Question

Topic: Taglines/Names

Tagline For Manufacturing Company

Posted by Anonymous on 4/24/2008 at 11:10 PM ET 250 Points
I own a company providing sheet metal fabrication, machining , and electro mechanical assembly to clients in the aerospace, medical, automotive, and semiconductor industries. The business was started 25 years ago and I have recently taken the reigns over from my family. Brand management and savvy marketing are very important to me moving forward. I am making a number of changes in regards to improving technology and efficiencies on our manufacturing floor. I working towards becoming a 'lean manufacturer'.

I have redesigned our logo to give a more modern look which has a stronger appeal to our corporate clients. I am working on a tag line for the business as well and need some help with this. I have some ideas but would appreciate feedback and any fresh ideas for a tag line. I do like the thought of having a tag line revolving around 'lean manufacturing'.

The tag line ideas I have now are:

"You can lean on us" (representing lean manufacturing and how the client will be able to depend on us. My concern is that is doesn't represent manufacturing)

"lean machines" (kind of a hackneyed term so I don't know about this one)

"machines made smart"

"Helping technology move forward"

"Helping you move forward"

Let me know your thoughts.

Thanks,

Ash
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RESPONSES

  • Posted on 4/24/2008 at 11:59 PM Author
    Marcus,

    Thank you for the response. Your thoughts on what 'lean' means to our customers makes sense. Our customers do look for vendors with lean manufacturing capabilities because it leads to a higher percentage of on time deliveries for them as well as less part rejects. However your post has convinced me not to use it.

    Your tag lines are interesting but they sound like they are geared more toward retail customers versus business customers.

    Thanks,

    Ash
  • Posted by Jay Hamilton-Roth on 4/25/2008 at 8:47 AM Accepted
    Lean is your technique, not your key differentiator. Your clients care about what makes you different (what's in it for them). By being lean, you provide more consistency and fewer defects, but from your customer's perspective, they're simply getting parts that are to specification. Focus on the differentiators: great price (because manufacturing costs are lower), quicker turnaround (efficiency), longer lifespan (fewer returns), etc.

    Your taglines are too generic. Consider: "Efficiently Streamline Your
    Product Production" or "To-Spec, On-Time, and Top-Notch."
  • Posted by EnvisionTheNew on 4/25/2008 at 1:13 PM Accepted
    How important are your products or services to the customer supply chain? Are you all by yourself in the market or are you up against others providing similar products or services?

    What do you want to be known for? Is there a noble cause in what you are doing? At the end of the day, how do you measure success?

    At the intersection of your passions, your customer's felt needs, and your capabilities is a tag line that pulls it all together.

    It would help to know the name of your company. A tag line is dependant on the name its asscoicated with. Together, the name and the tag line should tell a story or paint a picture.

    You might also want to consider some interim communication goals related to what your customers might be thinking about 'new management.' You might want something that builds on your family reputation to indicate that the quality people have come to expect is part of your commitment to the future.

    Along those lines here is a creative piñata or two for your consideration. (A creative piñata is an idea you can beat up till the candy falls out.)

    [Your company name] - Strength in manufacturing for 25 years

    This is necessarily general (lacking more information) but the concept is to place you in the field as tried and tested. Future innovations will be built on this strength.

    You might also try something provocative like this.

    [Your company name] - The 30 second rule

    The concept here would be to use a time frame as your tag line. This is the amount of time that the customer can expect it to take for you to give them an answer on the status of the production run. This might also apply to schedule changes or other supply chain issues. "You will know within 30 seconds of when we know exactly what is going on with your order."

    This establishes the fact that your company is ready to always be put to the test, day or night.
  • Posted on 4/29/2008 at 3:19 AM Author
    Thanks for all the tag lines. None have really hit me on the head as obvious, however the more I see them and say them a few are getting some traction in my brain!

    I do have one that I think is a good one, however, I want your opinions on this.

    Here it is:

    "Machinery made Smart"

    My only concern on this is this. Does this apply to the automotive, medical, and aerospace industries as much as it does to technology company that have us build parts that go into larger machines?

    Is there a spin on this tag line that would be better suited for my manufacturing business?

    Thanks,

    Ash
  • Posted on 4/29/2008 at 3:28 AM Author
    Or...

    "Machines made Smart"
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