Let’s play a little game. Take a guess. Which brand does each of these taglines belong to?
- Good Tea. Good Time.
- Just Do It.
- Delighting You Always
We can’t be more familiar with these taglines to tell that they are Chatime, Nike, and Canon. A powerful tagline strengthens the organization’s positioning and helps the organization market its products or services to a certain demographic. Some people are confused over taglines and slogans. In fact, they are not the same. Let me clarify it to you.
Tagline: A brief phrase that will help the corporation be well known in its industry for years to come. Slogan: A brief phrase used in advertising and marketing campaigns. The slogan changes all the time so that the slogan can be current and resonate well with consumers.
So does your company have a good tagline? If no, here are some guidelines to help you create one. A good tagline should…
- Sum up the brand’s unique selling proposition.
Think about what your brand’s unique selling proposition is and incorporate that into your tagline. Avoid using typical corporate taglines, such as Excellence Through Total Quality, that will not make your uniqueness or primary benefit stand out. Choose one that can emerge your USP.
Example: Airasia – Now Everyone Can Fly.
- Speak with the brand personality.
Some brands are associated with a strong personality. If your brand has one, then by all means put that in your tagline.
Example: Apple – Think Different.
- Encapsulate the brand promise.
Some brands, such as Pizza Hut, have a potent brand promise – 15 min delivery, otherwise it’s free. If you have one, it will be instrumental to encapsulate it in your tagline. Let’s take Fedex’s tagline as an example.
Example: Fedex – The world on time.
- Generate good and positive feelings about the brand or company.
Do you want your brand to connect emotionally with your target market? Often time, purchasing decisions are made based on emotions. So do contemplate to provoke good and positive feelings about your brand through the effective use of tagline.
Example: McDonalds – i’m lovin’ it.
- Have meaning but not stupidly boastful.
When you start observing taglines, you realize how undisciplined writing can lead to taglines that have no meaning for the consumers. For instance, the tagline of the multinational petroleum company, ExxonMobil – We’re Exxon. Yes, we know you are Exxon. So what? A good tagline should have a meaningful connection with the clients. A good example is Avis, the no.2 car rental company, which capitalizes on their 2nd position and tactfully turn it to their advantage in their tagline.
Example: Avis – We Try Harder
- Be 5-8 words long.
A tagline should ideally be between 5-8 words long because a short tagline is more memorable. Nevertheless, there are a few long taglines which manage to deliver powerful impact. For instance, Geico Auto Insurance’s tagline – 15 minutes can save you 15 percent or more on car insurance. (12 words)
- Have a long life.
You should not simply change the tagline with your ad campaign, but you can do it to the ad slogan. Every change in tagline must be supported by a strong enough reason. One of the famous tagline changes is none other than the fast food chain, KFC, in Feb 2011, replacing their famous 50-year old tagline “Finger lickin’ good” with a shorter catchphrase “So Good”. The Chief Executive of KFC UK and Ireland, Martin Shuker remarked, “’Finger lickin’ good’ is very good but it’s very food-centric. ’So Good’ is still about the food but it also allows us to more effectively communicate the breadth of different things about the brand, such as our people and our community.”
Taglines are of paramount importance because people often scan a page and it is the tagline that sums up your business offer that makes it remembered in the minds of your clients. Unless the company changes direction, the tagline should remain through future ad campaigns.
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