A strap line (or slogan to our friends across the pond) often accompanies a logo or marketing communications to help differentiate your brand or draw attention to certain areas of your business.
1) Keep it snappy
Your strap line should never be longer than a sentence, if it’s too long it’ll get messy and won’t be very memorable. Nike “Just Do It”.
2) Be yourself, nothing more
It’s quite exciting creating a stapline and if creativity gets the best of you, you might get carried away. Big yourself up but stay honest and avoid things like “the best… ” or “market leaders” and “award winning”. This kind of thing is quite generic in any case, it’s not fun or memorable and if you’re seen to blow your trumpet a bit too loud you can turn off some of your customers.
3) Communicate your value or commitment statement
You might have a wide variety of products or services so it’s hard to be specific about one thing. You will still need to have a differentiator, maybe something based around customer service, a guarantee or brand values.
4) Highlight product benefit
If you do something different in your process or there’s something special about your product that gives you an advantage over the competition, use it. “It doesn’t loose suction” – sound familiar?
What straplines strike a cord with you, why? Does your company have a strapline, what is it?
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