Efficiency with function: the story behind our new tagline

Not long ago, the eagle-eyed amongst you may possibly have found a adjust. No, we have not bought a new haircut we have modified our tagline. 

Soon after making use of ‘Thrive online’ for a lot of years, we’re jumping into 2023 with the tagline ‘Performance with purpose’.

This week, we sat down with Kier Humphreys, our straight-speaking Gross sales Director, as he shares how our new tagline represents us as the manufacturer we are these days and why this is so significant when it comes to performing with new consumers.

Kier, why are taglines so essential to organizations or any model?

Taglines eh? There’s a lengthy and quick edition of this. In the short version, a resourceful prodigy (hello!) spends an hour writing 20 different lines that ‘look about on brand’, presents them with gusto and their agency friends marvel at the genius on display.

In the extended version that all nevertheless happens, but it’s developed on extensive strategic imagined and soul-exploring. See, in our scenario, a tagline is like an association with Jacob Rees-Mogg – at the time it is out there, you have to are living with the outcomes.

It permits you to sum up who you are as a brand, really succinctly in a pair of phrases – if you do it appropriate. If you do it badly, it is just some b******* jargon about how to ‘live forever’ – I really don’t know what that implies, it is pointless. I imagine with ours, you get an strategy of what we’re about in terms of what we provide and why we do it. 

It operates on a few of amounts: we’re a overall performance agency who are going to supply general performance and results – which is why folks inquire for our providers – but in fact, we’re a B Corp corporation as perfectly, so we do not just supply effects for just anyone. We perform with these who do fantastic or want to do great, as well.

Hallam’s former tagline was ‘Thrive online’. As we enter 2023, why was it essential to adjust this?

It restricted us a little by implying we only function digitally, and although we do a lot digitally, it’s not all electronic. The this means of overall performance is pretty distinct from the get started: we’re going to produce you general performance and benefits. Which is what people want from an agency. ‘Thrive online’ is relevant for so quite a few distinctive styles of manufacturers – I don’t consider it truly stated who we are and that needed to improve.

I consider the reason factor of the tagline embodies the actuality that income isn’t our only purpose. Of class we’re listed here to sell – every single company is – but we do not market to brands who do not align with our ‘purpose’, which is ‘doing good’. Performance is also some thing we’re normally conversing about due to the fact we choose a functionality branding tactic for our customers, also.

What’s the rationale behind ‘performance with purpose’?

Hallam focuses on general performance – but we also like to snooze at night. And we do that by recognizing our brand companions are not cartels or demise cults. Sure, just about every company is riding the educate to Intent City, but intent for us is much more than a term. It’s ingrained in our agency enterprise model. So we have to produce ‘performance’ with ‘purpose’. 

Do you know why I like the line, while? Since it’s a check and stability. We can not escape it. A great deal like Jacob Rees Mogg’s mates can’t say they exist in just about anything but a Dickensian reenactment, we simply cannot deny that objective is everything to us. 

As we go additional into the economic downturn, why is your business’ objective much more vital than at any time just before?

Purpose is a buzzword at the moment for all manufacturers. It’s being overused. Does Hellman’s mayonnaise have a purpose other than just getting to make your sandwiches flavor superior? 

If you’re obvious on your intent, you are inclined to be crystal clear on what you’re executing as a enterprise and who your viewers is and I imagine that not just in a recession, but at any level in time, if you are very clear on who you are in fact in business enterprise to function with and why you’re in enterprise, you’re heading to be building far better conclusions and you will have a clearer promoting technique and a clearer income approach to make guaranteed you converse to those men and women. 

This gets quintessential in a recession simply because income is restricted, is not it? So you require to make absolutely sure you are crystal apparent that each pound you’re shelling out is going just after the ideal people today, so there’s almost nothing to reduce when expend receives restricted.

How does the way that Hallam is seeking to expand relate to the eyesight of overall performance with intent? 

We’re wanting to place general performance front and centre of everything we’re accomplishing, but also creating it quite obvious that we’re only going to be working with brands that do superior. We want to deliver efficiency for the right makes and make certain that most people in the agency is functioning with models they feel at ease with. We’re actually very pleased that we work to provide the ideal for the suitable brands fairly than having the mentality of “let’s sell some more to whoever we can”.

We really don’t want that to be our legacy. We want our legacy to be serving to brands that are worthy of to increase to truly expand. 

All over again, that relates to us remaining a B Corp. We consider our position as a B Corp extremely significantly. It is not some thing we did for a badge on the web site we did it due to the fact we think in it and we want to make confident we’re working with manufacturers that even if they are not there nevertheless, they’re on that journey and they want to be executing fantastic as properly. Of system selling factors is crucial, but we’re here to provide the correct points for the correct men and women, and that’s what our new tagline conveys.

Looking to build your individual tagline, or want to find out a lot more about Efficiency Branding and how it can improve your promoting? Get in touch.