• Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • 703-385-8178
  • Strategic Partners
  • Press Releases

Borenstein Group

Washington DC’s Expert Top B2B|B2G Digital Branding Agency

  • Who We Are
    • About Us
    • Market Expertise
    • Clients
    • Client Testimonials
    • Strategic Partners
  • What We Do
    • Full Service
    • Our Process
    • Digital & Interactive Branding
    • Strategic Marketing
    • Public Relations & Online Reputation Management
    • Branding And Awareness
    • Employer Branding
    • Social Media
  • Clients
  • Our Work
  • Blog
  • Contact Us
    • Request A Proposal
    • Careers
    • Internships

Facebook

Top 5 Tagline Tips: How to Create the Brand Experience in 5 Words or Less

August 8, 2017 by Gal Borenstein Leave a Comment

“Just do it.” “I’m Lovin’ it.” “Rethink Possible.” “The Ultimate Driving Machine.” Do these phrases sound instantly familiar? So familiar, in fact, that you immediately envision the product, you imagine the sensation, you taste the sweat and smell the Big Mac, you grip the wheel with your dream hands and stamp down on the accelerator. You experience the brand – all thanks to a few simple words. That’s the power of a great tagline.

Many people may assume that since typical taglines use just a few short, crisp words, a great tagline should be fairly easy to create. Fewer words, less trouble, right? For those of us who make a living one letter at a time, nothing could be further from the truth. Crafting an impactful tagline involves many steps, from researching the product to identifying strengths and weaknesses of the competition to learning the likes and dislikes of the target audience. Plus, tagline creation requires a comprehensive command of the subtleties of language, an ear for poetry, and an eye for design. Here are a few great tips to use when creating a tagline for a company, product or brand:

  1. Make it Memorable: It sounds easy, but the most important factor to consider is that in addition to the brand name, the tagline captures the minimum information that consumers need to know about a product or company. The only information a consumer has access to when they are not face-to-face with the product, is what they have stored about it in their heads. Short, concise phrases that capitalize on existing idioms or conventions of speech are always great places to start.
  2. Keep it Modern: Just like fashion or interior design, language has cycles in which certain words, grammatical conventions and patterns of speech become more popular and more commonly used. Today, with the prevalence of social media, there is a trend toward casual and conversational tones in nearly all writing outside of academia. You can see it overtly in blogs and tweets, but it’s even present in journalism and editorial work. A tagline of today should capitalize on this informal tone – the brand and the consumer can speak on the same terms.
  3. Add Aural Appeal: Taglines love great rhymes. With clear rhythm, meter and time, good lines stay stuck in the mind. Alliteration packs a powerful punch. Plus, repetition is a really, really, really relevant tool. Lame language games aside, infusing aural appeal – or highlighting the sound, not just the meaning of the word – can be a very effective tactic in tagline creation.
  4. Ignite the Imagination: The tagline is a conceptual piece. A tagline that relies on nebulous or conceptual language is much more likely to inspire new ideas and stimulate the imagination than one that uses declarative language to describe precise details of the brand. A good tagline should take risks, should be open to interpretation and should entice the mind, without shifting focus away from the brand, or mixing up the message. Don’t be afraid to break the rules.
  5. Trademark It: During the ideation process, it’s important to check each tagline concept thoroughly on Google and USPTO.gov. It can be quite a disappointment (and legally tenuous) if you’ve developed fantastic messaging around a tagline someone else owns. If there’s no record of the tagline in existing patent files, the word or phrase can be trademarked – then it’s yours.

 

Finally, keep in mind that taglines are temporary. Each tagline should reflect the current moods and market trends. If you continue to strive to develop new tagline ideas based on these easy principles, your brand will stay relevant, captivating and profitable.

For more information on branding strategies in the B2B and B2G arenas, please give us a call at 703-385-8178, or visit our Contact Us page.

Do you have any tagline tips you’ve used in the past? How does the tagline play into your current digital marketing efforts?

