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By Kimberly Bowker / The Bulletin
Published: January 16. 2009 4:00AM PSTVisit Bend. Be inspired.
The local visitor association’s tagline, “Be inspired,” conveys a message to the public that has a deeper resonance than the meaning of the words alone.
Like many taglines, its goal is to add impact and remembrance of a company, organization or, in this case, Bend, and what it offers.
“Bend is more than just a typical, average vacation spot,” Lynnette Braillard, the marketing director of Visit Bend, said about the meaning behind the tagline. “It’s basically a place that inspires you, whether it’s inspiring you to try something new, see something you’ve never seen before, climb that mountain or hike those trails that you have never done before.”
Kelly Walker, business director and co-principal of Sublime Design Group in Bend, likens an advertising package to a first date. The company name and logo would be the presentation to the parents and how you would dress, and the tagline would be what you say to get the other person’s attention. It should express a benefit to the audience and make an emotional connection, but not give everything away, such as how many children you want in the future.
“It’s something that makes that first impression on people,” Walker said, “and it shouldn’t necessarily be all about you and how great your company is. It should really reach out and speak to the needs and wants that your audience has, and something they can identify with.”
Sublime Design Group’s tagline, “Putting your business in the limelight,” is directed toward the advertising agency’s audience and potential clients. It speaks to the main needs and goals of clients who want to get their businesses noticed and in the spotlight,” Walker said.
A tagline, according to Chris Rubin, creative director for Every Idea in Bend, is a phrase or short group of words that defines what a business does and offers to its audience. Taglines are typically used by businesses, nonprofits and other organizations that market directly to the public. They are part of a company’s branding strategy, but are not used by all businesses.
“Taglines should be short,” Rubin said. “It should be to the point. It should be very easy to understand, not necessarily complicated or catchy. It should really deliver the message clearly and concisely.”
The Old Mill District’s tagline, “The life we love,” speaks to each individual in a different way, said Noelle Fredland, marketing director. It encompasses everything from floating the river during a concert to having a fine-dining experience and going shopping, she said.
“You want the tagline to reach your audience and inspire something greater than just the couple words that are listed,” Fredland said.
Paul Evers, president and chief creative director of advertising agency tbd in Bend, said taglines sum up the advertising campaign or spirit of the brand in a memorable way. Examples of successful taglines include the California Milk Processor Board’s “Got milk?” and Nike Inc.’s “Just do it.”
Taglines should not be formulaic or compromise the power of the brand, according to Evers.
“Taglines can really reek of advertising,” Evers said. “The trick to making a tagline work is making sure that it’s not just gimmicky or rhymes or isn’t just a clever play on words, but that it is actually centered on conveying the power of a brand in an authentic fashion.”
Evers worked with the Deschutes River Conservancy on its brand strategy and developed a theme line rather than a tagline. The theme line, “It’s why we’re all here,” references the Deschutes River.
A theme line differs from a tagline in that it supports a theme around which the organization is centered, Evers said. It’s not a phrase at the end of an advertisement.
Bea Armstrong, director of marketing and communications at the Deschutes River Conservancy, said the line is effective because it resonates with people when they think about why they’re in Central Oregon. The river provides resources and beauty, which are among reasons why the area was originally settled.
“It lured people to this region hundreds of years ago, and it’s true today, that people come to this region for the quality of life,” Armstrong said.
Redmond Downtown Partnership introduced a new tagline last August. “Who knew!” refers to both the history of downtown Redmond and represents the surprise that people might show when learning about the shops, dining and other experiences available in downtown Redmond.
“That’s how it came up — because we were always in a situation where someone was telling us something, and we were like, ‘Who knew?’” said Marty McNamee, interim president of the organization.
A tagline is part of the brand identity and is incorporated with other features such as the company’s logo, said Rubin, of Every Idea.
Between the Covers, a bookstore in Bend owned by Hayley Wright, uses the tagline, “Book lovers never go to bed alone.”
She said it fit well with the name of the store and with the waxing-moon logo.
According to Wright, the bookstore’s tagline piques people’s interest, makes them more interested in coming into the store and generally gives them a good laugh.
“It helps people remember me,” Wright said.
Kimberly Bowker can be reached at 541-617-7815 or kbowker@bendbulletin.com.
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