Coming up with a brand message and tagline can be a thrilling and daunting task for any business. contributor Tracy Leigh Hazzard speaks with publicity strategist Jill Lubin on what it takes to refine a company’s brand messaging.

Lubin says that there are five characteristics that get brands noticed:

  1. Consistency of message: It makes it easier to grow followers if they know what to expect.
  2. Be persistent in getting your message out there for your audience to hear, which can help you be in the right place at the right time.
  3. Constantly put your message out there. Lubin says, "You need your tagline to become catchy and a part of the lexicon."
  4. Messages and taglines need to be focused to cut through the “marketplace noise.”
  5. Create a familiarity in the marketplace of your brand through repetitiveness. "This is key from the very beginning and probably one of the hardest things for creative entrepreneurs who might even get bored with saying it again and again. But it is precisely the repetition of a tagline that gives it the memorable power."
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