In Search of a Tagline
For as long as I can remember, I've wanted to come up with a company tagline. Something that captures the essence of who we are and what we do. A combination of words that accurately and memorably sums up our raison d'etre. Of course, profound would be good too. But most of all, it needs to be believable so I won't cringe every time I see it on our business cards, marketing materials, website, etc.
This is not easy to do. Most taglines, in my humble opinion, are predictable and trite, at best. Wine industry taglines are among the worst. I don't know about you, but Indulge Your Senses does nothing for me. On the other hand, the Ritz Carlton Hotel chain has one of the best: We are ladies and gentlemen serving ladies and gentlemen. Now that one really works. I immediately get their commitment to customer service.
Years ago, my father used to say Life is too short to drink bad wine. I'm not sure if he coined the term, or someone else did, but for a while we sold t-shirts in the tasting room emblazoned with this slogan. And we proudly proclaimed it as our company mantra.
Fast forward a couple of decades and I want to come up with a tagline that captures the essence of our family winery today. For help, I went through a creative process with fellow blogger, Jay Ehret of themarketingspotblog.com. Incidentally, if you're a small business owner, I highly recommend reading Jay's blog and going through his 7 step program of defining your company's mission, values and brand promise.
We've had numerous brainstorming sessions but we're not done. For now, we've settled on Family Winemaking Since 1972. I know, I know it's a bit boring and not all that clever or creative (or sticky to use Jay's term) but it does convey authenticity, passion, and integrityour company's core values. To see how we've begun using it check out our new home page at drycreekvineyard.com.
Taking time to contemplate this stuff takes just that--time. But, it's a well spent exercise that can help pinpoint your company's message and flush out any inconsistencies along the way. And if you come up with a good tagline, all the better!
Here are some of our other ideas. While I like them, most sound more like an advertising slogan than a tagline to me. If you have any brilliant ideas to add to the list, I'd love to hear. Lord knows I could use the help!
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