Hello, there! We’re the Marbury Creative Group from Duluth, Georgia.
And we hate “quality.”
Isn’t that the most over-used word in the English language? It’s been used so frequently in company taglines that it no longer has any meaning. Telling your audience that your product, or your business, is “quality” doesn’t tell them anything about what your business DOES. And you need to tell your audience what you do, so they’ll want to work with you!
So now that we’ve got that off our chests, we’d like to point out a few features of a well-crafted tagline:
A good tagline should be an extension or representation of your brand.
It should be the shortest number of words you can use to intrigue a listener to want to know more about your company. 3 to 5 words are ideal.
Upon hearing the tagline, the listener should get a sense of the culture of the brand.
A good tagline helps differentiate the company within their industry.
Like we say with all branding, it’s got to be memorable.
It needs to be a statement that is true and effective within the marketing plan of the brand.
• NOT. THREE. WORDS.
It should be a single “sentence or thought,” not three separate thoughts. It’s awfully tempting to use 3 words with a period between each of them, but don’t do it. It does nothing but throw out three features of your brand without making a compelling argument for your brand.
• NOT QUALITY
And please, please don’t use buzzy words like “quality,” “superior,” “we save more,” or “the difference is our people.”
Need a couple of good—and bad—examples?
Synovus: The Bank of Here
Synovus Bank’s evocative tagline, “The Bank of Here,” allows the viewer to create their own scenario about their money. Want to take a flight? Build a business? Financially support your grandpa? Synovus Bank is here to help. A helpful, caring corporate culture is established. And the tagline is supported by a beautifully produced and shot commercial replete with appealing images that reinforce the message.
Atlanta Toyota: The Name Says it ALL
Atlanta Toyota’s tagline has the opposite effect. The name doesn’t say it all. It doesn’t tell you what the corporate culture is, or what the brand can do for you. It doesn’t tell you that their vehicles get great gas mileage, that their service department will go the extra mile, or that their salespeople are fair and square when it comes to getting you the best deal possible for your new ride. The name says that it’s in Atlanta and it’s Toyota. Missed opportunity.
So the next time you hear a salesman or business owner describe their product as “quality,” tell them it’s not! Tell them they’re better than that, and your friends at Marbury Creative Group can help. Because… you know…we hate “quality.”