Question

Topic: Taglines/Names

Does My Tagline Do It?

Posted by Anonymous on 10/26/2006 at 6:56 PM ET 125 Points
I have a tagline that I currently use that a guy who helped out with some basic marketing initially came up with. Back in the day I thought it was good, now I am not sure having seen some of the taglines on here.

In brief:- I have a company named Car-Stuff, I provide a range of services including vehicle window tinting/privacy glass ( this is now about 80% on my biz - I did'nt actually do this when I started to work for myself as I may have chosen a different company name then!), In car entertainment ( DVD, in car playstations etc), vehicle parking systems and vehicle security.

I am in a fairly small town and work hard to get clients from far and wide via my website as well as W.O.M and existing trade customers.

My current tagline is Car-Stuff "you'll find us miles better".

This is a double edged thing as a. it says we will do a good job for you - better than the rest and it also says b. you'll find us easily, we are now in your town.

At time of conception, I did'nt really have any serious competition and people had to travel out of the area to get the services that I provide.

I like to think I provide great service ( i ask my customers for testemonials and get them regularly and include them on my website and printed word), attention to detail with competitive pricing and getting the job done well.

I am thinking along the lines of "Car-Stuff - we do it right!

If anybody has any thoughts on this subject i would welcome your comments and suggestions.

Thanks

nick
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RESPONSES

  • Posted on 10/26/2006 at 7:15 PM Accepted
    I guess it depends on what you want the tagline to do for you.

    If you want it to tell people what kinds of products/services you provide, then "We do it right!" doesn't say much. It raises the question, "WHAT is it that you do right?"

    If you want it to tell people that they'll feel comfortable that you won't screw up their car, then maybe "We do it right!" is OK.

    If you want to communicate a specific benefit your customers will appreciate when they use your products/services, then you can probably do better than "We do it right!"

    My suggestion would be to work on your positioning statement and figure out exactly what you want people to know and remember about your business. Get the THOUGHT right. Don't worry about the words just yet.

    Who is in your prime target audience? What is the most important unmet need they have that you can satisfy? Why should someone buy from you? What makes you different from, and better than, your competition? Get the answers to those questions nailed down, and you'll see that the tagline will jump out of your analysis.

    Taglines shouldn't just be a clever set of words. They should be a way to punctuate the key benefit your customers will realize. If you can come up with a clever phrase that has double meaning, that's fine. But the first priority should be to communicate something important to your [potential] customers.

    Perhaps this all goes back to the original questions: What is it you want the tagline to do for you? What's going to be different when you have a new one? How are you going to evaluate any suggestions you get? How will you know when you have a winner?
  • Posted on 10/26/2006 at 7:21 PM Author
    thanks for the replies so far - I took for granted how easy it is to come up with somehting. I need to do more work on this obviously.

    Nick

  • Posted on 10/27/2006 at 7:11 AM Accepted
    I would strongly recommend that you do serious introspection before changing your tagline. However a few suggestions are as follows:


    Car-Stuff - Great Service Right, Now!

    Car- Stuff- In a dealership near you!

    Car-Stuff- The Right Service Standards. Near You!
  • Posted by browncatfan on 10/27/2006 at 10:43 AM Accepted
    It sounds to me as though your benefit (although a bit on the generic side) is your attention to detail; a little more careful or meticulous than the other guys. Since "detailing" is still pretty common terminology for your t ype of work, there are some naturals:


    Car-Stuff. Every detail matters.
    Car-Stuff. Attention to every detail.
    Car-Stuff. We sweat the small stuff.



    Car-Stuff. If your car is your baby, we're your nanny.
  • Posted by Frank Hurtte on 10/29/2006 at 10:59 AM Accepted
    i like your current tag line. If you have spent a long time building it in the market, i would suggest not changing it.
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