Something was missing. An intangible gap. I couldn’t quite put my finger on it. Then I realised; my brand was naked. Butt naked. Starkers.
The ‘clothes’ that my business so obviously lacked were actually words. Words that would help tell the World what my business did.
I needed a tagline.
Unless I was in the ultra ‘niched’ speciality of marketing “Square Trees” – the name of my business – “Square Tree Marketing Ltd.” doesn’t share what I really do.
My business has evolved from being a generic marketing consultancy, to become a freelance writing business – but you’d not know that from my brand.
I had considered a complete rebrand, but ultimately I am a ‘marketer’, who writes. Plus, I like my brand name, it was inspired by one of my kids – so I was reluctant to make the shift. And yes, I couldn’t bring myself to bin the 1,495 business cards that I’ve still got. (I started with 1,500!)
A tagline; to borrow from Jerry McGuire, would complete me.
What is a tagline
Let’s take a step back, what exactly is a tagline? In simple terms, a tagline is a catchphrase or small group of words that combine to identify a product or company. For some, it’s an opportunity to spell out explicitly what they do, while for others, they’re used to define the philosophy behind the company.
- Nike – Just Do It
- Apple – Think Different
- McDonalds – I’m Loving It
- Tesco – Every Little Helps
- The Content Marketing Academy – Creating Better Customers
- Saddleback Leather – They’ll fight over it when you’re dead
(Thanks Chris Marr for the last on that short list.)
The Anatomy of a tagline
There are many different takes on what a tagline should consist of, here’s my thoughts. A tagline should be:
- Short (3-6 Words)
(I’ve shared some links at the end of this post that will give some more detail and different perspectives.)
My own tagline came directly from the positioning statement I created last week.
“I help passionate and committed content marketers grow their business by writing engaging content and coaching them to do the same.”
I wanted my tagline to do just 2 things –
- Say what I do
- Say who I serve
After much beard stroking, pondering and a Bombay Bad Boy Pot Noodle – here is what I settled on.
“Content Writing for Content Marketers”
It won’t win any awards, but it’s given me the clarity that I needed, and in terms of meeting the brief – I think it’s spot on.
I’ve had a number of conversations with the Content Marketing Academy community on the subject of taglines. There’s a consensus that although they are incredibly short, taglines are among the most important words you will write. It’s worth spending the time and seeking the council of friends, business associates and countrymen.
I’m just glad the Square Tree Marketing empire finally has some new clothes.
My modesty is restored.