A tagline is a short phrase used in conjunction with a company’s logo. The purpose of a tagline is to expand the brand and leave viewers with a thought that makes them want to use a service or buy a product.
Looking at the dental industry, ClearCorrect’s tagline is “Show off your smile.” Demandforce uses “Growth. On Demand.” Dentist offices may not use a tagline, but a short, memorable phrase can enhance your brand’s effectiveness and make life a little easier when you’re planning print ads, direct mail, signage, and other marketing projects.
Can you guess which famous businesses have used these taglines?
- Good to the last drop
- A mind is a terrible thing to waste
- Reach out and touch someone
- The art of performance
- You’re in good hands
- I can’t believe I ate the whole thing
- Where’s the beef?
- Just do it
- Don’t leave home without it
- A diamond is forever
The answers are on the next page, so click “more.”
Creating a Tagline for Your Dental Practice
If you’d like to use a tagline, I recommend a brainstorming session. First, take a quick look at your mission and vision statements, your website, and any other marketing items you use regularly. Then sit down with a pen and paper and start writing words – just words – that represent your business. The words can be dental related, like smile, health, care, dentist, dentistry, family dentistry, cosmetic, implants, lifestyle, quality of life… but they can also be outside the box. For instance, words about your location, words you find appealing, or catch phrases you like might be good to include on your list. Once your word box has 100 words and/or phrases, start stringing them together in creative ways. The goal is to come up with a short, meaning 5-10 words, phrase that really conveys your practice’s message. If words and marketing are not your bag, call in an expert. Speak with your dental consultant or contact Modern Dental Practice Marketing for help.
Before deciding on your tagline, take a survey. Without revealing your opinion, poll your team members, family members, and colleagues to find out which tagline is most popular. Wait a week, then ask these same people if they remember the tagline they chose!
Using Your Dental Practice Tagline
Incorporate your new tagline with your logo, and use it on all marketing: signage, business cards, print materials, print ads, Internet ads, patient forms, etc. A tagline can make a beautiful and memorable element in a dental blog or website design, as well.
- Maxwell House
- United Negro College Fund
- American Express