There are plenty of piano stores around the country with “Piano Gallery” in their names, but only one Steinway Piano Gallery per market (and then typically only the larger ones). The name “Steinway” communicates to people considering purchase of a top-tier piano that the retailer they have selected is a quality business. Like Mercedes-Benz, with whom William Steinway had a fascinating relationship early in the company’s history, Steinway has succeeded extraordinarily well in planting the idea in people’s minds that their instruments are the gold standard, even if there are other premium quality pianos available in the marketplace. So, because the name “Steinway” speaks eloquently of quality and performance, their Steinway Gallery branded dealers have little need to enhance their market position by adding a tagline. Steinway does, however, expect their Steinway Piano Gallery dealers to consistently make good on the brand’s intrinsic promises.
So, if your business, brand or product name has been around a while – with or without a national brand tie-in – and communicates a strong “mind position” in its own right, you may not need a tagline to claim ownership of your unique competitive space. However, most businesses, especially new ones, likely will benefit by developing a tagline to set themselves apart in meaningful and compelling way.
Takeaway: Find the strategic truth at the heart of your business – and sell it.