Question

Topic: Taglines/Names

Clever Tagline Needed For Septic System Co.

Posted by Anonymous on 1/4/2007 at 4:04 PM ET 1250 Points
Our company uses recycled plastic to build septic systems that naturally recylce household wastewater (toilets, showers, kitchen water etc) into clean water. We pride ourselves in standing behind our systems and have an informal "We've got your back" tagline.

Any ideas?

Thanks!
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RESPONSES

  • Posted by mgoodman on 1/4/2007 at 5:46 PM Member
    WMMA (Randall) has asked the most important questions. Let me take a different tack.

    WHY do you want a tagline? What do you think it will do for you? Do you want it to communicate an important message that will get people to call, or do you just want people to say, "That's a clever tagline!" Usually the objective is NOT to be clever, but to communicate an important benefit or point of difference that might generate customer involvement and interest.

    Think about it this way: How will you know if any of the suggestions we might make are winners? What are the criteria, or do you just want "clever"?

    We'll all be glad to pitch in and help you, but we need to have a better understanding of what you are trying to accomplish first. Otherwise we're just trying to out-clever each other, without knowing what success looks like.
  • Posted by Chris Blackman on 1/4/2007 at 6:00 PM Member
    Totally agree with Randall (WMMA) and Michael Goodman.

    Like many of your customers - I think I'm like the majority of people, in fact - I'm a very visual kind of person.

    I like pictures to communicate with and when I read or hear words I turn them into mental pictures automatically.

    I get a mental picture of "We've got your back" and your company standing behind my septic system which, frankly, isn't helping you sell stuff to me.

    Why would you be hiding behind the septic? It's underground, usually, at least it is here.

    What's your value proposition? If it's all about service and support, is that because it's an unreliable system?

    If I'm in the market for recycled plastic to build septic systems that naturally recycle household waste water (toilets, showers, kitchen water etc) into clean water, and right here in Australia we're on high level water restrictions and facing a serious, long-term drought, to me the core value proposition is getting more than one usage from my water.

    But that's here, not where you are. You may have an ample supply of cheap water to use all day long. What are the key drivers for people to invest in a water recycling system where you are trying to sell?

    BTW the fact it's recycled plastic is not a significant factor, in my view, versus the benefits of recycling the water used for washing and toilets. You install these systems once and they last for years. New or recycled plastic hardly makes any environmental difference. Recycling water makes a massive difference.

    At least, it would here.
  • Posted on 1/4/2007 at 6:51 PM Member
    This is an excellent product and one that every home owner should have.

    In Tucson we a planned community called

    Civano: https://www.civanoneighbors.com/civano/environment.htm

    It seems like a product you may want to market to developers. Many developers offer energy efficient homes as a major selling point. Water seems like a logical addition to benefit built homes.

    Tagline:

    Because Water is Life

    Waste not Want not
  • Posted on 1/5/2007 at 2:07 AM Member
    I dont think your current tagline states anything about the business or the value you bring to your customers. Good idea to change it. Here are a few options.

    More Recycling. Less Wastage.

    Think Clean Water. Think 'COMPANY NAME'.

    Household Wastewater Recycling.Naturally.
  • Posted by lrmarroquin on 1/5/2007 at 1:48 PM Accepted
    I gave to your challenge a very thoughtful approach, I hope I´ve nailed it down. If you want to evolve from the functional oriented tag line "on site wastewater solutions"
    the natural growth path (for your brand) is selecting something that appeals more to benefits, a step further will be adding person attributes, the last step arise an additional question you can ask yourself, -after responding the previous questions stated here in the forum-, in what mood you want to communicate your brand?

    I made an exercise with your brand, using a column approach (here is impossible to look every column besides each other) and started to fill them up with relevant characteristics, looking to create a creative spark that could link all in one phrase, practically each column represent an objective you want to emphasize of your brand, as far as you stated they are: remark how different (differentiators) you are from competition and look more appealing to prospects (benefits). With the better knowledge you have of your business you can follow the exercise and find the right proposal.

    Here is my work:


    Innovative
    Reliable
    Smart
    Skilfully
    Respectful
    Careful
    Committed


    (Water) Treatment Solutions
    Performance
    Edge Technology
    Environment compliance


    Efficiency
    Reliance
    Environmental Friendship
    Health
    Comfort


    Homebuilders
    Homeowners


    After all this, I liked the idea to add a environmental consciousness personality to your brand and what came to my mind was: Green Minded Solutions for wastewater pollution. Change the personality or mood pretended for your brand and your tagline is done.

    Let me know if the exercise works for you, I´ll be glad to add this experience to my resume or a job interview ;)
  • Posted by charles.stannard on 1/6/2007 at 11:00 PM Member
    Purity with Plastic
  • Posted by Mushfique Manzoor on 1/7/2007 at 7:27 AM Member
    hi there

    how about these....

    "your small green effort makes the world greener"

    "stay clean, keep green"

    "staying clean has never been so greener"

    hope this helps

    cheers!!
  • Posted on 1/7/2007 at 10:40 AM Member
    Give back to the nature

    Your own way to thank nature

    Lets make the earth greener

    Be responsible, recycle back

    Striving for healthier tomorrow

    Striving for greener tomorrow
  • Posted by wnelson on 1/7/2007 at 9:02 PM Accepted
    Carl,
    You did a very nice job of addressing Randall's and Michael's excellent questions. Congratulations! As I see your differentiation points, they are: support, innovation, after install support, quicker install, less space/disruption to surroundings, and a larger portfolio of products. I left out "bigger company" because it's really the "resources available from a bigger company" that are important to the customers, not the size per se. Your target is contractors, builders, and septic system designers/installers. Your product recycles waste water into clean water. As I see your target audience, cutesy doesn’t cut it. They are all business and no nonsense.

    • Bringing expertise in efficient water purity technology to you

    • Water purity technology experts in your corner

    • Put our water purity technology team to work for you

    • Water purity technology expertise when and where you need it


    I hope this helps.

    Wayde
  • Posted on 1/7/2007 at 9:24 PM Member
    We got your back seems a bit bland and meh. But at least "rajur" has your back with excellent tagline suggestions like "Turning waste into water". You might as well just say "We clean your urine and put it through your tap". Here's a few taglines for what they're worth.

    *Preserving our most precious resource
    *Keep it clean, (company name) clean

    to go with the green message:
    *Keeping your water clean, and keeping the green party out of it
  • Posted on 1/8/2007 at 12:53 PM Member
    I'd go for a rating from the code enforcers and try to get push from that direction like Energy Star products. If you can get rated and accepted in that arena, you can begin to market from the contractor side and then homeowner side with the spec sheets on the benefits of your product and possibly push for a few tax credits for greenliness.

    Mean Green Clean Machine
    Cleanliness is Next to Greenliness
    Clean and Green. The Perfect Team.


  • Posted by NovaHammer on 1/13/2007 at 12:31 AM Member
    Purely and Simply, Your Best Solutions.

    Good Luck.
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