Tag lines can make or break a company. Nike’s “Just Do It” is arguably as famous as the company itself. For years, Coca Cola ads extolled “Coke Is It” and later “Coke Adds Life.” I can still recall (okay… I’m not that old, I just have a really good memory…) that “Winston tastes good, like a cigarette should” and that “I’d walk a mile for a Camel.” Numerous spins off have resulted from the “Got Milk?” campaign to the point where it has become part of pop culture. Apple implores the world to “Think Different,” Avis promises to “Try Harder,” and M&Ms will always “Melt in your mouth, not in your hands.”

Many, if not all, of these tag lines serve as positioning statements. They tell why the company is different or better than all the rest. If you want something that “Tastes great, less filling” then you know to reach for a Miller Lite. The old Timex ads let us know that their watch “Takes a licking, and keeps on ticking.” In this case the positioning revolved around reliability and durability.

So why then, (and here’s where I give out my #1 tag line pet peeve) do we still have tag lines that apologize for a company’s main product or service? I sometimes call them non-statement statements, and here are just a few past and present…

“We’re more than great coats” Burlington Coat Factory

“We more than just staffing” Advanced Staffing

“We’re more than a bus company” Pacific Western

“We’re more than just computer sales” Discount Computer Sales

“More than a bank” Arkansas Valley State Bank

You probably get the general idea. This type of tag line double speak is usually indicative of a deeper problem, the company brand name itself. In the case of Burlington Coat Factory, they had grown to a point in the late 90’s where coat sales only accounted for 20% of their total revenue. Rather than rebrand, they launched a $48 million advertising campaign with the tag line “We’re more than great coats.” There are a few problems with this strategy…

1. It takes an apologetic stance for the company’s main product line.

What’s wrong with being a bus company, or a bank, or a staffing company? And if there is something inherently wrong, then perhaps it’s time to re-examine the company name. If the name is too confining, too narrow, why spend $48 million to try to overcome a self made obstacle? It’s often less expensive and more effective to rebrand than to carpet bomb the media in an attempt to overwrite the literal meaning of a company name.

2. It doesn’t explain who you are, what you are or what you do.
As if apologizing for the company’s core product wasn’t bad enough, these type of ambivalent mottos leave the potential customer even less informed. If you’re “More than a bus company,” than what exactly are you? A truck company? An airline? A travel agency? Who knows!

These “More than” tag lines probably began with the intention of creating curiosity in the minds of consumers, as if they will immediately demand “Then tell me more! Tell me what you really do!” But in the busy reality of daily life, few will bother to inquire further. It just takes too much effort. And if the company can’t succinctly convey what they do, why should the consumer have to figure it out?

If you want to differentiate your company and it’s products, then create tag lines that are informative and compelling — ones that will further position you in the eyes of your potential customer. If it’s going to work, it needs to be “more than a tag line.”

If naming your company or product is driving you half crazy, then in the words of Ann Landers, perhaps it’s time to “seek professional help.” This of course sounds self serving, but it’s also a form of kindness — the kindness that comes from witnessing talented people suffer needlessly for weeks and months on end, in countless group meetings, getting tangled in a process with no clear structure or objective, other than to “get a great name.” With such an ambivalent goal, it’s no wonder the process gets completely muddled, and why many new clients call with the urgency of a dental patient with an impacted molar. “Just make it go away!”

Dan Smith was one such client, an intelligent, well thought out, well reasoned entrepreneur with numerous skill sets. But by the time he called me, he was starting to lose sleep over the naming thing. We were able to help Dan and he was kind enough in return to write an open letter to other entrepreneurs and business owners about the benefits of professional branding assistance. Without further adieu, here is Dan’s recent email…

“Why Entrepreneurs should focus on what they do best and spend the money to let Phil manage the naming process”

“Being the typical budget stretched entrepreneur I was reluctant to spend start up funds on developing a company name. I spent two precious weeks in the “do it yourself” mode and was no closer to finding a name that spoke to my customers, represented my company’s key value propositions, was available for national trademark, had the perfect tag line to accentuate my advertising efforts, and had an available domain name. After much frustration I found Phil at Tungsten Branding. We spoke on the phone and discussed Tungsten’s naming process. I immediately knew that I had found the solution for my company naming project. Phil laid out a plan that he felt would most effectively accomplish my goals and the ensuing costs involved. Rather than listening to Phil’s advice, I asked if I could just pay for “parts” of the process. Phil sighed and said he would accommodate my request even though his previous experience had shown this to be ineffective. Thrilled with my savings I said “Let’s roll with it, I am sure it will be fine.”

Four days later Tungsten Branding gave me exactly what I had asked for and then some. The information was light years better than what I had spent two weeks trying to do myself, but still did not offer the perfect name that I wanted. At this point I asked Phil if he would be willing to execute the original plan that he had proposed if I was willing to pay the price difference between what I had already paid and the original proposal cost. Thankfully Phil said yes without saying “I told you so”, we dove in, collaborated through the right process and BrightPath was born!

