Question

Topic: Taglines/Names

Expressing Religious Beliefs In A Tagline

Posted by georginawiles on 12/14/2013 at 12:20 AM ET 250 Points
I am writing a tagline for a company which is essentially a strategic business consultancy - but the business has christian leadership and a strong sustainability philosophy. They work with business to make them generally better - more efficient / productive innovative etc - but coming from a point of view that better business is business with purpose and a conscience etc. There christian beliefs are important to the business but they are unsure about how explicit to be in expressing that in branding material - especially when it comes to the majority of their potential clients - who are based in the UK (where unlike the US business and faith is rarely together). Currently we are working on a tag line - which should express the sustainability and faith based philosophy which under pins the consultancy - but without sounding 'airy fairy' or alienating people with something that sounds too 'religious'. This is a tough one. I would like to get some feedback on some suggested tag lines - to see what reaction they get and whether they sounds suitable for a business consultant:
Tagline Ideas

Putting values to work
Marrying purpose with potential
Sustainable business with spirit
Purpose, productivity, prosperity and potential
Brighter business for a better future
Business with spirit
purpose driven enterprise
Business with heart

any feedback or general reactions to the above potential tagline should be great
Thank you
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RESPONSES

  • Posted by Moriarty on 12/14/2013 at 2:18 AM Accepted
    The feedback you really need is from the people served by this business - and that's more than just listening to the things they say. It's listening to the ones that buy, or bought. Or will buy.

    After all, what's the point in having a tagline that speaks to time wasters?

    A small and finely tuned PPC campaign using each of your headlines as part of the ad will tell you which one they find most popular - but this does depend on you targeting their buyers rather than anyone else. After all, they're not in business to have a nice chat over coffee. You do that when the deal's done.

    Now I happen to prefer "Putting Values To Work" - but that's just me. However it's a little broad, and it doesn't speak either to the core ability of the business, or to the way they do it. Finding out what makes that business sparkle will make their tagline sparkle.
  • Posted by Jay Hamilton-Roth on 12/14/2013 at 9:22 AM Member
    Can you be clearer about their "sustainability and faith based philosophy"? Is that why people choose to hire them (primarily)?
  • Posted on 12/14/2013 at 4:16 PM Moderator
    Who is the primary target audience for this business, and what is most important to them? I'd focus on the core positioning benefit for the target audience.
  • Posted by georginawiles on 12/14/2013 at 6:29 PM Author
    Thank you for your feedback. The company is very new so it is tricky doing research with current clients - as there are few. But the initial customers are family based heritage style businesses. Think landed wealth - aristocratic families looking to establish prosperous and sustainable businesses. However the company does not want to limit to this niche audience. But it would be safe to say the audience will be at least initially - UK based, fairly traditional medium sized businesses - with a land and property dynamic - who are looking to improve business culture and establish and long term future - which supports the family and community.
  • Posted on 12/15/2013 at 2:48 PM Accepted
    You can't go wrong if you focus singlemindedly on the core positioning benefit. How will the target audience benefit from this company's product or service? Just be sure it's a unique and important benefit for the target audience.
  • Posted by saul.dobney on 12/16/2013 at 5:04 AM Accepted
    Values, purpose, ethics seem fine and mesh with mission statements, ideas of good practice, CSR, sustainability etc. I'd be careful about how overt the religious side is in use though - they need to consider not just the business owners, but also the reaction of employees and influencers.
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