Why take the time to develop a Strapline?

A strap line is used to re-enforce your message to the market. It should represent the most important aspect of your business that not only differentiates you from the competition but 'strikes a cord' with your target audience.

Ideally it needs to be catchy, short, and easy to remember. Over the years slogans between 2-6 words have proved to work the best. This way you will create a reaction when people see your logo and branding.

How do I develop a Strapline?

The best way to do this is not to be general, be specific. Focus on defining the key element of your service philosophy so you are differentiated from your competition. You may wish to focus on what you do, what benefits you give your customers, or what you stand for with your Unique Selling Point (USP). It could be about price, speed of service, wide choice, reliability, or a need of the customer's life style such as flexibility, freedom to choose. What ever you decide, avoid writing it as a sales message, keep it punchy and creative. Simplicity is vital; do not complicate it with words that your customer may not understand.

One technique, if you are finding it difficult to focus, is to write a list of 10 individual words that you believe describes your business (E.g.: Value, quality, reliability, service); then try writing 10 individual words that describe the benefits you give to your customer (E.g.: Time, money, convenience, choice). Then spend a bit of time mixing and matching words and constructing a small sentence around them. Also look at sayings or phrases that can be adapted to your purpose e.g. "The Citi never sleeps." (Citibank).

What if I get it wrong?

The advantage of a Strapline is that you can change it. As a general rule a bad Strapline will simply be forgotten and have little negative impact.. giving you a little room to breathe. However, as I'm sure we would all prefer t o get it right first time I advise testing it with both loyal customers and those who have not been in contact with you before. Be open minded and use their replies constructively but remember it is your customers and potential customer's opinions which count the most. Most importantly, when you have decided on your preferred Strapline, take some time to investigate and ensure no one else is using it!

Where should I use it?

Once you have decided upon your best Strapline, add it to your advertisements, compliment slips, letterheads, business cards, leaflets and website; Also ensure all of your staff are advised and start spreading your message consistently, base campaigns around it to strengthen and ingrain it into your clients minds. Although it is necessary to use it in conjunction with your logo it should not be part of you logo. Keep them separate and give yourself the flexibility to use them independently.

Some corporate examples

"Always Low Prices (Asda)
"Always Cutting Prices" (Curry?s)
"We Live Electricals" (Comet)
"The AA Team" (AA)
"Just AAsk" (AA)
"We're Number 2, so we Try Harder" (Avis Car Rentals)
"Reassuringly Expensive" (Stella Artois)
"Your Potential, Our Passion" (Microsoft)
"Every Little Helps" (Tesco)
"Sense and Simplicity" (Phillips)
"Vorsprung Durch Technik" [Progress through technology] (Audi)
"Just Do It" (Nike)
"Where do you want to go today?" (Microsoft)
"It's Miller time!" (Miller)
"It's everywhere you want to be." (Visa)
"Drivers wanted." (Volkswagen)
"The ultimate driving machine." (BMW)
"M'm! M'm! Good!" (Campbell's Soup)
"Probably the best beer in the world." (Carlsberg)
"The antidote for civilization." (Club Med)
"When it absolutely, positively has to be there overnight." (Federal Express)
"No FT, no comment." (Financial Times)
"Say it with flowers" (FTD (Interflora))
"When you care enough to send the very best" (Hallmark)
"Finger lickin' good." (KFC)
"Because you worth it." (L'Oreal)
"Got milk?" (Milk)
"You can be sure of Shell." (Shell Oil)
"It's a Skoda. Honest." (Skoda)