Collective Intelligence  Evolve yourself… and others

ResilienceTec  Secure your business. Recover faster

We’ve been stoked to start the year helping these two new GoodSense clients introduce their story in these pithy chat-up lines.  Your brand’s tagline – your primary marketing ‘slogan’ if you like – works just like a chat up line. Its job is to make your audience feel you will understand what they need and inspire them to want to find out more; to start a conversation with you.

The tagline needs, in just a few words, to sum up the benefits you bring and to make you stand out from the crowd. It needs to reflect the tone of what a deeper conversation will bring and to carry a sense of your brand’s unique personality. Most importantly it needs to be created with the audience needs front and centre.

Too many brand stories are driven by an organisation’s purpose – which while important is, after all, primarily about the company. It’s first date material, not an opening gambit.  A good chat up line, should hook the audience in and warm them for what is to come.  The best way to do that is to speak to them and the intrinsic or extrinsic benefits your brand will deliver to them.  Your purpose is a key part of your credentials but is rarely your best opener.

Both these clients are business service providers:

Collective Intelligence offer a unique model of peer-to-peer professional development that supports New Zealanders to realise their potential as effective and resilient leaders.

ResilienceTec is the proven, response planner that makes it easy for businesses to plan ahead for any cyber-attack, threat, or natural disaster.

Collective Intelligence  Evolve yourself… and others

ResilienceTec  Secure your business. Recover faster

Both their relatively complex offerings could be distilled down to a core idea, a central benefit, through our collaborative process. We use co-creation methodologies, working with clients to develop the brand personality, values and core story content, because they enrich the results. The co-created workshop outputs allow us to write from a position of deeper understanding and empathy, giving a more sophisticated tagline as an outcome.

And like the best chat-up lines, a good tagline will stand many repeat uses:

One of our clients, TetraMap, just confirmed they will continue using ‘Transforms Team Performance’ as their tagline, a slogan we were proud to develop with them back in 2012.

For another, Angel Food, we updated their tagline by changing one word – after 4.5 years. It’s now ‘Vegan and Divine’.

If you’d like a new tagline with instant appeal, built to last, give us a bell or find out more here.

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