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Developing mantras, taglines, and slogans

Aug 12, 2005 2:16 am

Developing mantras, taglines, and slogans

Dean H.

I was reading Guy Kawasaki's "Art of the Start". There is some great stuff in there for entrepeneur to think about when carrying forth a business strategy for their company.

One of the things he mentions in the beginning of his book is to develop a mantra. He says that mission statements are out and mantras are in. No one reads mission statements, much less remember them. Can you remember Starbuck's mission statement? Exactly.

But mantras are very short and concise. For example, Nike's mantra is "Authentic Athletic Performance."

I was still a bit confused about the difference b/w mantras, slogans, and taglines. Can anyone help differentiate b/w them?

If I have it right, my friend Leesa Barnes tagline is- "Inspring business women to create the career they deserve" It's not a slogan or a mantra, but a tagline. It's an effective tagline because I get a *feel* for what her business is about. All good mantras, slogans, or taglines are effective if they can describe what the business is about.

Another friend of mine, Marilyn, I think she has a slogan- "Have You Hugged Your Prosperity Today".

And then, another person who is a virtual assistant has a decent tagline- "Assistance From A Distance" The repetitive rhyming really helps and makes it more effective.

I ask this because I like to read up on branding strategies on the side so I want to make sure I have the concepts right.

Not to mention, for those who a web based business, it is probably important to know how to build your brand with taglines, mantras, and slogans.

Let me know your thoughts if you have the answers to my question.

Dean.

Private Reply to Dean H.

Aug 12, 2005 2:32 am

re: Developing mantras, taglines, and slogans

Sharif Khan

Interesting points. I'm still working on my 'mantra'...in the mean time, I will settle for Planet of the GrApes.

Sharif Khan
http://www.sharifkhan.blogspot.com
Freelance Writer, Inspirational Speaker, Book Coach
Author of, "101 Ways To Market Your Business," (http://tinyurl.com/6z2w7 )
Author of, "The Hero Soul," (http://www.HeroSoul.com )

Private Reply to Sharif Khan

Aug 12, 2005 5:11 am

re: re: Developing mantras, taglines, and slogans

Dean H.

Sharif,
It's a funny tagline, but I probably won't consider it *effective* :)

Here's more information. I'm about to launch my new company, Big Hopes Studios in September. I'm having the logo designers work on the brand identity as we speak. BHS provides two services; Web Design & Strategic Blogging Consultancy. That tagline will be embedded in the logo and business card stationary.

It doesn't get more descriptive than that.

However, I am looking to develop a secondary tagline.

Without trying to sound too salesy, but I feel I must provide our company philosophy and credo so that members understand where I am going with the secondary tagline;

Our philosophy is that blogging and website development/design should go hand in hand. We believe in a convergence or marriage of both services. Most consultants will only consult on business blogging and help setup a blog that is separate from the website. We want to integrate the blog within the website and consult on blog content development as well as do web design work.

Hence, we believe in the convergence/union/marriage/interconnectedness of both services. That is what makes BHS unique- that we provide an integration of weblogging and website design. Very few companies are doing right now.

Here are secondary taglines to theme into the website, our newsletters, published articles, blog entries, etc... And I gave the logo designers these possible taglines as well so that can develop some concepts on the keywords in these taglines. They are as follows

spreading gospel of the evangelical web
Evangelizing the World Wide Wow
Witnessing the marriage of weblogs & websites"
Bring hope to a hurting web
Building Evangelistic Websites"

I like #1, but then I realized that most people might think I'm promoting a Chistian based website so I had to throw that out the window. But it did sound cool. By the way, I reserve the copyrights for that tagline just in case anyone thinks of copying it and giving it to a client :)

#2 isn't too bad, but it doesn't describe what we do. #3 is very descriptive, but may be too long. #4 is cute but maybe not effective. #5 is concise and describes, to some extent, what we do. It is a good mantra, according to Guy Kawasaki.

Thoughts? Constructive Critiscm? Love it? Hate it? :)

Look forward to any intelligent conversation from fellow creativists and branders alike.

Dean

Private Reply to Dean H.

