How to Write a Tagline (for a startup)

The goal of a good tagline is to quickly articulate what the company does*. This is the sole purpose, although at the same time your goal should also be memorable. So, your tagline should therefore:

1. Articulate what the company does.
2. Be memorable.

Overall, your strategy should be to master both. That being said, it is much more difficult than it sounds.

To start, gather with a your team (maybe cap it at 3 to 5 people) and brainstorm all the taglines you know off the top of your head (any industry, any company). Once, you have done this go through them and weed out all the taglines that do not meet the two points above. Then, start picking out words in the taglines that could apply to you and your company. Then start brainstorming taglines for your company based on these words. (It is much easier to brainstorm when there is a point of reference or a place to start. If you try to brainstorm with no limitations, rules, or point of reference, nothing will be accomplished).

Next step, (put the last aside for a moment) now, think of your company as a movie logline (this is my favorite thing in marketing). A movie logline, tells you the main characters, storyline, and main action in one sentence. (For more information research Blake Synder, Save the Cat). The goal of a movie logline is to convince a studio to buy the script, in the beginning; then for a movie ‘goer’ to see the movie, all by reading just one sentence. Now that is a damn good tagline!

Think of your company like a logline. Who are you? What do you do? What is your story? Now write out your company logline as if you were describing a movie that you want the world to all want to see, but you only have one sentence.

For the company I am currently at, BNOTIONS, our logline:

A group of talented entrepreneurs, designers, strategists and developers build robust mobile, web, and Facebook applications on their way to building a rocket to take them to space.

Make sure your logline describes exactly what you do. For Google, for example: The world’s top engineers on a mission to search and index the world’s information with a dream of one day simplifying and organizing everything. (I made this up, but you get the point).

Now, take the taglines you brainstormed before using the reference words. Apply each one to your company logline. Do the taglines describe the logline? Do you get the same information from the tagline, as you do from the logline? If yes, then you have answered point number 1.

For point number 2, this is a bit more abstract as ‘memorable’ is exactly that. We still don’t know exactly why some things go viral and some don’t, as we still don’t know why some ar memorable and others are not. On this one, take Steve Blank’s advice and “get out of the building.” Aks every opinion you can. Ask your mom, ask your six year old nephew, ask people in line at Starbucks, and ask while shopping in produce at the grocery store. And then, ask them all again. Because, the goal is to see if people remember it. They can’t just like it, they have to remember it. They also need to be able to respond with exactly what your company does from that tagline. Ask, ask, ask.

You are now ready to start tagline brainstorming. Go.



*Please note that this is a recommendation for startup companies who need to match positioning to advertising message in one foul swoop. If you are a large brand with lots of marketing spend these suggestions will not apply to you, nor will the strategy be something for you to follow. In this case, the tagline will be a creative attraction based on positioning. In startups, your marketing will have to be closer to positioning as you will have less room for creative freedom as messaging will take precedence.


The Product of Strategy

Co-written by myself and account manager at BNOTIONS mobile development, Marco Tomada.

In many of today’s B2B businesses, service is often a product. We optimize for ‘client experience,’ we think in features (additions that may be helpful to the client), and a problem being solved. In many ways, a service does not differ from a product all that much. We could even go as far to say that yes, a service is a product.

For example, let’s take a look at the service of strategy for a moment. Strategy is a difficult service to bill for, it can be vague, time consuming, resource intensive, and most importantly, intangible – in it’s infancy. However, a good strategy, at the end of the day, is a product that all other products can be built from. Creative, technology, production, and integration are all driven from the strategy as components to a larger delivery. In many ways it is the first in building blocks in everything from build a business, to building a product, to building— a service.

Think of Strategy as the architectural plans to the house. The plan is a physical product that will change along the way, but is always the guideline for execution. Although different architects charge different rates, the good ones know how much research, consultation, and effort will be involved. Knowing all the elements (features) involved helps them understand a pricing model to follow, not based on hours alone or IP, but rather for the collective time and effort involved for the first building block to be completed (the product). The final product is a plan that all other contributors to the home building process will check back to throughout the process. This plan will change along the way, and tradesmen will need to make adjustments on the fly, but the plan is the core of the building that everyone will need to stick to for proper execution.

Let the Strategy be your architectural plan and think of it like making a purchase decision for a product. It will always be a service, but if you approach it as a product to be delivered to guide the rest of the execution, it will be easier for both the client and the service provider to see the value.

In fact, this approach can be applied to all levels of service in the same way. Think of everyday services, your barista in the morning, your waiter at lunch, the software you use that you pay for monthly while at your desk; these are all examples of products in their entirety. You expect each service to solve a problem, create an amazing experience, with features that make this product’s use easier. At a restaurant, your server adds features like keeping your water glass full, telling you the specials in a compelling way, and making sure everything is on time. It is the product of this interaction that makes for a great purchase decision, so when we look at the value, we must look at the whole of the product, not the connotation of service.


Igor Teaches Us How To Name a Brand

If you have ever been stumped on brand or company names, Igor, a branding company has created an amazing model to help you solve the problem. They teach you how to break down a name into the sum of its parts— the parts that matter.

Taken From Igor Naming Guide:

Appearance – Simply how the name looks as a visual signifier, in a logo, an ad, on a
billboard, etc. The name will always be seen in context, but it will be seen, so looks are
Distinctive – How differentiated is a given name from its competition. Being distinctive
is only one element that goes into making a name memorable, but it is a required
element, since if a name is not distinct from a sea of similar names it will not be
memorable. It’s important, when judging distinctiveness, to always consider the name in
the context of the product it will serve, and among the competition it will spar with for the
consumer’s attention.
Depth – Layer upon layer of meaning and association. Names with great depth never
reveal all they have to offer all at once, but keep surprising you with new ideas.
Energy – How vital and full of life is the name? Does it have buzz? Can it carry an ad
campaign on its shoulders? Is it a force to be reckoned with? These are all aspects of a
name’s energy level.
Humanity – A measure of a name’s warmth, its “humanness,” as opposed to names
that are cold, clinical, unemotional. Another – though not foolproof – way to think about
this category is to imagine each of the names as a nickname for one of your children.
Positioning – How relevant the name is to the positioning of the product or company
being named, the service offered, or to the industry served. Further, how many relevant
messages does the name map to?
Sound – Again, while always existing in a context of some sort or another, the name
WILL be heard, in radio or television commercials, being presented at a trade show, or
simply being discussed in a cocktail party conversation. Sound is twofold – not only how
a name sounds, but how easily it is spoken by those who matter most: the potential
customer. Word of mouth is a big part of the marketing of a company, product or service building the
with a great name, but if people aren’t comfortable saying the name, the word won’t get
“33” – The force of brand magic, and the word-of-mouth buzz that a name is likely to
generate. Refers to the mysterious “33” printed on the back of Rolling Rock beer bottles
from decades that everybody talks about because nobody is really sure what it means.
“33” is that certain something that makes people lean forward and want to learn more
about a brand, and to want to share the brand with others. The “33” angle is different for
each name.
Trademark – As in the ugly, meat hook reality of trademark availability. Scoring is easy
here, as there are only three options, and nothing is subjective: 10 = likely available for
trademark; 5 = may be available for trademark; and 0 = not likely available for
trademark. All of the names on this list have been prescreened by a trademarked
attorney and have been deemed “likely” for trademark registration.

© Copyright 2013, All Rights Reserved Jenna Hannon