There’s an iconic bench scene in Forest Gump where he explains that his friend Lieutenant Dan, “Got me invested in some fruit company, and now we don’t have to worry about money no more.”
Do you remember what the “fruit company” was?
Apple.
This scene got me thinking about what makes a brand name and tagline just work.
Today, Apple is simply known as Apple. But when it started out, it had the good sense to add “Computing” to its name. And while we’re at it, Nike used to be Blue Ribbon Sports, Starbucks used to be Starbucks Coffee, and Pepsi used to be Brad’s Drink.
Tell them slowly so that they can learn quickly.
Why did those brands originally pick long names? In the beginning, there needed to be no confusion about what they offer. The sole purpose of a brand name and tagline is to tell people what you do so that they can find you, buy your products, use your services, or support your cause.
When we try to be too clever or too cute when we generate brand names and taglines, they often end up being a puzzle, rather than a solution.
The bottom line is, your brand name and tagline are there to make you money. They’re there to help you be found and be remembered. They should grow your company.
Same-same But Different
If your brand name is self-explanatory and doesn’t “stand out” from your competitors, that’s your cue to craft a tagline clearly differentiates you. Are you detail orientated? Are you faster? Are you fresher? Are you more fashion-forward?
By addressing a pain-point that people associate with your profession or product, your tagline could offer the solution. Simon’s Painting Services could use the tagline: Neat is how we roll. Tyler Tailors? A Perfect Fit For You.
Another approach to differentiate is to harness a concept that’s unique to your brand style, manner, or values, and work this concept into your tagline. Vision Spectacles? Clearly on Trend. Ben’s Bakery? Always Comin’ in Hot.
When it comes to crafting a stellar brand name and tagline, all the experts are in agreement: Your brand name and tagline should work for your customers, so that it can work for you.
Before we wrap…
Your takeaway message today? Clarity is King. If your brand name is unusual or little cryptic, keep it simple with your tagline so that there’s no doubt about what you offer and what you do.
I hope this guide helps you to craft a memorable and powerful brand name and tagline that lets you launch your legacy. If you’re struggling, get in touch. I’d love to help.
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