Page 79 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

companies, they can be used at all levels within an organization, and
adjusted for different teams, departments, and strategic initiatives.
This helps teams work together toward a common goal, as well as
clarifying complex sales campaigns so they can be fully understood.
Bumper stickers also help salespeople understand which points
to emphasize.

Customer-focused taglines cement your brand’s image among your
consumer base, capture their attention, and remind them of the
quality of your services. Make sure you have one for your business
or job.

In practice

• Decide which specific aspects of your product offering or

corporate strategy should be emphasized in the tagline.

• Work it into your company’s advertising, wherever possible. It

should come to be symbolic of your firm’s values and services.

• Show a clear differentiation from your competitors.
• Promise value. See it from your customers’ point of view—have

you clearly outlined the advantages for them?

• Consider what is unique about your business organization that

will allow you to carry out the strategy in a superior way to
your competitors.

• Ensure employees are committed to the goal and take it

to heart.

72 • 100 GREAT BUSINESS IDEAS