There’s a lot of advice out there regarding the development of a brand tagline, and some of it is crap. (Example: “It needs to be short and memorable.” Wow, it sounds so easy when a professional explains it.)
In this post, my goal is to give you a set of considerations – some contrary to “conventional wisdom” – that will help you decide how to best proceed with the development of your brand tagline.
The first two tips deal with the “before” phase – what to consider before you move ahead with the development of a tagline:
At two different coffee meetings, I ask two designers to tell me who their ideal client is. Both answer confidently.
Andy tells me this: “I can do it all – logos, print, graphic design, web – and in all kinds of industries.”
Beth tells me this: “I excel at serving clients who either need to build a visual identity from the ground up or completely overhaul an existing one, and then apply it across multiple media. My expertise is particularly deep in B2B. And my minimum for an integrated project is $20,000.” Continue reading “Who’s Your Ideal Client?”
It’s safe to say I’m a pretentious, annoying beer snob craft beer aficionado. I keep several varieties on hand at all times – just in case someone stops by! – and I regularly experiment with different breweries and styles.
Bad Packaging Design – Example One
So it’s not unusual that I recently found myself in the smallish (but well-curated) beer aisle of my local Whole Foods. On this day, they were featuring the Four in Hand Winter Brew. The two side panels of the six-pack looked like this:
If you own a TV, it’s hard to miss Geico ads. A billion dollars in annual spending will do that for you.
We all know the Cockney-accented lizard and the indignant cavemen. Both campaigns have evolved to be more about the characters than about anything Geico might do for you, the consumer. Continue reading “The Trouble With Geico Ads”
A few weeks ago in this space, we discussed “Reasons to Believe.” We defined RTBs as persuasive facts that support the promise you make or the difference you claim.
Reasons to Believe are particularly critical in this era of eroding consumer trust. These days, you should assume distrust. That’s because consumers have been disappointed so many times in the past – lousy customer service, bait-n-switch, golden parachutes for incompetent execs, you name it. Continue reading “Make a Real Brand Guarantee”
If you’re not asking that question – from the standpoint of your consumers or clients, both current and prospective – you should be. And for a simple reason: They probably don’t.
Consumers are jaded. They’re tired of being promised one thing and getting another. They’ve been repulsed by the Enrons of the world. They’ve watched CEOs receive multi-million dollar bonuses for running their companies into the ground. They’ve been burned by shady car salesmen. Continue reading “Why Should I Believe You? RTBs and Your Brand”