Is your positioning line, a.k.a. tagline, differentiating your company from your competitors? Is it intriguing? Or at least interesting? Does it highlight your value proposition? What does it say about your company, your products and services or your culture? Will it make people in your target markets stop, think and want to learn more?
A good positioning line should do at least one of those things – check out my criteria for evaluating them. Not quite so much rides on the shoulders of a campaign them or tagline, but it’s still pretty important. See examples.
Let’s talk about your culture, products/services and customers and come up with a positioning line that will do the things above, and – most importantly – help you gain leads, sell more or get more support for your cause.