The Yin And Yang Of Names and Taglines
This video originally appeared in LinkedIn.
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TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue. And today I want to talk about the interplay between names and taglines, the yin and yang of names and taglines, you might say. So there must be balance in the force, meaning a lot of times when we’re trying to evaluate name options and decide where to go when we’re naming something, we’ll be looking at a whole range of names and some that are more descriptive, that are less poetic, less emotional, really just introducing an idea without a lot of embellishment. Sometimes that is the best name. And in that case, because of the competitive situation, people’s understanding of the category, whatever. And in a case like that, we’ll sometimes say, hey, that name works best for us and we can use the tagline to introduce a little bit more emotion, a little bit more poetry, to kind of round it out, to balance the force.
Likewise, you might guess where I’m going next Sometimes the right name, we’re just really excited about it. It’s a little bit more emotional or a little bit more metaphoric. Or in some way, you don’t know exactly what the widget is, the service, whatever that you’re selling that is the right name. But you’re gonna lean into a tagline, or even if not the tagline, the descriptor, the we’re selling blank. I say this all the time, Tide – laundry detergent, right? So the name that’s the right name might need a little something to hold it up, and that’s okay too because a name isn’t very big typically. You need a little more to the communication.
There’s going to be a lot of ways that people find out about your brand. And so this idea of balancing names and taglines is one that we play with a lot. And I realized I’ve never shared it with you guys. I wanted to talk about it and share the thought, share the principle and see what you think. Have you ever worked through something like this or do you think it’s nonsense or what? What do you think? Let’s talk. Bye!
