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Jonathan Paisner shares an evergreen post on what it takes to make a good tagline for your business. 

How do we capture the essence of our brand in a handful of words?

This sounds hard. That’s because it really isn’t the right question to be asking. 

Better: What brief phrase can strengthen and deepen understanding of our brand?

You can’t say it all. Don’t try.

Name, logo and tagline partner to communicate the essence of the brand. 

What you don’t want to do is say the same thing across all three assets (i.e. a company called Speed with an arrow for a logo, plus the tagline “Faster is better.”). What’s the point of that? It’s not only a missed opportunity to tell other parts of the story; it reduces the needs of your customers to single dimension – and positions you for irrelevance if and when the better mousetrap comes along. 

Your tagline does not exist in a vacuum. 

A FEW TIPS AS YOU EMBARK ON THE ROAD TO A NEW TAGLINE:

#1 Begin with a brand platform.

Creating a tagline without a strategic foundation risks internal dissent and external confusion. Know what you are trying to say before you look for memorable and meaningful ways to say it. The brand platform serves as both guide and filter to what you say and to the tone you use in expressing it. Great taglines ring true – and the platform will clarify exactly what it is you are being true to. 

 

Key points include:

  • Understanding what a tagline is and what it isn’t
  • Keeping the bigger picture in mind
  • Avoiding buzzwords

 

Read the full article, What Makes a Good Tagline, on BrandExperienced.com.

 

 

Jonathan Paisner shares a video from his #be150 series on conducting an in-person work session.

 

 

Key points include:

  • Planning
  • Appreciating the novelty
  • Working those interstitial moments

 

Catch the full video, Running a workshop in the time of COVID, on BrandExperienced.com.

 

 

Jonathan Paisner shares his expert insights on branding in this new video series. This week, a 150-second overview of The Branded House vs. The House of Brands.

There is a little bit of brand in everything your business says and does. We’ve created this series to give you a little bit of brand thinking to inject into your business strategy, and help you make smarter decisions. So today, let’s spend the next 150 seconds talking about brand architecture.

 

Included in this video:

  • Why brand architecture matters
  • Building and extending relationships
  • Portfolio flexibility

 

Watch the full video, #be150 – Brand Architecture 101, on Vimeo.

 

Jonathan Paisner identifies the cause of tension between corporate marketing and brand marketing, and how you can bridge the divide with a brand messaging format that communicates company vision and value for the end consumer.

 

B2B companies experience an ongoing tension between corporate marketing and product marketing – because their goals aren’t completely alignedFor corporate marketing, the brand is built upon a big idea that aims to capture the promise of the organization at a macro level. In technology and tech-enabled markets, this big idea can be pretty grand (think IBM’s Smarter Planet). For the organization as a whole, this big idea helps to bring different pieces of the company together behind a common purpose and perspective.

 

Read the full article, Bridging the Gap between Corporate Marketing and Product Marketing, on the Brand Experienced Group website.