{"id":19404,"date":"2022-11-28T21:14:02","date_gmt":"2022-11-28T21:14:02","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/11\/28\/performance-with-purpose-the-story-behind-our-new-tagline\/"},"modified":"2022-11-28T21:14:02","modified_gmt":"2022-11-28T21:14:02","slug":"performance-with-purpose-the-story-behind-our-new-tagline","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/11\/28\/performance-with-purpose-the-story-behind-our-new-tagline\/","title":{"rendered":"Performance with purpose: the story behind our new tagline"},"content":{"rendered":"

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Recently, the eagle-eyed amongst you might have noticed a change. No, we haven\u2019t got a new haircut; we\u2019ve changed our tagline.\u00a0<\/span><\/p>\n

After using \u2018Thrive online\u2019 for many years, we\u2019re jumping into 2023 with the tagline \u2018Performance with purpose\u2019.<\/span><\/p>\n

This week, we sat down with Kier Humphreys<\/a>, our straight-talking Sales Director, as he shares how our new tagline represents us as the brand we are today and why this is so important when it comes to working with new customers.<\/span><\/p>\n

Kier, why are taglines so important to agencies or any brand?<\/b><\/h2>\n

Taglines eh? There\u2019s a long and short version of this. In the short version, a creative prodigy (hi!) spends an hour writing 20 alternative lines that \u2018look about on brand\u2019, presents them with gusto and their agency peers marvel at the genius on show.<\/span><\/p>\n

In the long version that all still happens, but it\u2019s built on extensive strategic thought and soul-searching. See, in our case, a tagline is like an association with Jacob Rees-Mogg \u2013 once it\u2019s out there, you have to live with the consequences.<\/span><\/p>\n

It enables you to sum up who you are as a brand, really succinctly in a couple of words \u2013 if you do it right. If you do it badly, it\u2019s just some b******* jargon about how to \u2018live forever\u2019 \u2013 I don\u2019t know what that means, it\u2019s pointless. I think with ours, you get an idea of what we\u2019re about in terms of what we deliver and why we do it.\u00a0<\/span><\/p>\n

It works on a couple of levels: we\u2019re a performance agency who are going to deliver performance and results \u2013 which is why people ask for our services \u2013 but actually, we\u2019re a B Corp<\/a> company as well, so we don\u2019t just deliver results for just anyone. We work with those who do good or want to do good, too.<\/span><\/p>\n

Hallam\u2019s former tagline was \u2018Thrive online\u2019. As we enter 2023, why was it important to change this?<\/b><\/h2>\n

It restricted us a little by implying we only work digitally, and although we do a lot digitally, it\u2019s not all digital. The meaning of performance is very clear from the start: we\u2019re going to deliver you performance and results. That\u2019s what people want from an agency. \u2018Thrive online\u2019 is applicable for so many different types of brands \u2013 I don\u2019t think it really said who we are and that needed to change.<\/span><\/p>\n

I think the purpose element of the tagline embodies the fact that profit isn\u2019t our only goal. Of course we\u2019re here to sell \u2013 every business is \u2013 but we don\u2019t sell to brands who don\u2019t align with our \u2018purpose\u2019, which is \u2018doing good\u2019. Performance is also something we\u2019re always talking about because we take a performance branding approach for our customers, too.<\/span><\/p>\n

What\u2019s the rationale behind \u2018performance with purpose\u2019?<\/b><\/h2>\n

Hallam focuses on performance \u2013 but we also like to sleep at night. And we do that by knowing our brand partners aren\u2019t cartels or death cults. Sure, every agency is riding the train to Purpose Town, but purpose for us is more than a word. It\u2019s ingrained in our agency business model. So we have to deliver \u2018performance\u2019 with \u2018purpose\u2019.\u00a0<\/span><\/p>\n

Do you know why I like the line, though? Because it\u2019s a check and balance. We can\u2019t escape it. Much like Jacob Rees Mogg\u2019s friends can\u2019t say they exist in anything but a Dickensian reenactment, we can\u2019t deny that purpose is everything to us.\u00a0<\/span><\/p>\n

As we move further into the recession, why is your business\u2019 purpose more vital than ever before?<\/b><\/h2>\n

Purpose is a buzzword at the moment for all brands. It\u2019s being overused. Does Hellman\u2019s mayonnaise have a purpose other than just being to make your sandwiches taste better?\u00a0<\/span><\/p>\n

If you\u2019re clear on your purpose, you tend to be clear on what you\u2019re doing as a business and who your audience is and I think that not just in a recession, but at any point in time, if you\u2019re clear on who you\u2019re actually in business to work with and why you\u2019re in business, you\u2019re going to be making better decisions and you will have a clearer marketing strategy and a clearer sales strategy to make sure you talk to those people.\u00a0<\/span><\/p>\n

This becomes quintessential in a recession because money is tight, isn\u2019t it? So you need to make sure you\u2019re crystal clear that every pound you\u2019re spending is going after the right people, so there\u2019s nothing to cut when spend gets restricted.<\/span><\/p>\n

How does the way that Hallam is looking to grow relate to the vision of performance with purpose?\u00a0<\/b><\/h2>\n

We\u2019re looking to put performance front and centre of everything we\u2019re doing, but also making it very clear that we\u2019re only going to be working with brands that do good. We want to deliver performance for the right brands and make sure that everybody in the agency is working with brands they feel comfortable with. We\u2019re really proud that we work to deliver the best for the right brands rather than having the mindset of \u201clet\u2019s sell some more to whoever we can\u201d.<\/span><\/p>\n

We don\u2019t want that to be our legacy. We want our legacy to be helping brands that deserve to grow to actually grow.\u00a0<\/span><\/p>\n

Again, that relates to us being a B Corp. We take our role as a B Corp very seriously. It\u2019s not something we did for a badge on the website; we did it because we believe in it and we want to make sure we\u2019re working with brands that even if they\u2019re not there yet, they\u2019re on that journey and they want to be doing good as well. Of course selling things is key, but we\u2019re here to sell the right things for the right people, and that\u2019s what our new tagline conveys.<\/span><\/p>\n

Looking to create your own tagline, or want to learn more about Performance Branding and how it can enhance your marketing? <\/span>Get in touch<\/span><\/a>.\u00a0<\/span><\/p>\n<\/div>\n