Monday, December 12, 2016

Your Business in Seven Words or Less

An article by Reed Dillon

In my last blog I wrote about logos and how a recent company I have been helping embarked upon a developed a new logo and branding strategy. A tagline on the other hand has its roots and the very same place as a logo and much of the same process is used in both. Logos and taglines are often used in combination as sort of a one/two punch.

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A tagline or a positioning line is a phrase that attempts to encapsulate the idea behind a perceivable benefit of a product. It is an effort to be memorable the tagline’s goal is to sum up the products very essence.

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Taglines become synonymous with the brand itself. When we hear a familiar tagline we automatically know what the product is. For instance who does not know the tagline “Just Do It” and who that belongs to or “The Ultimate Driving Machine”?

Taglines can express emotions and aspirations. They can be understated, forceful, decisive, subtle, smart, creative, serious, funny, optimistic, or any other adjective you can come up with. A tagline is important for what it communicates, reflects and how it is interpreted.

You can think of a tagline as a sort of mission statement in short form. It is an assertion or proposition that is expressed that represents your values and goals. It is up to you and your brand whether it can and will live up to its billing.

We welcome hearing your thoughts regarding Branding and Taglines. Feel free to post your questions and thoughts in the comments section below.

ABOUT Reed Dillon - Reed Dillon is the owner of Creative Brand Content, - a marketing consulting company. Reed has spent nearly two decades heading the marketing departments of some of the industry’s leading modular manufacturers and earning numerous national marketing awards. Contact can be made at or by phone at 540-488-2978.

1 comment:

Tom Hardiman said...

Thanks Reed. The Modular Home Builders Association recently launched its new Consumer Awareness Campaign (CAP) complete with a new tagline: "Ready.Set. Built! Modular Means More." Our intent was to highlight the speed of a modular home (while site builders are getting ready and set, the modular home is already built).

"Modular Means More" was our way to stop apologizing and trying to explain what modular is NOT. It is intended to be a positive message to say we are better than site built and should not be afraid to say so.

We also developed flyer and website banners and templates for members to use for their own promotional efforts. You can see our message here:

Gary, I'll send you a "CAP" update later this week. In the meantime, I'd invite all of your readers to check it out and share their thoughts.