Personal Brand

by Dawn Bentley

Develop your tag line

Most big brands have a tag or strap line that summarises the essence of their brand. The really good ones show a clear alignment from product through to values and visions, for example:


Nike – Just do it

Tesco – Every little helps

Honda – The power of dreams

Marketing guru David Aaker defines brand essence as ‘a single thought that captures the soul of the brand.’ It should express what the brand does and is.

Another way of looking at it is to ask... What’s your master message? What sums you up?

The closer you are to linking this with how you want to be remembered, the more aligned your brand will be. It may take a while, maybe even weeks, for you to really crystallise this.