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Why should I care about my brand’s tagline?

Great tag lines attract, bad ones deter.

De Beers reminds us that ‘A diamond is forever’, Lay’s Potato Chips challenges us with ‘Betcha can’t eat just one’ and Las Vegas assures us with ‘What happens here, stays here’.

Tagline. Strapline. Slogan. In branding they’re all essentially the same: a phrase or catchword that intends to catch attention and become associated with an organisation, person, product or service.

Approach the presentation of a tagline to the world with caution. They are notoriously tricky to get right. Make a mess of it and you risk being ridiculed. You might even deter people from buying your products or services. Rather than use a tagline that’s clichéd, cute or too clever – don’t use one at all. Instead describe your company’s offering through other forms of communication such as your website, marketing collateral, blog and social media.

Here are a few guidelines to writing your tagline:

  • Keep it simple, short and clear – Nike: Just do it.
  • Capture they key benefit of your offering –  M&M’s promised: Melts in your mouth, not in your hands.
  • Express your value proposition, positioning or brand promise –  FedEx reassured us: When it absolutely, positively has to be there overnight. 
  • Say what makes you different from your competitors – Avis: We try harder.
  • Be memorable. Surprising or humorous works for some brands – Foster’s Lager amused us with: Fosters—Australian for beer.
  • Be relevant to your audience – Timex claimed: Takes a licking and keeps on ticking. 

If your tagline makes a promise, ensure that you deliver on it. It’s one simple way to build trust in your business.

 

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