Aug 12, 2005 12:32 pm

re: re: re: Developing mantras, taglines, and slogans

Peter O'Connell

Hey Dean:

Your comments got me thinking about a few ideas which are probably more for general consumption rather than directed towards your post but if it helps anyone, then.... make the checks out to me. Here goes.

Every entreMANURE (and I'm one of them).... but in this case the folks that want to become famous for a business theory or concept (then write a book, give speeches and ultimately give satellite seminars from their back yard so the audience basically comes to them) tries to develop "that decade's" or even "that year's") catch phrase or concept.

So I guess now its mantras. (Geez)

I remember when the HUGE business concept was starting a business meeting at like 9:03 a.m. or 1:59 p.m. because you were showing your company's organizational skills and how you respected timeliness and how the employees would too. (doh!) That concept went over like a fart in church.

Think wizard of oz, man behind the curtain, except in a business suit with a mullet haircut (in other words...stupid idea). Now don't get me wrong...I am ALL for change and stupid ideas....I've participated in and submitted many of both over the years and done so willingly (in some cases too willingly but that's another post).

If we look at the STACKS of business books we've all read, the hundreds of pages of facts, examples, case studies et al., we'll find:

a. We have WAY too many books getting moldy on our shelves and nobody will pay us much more than a dollar for books we paid at least $15 (now’s time to donate them and take the tax write off).

b. Most of the stuff we read with the absolute best of intentions has been long forgotten (sometimes almost immediately after we read it).

c. The books that were memorable have content that can be whittled down to some extremely basic, short concepts (basically, Cliff Notes on an index card). THAT'S why they're memorable!

So, these concepts can be operational or life enhancing (depending on your author) but if you take that "memorable concept" and apply it to branding, you get: the tag line.

Now, here is the most important phrase anyone....ANYONE...who is crafting a tag line must remember.

Are you paying attention?

I'm only going to write this once....

--> What's in it for the prospect?

Are you enjoying an epiphany right now?

Or are you just light headed?

Well in either case keep reading but do not operate heavy machinery for one hour.

Seems simple right? Of course it is....I suppose I'm blowing a great book opportunity to expound this concept into 200 unreadable (but sellable) pages....but the hell with it....MY new mantra is an old one I stole: KISS.

What ever your tag line is must show a benefit for client so they say when they read your tag line "hey, what he/she offers can really help me/my business!"

Does your tag line do this? Did you TEST it? Hmmmmm?!

Need a second concept to make your tag line effect? (Of course you do....)

--> Can your 87-year-old grandmother read and understand your tag line?

Even if you don't have an 87 year old grandma (you can find plenty of them at area nursing homes and they'd love the company of your visit) the point is to be clear and understood by all; help them immediately understand what you do ESPECIALLY if what you do is relatively new or untried by most of your audience...techno speak does not make you sound worldly and brilliant...it makes you sound intimidating.

Your tag line needs to make you money and people don't often do business with people who intimidate them....prospects think because of their lack of knowledge in your topic area, they could be cheated. So make sure your tag line doesn't immediately put you off of 1/3 to 1/2 of your possible audience. Use my stolen mantra: KISS!

Now, in high-pressure world of business writing we know that points like these come in threes....its part of the Geneva Convention (which I guess is like a Shriners Convention without the hats).

So here it is:

--> Make it memorable and creative.

Unfortunately for most tag line writers...THIS is where they START. As you might guess...I think this is a mistake.

But once you get to this point and have addressed the first two issues, have a little fun with it...graphically, wordsmithing, rhyme, small grammar abuses...what ever. But keep it short, sweet and creative.

OK, that's my book. Hope you enjoyed it.

Have a nice weekend.
- Peter

Private Reply to Peter O'Connell

Aug 12, 2005 1:43 pm

re: Developing mantras, taglines, and slogans

Sharif Khan

Dean,
I think your mantras need some serious re-working/re-purposing. Evangelizing, Gospel, and Hurting, all sound like Christian Missionary Work. Put yourself in the prospect's shoes. Do prospects want evangelizing or do they want mega exposure and increased profits?

