Every business sends a message in its marketing.
Your message should be based on your unique, strategic
position in the marketplace. What is your competitive
advantage? Why will customers choose you over your
If you are competing on price, your message is
“low-price leader.” If you are competing on
convenience, your message could be “one-hour service.”
If you have a specific niche in the market, build on
that, i.e. “attorney specializing in estate-planning.”
Distinct, informative messages set you apart from your
competition and help customers quickly decide you have
what they need.
Some of the best company slogans focus on their
customers’ needs and desires rather than the product’s
attributes. Some examples are:
Slogan - Just Do It; Company -
Nike; Motivation - Customers want to
reach their fitness goals
Slogan - Because You’re Worth It;
Company - L’Oreal; Motivation -
Bolsters customer’s self-image
Roundtable Discussion Questions
Brainstorm with roundtable participants to seek
their help in answering the following questions for
your business. Write your responses below or on
1. How do you position your business in the market?
How do you want customers to think of your business?
Summarize your message in 50 words or less.
2. Do you have a business tagline or slogan? What is
Adapted from Business
Plan In a Day, Rhonda Abrams, Palo Alto CA, 2005,