Know-How Exchange : Taglines/Names

Hi Laura,

Yes, taglines are designed to carry a story forward, only that in marketing we dont call it a story we label it with a technical name "positioning".

Now the positioning of your firm i believe revolves around two constructs :

1) Ease ("here to HELP you in every phase of ownership...)

2) Safety (Financial safety, investment safety, psychological safety...)

The first construct being more emphasized than the latter.
Now, the possible taglines which complement both the name of your firm and the positioning are as follows:

PATHWAYS
"Smart property solutions".

Pathway Property Management
"The mind behind successful property decisions."

Pathway Property Management
“获得幸福”

Pathway Property Management
"Building Happiness"

Pathway Property Management
"Helping you make the best decision'.

What makes your company unique? What benefit do you provide that your competition doesn't? Ideally you want your tagline to fit your company and not be something generic that could fit your competition.

You have two primary customers and they are equally important. You want a reputation of excellence and trust across all customer groups, which I suspect would include property managers and service contractors (landscaping, maintenance, etc.) as well.

Usually a tagline comes after you have determined what the Pathway brand is all about and what your brand promise is, but for the sake of this exercise we'll move beyond that. You will need to decide if one tagline can fit all, or you need to use distinct taglines for distinct groups. Although I'm no tagline expert, here are a few general thoughts to get you thinking about a single tagline that may be more relational in nature, which is likely to be different than the typical PM firm:

Pathway Property Management...
Building relationships one place at a time.
Building on your dreams.
Building on great relationships.
A place for your dreams.
People you can trust.
Great places. Great people.
Representing you with trust and excellence.
People and results you can count on.
Properties that make a difference.

CAUTION: Do not take this approach if you can't deliver. Stay more benign and institutional if you can't embody a brand that truly serves people.

Best of luck to you!

Everyone,

I am astounded at the response of this venue! All of your comments provided me with insight and a launching pad. When I come up with my tagline or "positioning statement" I will post it here.

Again, thanks to everyone.

All -

Biz name + tagline ........

Pathway Property Management
The road to successful, easy ownership.

(Tinker, Pravn.rai: sorry I did not award points properly. My apologies. New to this forum and I will read the rules!)

The thought process of everyone helped me simplify my over-thinking and get to the point.

Thanks again!
Laura