Sharif Khan
http://www.sharifkhan.blogspot.com
Freelance Writer, Inspirational Speaker, Book Coach
Author of, "101 Ways To Market Your Business," (http://tinyurl.com/6z2w7 )
Author of, "The Hero Soul," (http://www.HeroSoul.com )

Private Reply to Sharif Khan

Aug 12, 2005 2:03 pm

re: Developing mantras, taglines, and slogans

Dave Orsborn

Hi Dean,
Kawasaki makes the distinction between mantras and taglines this way: mantras are internal(for you and your employees), taglines are for customers. Authentic athletic performance vs. just do it. Another way I loook at it is- mantras are lasting, slogans and taglines are more tactical and disposable.

I'd be careful not to confuse any of this with branding. Your "brand" has much more to do with the emotional connection your customers have with you- the reasons that they embrace your products/services. Taglines and slogans can support and help you to communicate your brand.

Tom Peters has recently released a series of short books based on Re-Imagine. Take a look at the volume on Design-he has some great rants about branding.
Best,
Dave

Private Reply to Dave Orsborn

Aug 12, 2005 4:26 pm

re: re: Developing mantras, taglines, and slogans

Telly Onu

Well i use this and I am planning on putting it on my business card.
"Thoughts determine what you want, Actions determine what you get.. Remember, change is the only constant."
Would you consider this a tag line or a mantra?

Private Reply to Telly Onu

Aug 12, 2005 5:15 pm

re: re: re: Developing mantras, taglines, and slogans

Dave Orsborn

Personally, i think it is a bit long for a tag line- not pithy enough and there isn't any WIIFM (whats in it for me).

This is more of a philosophy (sorry to add yet another label)- it doesn't tell me what you do exactly or what I can gain from working with you.
Best,
dave

Private Reply to Dave Orsborn

Aug 12, 2005 6:20 pm

re: re: re: Developing mantras, taglines, and slogans

Cijaye DePradine

Hello Dean,

I am quite intrigued by your strategy to integrate the blog into the website. We definitely need this service in the marketplace. I myself have many clients in need of exactly what it is you are doing - and might consult with you when they are ready to make that move.

As for your taglines...*You have to take the following feedback with a grain of salt too because I am a copywriter by trade also - so I am especially critical of headlines, taglines, positioning statements and all things impact oriented.

Most of them sounded pretty "religious" to me - and they still didn't convince me to buy. I want you to tell me why you do it better than anyone else, or tease me with enough info that I want to know more.

The following are some (copywrite protected) suggestions:

1) Seemlessly integrated website strategies
(This one allows room for new products or services in the future)
2) Promoting high web traffic and increased returns
(The term "increased returns" is a double positive for increased return on visitors and investment)

Something more along those lines would tickle my heartstrings...

Best regards...Cijaye

Private Reply to Cijaye DePradine

Aug 12, 2005 6:26 pm

Attn: Peter O'Connell re: Developing mantras, taglines, and slogans

Cijaye DePradine

BTW Peter O'Connell,

I love your response! Right on the money! :o) Nice to see you play in the field on this one...

Cijaye DePradine.
SMP Network Leader.

Private Reply to Cijaye DePradine

Aug 12, 2005 6:41 pm

Attn: Peter O'Connell re: Developing mantras, taglines, and slogans

Mike Fesler BizHarmony

My company’s name is:
-----------------
Indialantic Business Management

Teamwork making the Dreamwork (mantra)

Strategies that mean business (tag line)
----------------
Any suggestions and thoughts would be greatly appreciated?

Mike Fesler
Indialantic Business Management
Business Amelioration Specialist
http://www.IBMgmt.com

Strategies That Mean Business

When the solution is simple, God is answering.
~Albert Einstein~

Private Reply to Mike Fesler BizHarmony

Aug 12, 2005 6:56 pm

re: re: re: Developing mantras, taglines, and slogans

Dave Orsborn

Dean,
I'll also add this- don't spend an inordinate amount of time on your tagline. Unless you really intend to pound it into your customers consciousness it is likely to go in one ear and out the other. I'm not saying don't have one, just give it the bandwidth it deserves.

