How did we overcome tiring process of deciding 'Tagline' for our company?

Every Tagline has a message in it!

Choosing a tagline for your company is always a very exciting and equally challenging task for the promotors of a company. I am sure if are you a company owner or first generation businessman you will resonate well with emotions behind it.

It was a fine evening in the month of June, Saswat [co-founder in EBTL and Ligero] and I decided that we are not going to doze off before we decide a suitable tagline for our company. We had been discussing for last few months about the tagline but nothing was getting through as a mutually agreeable tagline. Finally, we paused everything else to finalise our tagline. The core team of EBTL was brought online and Rajbir Singh [co-founder] was also taken on call to discuss the proposals. The suggestions started flowing. I will not get into the options we had at our hands rather I would like to share the process we followed for deciding the tagline. We had some very clear points in our mind:

1. Tagline should convey the message - that we are technically advanced in comparison to our competition in the market
2. We wanted to project ourselves as a consumer's company
3. Tagline should be original, unique and easy to understand for masses

The biggest challenge we had was whatever tagline we were thinking of was actually used by some or other brand. Every-time we thought that we have got something new and original Google disappointed us big time. Then we took a step back and realised there is some problem in our approach for finalising the tagline. Finally, we decided that we need to look inside! to really find something real and original. This strategy did work for us. It did not take much to list down our differentiators. The identified differentiators we as follows:

a) Unique products created from scratch b) easy to install and operate product c) our products create an existing home into a smart home d) we are an affordable alternate but at the same time we offer feature rich products e) we give a lot of importance to customer service and their experience in the entire process of buying and using our products. After doing a lot of brainstorming and taking out key words from our differentiators we finalised upon -

Smartly Ahead

This tagline fitted like a glove to our products and company's ideology! This tagline is easy to understand by masses, it says clearly that we make smart products and conveys that our products can homes smart. It also conveys that we are ahead in the technology and customer services. We even decided upon the typography of the tagline. We decided to keep 'smartly' in italics and 'ahead' into bold. 'Smartly' in italics conveyed the agility and coolness of the products and 'Ahead' in bold conveyed the assertiveness and leadership of EBTL in the automation industry. It was none less than an eureka moment for us!

We got an instant approval across the board and "Smartly Ahead" became our Tagline of automation ventures EBTL and Ligero Systems that day onwards.

Feel free to share your story of choosing a tagline in comments