Step One: Decide what you want to communicate with your tag line
If you have a positioning statement and/or unique selling proposition, write them down.
Your tag line should reinforce them.
Ask yourself these questions.
Who are your customers? What benefits do you give your customers?
Step Two: Prepare to brainstorm
Gather tag lines from other companies and brands.Look in other categories besides your own and try to find tag lines from both large and small companies.
As you find tag lines, write them on index cards or individual slips of paper.You will be mixing and matching them and pairing them with unrelated items as you brainstorm.
Pay attention to the words used, how they are put together, and which of the above questions they address.
By doing this, you are more likely to come up with a unique angle for your own tag line.
Step Three: Brainstorm
This works best if you can get a small group together, but can also be done solo. Set up a place with a lot of writing space - use dry erase boards, easels with big paper pads, note cards, etc.
Go through your props. Look up words or concepts in the books. Rearrange your various props so you can look at them in different ways.Write down *everything*that comes to mind and all the new ideas each phrase sparks. They do not have to make sense. You want a large number of ideas.
There are additional brainstorming resources down the left margin at the URL listed above.
Step Four: Consolidate your list
After brainstorming, go through all of your ideas. Pull out those few you think have the best potential.Try to reduce longer ones to fewer words.
Step Five: Choose the one best tag line
You should be left with a short list of possibilities. To pick the single best tag line, get others' opinions. If you have some funds budgeted,work with a market research firm to test the tag lines with your customers.
You can also conduct informal research. Set up a free survey at SurveyMonkey.com and encourage people to take the survey. If you have direct contact with customers, ask them what they think. Give them an incentive to help you, such as a discount or small freebie.
When you are done, you will have a tag line that will help your business thrive.