I would spend more time making sure that you clearly communicate three things:
- what you're selling
-why you are different/special/best
-why you are the person to get the job done (credentials/experience/track record)

If you do a great job communicating these things you'll drive business. Taglines, slogans, etc. have their place- but they are meant to compliment the larger story.
Best,
dave

Private Reply to Dave Orsborn

Aug 12, 2005 8:11 pm

re: Attn: Peter O'Connell re: Developing mantras, taglines, and slogans

Cijaye DePradine

Hello Mike,

I love "teamwork making the dreamwork" Mike, although, I would prefer dream and work separated to emphasize the fact that through positive, confident and champion oriented teamwork - you can make all of the BIG DREAMS work. (That is however most suitable if you are pitching your company as a company wide innitiative for team built successes). I might even suggest that you stick only to this as your tagline, mantra etc.

The reason: I am not sure what "Strategies that Mean Business" means though. Business Strategies is a pretty broad term, and I do recall that when you and I shared our first few conversations on Ryze that I was still unclear until you drilled down further what you really did.

Why don't you tell us all again what you do, in 10 words or less and maybe we can all work together to bring your tagline down into 5 powerful words or less.

:o)

Cijaye.

Private Reply to Cijaye DePradine

Aug 12, 2005 8:37 pm

re: Attn: Peter O'Connell re: Developing mantras, taglines, and slogans

Dave Orsborn

Hi Mike,
I'm with Cijaye- I love the mantra.

The tagline leaves me a little cold. To be honest, whenever I see "strategy" or "strategic" I cringe a bit. It's one of those buzzwords that everyone uses to add weight to what they do, as in "I am a strategic thinker."
Best,
Dave

Private Reply to Dave Orsborn

Aug 12, 2005 8:55 pm

Attn: Peter O'Connell re: Developing mantras, taglines, and slogans

Mike Fesler BizHarmony

I assist corporate decision makers in determining the most appropriate course and direction with topline growth strategies.

Ok. . Ok . . .I know. . .my excuse, New math? {;-0
I have hade the team work on by business cards since the mid 70’s
But the Strategies That Mean Business as a tag since about 2003

Mike Fesler
Indialantic Business Management
Business Amelioration Specialist
http://www.IBMgmt.com
Strategies That Mean Business

When the solution is simple, God is answering.
~Albert Einstein~

Private Reply to Mike Fesler BizHarmony

Aug 13, 2005 7:07 am

re: Attn: Peter O'Connell re: Developing mantras, taglines, and slogans

Dean H.

Dave,
You are correct. Branding is much more than what we are talking about. And you are correct about the mantra. I reread Kawasaki's ideas and mantras are internal- for the employees. But mantras are still cool.

I suppose perhaps, I should stick with "Web Design & Strategic Blogging Consultantcy" as the tagline. It doesn't get more descriptive than that.

Cijaye,
Thanks for the constructive critiscm.

re: "seamlessly integrated website strategies"

Yeah, but what does that mean? What exactly is a integrated website strategy? The word "seamlessly" just seems to be more fluff, IMHO. But you are the copywriter and not me :)

re: "Promoting high web traffic and increased returns"

Very descriptive, but there are many ways to promote high web traffic. There is SEO, email marketing, PR marketing,etc... And I don't provide many of these services. Though I could probably form strategic alliances and partnerships with those who do. But that's a story for another day.

Back to Dave again. You are partly right about not making the tagline my sole priority right now. I've got other stuff on my mind besides that. I think partly, as you know, I'm a financial advisor by trade and I'll be retiring my money shingles real soon to launch the new venture. So I'm going from using my right brain to my left brain. Though I'm sure my right brain will still be utilized, because I try to think strategically about things- some things never change.

Hence, there is a little boy inside of me that is yearning to get out and be more creative. I just can't help it! :)

Private Reply to Dean H.

Aug 13, 2005 7:27 am

re: what's on my mind

Dean H.

And guys, incidentally, there are other business professionals who use the word evangelism or other religious related themes in their taglines, books and written work to get their message across about their business.

For example, Jackie Huba and Ben McConnell are authors of the blog, "Church of the Customer: Creating Customer Evangelists"
http://customerevangelists.typepad.com/

When I think about what I want to preach and communicate with regards to weblogs and website design, I kept thinking about how the current environment for business blogging has reached, well dare I say it, "evangelical nature". The word evangelize means to spread the gospel, to promote one's cause, to create conviction.

