In case you haven’t figured this out by now. Your logo is not your brand. Your words are. What we see has a huge impact on us, no doubt, but what we say and hear and read does too. I happened to catch a fun article titled 66 Great Movie Taglines From the Past 30 Years. Scanning through it, I couldn’t help thinking, this is total branding. These lines hooked us, made us laugh, got us to wonder and even shocked us into noticing and remembering them. So what is your company’s movie tagline?
In our very abbreviated world of soundbites, you’d better have “a line.” That one thing that you can say in no seconds flat that is just second nature. For HEASLEY&PARTNERS, that’s easy. We shape businesses into brands. TM. Done. It’s that simple. But it is not simple to come up with taglines for companies, movies, people, books or anything else that needs to be recognized and remembered.
So many marketing execs and CEOs sit down and say, “Okay, let’s come up with our tagline.” If I’m in the room, believe me, I’m not afraid to say, “Hold up. That’s the last thing that gets created when developing brand messaging, not the first.” In the old days, they’d often look at me and keep up with their futility (nothing ever came of the effort, not even once). But now when the need arises, I speak up. Knowing the HEASLEY&PARTNERS track record and what we can do, they take heed. They put their effort into things that will bear some actual results.
Sure, you might think you have “the line” and on rare occasions, you might be right. But great brand messaging doesn’t come from just some fun lines and some clever statements that you dream up in the shower. There’s more to it than that. Like, for example, will your clever line hold up when you really start creating your company’s “movie” or will it crumble and turn to dust like the countless ghouls in The Mummy?
When you check out these great movie taglines, ask yourself not what your tagline is, but rather, “What is my company’s movie?” If you don’t know that, if you can’t feel that, you’re not ready for the tagline. Job one is to write your brand screenplay, then start promoting it. Not the other way around.
What is branding? Heart & Mind® Branding.
You can have your own Heart & Mind Brand, let HEASLEY&PARTNERS help.