It seems obvious that the baseline should be about you. It must say something about you or your business. So don’t settle for meaningless phrases just because they sound good. Of course, your wording can sound catchy – preferably even – but don’t neglect the content. Hummingbirds: branding meets digital, even our baseline says something about us as a marketing agency. Our team consists of colleagues with extensive expertise in branding processes and developing corporate identities, while others are well-versed in the world of digital marketing. The seamless integration of these two elements is our greatest strength. That’s why this aspect received a prominent place in our branding.
So take a moment to think about how your company wants to make a difference. What is your unique selling proposition (USP)? Only after you’ve determined that for yourself can you think about the ideal baseline.
Do you know which strength you want to showcase in your baseline? Great! Now it’s time to drizzle some creative sauce over your idea. Don’t be tempted to use an overly long description. Two to four words is perfect, but around ten or more words is generally not done. The hardest exercise follows now: be creative without it becoming ridiculous. A fun alliteration or a rhyming baseline? That can be fun! But it can also sound very wrong. Especially test how the baseline sounds when you say it aloud and see how others react to it. What you think is a beautiful pun or brilliant idea may be received lukewarmly by others.
How do you know you’ve hit the perfect baseline? When people hear these words without your company name, but still immediately think of you. Then you’re already on the right track. Some examples? Which companies do you think of when you hear ‘always surprising, always affordable’ or ‘you’re not crazy, are you?’. It could apply to everything and everyone, but almost everyone knows the answer.
What’s the difference between a baseline and a slogan? A baseline is generally used for a longer period and in almost all communication from your company. A slogan is specifically intended for one campaign, thus having a shorter lifespan. However, many guidelines for your baseline also apply to slogans. They are typically a bit longer, but here, too, you’re balancing on a thin line. Try to inform people while showcasing your creativity, but also try not to overdo it. Of course, you can always enlist the help of our copywriter to assist you with this exercise.
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