Question

Topic: Taglines/Names

Promo Co Unique Purpose Branded Tagline

Posted by Anonymous on 5/27/2010 at 9:00 AM ET 250 Points
Hi - I have a 5 yr old small promo co that I am now expanding. Our business is providing branded promo products & corporate clothing. Our target market is corporate business incl small, medium & large businesses. I am planning to deliver a selection of new product catalogues, my company profile etc. to exisiting clients and potential clients. All docs and catalogues will be presented in a denier messenger bag. I have never used a tag line before so this is quite challenging for me. I deal with customers tag lines all the time and these keep on interfering with my own brainstorming - i.e. everything I come up with sounds too familiar.

The message I want to convey, is that with Image Exchange the promotional project is in the bag - i.e. dealing with my company will be a hassle free experience.

'It's in the bag' sounds familiar to me has it been used before? The other problem is that it seems incomplete. What is in the bag?

Should I try not to be so catchy and rather just go with something simple and clear like "hassle free promotions"?

Any help or suggestions that you have will be greatly appreciated - even if you just get me thinking a but more clearly.

Many thanks in advance
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RESPONSES

  • Posted on 5/27/2010 at 9:59 AM Moderator
    You should definitely "play it straight" and not try to be "cute" or "catchy." The core meaning of your tagline is going to have far more impact than some double-entendre or other play on words.

    Further, since your name is not explicit about what you do (What images are you exchanging? How?), you really need to make it clear that you're in the ad specialties or promotion business.

    You might try something like, "Promotion Items with Impact" or "Perfect Promotions."

    If your name said "Promotion Items," then you could use the tagline to sell a benefit or add an emotional payoff for your clients (e.g., "Gifts your customers will remember" etc.). But under the circumstances it's far more important to tell folks what business you're in. Otherwise they'll think you want to swap pictures with them. (Isn't that what an image exchange is for?)
  • Posted on 5/27/2010 at 3:34 PM Moderator
    If there isn't much equity already built-up in your current name, now would be a good time to change it.

    It's hard to know what value there is in the name without really understanding the specifics of your business. Certainly if there IS value already, a name change puts that value at risk ... and should be a carefully-considered decision.
  • Posted by Jay Hamilton-Roth on 5/28/2010 at 8:41 AM Member
    Your "bag" connection will be confusing, since the ultimate value you're offering may have nothing to do with the "bag" and even you may decide to not use the messenger bag for delivery in the future, which will further confuse the tagline.

    Instead, go back to basics about what key benefit you offer your target market. For example: "Building Your Brand Is Our Business" or "Spreading Your Company's Message Is Our Business".
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