Tag Lines-Part 1

What is a tag line and why is it important?

A tag line is a 2-8 word phrase that is supposed to accomplish two things.  If they are effective, they describe the main benefits of a product or service and are memorable enough for brand/corporate association.

Here are a few famous ones that have worked well for a long time. Some are over 50 years old.

The ultimate driving machine (BMW), A diamond is forever (DeBeers), The Uncola (7up), Eat Fresh (Subway), Just do it (Nike), We bring good things to life (GE), Drivers wanted (Volkswagen) Have it your way (Burger King) and It’s not just a job, it’s an adventure (The US Navy). 

Here are a few newer ones that you also may relate to.  Broadcast yourself ( U Tube), Hello Future (Lincoln Financial) and Everyone is entitled to an opinion (Buzz Marketing). 

Here at Career Brander our tag line is Personal Marketing in a Web 2.0 World!

The first part of our tag line is Personal Marketing. With this we are capturing the idea that individuals need to think of their skill sets as services that require branding. We are also introducing the idea that career transition and job search are ultimately marketing and sales events.  Individuals move their career in a positive way by stringing together communications that express to potential hiring companies how they will add value to that company. Everyone needs to be concerned about their self-packaging.

The Web 2.0 World portion of our tag line tries to emphasize the point that the Internet has holistically changed the exchange of information.  In a Web 2.0 world individuals need to think about web based communities, networking sites, web applications, blogs, online identity management and how information exchange is changing.

Put together, we feel our tag line accurately describes Career Brander’s service. We provide content and software tools that help individuals personally market themselves through traditional means such as business cards and resumes. We also help individuals navigate the world of blogs, applicant tracking software, job boards, online identity management, Internet communitiies and online networking through our Site in 60 personal website technology as well as highly organized content and links.

Tag lines need to be: brief, invoke positive imagery, be clear on benefit, target and hopefully purchase provoking. Next week, in Part 2 of this series, we will discuss how tag lines can be used in personal branding and career transition management.


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