Catch Phrases, Round 3
Professional Brands are living breathing things. Logos are the visual representations, slogans, taglines and especially hooks are the verbal. Both formats grab consumers’ attention along with the name of the product or individual involved. At best, a slogan is simple to understand and remember. With luck it becomes a catch phrase they remember if nothing else from an ad or commercial.
What Makes a great slogan, tagline or hook?
- It’s memorable.
- It differentiates the brand.
- It imparts positive feelings about the brand.
Slogan vs. Tagline
Although both “slogan” and “tagline” tend to be used interchangeably, they serve different purposes.
A slogan often encompasses a company’s mission Slogans tend to be more serious, longer than taglines and, in my view, less catchy.
Taglines are often placed in proximity to the company’s logo on official advertisements, and are dedicated more specifically to brand awareness than slogans. A tagline is used to Position the product or company.
Independent professionals need a hook.
In fact, adhering to the precepts of 30-Second Marketing and finding a Hook, I believe will prove more rewarding. I recommend that it appear as part of a firm’s identity (as opposed to an ad slogan) — so it usually appears in conjunction with the firm’s name and logo.
Memorability is the reason for all three but the hook is the best option because it is intended to be delivered by principals of the firm in person and in media. If you’re an independent professional—a consultant, coach, financial planner, accountant, insurance agent, realtor, IT specialist (to name a few) this little tidbit is for you. A Hook answers the question, “What do you do?” it provides the essential component of a video introducing a firm’s founder or principal. It is a key element in all presentations and appears with the logo consistently.
A Hook is an invitation to a conversation rather than a
How you identify yourself in the first three seconds will determine whether or not you will be remembered. Prospects will hang all their knowledge of you going forward on your initial utterance. Memorable words will get you a place in their mind and possibly their heart.
The “hook” has been an integral part of 30-Second Marketing since I came up with it to replace that tired old “elevator speech”
The hook, by itself, can establish a Brand. Whichever kind of hook you select, it can do that job.
What are your choices?
,There are three that I know work. Each answers the question, “What do you do?” if you work in North America. They work, but are less comfortable, in other parts of the world.
- The Unforgettable Title
This is a simple way to identify your expertise. Some examples:
- Captain Crunch (A Certified Public Accountant)
- Business Defogger (A top-notch Management Consultant)
- Brand Poobah (A Professional Speaker –moi)
- The Beloved Benefit
This one comes from knowing and understanding the desires of your target audience. It is specific about what you deliver for them in memorable language that comes from their vernacular. Examples:
- “We remove the paperwork from clean water.” (A client company that is bringing digital approaches to water testing record keeping)
- “We reboot employee mindsets to unleash their potential.” ( A client partnership that has developed, tested and guarantees their ability to help individuals find balance, eliminate stress and overcome addictions)
- “We build websites that make rain.” (I used this one in the years that websites were key to new consulting engagements for me.)
- The Shock Style Connector
Sometimes to stand out from the crowd you have to be a little shocking. This approach moves from shock to service and gains credibility along the way.
- “I’m a Marketing Whore” (A possibility offered in a workshop by a woman who explained that she was looking for a job, had many years experience in multiple companies and had many “satisfied customers” along the way. She got a round of applause for her effort plus two job offers)
- “I traffic in human flesh.” (An adoption attorney during a 30 Second Marketing workshop. She said it was the intro she used at cocktail parties to “break the ice.” It worked. Two workshop attendees asked for her help.)
- “I’m a pick-pocket.” (A professional fund raiser who goes on to explain how he identifies donors and how to make them make charitable contributions. The non-profits that hire him never forget him and keep asking for his help)
Think about it.
None of those hooks take more than 3 seconds to set. None of them are easily released. None of them are easily associated with someone else once used.
Most importantly, when you are just wading in they give you memorability that might not come your way for years in any other way.
What is your instant Brand, your catch phrase?
Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com
His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.