BRANDING
Taglines and verbal branding aren't just clever turns of phrase. They're the promise you make to your customers that your brand must strive to live out in every interaction and touchpoint both internally and externally.
The right tagline does work. It refracts across your entire offering and brings cohesion to your identity and marketing efforts. The best thing about them is that they're already true. You just need help articulating yours.
The New
Service Era
Tagline for Sera Software
Sera came to Content Workshop to help gear up for rapid growth. Sera's software drastically streamlines the work of HVAC, plumbing, and electrical businesses. They needed a set of taglines and a messaging strategy that united these lines of business and harmonized communication across a substantial library of brand assets.
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We worked closely with Sera's founder and CMO to create a tagline for each niche and one big-daddy tagline to rule them all.
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I'm most proud of the workshop aspect of this project. We found a great rhythm with the Sera team, and they were super pleased to put these taglines to work.
Further Together
Tagline for LCNB Bank
LCNB came to Mabus Agency in dire need of a brand. Their existing brand kit consisted of one shade of green and an LCNB wordmark inside a green rectangle. The Ohio-based bank had no messaging to speak of.
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Our branding journey began with a tagline. LCNB needed a simple message that embodied the promise the bank makes and keeps every day. In the years since, it's served as the bedrock for LCNB's entire messaging and brand strategy.
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I created the Further Together tagline and helped implement it across deliverables and campaigns. To see how Further Together served as an engine for an entire rebrand, check out the case study.
Rooted in Relationships
Tagline for Plains Commerce Bank
Plains Commerce came to Mabus Agency in need of a new brand. Even the bank's name was on the table. We soon realized their existing brand held promise, it just needed alignment — as did the bank's leadership. ​
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In search of a tagline, the PCB team was actually asking, "Who are we?" The family-owned bank had grit and a sense of ownership over their clients' successes. It came down to doing right by people, and thus "Rooted in Relationships" was born.
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I created the Rooted in Relationships tagline and used it as a starting point for video scripts, ads, and other collateral. To see how it all came together, check out the case study.
Solving
High- Volume Recruiting Challenges
Tagline for Source2
Source2, a recruiting firm specializing in high-volume, frontline workers, came to Content Workshop having freshly hired their first CMO. They needed a tagline and messaging strategy for a few reasons: ​
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If you're explaining, you're losing, and Source2 was spending too much time explaining their proposition. Source2's founders wanted to build some brand equity to facilitate an acquisition in the future.
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Sometimes a tagline must be more clear than clever, and that's the tack we took here. "Solving High-Volume Recruiting Challenges" directly clarifies what Source2 does best and differently.
Lucky Town Brewing
Can label copy for Mabus Agency
In the craft brewing world, labels are an artform crucial to helping brews and brands stand out on shelves.
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Craft beer lovers love to talk about craft beer. Lucky Town's label copy needed to function like a hidden gem, like a collectible story that would make customers want to try other Lucky Town beers.
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​I wrote copy for several Lucky Town cans. To see the full collection, check out the case study.
Powering Your Potential
Tagline for Source2
MVB came to Mabus Agency with a firm idea of who they were — bold, lively, assertive. But their generic branding failed to reflect their can-do attitude.
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They often describe themselves as a "Yes, if" bank, rather than a "No, because" one. The bank has made forays into emerging markets like cannabis, cryptocurrency, and sports betting. MVB is a dynamo of possibility. "Powering Your Potential" encapsulates exactly what they do.
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I identified "Powering Your Potential" as a phrase worthy of a tagline, and refined it to function as such. To see how "Powering Your Potential" worked as the compass for a drastic rebrand, check out the case study.
