Personal Brandby Dawn Bentley
Develop your tag line
Most big brands have a tag or strap line that summarises the essence of their brand. The really good ones show a clear alignment from product through to values and visions, for example:
Nike – Just do it
Tesco – Every little helps
Honda – The power of dreams
Marketing guru David Aaker defines brand essence as ‘a single thought that captures the soul of the brand.’ It should express what the brand does and is.
Another way of looking at it is to ask... What’s your master message? What sums you up?
The closer you are to linking this with how you want to be remembered, the more aligned your brand will be. It may take a while, maybe even weeks, for you to really crystallise this.