Question

Topic: Taglines/Names

How Important Is Year Established Of 1864?

Posted by Anonymous on 3/23/2013 at 12:46 PM ET 250 Points
I am an independent insurance agency owner. The current business name is Tervo Agency, as it has been since its founding in 1864. We are the oldest business in the area. "Tervo" is a well known area family name. We feel the need to get "Insurance" in our name so people know what we do. May go with Tervo Insurance, Tervo Insurance Agency, Tervo Insurance Group, etc. We also want to try to come up with a tagline. How important is the 1864 founded date? Should it be part of the tagline? Should we get it within the logo but not part of the tagline? Tagline ideas would be appreciated.
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  • Posted by Gary Bloomer on 3/23/2013 at 3:11 PM Member
    In terms of social proof, the length of time a company has been in business CAN matter, but sometimes, it doesn't. In terms of insurance, I'd say it DOES matter.

    Why?

    Because it demonstrates almost 150 years of continual business activity, which, when it comes
    to creating trust (and what is the world of insurance and banking, without trust?), is a big seller.

    I'd suggest using it in your tag line but not (depending on the design) in your logo UNLESS the logo implies and personifies stature, durability, and consistency, in the same way a coat of arms might.

    You might also want to consider a tag line (as a motto) in Latin: it gives instant and additional authority, it invites questions as to what it means, and it will make you stand out from every other insurance company.

  • Posted on 3/23/2013 at 4:56 PM Accepted
    My first reaction was that the reference to 1864 is not nearly as important as communicating an important emotional benefit. And since the tagline will have just a few words, maybe 1864 isn't at the top of the list of things to include.

    Then I realized how unusual it is that a business almost 150 years old is still around, and I had some second thoughts. There are not many businesses that can boast that kind of longevity and the committed high-quality service it implies.

    So my suggestion is this: Articulate the benefit-oriented message you want to communicate in the tagline. What about your business is a real benefit to your target audience? Why should someone choose Tervo? How are you different from, and better than your competitors (in terms of the benefit you deliver)?

    Once you have identified that benefit you can either find a way to include reference to 1864 or decide that the founding year isn't as important as the benefit message. (The name will suggest longstanding service.) Giving the benefit message its best shot is the right way to approach this. It will also force you to think through your positioning benefit (other than the long heritage, which itself is not a benefit).
  • Posted by SteveByrneMarketing on 3/23/2013 at 5:01 PM Member
    I agree with Gary's reasoning for the insurance industry.

    In a law firm case study (also a "trust" industry), we designed the name of the firm, a tagline clarifying the benefits of the firm's litigation speciality and the historical beginning date as "Since 1917" in small script. All three elements were designed to work together. The firm established its length of service and the tagline could focus on the firm's core benefit to its clients. Just an alternative that could be designed to work.
  • Posted by Moriarty on 3/23/2013 at 6:01 PM Member
    Ask your clients about the date. If 150+ years of offering serious quality is important to them they will certainly tell you if asked about it.

    I would also suggest asking them if there are any stories in their families that date back to the 20s or the turn of the century that concern your business. If nothing else, it shows that you cared then and that you care now.
  • Posted by Jay Hamilton-Roth on 3/24/2013 at 12:00 AM Member
    Of the names you're thinking of "Tervo Insurance Agency" makes the most sense - growing the "Tervo Agency" name in this direction. The founding date is important, but not so much so that I'd put it in the tagline or even the logo. I'd certainly incorporate it into your story, and on your home page - but perhaps instead of the date, I'd suggest focusing on "your parents, your grandparents, etc..." - to reflect on the historical trust you've engendered. As far as a tagline, it needs to focus on your target audience and a unique benefit you offer them.
  • Posted by Chris Blackman on 3/25/2013 at 7:09 PM Accepted
    Agree with Michael, Gary, Jay and Phil - except I think that the benefit in the tagline needs to be more palpable for the prospect. Something like "Security and peace of mind (for householders/local families/whatever makes sense) since 1864"
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