The fixation on font, the questionable strapline and other flights of brand fancy...

I have been through quite a few rebrands (not me personally, at least I don’t think so) and the fixation on the visual elements often means we get distracted from what a brand is really about. But, with a few ‘dodgy’ (to put it mildly) campaign slogans, royal rebrands and straplines doing the rounds (I can’t bring myself to print them again), it reminded me how most straplines end up washed up, sitting somewhere on a website, unread and unloved. No one really knows what the strapline means let alone what value it brings to those in their business, and those that buy from them. Of course there are a few exceptions to that (There are some things money can’t buy; It’s business, but it’s personal (I really wish I had thought of that one); Because you’re worth it;) but a good strapline comes in time. An even better one comes from what your target market is saying about you… but that’s rare. You could settle on what you want your market to say but it would be wise to do a reality check: has anyone actually said it about you? Was it just you? It needs to reinforce how you do things, not necessarily what you do. It needs to convey the essence of who you are (i.e. your brand) and the truth of that can take a while to work out.

I once overheard someone in a bar, repeat a strapline I had put together for a client … (they worked for them) and I got a lift from that. It meant something to her and she had worked there a really long time. Not the easiest test to implement but a very nice measure when it happens.

But, if in doubt, saying now, might be the best route. Focus on what it really feels like to experience your brand and if that takes a paragraph, a video, some testimonials - that’s just fine. The strapline will come one day - if you really need it.

BTW, there are rumours of X’s new strapline:

If you can’t be kind, leave it behind
Don’t be cruel, fool…

(if only it were true)