As I laid there on my couch for many nights trying to conceptualize my business communication strategies, I realized that if there was one theme that would strike up and resonate various images for my audience, then it was the concept of 'evangelism'- what it is and how to use it with respect to the integration of strategic blogging and good website design. And more importantly, how I can consult with future clients on evangelising their website and increase WOMM- Word of Mouth Marketing -with weblogs and good website design.

Just wanted to post this stream of consciousness so that folks can get an understanding of what goes on in my brain. At times, my brain feels like an airport runway- constantly landing and taking off at the same time :)

dean

Private Reply to Dean H.

Aug 13, 2005 8:36 pm

re: Attn: Peter O'Connell re: Developing mantras, taglines, and slogans

Dean H.

Telly,
I think your tagline is too long. Can you shorten it?

Mike,
re: teamwork.

Hate to burst your bubble, but I've seen that tagline/mantra about several other times in books and other professionals using it too. I mean, do you have a team that works with you? :)

Hey,
I found a new tagline. Since my company is about the convergence of both areas of the web- blogging and web design, how bout this;

"Marrying Web Design with strategic blogging consultancy"

or

"Come witness the marriage of web design and strategic blogging solultions"

I need to play with the words and shorten it as best as I can.

Private Reply to Dean H.

Aug 13, 2005 8:54 pm

Attn: Peter O'Connell re: Developing mantras, taglines, and slogans

Mike Fesler BizHarmony

I didn’t say I created it, I just started using it back in the mid 70’s.

And yes I have a team of people that work with me, not to mention the clients themselves are a team that we work with.

M.

Private Reply to Mike Fesler BizHarmony

Aug 15, 2005 3:00 am

re: Attn: Peter O'Connell re: Developing mantras, taglines, and slogans

Tejas Lagad

Dean,

The "Marrying Web..." tagline seems the best of the lot. It caters to 3 vital C's - its concise, customer oriented, compelling.

I would be tempted to twist it just a lil bit to:
"Where web designs meet strategic blogs". This just adds another C... Cimplicity :)

Another gig that crossed my mind:
"Connect. Blog. Evangelize!"

-tejas

Private Reply to Tejas Lagad

Sep 11, 2005 10:20 am

re: re: Attn: Peter O'Connell re: Developing mantras, taglines, and slogans

Tameem Qazi

Hi! I Recently joined this n/w. Though its a little too later but hey..better late than never.:)

how does this sound:

1. Synergizing weblogs with websites
2. Synergizing weblogs and websites
3. A synergy of weblogs and websites

Private Reply to Tameem Qazi

Sep 13, 2005 9:03 pm

re: re: re: Developing mantras, taglines, and slogans

Cijaye DePradine

Hi Dean,

Thank you for inquiring about the POINT of my tagline suggestions; you are right - they still leave ME asking SO WHAT - HOW DOES THAT HELP ME. *I guess, because I am a long-term strategies thinker - I like to encourage people to research more about what I am offering and I also like to leave the subject matter open for expansion so I don't have to make changes later...but anyhow...

Here are a couple thoughts(if you haven't already made up your mind on your tagline):

1) You are customizing the weblogging for site owners; this is necessary for companies who wish to maintain brand consistency. I would stick with something that personifies that message. (Which was why I originally used the word integrated - but the target market doesn't use that type of terminology so it won't help). Use a thesaurus for alternate words to customize if you don't like that one.

2) If you are equipped with knowledge on how to make blog's profitable for businesses, you might also want to incorporate this into your tagline. Again, using a thesaurus if needed.

3) And if you know how to maximize or automate the regularity of blogging so that your clients will develop loyal visitors - this too might be something to mention in your tagline.

GENERALLY SPEAKING: a tagline is useful for telling your market your USP (in 5 words or less). If you haven't already defined that - I would go back to the basics and do an FAB report. Nail it down to one thing that you do better than anyone else and why it should matter to your market.

AND: Besides the fact that all of our communications SHOULD be benefit oriented for the clients (making sure that we provide them with the SO WHAT answers) - we should alway's try to avoid "jargon" wherever possible.

