Savvy Marketing: Does Your Brand Tag Line Makes Sense?

By
Services for Real Estate Pros with Napa Consultants DRE00893924

 

A tag line for a brand is not absolutely necessary.  It can clarify the nature of a business, or it can puzzle the reader. Pictured above is the truck of a flower distributor.  What puzzled us was the tag line "WE TAKE THE EXTRA STEP!".

 

It sounds good, doesn't it?  But what does it mean? What extra step is there in delivering flowers?  Why is the slogan not on the side of the truck also? We took the extra step of the benefit of the doubt, and looked at their website.

 

We assumed that this slogan might be explained on the home page, but it was not.   It is a lovely site to look at. And given that they are located in 9 states, and have several locations in California, they are successful.

 

Here is a slogan that made sense, because it stated their value.  In one of the companies, we worked with in commercial real estate, the head of the company specialized in leasing office space on the Westside of Los Angeles.  His slogan was clear cut, "We know every square foot on the Westside."  And he lived up to his claim!

Does your brand tag line makes sense?

 

 

 

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Written by Ron & Alexandra Seigel-

 

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— Ron & Alexandra Seigel, Managing Partners 

 

Comments (28)

Brian L. Sirota, Esq.
Bristar Realty (Realtor/Attorney) - Orange, CA
For Solutions: (714) 501-7660

I understand "we take the extra step" to mean:

"we go the extra mile" or "we put forth the extra effort."    In other words, they go beyond what is expected in terms of customer service. 

Maybe it warrants a discussion of literal versus figurative slogans.

Sep 21, 2021 07:34 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Brian L. Sirota, Esq. what does it mean to their intended market?  That is the question. To FEDEX means getting the world on time.  Now that is clear.  This one is not.  A

Sep 21, 2021 08:03 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Ed Silva so many business says that...A

Sep 21, 2021 08:03 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Wendy Rulnick do you know how many agents claim integrity as their slogan?  Integrity is the price of admission in this business, at least that is what we expect as their market...

Sep 21, 2021 08:04 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Roy Kelley Thank you as always for all you kind wishes, they are very much appreciated. A

Sep 21, 2021 08:05 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nina Hollander, Broker I have no doubts of your negotiating prowess.  ?A

Sep 21, 2021 08:06 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib well said, what does this mean to your intended market?

Sep 21, 2021 08:06 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400 they distribute flowers to I am not sure who...A

Sep 21, 2021 08:07 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Bob "RealMan" Timm when a slogan is perfect it is unforgettable and you know exactly what the intention is.  A

Sep 21, 2021 08:08 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Jacobs we agree, and flowers are a very short lived commodity.,  A

Sep 21, 2021 08:09 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Yes indeed too many people have mixed messages to share... loved the west side agent's message.... now when it comes to land in the Greater Los Angeles area if you do not think of me you are making a misake   25 listings three in escrow as we speak...Endre

Sep 21, 2021 11:00 PM
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

Like you I don't understand what the extra step is.  My guess would be they take the extra step to make sure the flowers are perfect and delivered on time, but what do I know?

Sep 22, 2021 12:24 AM
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

I agree the "We take the extra step" tag line doesn't make sense for a flower business.  Might work for athletic or track shoes though!

Sep 22, 2021 07:04 PM
Anna Banana Kruchten CRS, CRB, Phoenix Broker
HomeSmart Real Estate BR030809000 - Phoenix, AZ
602-380-4886

I like the commercial agents logan...perfect and it makes total sense to me Ron and Alexandra.  The other one...... we take the next step.....ok so what does that mean for flower people? I saw one not to long ago for another flower company here in town. It was something like - we deliver a smile every time.  That makes sense.  Who doesn't smile when being surprised by a beautiful bouquet of flowers!

Sep 23, 2021 04:42 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Endre Barath, Jr. If I knew of land available for sale, I would not hesitate to give you a call.  

Sep 24, 2021 08:32 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray Santa Barbara County is a huge flower grower, and surely other distributors are caring to make sure the flowers are great?  For me, it is like saying I am an agent with integrity, HUH?

Sep 24, 2021 08:33 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat We both scratched our heads on this one, but then we often scratch our heads, so much is incomprehensible.  A

Sep 24, 2021 08:34 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Anna Banana Kruchten CRS, CRB, Phoenix Broker I like the "we deliver smiles!"  It makes sense doesn't it?  A

Sep 24, 2021 08:35 PM
Carla Freund
Keller Williams Preferred Realty - Raleigh, NC
Carolina Life RealEstate & Relocation 919-602-8489

You always have great post about branding. I thought the same thing when I saw their tagline. Maybe people remember the flower company with the tagline that doesn't make sense?

Sep 25, 2021 04:52 AM
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

You make a valid point!   Looking at that van, it should have been printed in small print on the side to echo the sentiment, but also more verbage added.  We take the extra step to make sure orders are delivered correctly and on time?  

 

I've struggled to come up with an appropriate tag line that is only a few words.  It's hard to explain what a realtor specializing in sustainability is all about simply.  

Sep 27, 2021 02:47 PM