The "Benefit" of Tag Lines

We're often asked to help companies create tag lines for their brands, many times sifting through previously brainstormed slogans that bear little or no relation to the brand's promise, or benefit. Our recommendation: start by knowing what the brand is, and does, why it's different, and why it's important. That's the brand's positioning. Then distill your brand's positioning succinctly and cleverly, and boom, you have a tag line, and a chance to make an immediate impact with your consumer.

A tag line defines you. It identifies your brand's position on the competitive landscape, and within the consumer's mind. Over time, tag lines may change with your market and consumer. For years Wal-Mart was Always Low Prices. Not now. Today it's, Save Money. Live Better. Living better is the benefit of low prices. Living better allows the mass retailer to position itself more broadly as a lifestyle brand as it evolves into healthcare, banking, and other arenas to meet the changing needs of its consumer.