Breathe Easy: The Story Behind the Tagline

By September 6, 2013Blog
Small child blowing dandelions

Did you know that EV Connect’s tagline is “breathe easy”?  Now that you do, you may be wondering “Why that tagline?”

Taglines are interesting things and end up being a marketer’s Rorschach test for a company.  If you ask employees what their suggestions are for the company’s tagline, you will get very passionate and diverse responses.  Consensus inevitably eludes the marketer as he or she tries to steer the company through the tagline-creation process.  The marketer’s madness most assuredly follows.

A tagline is the boiled-down essence of a company.  Some companies use taglines that are descriptive (If we used a descriptive tagline, EV Connect’s would be “Enterprise-class electric vehicle charging software and solutions.”)  We passed on the long-winded, left-brain version and ventured more into the “aspirational” category (think Nike’s “Just Do It!”).

Our goal with our tagline was to bridge the gap between what EV Connect does and how our customers feel.  “Breathe easy” bridges that gap with our customers and also forms a bridge to EV drivers.

To our customers we are a one-stop shop for all things EV charging.  Our customers know that they don’t have to worry about finding an installer or how to manage their charging stations.  We take care of it all.  Our customers also feel good by “going green” and helping the environment “breathe easy”.

If you drive an EV, you know all about “range anxiety” that accompanies a battery on the downward slope of the charged-up curve.  But when EV drivers are able to charge away from their home, like at their workplace, a hotel, or at a public parking lot, that stress goes away and drivers “breathe easy” knowing they will get to their next destination.

That’s the story behind our tagline.  Of course, half of the people reading this post will say, “If you have to explain it, then it’s a horrible tagline”.  My descent into madness is inevitable.

If we can help you breathe easy, please contact us and let us know!

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