You’ve spent countless hours coming up with the perfect name for your business. It’s unique, brief, descriptive, and expandable. Beautiful. The next step is one that is often given a bit of a short stick… after all that brand naming wordplay, you now need to come up with a short, positive and catchy slogan for your business.

Many people are simply tired of words at this point. And that’s fine, but your tagline is important enough to warrant your full attention. So take a break, and come back to it when your mind is refreshed.

British Bakeries first launched Hovis Invisible Crust, the first ever crust-less bread, in August 2005, and has re-launched the product this January with a $4.5 million rebranding campaign. The company says, ‘It has performed brilliantly with great consumer feedback’. A perfect example of how rebranding can revitalize a product, British Bakeries is investing at a critical point to bring this revolutionary new product in line with the rest of the Hovis range, creating a sense of continuity and trust in the new product, and bringing fresh attention to the rest of the brand’s existing products.

When you’re not around to make a personal impression, your materials are doing it for you. So naturally, you want to be sure that your materials are making the right impression. In this article I’ll go over a few specific bits of advice to ensure that your corporate identity materials are projecting an image of competence and success.