Tag-line or promise?

When you are thinking up a tag-line for your business, take the time to do it properly. Too many companies pick tag-lines based on poor criteria and then wonder why their tag-line isn't universally known and accepted.

FNB (yes I'm picking on them again) have the tag-line, “How can we help you?”. On the surface this appears to be a good tag-line. It says that FNB is always trying to improve the customer experience, they are friendly and very helpful. The problem is that FNB doesn't appear to be committed to the tag-line, almost as if marketing came up with the catchy phrase but forget to tell the rest of FNB.

The problem with, “How can we help you?” is that they don't really want you to answer the question. Try it. Phone them and ask for help. When you visit the FNB website one of the things that catches your eye first is the tag-line blazed across the top of the page. Why isn't it clickable though? FNB and inviting customers to seek help and yet they aren't committed to making sure the channels of communication are open.

FNB are missing out on an amazing opportunity to become an amazing banking resource. If they took on their tag-line as a company wide mantra and everyone and everything became focused on providing help they will differentiate themselves from the rest of the pack at a massive pace. The number of unbanked in South Africa is astounding and FNB has an opportunity to create both physical and online resources dedicated to helping customers and potential customers. Unfortunately they didn't think beyond how cool the tag-line would look on a business card.

When you are thinking up your company tag-line make sure it is something that you are willing to stand behind. Make it a promise to your customers, a promise that you don't break.