Filed Under: Branding, Creative, Strategy Tagged With: B2B, B2B Marketing, B2B Metrics, b2g, b2g advertising, b2g marketing, borenstein group, Brand Power, branding, Digital Branding, Digital Marketing, Facebook, federal computer week, federal marketing, gal borenstein, Gold Stevie Awards, Google, govcon, government computer news, Government contracting, govwin, International Award, International Business Awards, it marketing. high tech marketing, lead generation, Marketing App, Marketing Awards, marketing to federal government, marketing to the government, Metrics, Mobile App Awards, Mobile App Development Awards, Mobile Marketing App, Public Relations, SEO, Small Business, small business marketing, Social Media Analytics, Social Media App, Social Media Awards, Social Media Marketing, Stevie Awards, Strategic Communications, technology advertising, top advertising agencies washington dc, top interactive agencies washington dc, top washington dc marketing agencies, top washington dc social media agencies, top washington dc strategic communications agencies, washington dc top public relations agencies, Web Analytics, World's Best Mobile App

What’s Your Messaging Equation? Creating a Compelling Messaging & Positioning Strategy

July 15, 2017 by Gal Borenstein Leave a Comment

What does your company do that’s different and better than everyone else in your market? For many, this is a difficult question to answer. At The Borenstein Group, we recommend that clients consider the following constructs as they create their own brand equation. How do you meaningfully communicate this value proposition? That’s a harder challenge.

Does everyone in your organization who interfaces with clients, prospects and industry leaders deliver the same message? Even tougher.

Compelling messaging and market positioning must quickly and effectively communicate why a prospect would choose you over another product or service provider. It qualifies the prospect and clearly articulates what you offer.

Effective messaging and positioning will firmly define your offerings, mission, and benefits in language that matters to your universe of buyers. This is a critical step as companies move toward cohesive processes and consistent delivery of the brand message. Messaging must include the problems the company, solution or product solves and how it improves the lives of your customers.

This is ambitious work and calls for a careful process. It also calls for an honest assessment. Be prepared to answer some big questions like:

  • How does my company impact our clients?
  • How should we be selling against our competitors?
  • What do our clients say about us?
  • Why do our clients or customers buy from us?

At a very basic level, here is the messaging equation:

Ready to learn more about practical tips to create or improve your messaging and positioning strategy? contact us or call 703-385-8178×28

Filed Under: Branding, Creative, Strategy Tagged With: B2B, B2B Marketing, b2g advertising, b2g marketing, branding, Content, Facebook, it marketing. high tech marketing, lead generation, LinkedIn, Marketing, Marketing Strategy, marketing to federal government, marketing to government, Social Media Marketing, Strategic Communications, The Borenstein Group, top washington dc marketing agencies, top washington dc social media agencies

How to Leverage & Scale PR in Your GovCon Marketing Efforts

May 22, 2017 by Gal Borenstein Leave a Comment

Government contractors come in a tremendous variety of sizes of what PR can do for them. PR programs should too. Some companies use public relations extremely effectively, with favorable stories appearing in a variety of relevant sources. The most impressive are often small and mid sized firms with limited resources that are able to maximize the value of their PR. This kind of ongoing coverage gives the coveted impression that the company is much larger and has a greater market footprint than actually they do.

Regardless of the size of your company or your marketing department, we, at The Borenstein Group, have identified some ways to scale PR to your company and get the most of your media relations efforts.

Don’t Go for an All or Nothing Strategy
Sometimes PR folks attempt to boil the ocean and take on too much in an attempt to “get coverage.” By tracking all editorial calendars and reporters who so much as dance around the edges of the story you’re trying to pitch, you’re probably taking on too much and will get too little as a return.

Rather, an industry specific approach probably makes more sense. (This isn’t the solution for everyone, but it is often a way to better target your efforts.) By targeting the editors and reporters in you industry, through trade pubs and online sources, you’ll get more bang for your buck.

Establish Uber-Strategy
Big question: what sort of coverage will have the most significant impact on revenue growth for your company? Coverage for coverage’s sake isn’t the solution. Is the answer investment-driven business publications, local business sections, trade publications and online sources, features sections, or a mix?

Most of us who work in PR have heard it from a CEO or other key executive. “We need to be covered in ________.” Sometimes that becomes the central strategy, even if it’s untenable. Regardless, you need to work with the hand you are dealt to get the results leadership desires.

Identify the key outlets you want to be in, story by story. Determine what you have to offer each publication. If you’re going after trade magazines, determine what you have to offer that’s compelling to their readers and work your pitch from there. This may sound like old news to many PR pros, but success often lies in the basics—and strategy always does.

Tips for Identifying Media
Here’s another important question: What are your prospects and customers reading? Not sure? Have your sales reps who visit them ask them and/or take a look around their office to find out. Those publications should be on your short list. If you do customer surveys, ask the question.

