Just Do It

Is there a person on the planet who doesn’t know this tagline?

Consider it Exhibit A for why Nike – and every brand, company and product – needs a good tagline.

A tagline is the identifier that distinguishes you from the crowd.

It’s the single simplest bit of communication that succinctly tells people who you are, what you do, and what benefit you provide for them.

It’s the touchstone that defines your business – both for customers and for your internal staff. And adhering to it can keep a company’s efforts focused and always on track.

With so much riding on a tagline, it’s important to get it right from the get-go. Otherwise, your best efforts can be like building a house without a solid foundation.

Many people think anyone can write a tagline. But to be honest, I’ve been a creative director in marketing for years, and I still don’t believe my position gives me the license to write taglines. I work with experts for this.

Taglines are a work of art based on client communications, research, competitive analysis, talent, creativity and trained writing skills.

Good taglines are carefully crafted to work on several levels.

Here are some of the questions clients and writers have to consider when evaluating their taglines:

• Does the tagline successfully communicate your brand’s positioning statement (corporate vision, brand promise)?
• Does your tagline add value to the brand?
• Is it persuasive?
• Is it memorable?
• Is it clear?
• Does it have an attitude?
• Does it differentiate your brand from the competition’s?

If you’re marketing a product or service, consider the strength and value of a good tagline.

And if you’re thinking about writing your own, ask yourself this question: Is it better to have a targeted, expertly crafted tagline which resonates with your target market, or risk creating confusion in an already over-crowded market?

With a business fundamental this essential, I always recommend working with a pro.

Jennie Quimbita (JQ)