The moral of the story is: You have to get this right! Pay these people their money, do what they say, and focus on the things that you are great at. They are fair, fast, insightful, and really good at what they do (just look at their client list)! Thanks Phil!”

Dan Smith
President
BrightPath Mortgage

When Renee Emmett came looking for a business name for her marketing research company, she wanted a professional sounding name — one that highlighted her reputation for truly listening to her clients . The result?

Auris Marketing… “The Art of Listening”

Auris is Latin for ear, and while I’m not a huge advocate of using Latin for naming, it does have its place. It can be very appropriate for a consultantcy with a closely held clientele base. That because most new customer contact will be made in person and on the phone, (not via the mass media,) and therefore provides an opportunity to tell the corporate story. The questions “Why Auris?” opens the door for Renne to explain how she does business differently, by listening more intently and customizing market research to fit her client’s needs.

It would be different if this were a huge national retailer. Those names often need to communicate on a more literal basis such as Best Buy, CarMax and Linens & Things. Or a mass marketer might attempt to take over a word to borrow upon its attributes, such as Amazon, Apple, Monster and Target. But for the consultant type company, the business name must accomplish three primary goals…

1. Create a unique space in their industry. (You can check out company names in your industry by going to dmoz.org)

2. Tell a story… one that be expanded upon with further inquiry.

3. Be reasonably easy to say and spell. (Here is where the Latin can sometimes get tricky if one goes overboard)

In short, Renee did not need a “Research-R-Us” type retail name. She needed something professional and meaningful. It just goes to show there is no one-size-fits-all naming strategy for every company… each client’s situation presents a unique set of challenges and opportunities. And to find just the right branding solution requires an ear for listening, and a knack for naming.

When I first moved to the cozy little mountain town of Brevard, NC, I was struck by the incredible beauty of the place, from the Blue Ridge Parkway that weaves through the north part of the county, to the over 200 waterfalls streaming everywhere (more than any other county in the U.S.) Even more fascinating was a bunch of little critters they had here called the White Squirrels (Yes Virginia, there are White Squirrels… and unlike unicorns and leprechauns this is not some folklore) So I was a bit bewildered my first year here when the city held an event celebrating the flight of the Monarch butterfly. For this occasion they brought out two (purchased) butterflies for release. Only one made it out of the box. The other fell to the ground as the crowd of approximately a dozen people looked on. The silence was palpable.

Keep in mind that this former industrial town had just lost three major employers and was desperately looking to replace several thousands jobs. Any attempt to stir up business was laudable. But as I stood there surveying the beautiful mountains that surrounded this great city, I couldn’t help but notice the corner store on Main Street, The White Squirrel Shoppe.

That’s when the blinding bolt of the obvious struck me… “Why not have a White Squirrel Festival?” Here we were in one of the most picturesque towns in Western North Carolina and all we needed was to find that special “hook,” that “unique marketing position,” something to give people a reason to come here… and to do so in droves. Other counties could claim waterfalls, and half the country could claim Monarch butterflies. But as it turns out, only a very select handful of communities nationwide could lay claim to little known White Squirrel.

Now here’s where the power of branding comes in. With no more than a thought, a concept, the little White Squirrel, I met with the director of the Heart of Brevard. Once she was convinced that I wasn’t crazy (it took four visits) she agreed that it was a fitting idea… one that a number of individuals in the community had tossed around before, and that she would put it on the calendar for that Memorial Day weekend — only three months out.

That was four years ago in 2003. Within the next 90 days, The White Squirrel Festival was thrown together, piggy backing a music festival scheduled that weekend by John Felty of Jupiter Coyote fame. The event drew approximately 10,000 visitors, (in a town of 8,000 people) as well as generating international press and mentions on Jay Leno and Letterman.

Since that time the festival has grown in size and scope and is now the county’s number one event of the year, drawing more than 20,000 visitors this past year. It now includes a fantastical downhill gravity car event called the Squirrel Box Derby, two days of free music on Main Street, dozens of vendors, hundreds of White Squirrel sitings and thousands of visitors. Besides the obvious impact of the tourist dollars, others have benefited as well. One local resident printed a book featuring his White Squirrel photography. Another wrote a series of children’s books. And this past week, the White Squirrel Radio station (full disclosure… I joined in with 15 other locals to purchase the station) was relocated from the former owner’s garage to a storefront on Main Street.

This is all to say that sometimes when a city is struggling to define its brand, or to stake it’s claim, the pieces are right there all along. It doesn’t have to be fixed hard assets, or even geographic wonders. It can be as simple as a concept or an idea — like a bird-seed stealing furry white rodent or a funny looking cartoon mouse. So look out Orlando, Florida… here’s come Brevard, North Carolina!