Do You Have a Trueline?
You have probably heard of taglines and slogans, but have you heard of a trueline? Marty Neumeier defines trueline as the one true thing you can say about your organization. The trueline must be credible and valuable to your audience. A trueline statement is the value you can deliver to users time and time again.
Southwest Airlines -
Trueline – “You can fly just about anywhere for less than it costs to drive.
Tagline – “You are now free to move about the country.”
Essentials to Great Truelines and Taglines:
- Focus on One Value Proposition
- Keep Clear, Concise and Compelling
- Do Not Use Commas or “Ands”
- Words Should Be Memorable
Let’s face it. Your audience and fans will not be perfectionist when memorizing and stating your mission, vision, values and trueline/tagline to others. However, if your fans have truly experienced the value proposition found in your trueline; they will inevitably have the capacity to state your trueline in some form or fashion to others.
What is your trueline? How did you find it?