Another good way to establish key media is to determine where your competitors are appearing. Their story is clearly of interest to the editors and readers of those outlets. Maybe yours is too.

Maximize PR’s Value—Article by Article
The value of coverage is by no means limited to the day or month in which it appears. Including favorable coverage on your web site is a no-brainer, but what else can you do? Reprints of significant articles can be valuable for sales kits. Direct mail campaigns can include, among other things, a case study that ran in one of your industry’s leading magazines.

You should link to coverage in your email newsletters or other electronic communications. When sales reps are working to move a lead through the pipeline, they can forward on coverage that highlights a problem that prospect is facing. Even if these articles aren’t read verbatim, they go a long way in establishing credibility for your organization. And of course, by hyper-linking to articles that appear online, you’ll be increasing your search engine visibility.

Don’t Forget Letters to the Editor
Many trade publications and other publications run letters to the editor. If your company is following a significant trend or you have feedback on coverage, craft a letter to the editor for your CEO, president, etc. Not only is this quick-hit coverage, it can pique the editor’s interest and lead opportunities for your organization.

To Byline or not to Byline?
Should we do by-lined articles? What value to they have? We get these questions a lot. The answer lies in two questions. First, do the publications you’re pitching run bylined articles? For some industries, such opportunities are limited. For others, such as healthcare, there are opportunities, but rarely for vendors.

If there are opportunities in your industry, and you have a story to tell, do you have the bandwidth to support bylines? Sometimes it’s easier to get the opportunity to submit the story than it is for the executive, developer, subject matter expert, etc. who will contribute to the story to provide information. It’s important that you know what you’re getting into, particularly if the article is to be technical and require much time from others in your organization.

Determine how you’ll measure.
How will you gauge PR’s impact on your overall marketing program? Frankly (and intangibly), CEOs love to see articles about themselves and the organization they’ve helped build. While not necessarily quantifiable, this is eminently important.

Measure spikes in web traffic when stories appear. Measure the referral sites that push readers to your site. These are good indicators of editorial impact.

The questions your inbound sales reps ask should include asking how the prospect heard about the product or service. Even if they report something vague like, “I saw it in a magazine,” try and have them push for where they saw it. Even if they don’t remember the publication, they may tell you it was a trade publication. This helps eliminate variables and determine if more calls are coming in around the time editorial hits.

To learn about how to scale your government contractor marketing and public relations program, contact Borenstein Group via the web or at 703-385-8178.

Filed Under: Public Relations Tagged With: B2B, B2B Marketing, b2g, b2g advertising, b2g marketing, borenstein group, Digital Branding, Digital Marketing, Facebook, federal computer week, federal marketing, gal borenstein, govcon, government computer news, Government contracting, govwin, it marketing. high tech marketing, lead generation, marketing to federal government, marketing to the government, Public Relations, SEO, small business marketing, Strategic Communications, technology advertising, top advertising agencies washington dc, top washington dc marketing agencies, top washington dc social media agencies, top washington dc strategic communications agencies, washington dc top public relations agencies

How to Land an Internship at a Cool Marketing Agency

April 3, 2014 by Gal Borenstein Leave a Comment

[av_hr class=’invisible’ height=’10’ shadow=’no-shadow’ position=’center’]

Before you take on the world and land that perfect job, the first step is to get your foot in the door at a marketing agency. To do this, apply for that ‘dirty job’ they call an “internship.” Below are the top 5 tips on how to land that internship!

[av_hr class=’default’ height=’50’ shadow=’no-shadow’ position=’center’]

1. Research

Once you secure an interview, you are half-way there! The next step is doing your homework. The number one thing you can do wrong in an interview is to not know anything about the company. Of course, they don’t expect you to know everything that they do, but having a general idea about the latest changes the company has implemented or the company’s specific target market will put you ahead of the hundreds of other interns that are trying to do exactly what you are doing.

2. Know the “Latest Trends” in the Market

Companies love having interns in their company because it is a way for someone with fresh, new ideas to update old processes and procedures with new technology. This does not mean you have to be a social media junky or know everything about content marketing.

3. Have References and Connections

The most important thing in the business world is: “who you know.” Having an amazing resume is only half the battle in landing that internship. College is the best time to get involved in all sorts of extra-curricular activities, and when employers see familiarities with the same interests that they once were involved in, it’s a great conversation starter! Another advantage from getting involved in college is having those great references that are trustworthy and can prove you are a great fit for the internship you are seeking.

