This week’s Smart Marketing Move goes to Kay Jewelers.
Kay Jewelers is a typical jewelry store, offering necklaces with diamonds, gold, and silver. So, in the cluttered marketplace, how do they stand out? With their tagline.
“Every Kiss Begins with Kay”
They have a jingle at the end of every commercial, TV or radio ad. They use it in their print ads, on billboards, on their website and all social media. Their tagline is a branding tool and it brings emotion into a straight forward product. I heard another tagline on the way in to work for another jewelry store, “For Every Special Moment.” This one is good too, but Kay Jewelers really stepped it up by incorporating their name into it and making it memorable.
Taglines are not an easy thing to write, ok they are, but a concise and catchy tagline is not.
Why a Potent Business Tagline is Important:
1. It sets you apart from your competition.
2. It gets people talking about your business specifically.
3. It helps you communicate more about your business.
4. It gets your employees more in tune with your brand.
5. It supports your advertising by using repetition.
Lesson Learned: If you’re not using a tagline, why not? If you are, take a hard look at it and determine if it is successful. It might just be that you’re not using it everywhere to communicate your brand, but it also might not be strong enough. Kay Jewelers has multiple locations, but as a small business you can still make a tagline work for you. A tagline is a great way for you to tell people what you do and it can build your brand, but only IF you have a strong business tagline.