I'd been working with a client on improving the effectiveness of their brand without having to re-brand in the conventional sense.
Their problem was in trying to convey to the market their point of difference that has allowed them to retain many loyal customers.
A conventional approach would have been to list services, benefits and proclaim that they are of course - 'professional'.
The best way to get above the noise and start a conversation is to simply tell the truth. In this case, a short three word tagline says it all.
The tagline 'The Search People™' is now the central theme that influences all marketing and operational decisions.
How will you simplify your message?