Do you have one for your company? What does it project to your target audience?

Keep in mind that a tag line is part of your brand identity and should be consistent with everything else you develop that sends a message about who you are and what you do for your customers. When developing the tag, keep in mind the following criteria. A tag line should:

• Present your major benefit quickly
• Establish your strength and make people want to ask you more
• Be instantly understandable to the audience
• Be shared easily through verbal and visual media
• Result in a physical reaction

Businesses can and do change their tag lines periodically, which is fine as long as they don’t make a major shift in positioning.

What not to do in a tag line:

• Use product names
• Be too verbose
• Talk about you
• Stray from your brand identity

To develop a tag, come up with a few and pass them around some of your trusted advisors for their opinions. I did that with mine and got good feedback and a shortened version:

Marketing = Success;
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