"Take a bite out of crime!"

Ever heard that line before? Of course you have. The National Crime Prevention Council (NCPC) has been using it for years.

Recently, I was discussing taglines with a colleague. He wasn’t too keen on slogans, saying that they were overrated and often not necessary. I also have to wonder when I go billboard-watching while driving down the expressway and see — ad nauseum — the overused and meaningless taglines. So many of them are unmemorable, and others are just plain DUMB.

Despite my cynicism, however, I still believe that taglines play an important role in branding your organization. Taglines can strengthen and reinforce your brand essence, help describe what you do (beyond your name), and cement your organization’s name or mission in the minds of your prospects and supporters.

Another way to view a tagline is to think of it as a hook or grabber. Imagine yourself at a cocktail party and someone asks you where you work. You respond, "I work for the United Negro College Fund."

"Oh!" says your party-mate. "Tell me more."

"Well," you say, "we believe that a mind is a terrible thing to waste."

That’s it! No long-winded descriptions. No recitation of benefits. No laundry list of offerings. No hyperbole. Just eight simple words: "A mind is a terrible thing to waste." That’s the influence of a tagline.

A well-crafted tagline has the power to more clearly describe your organization, support your value proposition, and help differentiate you from your competition.

Does your organization currently have a tagline?

• Is it memorable?


• Is it original, and does it make a confident statement?


• Is it easy to say?


• Does it allow your prospects to recall your name?


• Does it communicate your brand essence or position?


• Will it help your organization achieve its mission?

If you can answer yes to those six questions, you’ve got a real winner. Three or more? Not bad. Fewer than three head nods? You have some work to do.

Remember: Keep it simple. Keep it genuine. Keep it relevant.

Michael DiFrisco, President, BrandXcellence