Onwords & Upwords Small Business Marketing Tips #1


A lot of people don’t think this is a very important communications element. But in point of fact, because it appears adjacent to your logo or wordmark, it’s usually the first thing that people perceive about you. Because of this your positioning line needs to do two very important things.

1. It needs to position your company in terms of the service you provide or the benefit your product     provides and

2. It needs to represent the true spirit of your company.

Thing 1 appeals the the analytical side of the prospect’s brain…Thing 2 appeals to the creative side. Together they create a complete impression, which is reinforced by the logo.

The example I am showing here is one I created for Peel Scrap Metal Recycling. What we wanted to do was to communicate what they did, and begin the process of positioning them as a company with deep rooted belief in the environmental benefits of recycling.

I’ve been working with Peel for three years to help keep them on this course and it has benefited them greatly. Their sales have increased by about 20% and they have been able to open a new warehouse in Oakville to complement their Mississauga operation. I’m not saying the positioning line did all this for them, but it laid a solid foundation for the entire communications program that was to follow. And that played a big part in their success.

You can visit Peel Scrap Metal Recycling at