By Jon Pushkin
Your brand is your promise. It defines what you stand for,
but it only retains its value if you are committed to delivering on that
promise. Successful brands connect with their audience through authenticity,
and audiences tend to be very loyal to brands that represent their own values.
Cross an audience and you’ve lost them. Maybe forever.
A tagline is a short summary of your brand. It’s typically a
few words that accompanies your logo and encapsulates your brand promise. We’ve
recently gone through a process of defining a tagline with several of our
clients. Taglines are subjective. It’s hard to please everyone and everyone has
an opinion about what works or not.
There are two types of taglines. One is a positioning
statement. It differentiates you from your competitors. It stakes out your turf
and claims your position in the marketplace.
The other type of tagline is a slogan. It’s your battle cry. It’s what
your army shouts as it is running downhill toward the enemy. Here are some
familiar taglines. Can you determine which of these are positioning statements
and which ones are slogans?
Hertz: We’re Number 1
VW: Think Small
Nike: Just Do It
Budweiser: The King of Beers
BMW: The Ultimate Driving Machine
Kaiser: Thrive
Memorial Sloan Kettering Cancer Center: The best cancer
care. Anywhere.
KFC: Finger Lickn’ Good
Like designing a logo, the process of choosing a tagline can
be contentious. Here are some ways to
make it easier:
- Make the process inclusive. Involve staff, board members or other stakeholders. Encourage their input and participation.
- Begin by identifying the most important attributes that define the brand. Look for areas of consensus.
- Determine if a positioning statement or a slogan will be most effective. Test three to five possibilities to see which ones feel best.
A good tagline can help define your brand and build loyalty
for your target audience. But like a handshake, it is a promise that is only as
good as your ability to stand behind it.
2 comments:
Brand and tagline is very important for promoting any type of product or service. An appealing brand and taglines help to get more business as well as profit.
AMGW public relations division florida
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