Is Your Logo Naked?

Working with small businesses I would say 50% or more have no tag line at all, and 20% of those that do have useless ones that aren’t memorable. Why do you need a great one? Because you, me, and everyone we know is so busy we can’t see straight half the time, so when we’re looking for a product or service we usually don’t have a lot of time. Add to that the fact that we are INUNDATED with spam & junk mail and you have one frenzied prospect you’re trying to attract.

Some business names themselves are remarkable enough to identify WHAT service a company provides, but a tag line should can inform the viewer about what sets you apart and ensure that they remember your BRAND. Here’s a list of some of my personal favorites:

1. Nike – “Just do it.” Overused now, but absolutely awesome, inspiring, and meaningful.
2. FedEx – “When it absolutely, positively has to be there overnight.” Echoes your own sense of urgency when you need quick freight service.
3. BMW – “The Ultimate Driving Machine” Says a lot more than “just another luxury car.”
4. American Express – “Don’t Leave Home Without It.” A straight forward sense of security.
5. John Deere “Nothing runs like a Deere” Reliability in 5 words
7. Maxwell House – “Good to the last drop.” Simple, good stuff.
8. RG Petty Construction – “On budget, On Time, On Demand” – So you’ll expect a lot, but that’s a good thing.
9. Gibbons Beer – “If it’s Gibbons, it’s good.” <-- now defunct Pennsylvania beer but that tag line said it all. 10. Northeastern Maintenance "Got Snow, Need a Mow? Call Joe." My friend Joe Yantorn's maintenance business; I guarantee you know what he does and when you'd need him. There are loads of great tag lines out there, even more companies have naked logos. Your tag line should say in 6 words or less what you do or why the viewer should choose you. It shouldn’t be cute, overly clever or too technical. And if you are at a complete loss as to how to go about developing a tagline or creativity is not your strong suit hire a great marketing mind to develop one for you. Think of it as a landmark for your logo and brand, and as a landmark it will quickly distinguish you from your competition.

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