DEVELOPING A TAGLINE

A tag line is the one or two line descriptor that often comes after a product logo or company name. It is one of those things that looks simple but isn't. Large companies take the services of advertising agencies to develop tag lines for their companies and brands.
Even without a professional advertising agency, one can develop with some creativity and persistence, a tagline for his or her company.
Taglines must be developed based on a well thought through “unique value proposition” informed by customer insight. Only then should one begin the process of generating hundreds, if not thousands, of tagline options, which will be evaluated against the above mentioned criteria to filter out all but the most powerful options.

A. First, it is to be decided about what is intended to be communicated with the tag line.

If there is a positioning statement and/or unique selling proposition, it is to be noted. The tag line should reinforce them.
Answers to these questions are important.

• Who are the customers? 
• What benefits do you give the customers? 
• What feelings do you want to evoke in the customers? 
• What action are you trying to generate from the customers? 
• How are you different from the competitors?

It should be tried to get one or more of these across in the tag.

B. Second, preparation for brainstorming.

Gather tag lines from other companies and brands. Look in other categories besides one’s own and trying to find tag lines from both large and small companies.
As tag lines are found, they are to be written on index cards or individual slips of paper. They will be mixed and matched and paired them with unrelated items as one brainstorms.
Pay attention to the words used, how they are put together, and which of the above questions they address. By doing this, you are more likely to come up with a unique angle for your own tag line.
NOTE: Others' tag lines are only to spark ideas. It should not be plagiarized. Finally one’s own, original tag line should come up.
To find tag lines, one needs to look around. They are found anywhere where there are advertisements, packaging, or logos, in magazines, on TV/radio commercials, in print advertisements, and on Web sites.
Find your competitors' tag lines - look at them and strive to be better and different.
Gather together books to help you come up with different ways to phrase similar ideas. 

C. Third, brainstorming.

This works well if a small group can be got together, but can also be done solo. A place is to be set up with a lot of writing space - use dry erase boards, easels with big paper pads, note cards, etc.
Go through the props. Words or concepts need to be looked up in the books. The various propos need to be rearranged so that each one can be looked at in different ways. Write down *everything* that comes to mind and all the new ideas each phrase sparks. They do not have to make sense. It is compilation of a large number of ideas.

D. Fourth, consolidation of the list.

After brainstorming, go through all the ideas. Pull out those few which seem to have the best potential. Try to reduce longer ones to fewer words.

E. Fifth, choosing the one best tag line.

Left with a short list of possibilities, get others' opinions to pick the single best tag line. A market research firm may be engaged to test the tag lines with customers.
An informal research may also be conducted, if one has direct contact with customers, by asking them what they think.

The above exercise will give a tagline that is the best for the brand.

Based on the above, I suggest the following tagline to my friend.
"JAI TRADERS - The ultimate solution for Power Back Up"