4. Follow up

The main question to ask yourself when you’ve just finished that amazing interview is how do I compare to the other hundreds of students that are seeking that same internship? Setting yourself apart can be difficult, but making employers remember you can actually be quite easy. Sending a quick email thanking them for their time and telling them you are excited to hear back could actually make or break it for you.

5.  Get out of your comfort zone

College is the time for learning and growing as a person… figuring out where you belong and exactly what you want to do with your future. Internships are a lot like the real world because they give you a glimpse of what the “real world” is actually all about. They can be difficult – but even more rewarding. Don’t waste an amazing opportunity when you get the chance.

Hopefully, this post gave you helpful tips on how to land a great internship in an awesome marketing agency. If you are interested in becoming an intern at Borenstein Group fill out our form here!

[av_hr class=’default’ height=’50’ shadow=’no-shadow’ position=’center’]

By Brittany Bunger, Digital Marketing Assistant at the Borenstein Group – Washington DC’s Expert B2B Digital Communications Agency.  Ms. Bunger studies at the University of Northern Iowa, majoring in Global Marketing with a minor in Communications. Ms. Bunger is involved with the American Marketing Association as its Director of Membership.

Filed Under: Creative, Strategy Tagged With: B2B Marketing, b2g advertising, borenstein group, Digital Marketing, Facebook, federal marketing, internships, internships dc, it marketing. high tech marketing, top washington dc strategic communications agencies, washington dc top public relations agencies, Web Analytics

Ten Proven Tips to Ensure Sales-Focused B2B Marketing Messaging

March 6, 2014 by Gal Borenstein Leave a Comment

Everyone’s talking about the need to have sales-focused messaging. But how do you know you are using the right approach? At Borenstein Group, we recommend that clients follow these tips to create, refine or reaffirm your company’s compelling messaging:

1. Involve key players.

Messaging workshops and strategy definition should include team members representative of departments throughout your organization. Not only will this help create a more robust picture, it also builds enthusiasm for the initiative.

2. Be honest.

Undertaking messaging and positioning should be thoughtful and methodical. It should provide answers to questions on the company’s or product’s purpose, your current and prospective client base, your goals, how clients see you, your differentiators, your competitors, your market characteristics, your sales process, your perception problems and many more.

3. Be consistent.

Use this messaging as the baseline for all internal and external communications. All print and web communications must focus on strategic messaging.

4. Don’t be too general.

All things to all people create nothing to no one. One real life example of a message that’s too general is: “We solve any digital challenge you may have.” Yikes.

5. Lead with benefits.

Positioning can be tricky to craft. Get mired in functions and features, and it will be even trickier to understand. Chances are the people with real decision-making authority are profoundly more interested in the business benefits than the feature details.

6. Know your competitors.

How else can you position yourself against them to compete for sales? Understand how they articulate their value propositions and be prepared to address them head on.

7. Be committed.

The strategic messaging and positioning that results from this exercise should serve the company for at least three years. Commit resources, time and company brainpower to both creation and follow-through.

8. Be aspirational.

Many companies are limited by where they’ve been. Focus on where you’re going. One or two clients in an industry is proof of performance and should be leveraged.

9. Create brand ambassadors.

Once the messaging and positioning for the company, new product, new practice, or other initiative is completed, ensure that everyone who touches prospects, clients, or industry leaders is fluent and can deliver it with consistency.

10. Measure it and correct if needed.

Remember that most sales messaging is a function of trial and error, compounded by anecdotal human experience and feedback that may or may not be accurate and scalable. In order to succeed, assume that whatever is right ‘right now’ may become irrelevant or outdated. Be prepared to listen, make adjustments, and always measure what worked and what didn’t.

Sound overwhelming? It can be. But it can also be extremely effective. To find out more about how to create revenue-driven messaging and positioning that will propel your sales goals, contact Borenstein Group today.

Filed Under: Creative, Strategy Tagged With: B2B, B2B Marketing, B2B Metrics, b2g advertising, b2g marketing, borenstein group, Brand Power, Digital Branding, Digital Marketing, Facebook, it marketing. high tech marketing, Marketing Messaging, Strategic Communications, top washington dc marketing agencies

Borenstein Group Adds Innovative Clients to Its Growing Roster of Digital Marketing & PR Engagements; From Microgrids to Satellite Comms

January 1, 2014 by Gal Borenstein Leave a Comment

Borenstein Group has announced it has recently added several interactive clients including IPERC, a leading developer of intelligent microgrid technologies for commercial and military applications, Metropole Products, a manufacturer of specialty telecom components for radar, communications systems, electronic warfare and related applications, and LearnSpectrum (formerly Spectrum Training Brokers), a leading enterprise training solutions provider.

