Is a Tag Line Absolutely Necessary Along With Your Company Name?

Copyright (c) 2009 Marcia Yudkin
Creative Marketing Solutions
http://www.yudkin.com/

In looking through Entrepreneur Magazine's most recent Franchise
500 issue, I noticed - and cut out - a number of ads for
franchises that struck me as exceptionally well named. So clear
and meaningful were these company names that they instantly
conveyed exactly what the company did in an appealing way.

If you saw the company name flash by on a van or embroidered on
an employee jacket, you'd understand the business and maybe even
want to chase down the van or person and learn more. From that

standpoint alone, imagine the immense advantage such a well-named
company has over competitors named, say, Rayne and McFlynn or
Standard Specialists.

Normally a tag line - the little phrase that follows a company
name on business cards, stationery and web site headers - helps
to clarify what line of business the firm is in and how it
differs from competitors, as well as to lend a dash of pizzazz.
In most cases, a business name and tag line belong together like
salt and ___, or like cup and ___. (I'll bet you couldn't help
filling in those blanks with "pepper" and "saucer.")

Yet here are five companies whose advertisements caught my eye as
being able to get by without a tag line. I give them high points.
See whether or not you agree.

1)Relax the Back

This store sells ergonomic products that help prevent back
problems, support the back and neck, and relieve pain. Although
the ad had a tag line, "The best of everything for your back,"
neither that nor the silhouette-style logo of a reclining figure
were needed to understand what this retail store sells.

2)Anytime Fitness

Again, you don't need any brainwork to guess that this company
provides you with a place to work out any time of the day or
night. As a member, you gain access to the club with a keycard
valid 24/7. There wasn't a tag line on the ad, and the stick
figure breaking into a run beside the company name added energy
but wasn't needed for comprehension.

3)American Leak Detection

Here too there is no mistaking what this company does. The tag
line, "The Original Leak Specialists," doesn't really add
anything helpful.

4)Computer Troubleshooters

Another self-explanatory company name. The tag line "Technology
Solved" adds some psychological satisfaction to the
presentation, letting us know that they don't merely try to
solve computer problems, they succeed.

5)Home Instead Senior Care

My favorite of the bunch. I'm not sure anyone needs the answer
to the question "instead of what?" I didn't see a tag line for
this company, either in the ad or on the web site.

So many factors go into choosing a company name that I'm not
proposing all companies seek names like the five above. History,
the type of business, the competitive landscape, domain
availability and other circumstances figure into whether or not
such names make sense and are attainable.

Still, when the stars align, a perfect name can get the message
across on its own. That's good to know!

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Marcia Yudkin is Head Stork of Named At Last, a company that
brainstorms creative business names, product names and tag lines
for clients. For a systematic process of coming up with an
appealing and effective name or tag line, download a free copy of
"19 Steps to the Perfect Company Name, Product Name or Tag Line"
at http://www.namedatlast.com/19steps.htm

Greg Cryns

Expert Wordpress Design and Promotion

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