A brand’s catch phrase or tag line is often the thing that sticks in our minds about that brand. For example, I can’t say “That’s life” without wanting to attach “Sanyo” at the end. Other famous examples are:

• 7-Up – The uncola
• Alka-Seltzer – I can’t believe I ate the whole thing!
• Wendy’s – Where’s the beef?
• Allstate – Are you in good hands?
• California Milk Processor Board – Got milk?
• L’Oreal – Because I’m worth it
• NBC – Must see TV

Your business and brand can have just as powerful an effect on your prospects when you develop a catchphrase or tag line that is not only memorable but communicates a benefit.

Take a look at those catchphrases again. What benefits do they imply?

• Sanyo – live better when you use Sanyo products
• Allstate – we’ve got your back, we’ll keep you protected
• L’Oreal – you deserve the best, and we’ll give you the best

Developing your catchphrase or tag line can be organic … you find yourself saying the same phrase naturally and become known for it. Or it can be strategic … you craft one that specifically communicates your brand’s benefits in a memorable way.

My advice: Craft your catchphrase purposefully and it will serve you well.