Kitchen Gardeners Tagline Challenge!
I've included some info below about the purpose of a tagline so that you have some background.
To remind you, our current tagline is: Promoting the "localest" food of all, globally.
Here are some other ones I came up with in no special order:
* Growing good food for all.
* Growing the global community of home-growers.
* Sustaining the planet...one garden at a time.
* Growing a better world...one garden at a time.
* Promoting global food security...one garden at a time.
* Sowing the seeds of a home-grown revolution.
Let's see what we can come up with!
Roger
Your Nonprofit's Name Alone Isn't Enough
You've got to explain in a few words what your nonprofit does, and why it's valuable. That's the job of the tagline.
Many organizations expect their names to broadcast what it is they do. Trouble is, it just doesn't happen that way very often. One reason why is that many nonprofit names sound alike. Another is that audiences frequently confuse the work of organizations focused on the same issues – think Human Rights Watch and Amnesty International.
Where Your Tagline Fits In
The tagline is one of the four vital components of your branding portfolio, along with your nonprofit's logo, overall graphic look and feel, and positioning statement.
Remember that the tagline should be such a natural outgrowth of your organization's positioning statement (the one or two sentences you'd use to reply to someone asking what the organization does) so that the two are inextricably linked. A great tagline differentiates you from your competitors while expressing your organization's personality and adding consistency to your marketing and communications.
The bonus? Your tagline will help to align internal understanding of your organization's direction and goals.
But beware communicators. The absence of a tagline – or the use of an ineffective one – will put your nonprofit at a competitive disadvantage in funding, building your staff and volunteer base, and increasing use of your programs and products.
Six Keys to a Powerful Tagline
* Examine other organizations' (especially your competitors') taglines to see what makes them work. Then apply that learning to the creation of your tagline.
* Your tagline must be simple, concise, clear, understandable and convey your marketing message.
* Make sure your tagline can be understood by a multi-cultural or international audience, if you have one. Cultural differences are critical here.
* Include words or phrases that connect with your logo, if possible. Example: Own a piece of the rock for Prudential Insurance, which has a rock logo.
* Use active verbs. As always, they'll engage your audiences.
* Hold your course. Once you create a tagline, stick with it. Don't change it just because you're tired of it. Some of the most well known taglines have been used for years.
Replies to This Discussion
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Permalink Reply by Roger on
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Another one for your consideration:
Healthy food. Healthy people. Healthy planet.
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Permalink Reply by Phillip on -
It is not bad but it really does not say what KGI is to those that do not know us. We know what you mean and it means good things to us, but the person that has never heard of KGI or the mission, would not be any wiser about our mission from reading the line. The ideas that I presented, did not fully accomplish that goal either. The challenge is in stating what KGI does and "is" in a way anyone would get the message. Not an easy task in any case.
I still believe a list of words for a person to select from, that they feel would best describe KGI. Circulated to all the members, with the goal of getting a broad picture of how we describe ourselves. Presumably three or four words would rise to the top and we can build a tag line from that. Just my opinion.
Phil B.
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Permalink Reply by Cindy on -
As a new gardener, this website has been a huge resource for me, and I just joined. Maybe a play on the word resource- "A new way to share our natural resources" or "Kitchen gardeners-a renewable resource."
I also really like the suggestion, "Gardening Support -- Learned Locally -- Shared Gobally".
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Permalink Reply by Ian on -
Roger, can I ask you a question?
Is the tag line for this community or for the much wider KGI as a whole? I believe they are quite different aanimals and the two "branches" serve people in different ways.
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Hi Ian. The gurus of branding recommend having a single tagline so as not to confuse your audiences. We're going for something that captures who we are and everything we do, our online activities included.
Here's some more background on this if you're interested:
http://www.nancyschwartz.com/nonprofit_taglines.html
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Permalink Reply by Strumelia on
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Most suggestions I have read for taglines are just too wordy and require too much thinking to get their concept- especially in various languages.
I even have a problem with using "International", and "KGI"...the world is full of so many abbreviations these days that nobody can keep them straight. That's why sites like Ebay, Yahoo, NING, and Google are so easy to remember. I also feel that "You Grow Girl" has become a very popular women's gardening site partly because of its easy catchy title.
I'm against slogans and names that are hard to remember and have too many words.
Just my two cents.
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Permalink Reply by Penelope on -
Kitchen Gardening International -- "24 carrot joy"
Strumella has a point about working with the anglo-saxon vocabulary in our language (monosyllabic, plosive, concrete( rather than the latinate or Greek.
Isn't it funny that we describe that vocabulary with imported words outside of it???
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Permalink Reply by Phillip on
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No, you are correct. It does need brevity. The challenge is making something you can carry forward in a timeless fashion. "You Grow Girl" while catchy, does have the hidden "bomb" of destruction when "You go girl" dies out and is replaced by a new generational phrase.
The other part of my original question, is how similar or different is my KGI experience from other members experiences? So far it sounds like we have the same experiences, but I am reluctant to make sweeping claims as bedrock fact, only to be wrong -- again.
BTW: One baker to another, that is great looking bread in your blog. I am now on a market quest for a cast iron Dutch Oven. I have been using a stone in the oven and would like to stretch my options. A bit bored I guess.
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Permalink Reply by Mike fruitman on -
I just joined this week and have been telling all my gardener pals about KGI. Here's my riff on a new tag
"Planting global seeds of sustainable home-grown harvest."
"Planting global seeds for local harvest."
or, for brevity and easy repetition
"Plant locally...think Globally"
thanks to you all for shining light in the world,
Mike
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Permalink Reply by Maggie on -
I think there are lots of good suggestions so far.
We should add more suggestions and see what appears.
" Learning together"
"Sharing Garden Life"
" Learning together"
"Sharing our Gardening Skills"
"Growing our own Food"
"Global Gardening for All"
"Sharing our lives and our Gardens"
"Sharing Gardening Together"
"Global Gardening Group"
" Enjoying Gardening Together"
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Here are some more ideas that have come in by other channels:
-Helping people feed themselves
-A global support network for home-growers
-A global food-growers network
If you haven't had a look at our "What is KGI?" page, please do. That too needs an update, but it gives you a sense of the different types of activities we're doing.
KGI's book of the month
Latest Activity
From the KGI Main Site
Notes
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