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Branding, Slogans and Your Business

Services for Real Estate Pros with The Silent Partner Marketing


By Kyle Reyes


Many businesses have slogans or taglines that go something like, “Honesty, ethics, value, integrity.”

We’ve all seen them, right?

But would you walk up to someone you’ve never met before and say, "Hi - I'm Kyle.  Sexy, Charismatic, charming."  Of course not.

So why would you do that with your business? Why would you tell people what you want them to believe about your business and not train them in what your business actually operates with in terms of those ethics guidelines?

One recent example of a poor tagline is Berkshire Bank’s slogan of “America’s Most Exciting Bank.” There’s nothing exciting about a bank until you look at your account and realize that you overdrafted and they never set up the account right to protect you.

This is not America’s most exciting bank because America can’t have an exciting bank. Show me what you really are and how you operate!

Showing your customers what you’re all about is a far more effective method than just trying to convince them of something using a tagline or slogan.

Show-don’t-tell marketing forces you to be truly honest about the story you’re sharing. You can say whatever you want about your business, but showing it means you have to actually run your business with integrity. You have to stand behind the story you’re sharing.

Ethical business practices include assuring that the highest legal and moral standards are observed in your relationships with the people in your business community. A reputation for ethical decisions builds trust in your business among business associates and suppliers. Strong supplier relationships are critical to a successful business. Consider the problems you might have if you could not supply what the customer needs... at the time that they need it.

So, whatever kind of business you run, fix your motto, fix your tagline. Allow people to experience what your motto is through the values that you employ on a regular basis, not through what you tell them they should believe.


Posted by
Kyle Reyes is the President and Creative Director of The Silent Partner Marketing, a boutique marketing firm focused on helping businesses grow in an age of exploding technology.
Reyes is an acclaimed Keynote Speaker on entrepreneurship, leadership, marketing and social media.
The CEO is a former Producer of News and Special Projects, having worked in broadcast journalism for nearly a decade.  His team offers a marketing one-stop-shop, filling the role of a Chief Marketing Officer and support staff at a fraction of the cost of having to worry about the payroll, taxes, benefits, etc.
Reyes has appeared in multiple media outlets including Aol.Com, Yahoo and Bloomberg Business. 
You can find him on FacebookTwitter, Instagram and SnapChat (@dasilentpartner).  And he wants to connect with you on LinkedIn, so send him a request!
Tom White
Franklin Homes Realty LLC (615) 495-0752 or www.FranklinHomesRealty.com - Franklin, TN
Franklin Homes Realty LLC, Franklin TN

Kyle, I like it. In other words, don't just say it, display it. Whoa, I might use that somewhere! Can you tell I've been working on taglines for the last month or so?

Sep 30, 2014 05:45 AM
Women of Westchester Working Together
Women of Westchester Working Together - West Harrison, NY
Women helping Women get ahead

Yes, I always found those "taglines" hokey and pretentious.  Those are brand values, not a tagline.

Sep 30, 2014 08:56 AM
Kyle Reyes
The Silent Partner Marketing - Manchester, CT

I love it, Tom White.  I may have to borrow that.  ;)

Sep 30, 2014 09:37 AM
Kyle Reyes
The Silent Partner Marketing - Manchester, CT

Totally agreed, Women of Westchester Working Together. So few know the difference!

Sep 30, 2014 09:38 AM
Joe Petrowsky
Mortgage Consultant, Right Trac Financial Group, Inc. NMLS # 2709 - Manchester, CT
Your Mortgage Consultant for Life

Good morning Kyle. You are so right my friend. I have always been a believer that actions speak louder that words. Tag lines are something fragile and should be handled with the utmost of care. Great post as usual.

Sep 30, 2014 07:41 PM
Wayne Martin
Wayne M Martin - Oswego, IL
Real Estate Broker - Retired

Kyle, good point. Demonstrate and let the customer form their opinion. Enjoy your day!

Sep 30, 2014 08:45 PM
Kyle Reyes
The Silent Partner Marketing - Manchester, CT

Thanks, Joe Petrowsky.  It's a tagline for the life of the business - whether it's meant that way or note.  How many people still think of Nike as "Just Do It?".


Oct 01, 2014 03:45 AM
Kyle Reyes
The Silent Partner Marketing - Manchester, CT

Thanks, Wayne Martin .  Agreed - turned them into your brand ambassador.

Oct 01, 2014 03:46 AM
Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

I'm not a fan of taglines that use character traits in them. Honesty and integrity should already be implied. The favorite tagline is by a company called Zipcar. Their tagline: Wheels when you want them.

Oct 04, 2014 03:27 AM
Robert Bob Gilbert
Berkshire Hathaway HomeServices Anderson Properties - Katy, TX
Your Katy TX ( West of Houston) Real Estate Expert

Kyle, You make several excellent points. i am not sure how we implement waht you are telling all of us to do. Thanks for the blog and subscibing to my blog. 

Oct 05, 2014 03:55 AM
Kyle Reyes
The Silent Partner Marketing - Manchester, CT

I couldn't agree more, Tammie White.  I like Harley Davidson - American by Birth.  Rebel by Choice.

Oct 05, 2014 07:50 AM
Kyle Reyes
The Silent Partner Marketing - Manchester, CT

Thanks for reading, Robert (Bob) Gilbert.  An engaging social media strategy, blogs and white papers that connect with your consumers and video marketing all help you get in front of your customers and show them what you're all about!

Oct 05, 2014 07:51 AM
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

Your thinking is so fresh and up to date.  I love it  and am inspired to create.  Now to find that glass of wine...

Oct 11, 2014 02:37 PM
Kyle Reyes
The Silent Partner Marketing - Manchester, CT

Thanks, Evelyn Johnston - we've got plenty of wine to share with you at The Innovation and Libation Lab!

Oct 11, 2014 09:33 PM