A well-crafted tagline can help you stand apart from your competition.

“A tagline helps a business to resonate with clients,” says Debra Stuart, a brand marketing expert in Toronto. It provides a point of difference and a personality for the brand, she adds.

A tagline is a short phrase associated with a business’s brand that makes it memorable.

Successful companies large and small use taglines. For example, Ford Motor Co.’s tagline is “Drive one.” Sony Corp. uses “make.believe.” Closer to home, BMO Financial Group says: “Making money make sense.”

Follow these tips to craft an effective tagline for your business:

> Know your story
The first step in creating a tagline is to start thinking about your business’s unique story, says Kirk Lowe, chief branding tactician with Oshawa, Ont.-based TactiBrand Inc., a firm that provides marketing services for financial advisors. Your story is what makes you different, and includes the benefits you offer clients and the specific clients you serve.

That story generally consists of two or three points, says Lowe. For example, you help clients achieve results in their life; you care about what you do; and you take a comprehensive approach. While these points by themselves won’t set you apart, crafting them into a succinct tagline will.

> Keep it short
In order to be effective, a tagline must be brief and concise.

“The tagline should be short,” says Stuart. “It should be memorable and it should evoke some type of emotional reaction.”

Lowe says a tagline should be between three and six words in length.

> Keep it simple
Make sure your clients and prospective clients can understand the tagline.

Don’t try to be witty or clever, says Lowe. The tagline should resonate with your audience. If it’s too complex, clients and prospects may be left feeling uncomfortable.

> Test it
Ask for a second opinion to make sure your tagline is the right fit.

Show the tagline to team members and a select group of clients, says Stuart. Ask for their opinions.

> Use the tagline consistently
Make the tagline a recognizable part of your business by including it in everything you print or publish online, including all marketing initiatives, Stuart says.

For example, it should be on all client communications, your business card and your website.

IE