Does a Business Really Need a Tagline or Mission Statement?

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The short answer is yes.

Before you get sidetracked with cooking up catchy one-liners, however, it is important that you understand the difference between a mission statement and a tagline. If you truly have an interest in consumer loyalty as you market your brand, it is vital that you start with the fundamentals.

A mission statement is a formal summary of the aims and values of a company or organization. The goal of your mission statement is to really get down to the values of why your business does what it does. In this process, avoid simply defining what your product is, and zero in on the problems it solves or solutions it provides.

Your mission statement isn’t just important for your customer, but also your employees and other stakeholders. In the best case scenario, it will also extend to include how your business can impact your community or world. Here are five important aspects to include when drafting yours:

Defined Core Values

If possible, include your employees and stakeholders in this part of the process to really narrow down on your brand’s mission.

A Clear Understanding of Your Customers

Define your “buyer persona”. Understand who the buyer is, what their lives look like, and how they make decisions in order to craft messages that will effectively capture their attention.

Know the Problem You Want to Solve

Is your aim to help people save time in their busy lives, or are you hoping to protect turtles in Indonesia? Be clear about what you want to achieve as a brand.

Know Your Story

Your story is your way to distinguish your brand from your competitors and must be authentic and meaningful. Be specific, and avoid inflated, flowery or broad language.

Walk the Talk

The best brands strive to combine emotional and logic-based elements into a single experience, and even the best mission statement means nothing if your customer experience can’t live up to it.

A tagline, on the other hand, is a concise and catchy sentence that conveys your brand’s value proposition to existing and potential customers. Now that you have defined your mission statement, start to build your tagline from what you articulated in the process above. This part requires a bit more creative flair: you’re aiming to deliver a complex emotional concept, yet remain lighthearted and fun.

Here are six characteristics of a good tagline:

● Differentiates the brand

● Memorable

● Imparts positive feelings

● Focuses on product benefits, not features

● Upbeat language

● Brand recognition

The good news for small brands is that you don’t need to be a huge company to have a great tagline or mission statement. Define both with deliberation, and take your time getting it right.

Ronn Torossian is the CEO and Founder of 5W Public Relations. 5W PR is a New York City headquartered PR Agency.

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Written by

Ronn Torossian is CEO & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“

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