At times companies spend so much energy developing their online brand presence that they regretfully forget some very simple marketing strategies that still work, even in today’s digital age. Alongside a great brand is a great tagline. Companies electing not to develop one of their own are being neglectful in their marketing campaign. When a tagline is combined with strategies to build an online brand presence companies can see an exponential growth in customers.
Taglines are everywhere. Nike and “Just Do It” are synonymous. Taglines are used so often and invade our subconscious associations with the product they represent so well that we rarely even notice them. That is exactly why every company should develop their own tagline to coincide with developing their online brand presence. There are professionals in PR and marketing whose whole professional existence depends on creating custom taglines for companies while simultaneously building online brand presence and usually companies are well advised to hire them rather than try and develop their own.
For those choosing to try creating their own tagline independently there are a few guidelines to follow.
1) Be original and unique
2) Articulate the company’s mission and qualities
3) Associate with the target customer base
4) Accentuate the company’s advantage over the competition
5) Communicate the goals of the company’s product or service
Once a tagline is created it should be used online for all marketing. The company blog should incorporate the tagline into every post. Every forum post or comment post done in the name of marketing should include the tagline. Every email signature of every employee should proudly display the tagline. Not to beat a dead horse, but once a successful tagline has been created it cannot be used too much. The more a target customer associates that ideal with one’s company the more likely they are to remember the company. Online brand presence depends completely on customers thinking of a specific company for a specific need.
While many companies love to micromanage their PR and marketing teams to truly create and maintain a success online brand presence the two teams must work together. Even if a company consists of two employees and all the marketing is farmed out, every single member of the team must work together in every strategy to make an online brand presence be big and be real.