LearnSpectrum provides a simple, streamlined channel for corporations and individuals to access an expansive world of IT and professional training courses. By remaining knowledgeable and agile to the changes in technology and responsive client needs, LearnSpectrum delivers service and solutions that ultimately make the training process easier. LearnSpectrum’s transition away from the corporate name Spectrum Training Brokers is a central element to the rebranding engagement with Borenstein Group. This identity modernization ushers in a new generation of growth and success for LearnSpectrum.

Metropole Products develops off the shelf components that are operational in radar, communications systems, electronic warfare and related applications. Metropole makes highly advanced RF and microwave components that are operational in radar systems, communications networks and electronic warfare. They range from attenuators to large multiplexers, spanning the RF and microwave frequency bands.

IPERC’s intelligent microgrid technologies maximize efficiency and reduce overall energy consumption by up to 40 percent. Its cyber-secure, collaborative intelligence software and compact field-tested hardware form a complete distributed controls solution that is inherently more robust, more adaptable and more reliable than any alternative on the market. The Intelligent Power Controller (IPC) in IPERC’s microgrid control system integrates both new and legacy infrastructure into a unified local power network. The systems distributed design and construction ensures mission critical continuity of operations and eliminates single points of failure. Ultimately, the IPERC solution is an economical and effective way to achieve maximum energy independence.

Gal Borenstein, Borenstein CEO stated “We are excited to help innovative clients with bold objectives to achieve their growth mission by reinventing their digital brand presence.”

Borenstein Group is the go-to integrated digital marketing agency for emerging innovators and industry leaders in Information Technology, Management Consulting, Logistics & Supply Chain Management, Professional Services, Homeland Security, Defense, Intelligence, Telecommunications, Aerospace and Higher Learning Services.

Filed Under: Press Release Tagged With: B2B Marketing, B2B Metrics, b2g, b2g advertising, b2g marketing, Facebook, Public Relations, top washington dc marketing agencies, top washington dc strategic communications agencies

  • Go to page 1
  • Go to page 2
  • Go to Next Page »

Primary Sidebar

Recent Posts

  • UpCity Digital Community Ranks Borenstein Group Among Top B2B Branding Agencies in 2022 March 11, 2022
  • The Manifest Names Borenstein Group Among Top Branding Agencies For Corporate Naming Development for 2022 February 7, 2022
  • Borenstein Group Named Among Top 25 B2G/B2B Brand Engagement Agencies in 2022 by Chief Marketer December 2, 2021

COA-Dowload

Footer

From our Blog

  • UpCity Digital Community Ranks Borenstein Group Among Top B2B Branding Agencies in 2022 March 11, 2022
  • The Manifest Names Borenstein Group Among Top Branding Agencies For Corporate Naming Development for 2022 February 7, 2022
  • Borenstein Group Named Among Top 25 B2G/B2B Brand Engagement Agencies in 2022 by Chief Marketer December 2, 2021

Borenstein Group

The Borenstein Group is a Washington DC’s Top Digital Marketing Agency for Integrated Marketing Communications. We develop Brand Strategy, Brand Design and Brand Content for emerging and market-leading IT, Professional Services, Federal Contractors, Business Services, as well as Public Sector markets.

As a stellar creative agency, with 25 years of experience, Borenstein is ranked at Chief Marketer’s Top 50 B2B Agencies, Clutch’s Top Digital Branding Agencies, Expertise’ Top Advertising Agencies, and Washington Business Journal’s Top Advertising Agencies the Washington DC region.

Get Results

Call us at 703.385.8178 x1 for a no-obligation strategic assessment of your digital brand.

Tysons Corner Headquarters:
8230 Leesburg Pike, STE 520
Vienna, VA 22182

 

  • Who We Are
  • What We Do
  • Clients
  • Our Work
  • Blog
  • Contact Us

Copyright 2022 Borenstein Group. All Rights Reserved. 

  • Borenstein Group Site Map
  • Legal
Go to mobile version