The Problem

Very few companies are truly unique. For the most part, you work for a company, or have started a company, which has many competitors who outwardly look and sound much like your own. In some cases, it may seem impossible to say something unique or interesting about a commoditized service.

This is what was going through my mind as I entered the offices of RM Dalton. This was my first time working with an industrial construction company, and I questioned if I was going to be able to deliver anything worthwhile once our initial brand positioning project was complete.

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Some Clues

After our initial session they revealed that, unlike their competitors, their principals personally manage projects from start to finish. This may seem like an insignificant detail, but in their world this is a radical departure from the status quo and has a dramatic effect on their work.

For example, in their 25 years of existence they have never lost a client, never been sued, and never had a lien placed on one of their projects. In their highly litigious field this track record is noteworthy, but how can we articulate it succinctly, and without sounding arrogant?

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The Solution

Instead of describing what RM Dalton does or simply saying that they do it well, I came up with a mental image that I wanted people to think of that encapsulates all of these company attributes.Tagline: "Our principals wear hard hats."

The tagline is meaningful because, in their industry, company executives are more likely wearing golf shoes or suits, leaving the dirty work to middle management. It doesn't merely tell their audience that they are good at what they do, but implicitly shows them the degree to which they personally invest in each project, resulting in incredible results.

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