After you’ve decided on a business name, there are 3 more pieces of foundational content you need to produce: the tagline, elevator pitch, and worths. Learn how. April 6, 2020 6 minutes checked out Viewpoints expressed by Business owner contributors are their own.

The following excerpt is from Brad Flowers’s The Calling Book. Purchase it now from Amazon |

Barnes & Noble | IndieBound You can move on to developing some fundamental language to accompany it as part of your brand naming bundle as soon as you have actually chosen your last company name. This language is the structure of all other blogging about your brand name: headlines, descriptions, bios. The three primary products of this core structure language are the punch line, elevator pitch, and worths. They all originate from your business name, and all play an essential role in constructing your brand name recognition.

Descriptive Tag Line

Not every service needs a punch line. If you selected a detailed name, you can avoid this. However if you picked a less literal name, it’s most likely a great idea to have a detailed punch line that tells individuals what you do as a transitional piece of language till your name is identifiable.

Here are a couple of suggestions and guideposts for how to write this line:

  • Think about the detailed tag line as a book’s subtitle. The title is compelling (The Naming Book), while the subtitle informs you exactly what to expect: 5 Steps to Producing Brand and Product Names That Sell.
  • Attempt to limit yourself to five words or less. This forced brevity will make you get to the point as quickly as possible.
  • Do not duplicate words. Due to the small amount of area you need to deal with, do not reuse anything from your name.
  • Try doing the next two exercises initially and then come back to this one if you’re stuck. They may offer you some ideas.

Try to be as particular as possible without omitting parts of your business. “Business Electrical Contractors” wouldn’t be an excellent punch line if you also do industrial or property work. On the other hand, “General Contracting” is most likely too broad if you concentrate on electrical work. Take a look at your tag line and ask yourself 2 questions: Is it too specific? Is it too general? The response to both ought to be no.

Elevator Pitch

You might already have an elevator pitch: a quick, 30-second-long summary of what your organisation does. Overcome this exercise anyway– it will assist clarify your thinking. A good elevator pitch consists of 3 aspects: what you do, how you do it, and why. Let’s unload these:

  • What!.?.!? What product and services do you provide, in the simplest language possible? Example: Bullhorn is a branding company.
  • How!.?.!? What do you do in a different way from everybody else? Is it your procedure, your proprietary technology? Example: We build confident brands with language and design.
  • Why!.?.!? This is the part that should resonate with your prospective clients and future co-workers. You might do anything. Why did you choose to do this? What do you care about? Example: Our purpose is to help mission-driven brands prosper.

From these three pieces, you’ll compose your elevator pitch. It might be as simple as stringing these three sentences together, or you can wordsmith them to death. If you ever state it out loud, it really does not matter. Going through this exercise will offer you clarity about what sort of business you are constructing.


The third aspect is your values. How you articulate your values is what makes you distinct.

Here’s a three-step procedure to assist you find out your fundamental worths. You’ll consider your values through three various lenses and then examine them as a set.

1. Get 5 sticky notes and write a word that explains you on each note. Do not simply utilize any descriptor– select five things that are especially real in light of this endeavor. What parts of yourself can you bring to the work? It might be anything: creativity, enjoyable, effort, rigor, decisiveness, and so on

2. Get 5 more notes. This time, think of your perfect employee. What are five words you would utilize to explain them? Are they thorough or ridiculous? Are they first-rate or kind? If you can picture a real individual, it often helps your language get more precise. Who would you love to work with? Who is your present star worker?

3. Once again, pick five new sticky notes. This time, ask yourself what language an outsider would use when explaining you or your company. Would they say your business is innovative, service oriented, or both? If you imagine an actual customer, it would be best. If not, who else knows what you’re doing? What might they say?

Once you have actually finished the 3 point of views, put all 15 sticky notes on the wall. The first ones you’re going to get rid of are the aspirational worths. Those are the important things you hope will be true at some point but aren’t yet true today. There’s space for those worths, however it’s not here. Here they would be disingenuous.

Next, we are going to take a cue from organisation consultant Patrick Lencioni. He often talks about “consent to play” worths. These are worths that hold true of practically anybody running a sustainable company– things like stability and being genuine. They’re the basic minimum requirements for staying in business. They ‘d just count as values for your service if you abided by them in some severe, over-the-top method. And in business, “severe” tends to cost you cash. So now get rid of all the “permission to play” values.

Now organize whatever’s left. Start by integrating comparable concepts into columns– in some cases called affinity mapping. You wish to end up with between 3 and 7 columns. Those are your worths. Select the word or phrase that best represents each column. That will leave you with 3 to seven values.

These remaining values are the core of your language. If you alter the elevator pitch, they’re who you are even. Your worths do not alter unless you work with individuals who alter the business’s culture. You can utilize these to develop concerns for working with and to assess workers you have to fire. They can assist you pick your office building, your type of indication, or your uniforms.

I suggest you publish them publicly. We do this at Bullhorn. Here’s a short version of our values:

  • Compassion + Honesty
  • Discontentment + Improvement
  • Creativity + Decisiveness

Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.