Question

Topic: Taglines/Names

Slogan For A Traditional Building Material Company

Posted by abygail on 12/9/2020 at 4:34 AM ET 250 Points
Hi all,

I'm working on a branding for a company that primarily supplies natural stone (marble, granite), ceramic tiles, countertop surfaces, and bathroom fittings.

This company has been around for 50 years, and the company is perceived to already be a market leader in the region and constantly innovates by bringing fresh new products to introduce to the industry.

I would like to have a tagline/slogan attached to this company's brand identity that encompasses the direct engagement with the audience on exactly the type of products the company sells and for a fact that the company has been around for such a long time, it is a reliable company.

To further understand the branding tone I'm going for, below is an excerpt of the company's 'about us' which I have drafted

-
FT* was born in 1971 in an unassuming shophouse on the bustling street of Joo Chiat. Today, we are one of Singapore’s leading one-stop shop for flooring and countertop materials and bathroom fittings.

For the past fifty years, FT* has supported developers, architects, designers, builders and homeowners with their ever-evolving needs in the modern architecture and design world. The company has worked on many iconic landmarks and buildings in modern Singapore both past and present, and are proud to be one of the strongest market influencers in the construction industry.
-
*FT is not the real name of the company.

Many thanks in advance!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/9/2020 at 8:10 AM Accepted
    (Aside: If the company is already a market leader, and well-known, then consider that a tagline might not be necessary.)

    A couple of tagline suggestions:
    "Singapore's #1 Tile & Stone Manufacturer"
    "Leading Singapore Architectural Supplier Since XXXX"

  • Posted by Mike Steffes on 12/9/2020 at 1:56 PM Accepted
    FT
    "Our Reputation for Reliability is Carved in Stone"
  • Posted on 12/9/2020 at 7:07 PM Accepted
    What is the main benefit your target audience is seeking when they select a stone supplier? That should probably be the focus of your tagline. It would probably be a good idea to talk with a few satisfied customers and see what they have to say. Why did they select you? What made you stand out from competitors? Etc.
  • Posted by SteveByrneMarketing on 12/9/2020 at 7:57 PM Accepted
    You state the company is "perceived to already be a market leader". Is this the perception of competitors, customers, industry segment pundits?

    Could your self description just as easily work for your competitors? Is it somewhat generic?

    What phrase can you claim and own that will be considered a strong unique benefit by your audience. Maybe something special about your 'innovation' claim that others cannot claim with any credibility ... e.g. inventory, supply chain, logistics and other related technologies.


  • Posted by Shelley Ryan on 1/6/2021 at 10:34 AM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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