Having a ‘tagline’ for your accountancy firm can be a good idea. It can be something that helps you stand out, so that your firm and its name come to mind more easily for prospective clients. It can also be a great way to help prospects quickly identify what makes you stand out.
But how do you choose one?
Here are a few quick tips on developing a good tagline for your accountancy firm:
1. Don’t copy someone else.
The whole point of a tagline is that it identifies how you are unique. If you’ve copied another one, you’re no longer unique.
2. Use the “Who else could this apply to?” test
Countless times, I’ve been asked my opinion on taglines like this:
- Dare to be different
- Exceptional service at ideal prices
- Caring, helpful support
The “who else could this apply to?” test means that you take that tagline, and think of all the industries or businesses that this tagline could also be used for. All three of the above taglines could be used for just about any service business in the known world, and some of them could be used for product-based businesses as well. The point of a tagline is that it quickly gets across who you are, and who you are not. These are not taglines….they’re vague statements of positive feeling.
3. Know your target market
If you’ve been reading my marketing tips for even a few weeks, you’ll know that I’m passionate about encouraging accountants to pick a target market, a niche area, an industry, a hot topic – anything that sets you apart. The online marketing world demands it, now. Being a jack of all trades not only makes you a master of none, but also one who loses out on potential business on a regular basis.
When it comes to a tagline, you can potentially incorporate your target or niche. Granted, you may not want to only ever focus on that niche (you may want to do more than just architects, for example). But if you’ve addressed who your focus areas are, it will help you define a more appropriate tagline.
4. Consider multiple taglines.
You’re not restricted to just one, although you do risk market confusion if you have multiple taglines. But what I mean by this is that if you have chosen, for example, to specialise in working with solicitors, you could use a relevant tagline related to solicitors for all the marketing that you do to that market. Landing pages, ebooks, video, can all use the tagline unique to solicitors.
5. Get outside help.
I’ve been pleasantly surprised lately at how many accountants are quick to say, “I’m not a marketing expert, and I could use some help on this.” One of the worst things that came out of the economic slump was a tendency for business owners, including accountants, to try to go it alone. Now that things are picking up a bit, accountants can see that there are many opportunities available, and your time is much better spent talking to prospective clients than trying to craft a tagline yourself.
Absolutely you should have an input – but get outside help as you define a tagline. Get your logo refreshed a bit, and while you’re doing that have the branding guys come up with a tagline. As they consider taglines, you can direct them back to your choice of focus and target market.
There are a few ways to do this. I recommend all of them, not just one.
Take out a piece of paper (or a document on your phone or computer) and write out everything that comes to mind. Reject nothing, even the generic ones I’ve told you to avoid. This is just a brain dump.
- Use 5 minutes in a team meeting to get everyone to do the same. Don’t go too far beyond 5 minutes , or you’ll begin discussing the merits and worth of the taglines instead of just creating them.
- Email a few people in a different industry that you know and trust, and ask them if they have any ideas
- Add to your list over the next week as you go about your business. Pay attention to all the taglines you see, and jot down ideas.
Run your brainstormed ideas past a cross section of people. See also point 5.
Don’t get stuck on analysis paralysis. Once you’ve whittled it down to your top 10, get that outside help we discussed in point 5 and just pick one.
If you can’t pick one, or your marketing guys want you to use one you just don’t like, leave it, and come back in a few months’ time. A logo you can change or refresh every few years. A tagline should be something you use forever, unless you dramatically change your business model or market.
And have fun!