Marka Discovers the Importance of Branding (Part II)

“What about our new tagline?” Marka asked. “Should we keep ‘Always There?’”

“I like it,” Brandy said, flashing a charming smile. “I think it works with your logo concept. It’s short and memorable, like a good slogan should be. To create a company tagline, focus on what you want to be known for in the marketplace. Then sum this idea (or ideas) up briefly—the briefer the better! But keep your slogan believable. Nobody would believe a chariot dealer whose slogan was ‘We Make the Best Chariot You’ll Ever See Anywhere!’”

“Definitely not,” Marka agreed. “Speaking of which, I think FEI faces another hurdle in the communications arena.”

“Oh?” Brandy asked.

Marka pulled an FEI brochure out of her toga pocket and tossed it on the counter. The headline read “FEI Fire Good.”

Brandy stared at the brochure in disbelief. Then she said, “Marka, I’m going to hook you up with a copywriting whiz who will teach you to write better than Homer himself.”

Today’s FIRE! Point:

Nearly every aspect of your business—from your marketing communications to your sales and employee behavior—reflects on your brand, for better or worse. Ensure that your corporate identity and every company communication demonstrate the value and positive traits you’re trying to achieve with your business. Create a brand identity that’s compelling and believable, not pie-in-the-sky or commonplace.

Fire! in Action
A Brand can be Two Words

Got Milk? This simple question, the cornerstone of a campaign from the California Milk Processor Board, has become ingrained in popular culture. After the campaign’s launch, milk sales increased in California for the first time in more than 10 years.

Next week: Brandy brings in special guest Cecil to go over the finer points of crafting compelling marketing communications.