand. It is you – just as much as your logo, color scheme, and mission statement are.
Not all superheroes have a catchphrase, but quite a few of the good ones do. Whether it is the Lone Ranger’s “Hi, ho Silver!” – or Buzz Lightyear’s “To infinity, and beyond!” – having a great tag line leaves a lasting impression – long after you’ve flown, sailed, or rode away. Your own tagline doesn’t have to have super powers to be effective; but, it should be a compliment to, and a reinforcement of, your brand.
Taglines are something that lots of business owners struggle with. One thing I routinely tell folks is not to overthink it – the best taglines are simple and straightforward and convey a sense of what a potential customer can expect from you.Knowing this, it often helps to put yourself in your potential customer’s shoes – what would they be looking for? What would convey that you are the right choice for their needs?
A helpful exercise to brainstorm for a tagline is to make a list of all of the products or services you offer. Next, list some descriptive terms to apply to your niche market. Are you using specific colors that could be employed in your tag line?If you get stuck, refer to a dictionary or thesaurus…try to come up with synonyms, rhyming words, etc. This process often leads to that “ah ha!” moment when the perfect tagline presents itself.
Employing a tagline for your business offers another way for you to position your brand with your customer – and make yourself memorable. In a loud and crowded marketplace, it is important to take advantage of every opportunity that you have. Don’t delay putting this useful tool to work for you.

Best Practice Tips

  • Start with the obvious. Quite often, the winning idea is right there in front of you.
  • Investigate the competition. Do this not only to spark ideas, but also to make sure you don’t brand yourself too similarly. Particularly if you plan to trademark your tagline, it is important to make sure that there is no confusion in the marketplace. Such confusion will invariably keep the tagline from being able to be trademarked. If it does get trademarked, you want something you will be able to defend if it were ever challenged. This happens more often that you may think!
  • Consider your color scheme and logo – they may help spark that “a ha!” moment.
  • Survey your friends, family, and colleagues. They know your vision and your passion, and can offer a unique perspective that you may lack due to how close you are to the subject matter.
  • Make a list. Jot down what your business products or services are. Take that list of keywords, and run them through your favorite search engine. This may yield some gems you haven’t considered.
  • Use available resources. Two of my favorite books that I always have within arms’ reach are “Phrases that Sell,” and “Words that Sell.” I would recommend that you consider adding them to your reference library – as they will pay for themselves multiple times over. From verbiage for web copy to sales ads and taglines, you will get plenty of mileage out of these two resources.

In our next installment, we’ll talk about the importance of having a few superhero gadgets in your creative arsenal.

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