I’m working on the launch of a new business right now. We’ve answered the key “why us?” question – explaining who we are and why anyone should care. The logo is being prepared. The website is in progress.

How about a tag line?

You know, the short snappy little phrase that makes everyone remember you. Millions of people remember the big ones:

Just do it. The right choice. The king of beers. I’m loving it.

Sure, these are good tag lines.  Even more importantly, these guys also spend mega millions on advertising to put them in front of your face. It makes it a little easier for people to remember if they hear it in the first place.

Does your business have the money to communicate on a massive level like that?

Even if you gross over $100+ million a year, I doubt you could put your message in front of your entire target market with enough frequency for it to be remembered.

Are tag lines important?

In Marketing 101, you learn the 4 “P’s” – Product, Pricing, Placement (distribution) and Promotions.

Your company’s name, logo, tag line, and key positioning statement (what I consider as your Brand’s Opening Statement) should work together through pictures and words to explain what’s unique about your business when it comes to these 4 “P’s” (your USP).

While it’s nice and extremely useful to have a memorable tagline – I wouldn’t knock myself out trying to come up with the magic words. One short phrase can’t do it all.

I know that some of those big guys pay marketing consultants millions to create and test the ultimate memorable tag line.

That’s Grrrrrreat! (no offense Tony). But as I said, tens of millions will be spent to support the new tag.

If you’re like 95% of all businesses, your most important task in this area is to create a clear and persuasive case for your business – your Brand’s Opening Statement.

It’s that combination of business name, logo, tag (if needed) and positioning statement designed to provoke a reaction in your target audience.

Of these four, the tag line is the least important element. Depending on the type of business you have and the market in which you compete, either your name or positioning statement are your most important, followed by your logo.

Sometimes, location might be all the positioning statement you need. Just look at your dry cleaner.

Chances are, you use them because they’re close to your home or office and they haven’t ruined your stuff. It’s also likely their name is just something like “Cleaners” or “Joe’s Cleaners.”  That’s it. No fancy logo. No tag. No positioning statement.

Just simple, reliable, convenient, and the comfort of the same friendly face.

Now that’s marketing.

Posted by: Steve Banis