Think about the top words or phrases that define your business. In my case, it’s “small business”, “marketing” and “strategy.” Before trying to be clever, write several straightforward statements like the one I started with, “Startup and early-stage business consulting.” Pretty dry, but it’s a start.
Get creative by substituting words that no one else is using, but are still understood by your audience. One of my favorites from the MacArthur Foundation is Building a more just, verdant and peaceful world. Verdant is such a memorable substitute for the overused environmental or green, and works well for the audience they’re trying to reach. Use a thesaurus to make a list of alternatives.
I replaced the scary word strategic with big picture approach on the Blockbeta tagline. Big picture also gave me a play on words — big and small, which makes it catchy and memorable. The result: “A big picture approach to small business.
Contributors: Robbin Block from Blockbeta Marketing