The objective of tagline development is to promote your organization’s value, enhance its image, and expand its influence by creating an original and memorable tagline that:

• Leverages your key assets, attributes, and advantages
• Reflects your vision and core values
• Promises an authentic brand experience for the stakeholders you serve      
• Elevates your visibility and reputation    

Strategic Process

A discovery process, or Tagline Audit, will be initiated to determine the appropriate brand style, character, personality, and affinity of the tagline, as well as the values, benefits, differentiation, and brand promise that inform it.  This will involve a brief questionnaire comprised of 15 questions or less. The audit questionnaire can be administered electronically via e-mail or by telephone.  

Creative Development   

The tagline development involves up to three creative rounds:

Round 1: Brainstorming; presentation of 30-35 taglines 

Round 2: Harvesting and honing of message; presentation of 20-25 taglines 

Round 3: Polishing of expression; presentation of 10-15 taglines  

To aid in the final selection, a brief storyline and rationale are developed for the final three (3) selected taglines.

Conflict Checking  

A preliminary search on GOOGLE, WHOIS.COM, and USPTO.GOV will be conducted on your final three taglines to check for any obvious commercial, domain, or trademark conflicts. For a definitive search, you may want to undertake a thorough Federal and State trademark search through an intellectual property attorney in order to clear potential use. Formal trademark or service mark registration may be obtained by submitting an application directly to the U.S. Patent & Trademark Office.

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