Know-How Exchange : Taglines/Names

Unfortunately, you really can't boil down the creation of a tag line or single-point-message (SPM) to what will be discussed here on the Forum. You need to start with a fundamental understanding of how the company is positioning itself, and its products in each given market, down to the target buyer.

What does your company and its products mean to this person TODAY? What will it mean to them this time NEXT YEAR? These are just some of the questions you need to consider.

Creating a rock solid tagline should include speaking with customers, partners, employees (at ALL levels) and even competitors to get a baseline understanding of how the company is perceived today.

Once that work and the positioning work is in place, you should develop a short list of possible taglines and test them with the same groups you interviewed (as described above). Ask them what they think the tag line means, keeping in mind that there are no wrong answers. That should give you data on how the new tagline will resonate with the market.

Alan

Ultimately, it's not about your smart employees. It's what they can do for your clients. Who specifically hire you? What makes your services unique?