I’m a huge fan of great lines. It’s so awesome when something is delivered in a few words that really captures the reader (or the listener) and communicates the essence of a company or product. Like a lot of marketing terms these lines go by several names: slogans, taglines, straplines, or even mottos. But I refer to them as Positioning Lines to my clients. That’s because the string of words that you place alongside your logo and your company name are key critical to establishing your position within the market place.
Here are 5 tips to creating a great Positioning Line. 1. ID: It needs to support — and stay consistent — with the brand name. (eat fresh) 2. Sticky: Great positioning lines stick around because they’re memorable. (‘Does she… or doesn’t she?’) 3. Positive Benefit: You want to convey the consumer benefit for using your product or service in a positive way. (Just do it.) 4. Shine: With so many competing messages in an overcrowded playing field it’s important to set yourself apart with a creative and original Positioning Line, ie, don’t be boring and don’t do what others do. (Have it your way.) 5. KISS: Keep it simple, stupid. This is one of the toughest things to achieve. One word is rarely enough and 7 is usually too many. (Stronger than dirt.)
I think “mmm mmm good” is a much more successful line than, “It’s amazing what soup can do.” What do you think?
Owner & Creative Director