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brand is a tagline or slogan. The two terms are pretty much interchangeable. I tend to use the word tagline. Following are definitions for both terms: Tagline: an often repeated phrase associated with an individual, organization, or commercial product. Slogan: a phrase expressing the aims or nature of an enterprise or organization. The two most important parts from each of these definitions are: 1) an often repeated phrase 2) expressing the aims or nature of an enterprise The power of a great tagline Think about the taglines you know and remember. They communicate something unique, valuable and memorable about the brand they represent. And they are always included in any communication about that brand. You see the logo and there's the tagline right there with it. They are often catchy. Easy to remember. Descriptive. Clever. Fun. Short and sweet. Best of all, they help you remember a brand and the ONE thing that company wants you to remember about that brand. And that is the power of a great tagline. Taglines make you top-of-mind Your goal as a marketer should be to achieve what we call in the marketing world "top of mind awareness." Simply put, this means you want your product or service to the be the FIRST one thought of by your prospects when they are considering a purchase in your product or service category. Because odds are, if they think of you first, they'll buy from you. The logo/tagline power combo I love logos and taglines, especially for small business marketers because when you combine a great logo with a great tagline, you have a powerful marketing combo that can communicate a lot in very few words in a very small space. And, because you can use them on every piece of communication about your business you have the opportunity to imprint them into your prospects' minds by repeated exposure that doesn't have to cost a lot of money. Great taglines are possible on a small budget. Granted we think of big-name advertisers when we think of memorable slogans, but you don't have to spend big bucks to get a great tagline. The first step is to create a strong, strategic marketing foundation for your product or service. You must also truly understand what is unique and valuable about your product or service. And, you must have a very clear picture of what you want to communicate about your product or service to your prospects. With this information and some creative brainstorming you too can have a memorable tagline. Once you have one, USE it everywhere! Include

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