Next time you go to a networking event, do yourself a favor– don’t introduce yourself by your company name and title. So boring! Instead, use a tagline. A tagline speaks volumes about who you are and what you can do in a quick sound bite. If conceived correctly, your tagline will make the right impression.
Look, we are all one of a kind. No one has the same talents or tastes, the same take on things, no one has experienced what you have from where you stand. No one is evolving just like you are. Your tagline expresses that incredible mix of everything that makes you absolutely unique. It’s a succinct expression that differentiates you from the pack.
My tagline summarizes my unique talent and it’s specific. Rather than introducing myself as CEO, Chief Creative Officer of Big Fish Marketing, which lacks any interest or emotional connection, I say, “I’m Robin Fisher Roffer… I reinvent brands and reignite professionals.” I put that line on my website, Facebook profile and Linked In page. I also use it to sign off my emails.
Here are three easy steps to creating your tagline:
Step One: Identify your particular skills and best qualities, and create a list of descriptive words and phrases that correspond to your professional self. Look for something you can deliver consistently that others can’t.
Step Two: Edit your definition down to a sound bite by hooking it to your job or career. Your line should be the verbal equivalent of a logo that will come to people’s mind when they hear your name.
Step Three: Make your tagline benefit-driven, aspirational, or descriptive. “You’re in good hands with Allstate” is benefit driven. BMW’s tagline is descriptive, “The Ultimate Driving Machine,” while American Express’ tagline “Take Charge,” is aspirational.
The personal tagline you use to sell yourself should be simple and positive. It should also be a clear, concise declaration of who you are and what you do, what makes you special, and why the world should care. The shorter the tagline, the better.
I have a friend who’s an “eco-journalist,” another who’s a “book doctor,” and one who calls herself “the office angel.” The librarian at CNN defines herself as a “curator of pop culture and information.” A computer consultant who not only fixes IT problems, but also calms down stressed out, tech-challenged executives, uses the tagline “cyber therapist.” My fix-it guy calls himself the “super handyman.” It’s on his business card and his voicemail. Whenever I need someone to fix something at my house, I call him – he’s actually that good!
Start the New Year right. Create a tagline that frames you as relevant and valuable. Boil it down to 3-7 words that’s descriptive, aspirational or benefit driven. Don’t allow the world to define you. Begin to honor yourself by revealing your dynamic spirit in a captivating tagline. What you ever dreamed and more will be possible.
Robin Fisher Roffer is a reinvention and personal branding specialist. She is the author of Make A Name For Yourself: 8 Steps Every Woman Needs To Create A Personal Brand Strategy For Success and The Fearless Fish Out Of Water: How To Succeed When You’re The Only One Like You. She’s also CEO, Big Fish Marketing, Inc. bigfishmarketing.com