Marketing – Tag Lines

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This is another installment of my Marketing posts, geared towards those of us who are business owners, consultants, or anyone with external clients.

In an earlier post, I talked about the importance of the name you choose for your business. Just as important of a decision is what tag line you decide to go with.

A lot of people will say that tag lines aren’t required. That’s true, but they can make the task of advertising and marketing a lot easier. Walmart has “Save money. Live better.” GE has “GE imagination at work”. Ford has “Go Further”. While these aren’t obviously descriptive tag lines, they do say something about the company. Walmart’s is obvious, they’re talking about being cheaper than others. GE is talking about imagination, which can synonymous with innovation, creativity, building something. When you hear Ford’s, you think about driving further, going on road trips, taking the car for long journeys. There’s actually a lot of science that goes into designing tag lines, and tag lines often change as the company and brand grow and mature. For example, “Go Further” doesn’t mean anything if the you don’t recognize the Ford brand as being a vehicle manufacturer.

For those of us with small businesses like my own, which provides 3rd party IT support services to clients, we’re most likely never going to be large enough to create tag lines that rely on instant brand recognition. Instead, we need to work on tag lines that complement our chosen business name. For example, my company’s name is Orange Technology, and my tag line is “Changing the way Yukoners connect”. In my tag line, I’m specifying my target audience (Yukoners), and I’m introducing the message that my company changes the way we do Technology, or IT. This is what I’m going after, since we do indeed stray outside the corporate norm when it comes to providing technology solutions.

A good tag line is one that sticks in people’s minds and invokes certain subconscious reactions. Walmart’s tag line invokes the idea of having extra money because you’re going to be saving so much by shopping there. It makes you want to go and shop there for that reason. Again, my tag line is designed to invoke questions in people’s minds. “How are they changing Technology ?”. “How are we going to connect now ?”. “Are they innovative ?”. These are the types of questions that can pop into potential client’s minds. Of course, the entire intent is to get people interested enough to contact you and start asking questions and getting more information. Once you’re at that stage, your tag line has done its job.

Remember, your tag lines needs to complement your company’s name. It gives you an opportunity to start planting seeds within people’s minds, without having to try and convey that in your actual name.

You can find a list of company tag lines here:


Martin Lehner

Martin Lehner is an technology professional working for an IT services firm in Whitehorse, Yukon (Canada). He has been working in the technology field for over a decade. With a degree in Business Admin and numerous industry certifications, Martin leads a team of IT professionals that provide third party support for clients. Originally starting a company to offer web development services, Martin quickly realized that clients wanted the entire spectrum of technology services. When Martin is not at work (which is not often, since his company offers 24/7 support), he is busy at home spending time with his family.

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