What does your business stand for? What is your personal work ethic and belief? What do you represent to your clients? What can they gain from you if they hire you? All these answers can be found in one place: a motto. A simple saying that is framed along with your business name as the encapsulating text which represents your business to the market. A motto isn’t just a jingle or a slogan to help people remember you in the long term, it should be a bite-size piece of your own personal motivation to bring clarity to the expectations of your future business clientele. 

State Your Solution

Clients of all kinds are looking for one thing: they have a problem and you can solve it. That problem is usually related to media, content creation, photos and film, the things related to your industry. But they have a wide range of studios and companies to choose from. What they are looking for is a succinct answer to their question that provides the fastest route to a solution. Your motto can deliver that. Just one sentence of what, exactly, you do, with language geared toward the clients you want to work with. Businesses will care about profit above anything, so highlight how your content will turn a profit. Individuals, depending on their niche, maybe more emotional or artistically inclined. Pick your niche and speak to them.

Repeat the Results Proposition

Your Motto should show up as much as your business name. You can shorten it down to a tagline from a sentence to just a few words that completely compartmentalize that sentence too. That reiteration to a client will make them believe it each time. So you want to make sure what your motto states to a client is something you want them to believe in. Make it clear what you are offering. Use the right language. Anyone can take pretty pictures, but you can do one better and offer Results. Results means profit, it means turnaround and it means value. Insist on that value proposition in your motto, and your clients will believe it. Then all you have to do is deliver.

Boast, don’t Brag

It’s easy to say through your motto that you’re the best in the business, top of the pile, big dog, etc. It’s a little harder to prove that. A client wants something proven and attestable. Saying you’re the best is a show of good confidence in your product, but best is subjective. What you want to do instead of bragging about your content and quality is boast to truths. Highlight your expertise and what you excel at and can offer above others in a way that sounds real and not an exaggerated standard. Put your best foot forward. If you try to take a step too far, you’ll slip and everyone will see it.