Your financial advisory firm in one phrase:

“The happiest place on Earth.”

“Save money. Live better.”

“You’re in good hands.”

“It’s everywhere you want to be.”

“A diamond is forever.”

Great taglines stick in your mind and will forever be associated with the company it represents. A tagline tells potential clients something about you, your advisory firm and how you help people. It needs to be memorable and set the tone for your business. It may help some clients choose between you and another advisor and establish brand awareness.

Tagline
Font Awesome by Dave Gandy – http://fortawesome.github.com/Font-Awesome [CC BY-SA 3.0], via Wikimedia Commons
How do you create the perfect tagline? Here are seven steps and guidelines that will get you heading in the right direction.

  1. Brainstorm

This step is just what it says. Take some time to write out what your business does, what benefits you provide, what makes you different, and what is your focus or target. Don’t leave anything out at this step and don’t edit. The goal here is to get it all out on paper and get a few different ideas. Some advisors may have an idea of what they want their tagline to be and others may be starting from scratch. By having a brainstorming session, you can at least see if there is a reoccurring theme that keeps coming up.

  1. Be clear and concise

You don’t have to be overly creative when developing your tagline. There is no rule that says it must be cute or catchy. It helps for it to show a little personality, but you also don’t want to confuse people with strange or complicated wording. It is a good idea to consider working in an action word into your tagline: investing, helping, creating. This action word will help show people what you do.

  1. Stay relevant

Try to keep any current trends or fads out of your company’s tagline. What is relevant today may not work in the years to come. You want your brand to have staying power and not seem dated or old-fashioned when the next year comes. This guideline is especially true in the financial industry. As markets change and investors’s feelings change, you do not want to have to change your brand identity with it.

  1. Revise and edit

Keep working with it. Change things around and don’t hesitate to put it down and come back to it in a few days. A tagline will become part of your company’s brand and what you represent. Make sure you are happy with what you have.

By Crystal Lee Butler, , read the full article here.

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