Business propositions, mission statements, tag lines or positioning copy all amount to one thing. Summing up what you do and how you do it. So, taglines – how important are they?
We often set CEO’s and Business owners the task to define this in one sentence. Then sum it up in no more than 4 words. Most can’t do it.
In reality, mission statements are the opening gambit for shareholder report and accounts, business propositions are the weapon of choice for acquiring funding.
So what about your brand, product or service position in your marketplace? How do you create your tag line? Is one even needed? Should it be part of your logo?
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