As we have discussed writing the line under the logo is critical to establishing your expertise and value in the mind of the customer. It is the case with all comms that we want to make  stuff easy to buy. We do not want to add friction to the buying process.

But how do you write the line?

Establish the sector you are in

It seems the line has to do two jobs. One is establish the sector you are in. Is this a baker’s, a butcher’s or an antique shop?  Is this chocolate or lipstick?

Let’s say for arguments’ sake it is homeware. Customers need to know that. So part of your line might be Hand-picked homeware.

Next, we need to know what makes your brand distinct in that category. Here there are many options to choose from, including

1.The regional leader

2.The creative hero

3.Full service provider

4.The specialist

5.The strategic guide and resource

6.Category market expert

7.Target market expert

8.Big

So let’s say, for arguments’ sake you are the creative hero and your brand chooses the homeware it sells based on years of family experience handed down through the generations.

It may not be perfect, but you now have Hand-picked homeware since 1974.

You have category and what makes you distinct in it, contained in your line. It works.

Branding makes the brand easier to find and buy