[Series Description: The Lemonjello’s Way posts are an intricate look at the many things that went right (and a few things that went wrong) in the story of Lemonjello’s Coffee in Holland, MI. It’s hard to build a successful shop with longevity. My initial lack of experience led us to try some out of the box things that worked. My eventual experience allowed me to tweak and refine those things.]
Just Do It!
What does your brain reference when you hear this?
How many times have you heard it?
Not even just in relation to Nike. It has permeated every aspect of life.
Sports. Church. School. Friends. Family. Business and Self-Help gurus.
Even if the majority of people I know don’t ever “just do it,” they want to.
There’s something about that tagline that caught our attention as a culture.
It encouraged us to be better. And it made Nike a lot of money.
When I launched Lemonjello’s, I started using a tagline. I wanted to build a very intentional culture that encompassed a balance of business – social – venue. I’ve learned that most people want to be told what to do or what to think of something. Or they at least want the information they need on how to interact with a brand readily available.
Coffee. Music. Life.
It worked. It was on our promo and permeated every part of how people interacted. It was successful enough that another local coffee shop tried to steal it. “Coffee. Tea. Friends.” showed up on their front window in big letters.
I could have been offended. I could have challenged them. But I was instead proud of trying something and having people latch onto it. And everyone in town knew where she got her new slogan from, anyway.
So what makes a good slogan?:
- It must be short and easy to remember.
- It must be catchy and have a rhythm to it.
- It must encompass who you are as a business. This is your vision coming into play.
- It must tell people how to interact with your brand.
- It must be everywhere (print, online, in the store) without people really noticing. It should always be in their periphery as a reminder but should never be a demand.
So what does your tagline say about your store? Is it working? Do you have one?
People want to be a part of a community, a culture, a group of like minded people.
So build your “team” of loyal customers by giving them something to identify with.
[Lemonjello’s Coffee was started in 2003 by Matthew Scott and continues to operate as a coffee shop with its own on site bakery. It also operated as a concert venue from 2003-2012. Located in bustling downtown Holland, MI, it is in the heart of a thriving independent business scene. It’s also a block off the campus of Hope College and a tourist attraction for those visiting the shores of Lake Michigan.]