Kill your tagline. Raise your rallying cry.
There’s a silent killer lurking in the marketing of countless businesses today. And it’s slowly but surely draining the lifeblood out of their brand message. It’s not blatantly obvious. Which makes it more insidious because it often goes unnoticed. What is it?
It’s the bland, forgettable tagline.
You know the type. “Quality Products, Great Service.” “Your Partner in Success.” “Innovation for a Better Tomorrow.” These phrases might sound innocuous. Even positive. But they are branding dead ends. They do little to inspire, even less to differentiate, and virtually nothing to connect with an audience on an emotional level.
It’s time to kill this deadbeat. And replace it with something exponentially more potent.
The rallying cry.
The problem with taglines
Let's be clear about what we mean by a traditional tagline. It’s typically a short, descriptive phrase that aims to summarize what a company does or the benefit it offers. Think of the thousands of businesses striving for that perfect, punchy line to accompany their logo.
So, why do these well-intentioned efforts so often fall flat?
They’re bland and forgettable: The market is saturated. Every day, people are bombarded with thousands of marketing messages. When your tagline sounds like it could belong to any other company in your industry, it becomes invisible. It's the equivalent of background noise – unheard and unremembered.
They lack emotion: Human beings are driven by emotion, not just logic. A tagline that merely states a fact, like "We provide excellent financial services," does nothing to stir the soul or create a connection. It doesn't tap into aspirations, alleviate fears, or celebrate triumphs.
They’re internally focused: Many taglines are written from the perspective of the company, describing its attributes rather than the impact it has on those it hopes to serve. "Leading the Way in Technology" sounds self-congratulatory and fails to articulate what that leadership means for the person using the technology.
They’re static: The business world is dynamic. Companies evolve, markets shift, and customer needs change. A tagline that was once perfectly descriptive might quickly become outdated or irrelevant, yet it’s often stubbornly clung to, becoming a branding anchor rather than a sail.
Consider generic examples like "Your Trusted Partner for Solutions" or "Committed to Customer Satisfaction." While the sentiments are positive, they are so generic that they could be swapped between a plumbing company, an IT firm, or a consulting agency. And no one would bat an eye. This interchangeability is the kiss of death for brand identity.
What is a rallying cry?
If a tagline is a whisper, a rallying cry is a roar.
A rallying cry is more than just a catchy phrase. It's the heartbeat of your brand. It's a concise, emotive statement that encapsulates your brand's core mission, its deepest values, and, critically, the transformation or movement it invites you to join. It’s a declaration of purpose, a call to belief, and an invitation to action.
Think of it as the flag you plant in the ground, around which your community gathers.
What sets a true rallying cry apart?
Inspirational and aspirational: It doesn't just state what you do. It inspires people to be part of something bigger. It speaks to their potential, their desires, and their highest selves.
Customer-centric: While it reflects your brand's essence, its focus is firmly on the customer's benefit, their desired outcome, or the problem you solve for them. It articulates the shared value.
Unique and memorable: It stands out in a crowded marketplace because it expresses a unique point of view or a distinct promise. It's not just easy to remember. It's hard to forget.
Action-oriented: A rallying cry often implies movement, progress, or a shared objective. It’s not passive. It calls for engagement.
Authentic: This is crucial. A powerful rallying cry must genuinely reflect the true essence of your brand, its values, and its people. If it feels inauthentic, it will ring hollow.
Why embrace the rallying cry?
The benefits of moving beyond the descriptive tagline to an evocative rallying cry are profound and far-reaching.
For starters, it builds community by uniting your customers and employees around a shared purpose, a common goal, or a set of values. It transforms individual transactions into a collective movement, fostering a powerful sense of belonging.
People are far more likely to share, remember, and advocate for a brand that stands for something, a brand with a clear and inspiring cause. Your rallying cry becomes a conversation starter, a badge of identity. This helps increase engagement for your brand. Additionally, When people feel a deep, emotional connection to your brand's purpose, their loyalty goes beyond simple satisfaction. They become advocates, true believers in your cause.
A rallying cry also differentiates your brand. In a sea of sameness, a powerful rallying cry cuts through the noise. It immediately communicates your unique value proposition and why you matter in a way that dry descriptions never could.
Finally, a well-crafted rallying cry guides decision-making. It serves as a North Star for all your brand messaging, product development, and even strategic decisions.
Give them a reason to believe
Your brand needs more than a summary. It needs a spark. It needs a reason for people to care, to engage, and to believe.
Stop thinking about what your company is and start thinking about what it can inspire. This isn't just semantics. It's a fundamental shift in how we conceive one of our brand's most powerful assets.
For more on the rallying cry including direction on creating yours, check out 5 tips for creating an irresistible rallying cry.