*I still have to remind myself of this EVERY DAY - because I am very jargon oriented.

Anyhow: Someone once said - "Chances are if someone can understand your jargon - they don't need your services" - that struck a cord with me that has since changed the way I think about the messages I create.

It might help you too.

P.S. WHO IS YOUR IDEAL MARKET?

Private Reply to Cijaye DePradine

Sep 15, 2005 4:07 pm

re: re: re: re: Developing mantras, taglines, and slogans

Dean H.

Actually Cijaye and all, I finalized my tagline some time ago. It's also incorporated into my logo design as well. It's simple, to the point and says what we're all about. Here it is.

-Dean

Private Reply to Dean H.

Sep 15, 2005 4:28 pm

re: re: re: re: re: Developing mantras, taglines, and slogans

Cijaye DePradine

Perfect!

Love it!

Effective and to the point!

Good for you Dean.

P.S. I am off to Vegas this month myself...your picture has gotten me a little excited!

Cijaye.

Private Reply to Cijaye DePradine

Sep 15, 2005 4:28 pm

re: re: re: re: re: Developing mantras, taglines, and slogans

Dave Orsborn

Dean,
Very sharp! Can you give us the backstory on the business name and the logo design?
Best,
Dave

Private Reply to Dave Orsborn

Sep 15, 2005 8:20 pm

re: re: re: re: re: Developing mantras, taglines, and slogans

Peter O'Connell

The wisest and most handsome of sages once wrote about marketing tag line criteria:

--> What's in it for the prospect?

--> Can your 87-year-old grandmother read and understand your tag line?

--> Make it memorable and creative.

You, sir, have followed the brilliant sage's advice to the letter.

(Did I mention how handsome the sage was?)

Private Reply to Peter O'Connell

Sep 16, 2005 2:08 am

re: re: re: re: re: re: Developing mantras, taglines, and slogans

Dean H.

Cijaye,
re: Vegas.

Business or pleasure? Take some pics for us. Or remember, what happens in Vegas, stays in Vegas :).

I've been there about 4 times already. Stayed in Mandalay Bay, MGM Grand, Aladin Hotel, and some others that I can't remember.

Peter,
Thanks, I learn from the best.

[Super]Dave,
Would love to explain how I got this identity.

As you know, Sachi Studio is about "Marrying" both fields of the World Wide Web- "web design" and "strategic blogging solutions". It's a convergence b/w the two.

Originally, I thought a Venn Diagram would be a perfect symbol for this concept of marriage or convergence.

I had my designer try this, but it didn't look right. So then we went with the rings locking up with each other. I had her play around with it and we got it just right. Hence, one ring represents websites and the other ring represents the other area of the web- weblogs. The interlocking in the middle represents the convergence or union of the two. Yes, I know, very deep stuff.

So that's how I got the idea for the rings.

What does sachi mean? In Japanese, it means "happiness". I used UrbanDictionary.com to find the word I wanted and I liked Sachi. Not to mention, the url wasn't taken. Website is almost complete.

So translated, my company name means, "Happy Studio" or a place of happiness. Or just happy. It's a good mantra to have in life anyway.

I was at a networking event yesterday and was handing out my newly designed cards. People said, "Oh, Sachi. As in Saatchi & Saatchi- the global advertising/branding powerhouse?"

I said, "Um...well, kinda, but not really." Both company names are obviously spelled differently, but it's nice to be in the same company as they are.

So there you go- the history of Sachi Studio and how it was born :)

And if I may, I'd like to give a brief plug to the logo/graphic designer who did the logo and stationary work for me. She is on Ryze. Her name is Caroline Tremblay and she runs Magentis Media- a graphic and logo design company. She also does collateral as well. Here is her portfolio of work.

And like Cijaye, she is also Canadian- must be something in the Kool Aid :)

If anyone needs a good logo identity and the stationary, I would recommend going to Caroline. I did some shopping around before settling on Caroline, but I can tell you that her rates are very affordable. I won't say what her exact prices are on this board because I do not wish to pigeonhole her, but if you need logo design and stationary work, talk to her and see if there is a fit. But she is very busy as well.

-Dean

Private Reply to Dean H.

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