The perfect strapline is a powerful and versatile addition to your marketing toolbox. A classic of communication. It has effortlessly taken its place in the digital age.

Think De Beers, ‘A Diamond is Forever’ or Ronseals, ‘Does exactly what it says on the tin’

All great strapline defines and communicates the essence of a company / business. They’re so worthwhile because they’re able to do it in such a few words

1 KNOW WHAT YOU WANT TO SAY AND WHO YOU WANT TO SAY IT TO.

As with all marketing efforts, knowing your audience is crucial. Audiences help guide thew use of language and tone. So put yourself in your target’s shoes.

Also know that one line can’t communicate intimate detail about several values. Instead, it should be a defining statement; the sum total of your company / business.

2 BAINSTORM

Although a difficult exercise it can be a powerful team building opportunity. Ask your team to contemplate your brand story and your customers – what line might grab, or resonate with them. Equally, what my turn them off. You’ll be left with a long list of words, and not quite right lines.

But don’t despair – from this wordy tangle some brilliant options will begin to emerge.

3 CHECK OUT YOUR COMPETITION

Investigate their language and tone – doing something different will help you stand out.

4 SIMPLICITY IS THE KEY

Write a little, say a lot. It’s hard but, the fewer the words the better

If you need help in creating the perfect strapline, reach out and give me a call.

#branding #strapline #storytelling #helixdesign