Redefining Finest

many business owners throw around words like best, finest, top of the line, etc. nothing new there. i found myself coming up with a new twist on a tagline for one of my business ventures recently. nova bca is a poolplaying league where i am one of three partners. our tagline? the finest poolplayers in northern virginia. at first, we suffered in our membership drive because too many poolplayers thought the tagline strictly meant that you had to be a top shooter — be able to pocket a bunch of balls in a row, know fancy tricks, etc. we fueled that perception with a banner that reads “what pros play” and specific efforts to recruit the top half of players from other local pool leagues (we search very high on google with those searching for other pool leagues). what we’ve learned of late is just how much poor sportsmanship, rules arguments, old world macho, and more are leading a new wave of players to join us. that caused me to underline anew that we seek players with a high level of skill and character. we don’t encourage nonsense. we’re amateurs but we push ourselves to be professional. is it time that you underline something new and important in your brand message?