The Payoff is a short sentence typically placed under a brand or company name. It is most effective when it is linked to the brand.

For instance, these are strong payoffs:

Rinnai – Tankless water heaters
Lindt – Master Swiss chocolate

While these are generic, weak statement that could relate to anything and, therefore, do not contribute to characterize the brand as a strong payoff would do:

Nissan – Innovation that excites
GE – Imagination at work

The payoff must work for you only, it links to the brand, and it says quickly and memorably what makes you different.

If you do not have a strong payoff do not use one.

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