What is a Tagline
Tagline: is one line of words that form a tag so your customers know what your brand is all about.
Effective tags for brands tell customers as much of the following information about the brand as clearly and concisely as possible.
- What is the value?
- How it is different?
- Who is it for?
- What is the feeling?
- What is the meaning?
What is The Purpose of Your Tagline
Think of your brand sitting on a grocery store shelf amongst all the other brands. Your dream customer is shopping. How does your tag let them know your brand is for them? They are looking for you, but if your brand does not have an effective tag it is difficult for your dream client to find your brand amongst the other options on the shelves.
It doesn’t have to say everything. It just has to symbolize your brands unique value, positioning, difference and meaning as best as it can so your dream client gets the idea of your brand. Your other elements will help create the image and emotions to bring that idea to life in their mind.
Clear
Make it simple and easy for customers to understand.
Concise
Make it short so customers can remember it. 4-6 words is found to be optimal.
Catchy*
A catchy tagline that rhymes or appeal phonetically is more memorable and can express your brands personality.
Clever*
A clever tagline can express your brands uniqueness and differentiation.
*Ensure your brand’s tagline is clear and concise as those are the most important characteristics. Being catchy and or clever should not be at the expense of the first two characteristics.
Remember, your Brand’s tagline is a tag/label to help your customers understand and remember what your brand is all about.
Examples:
Just do it – Nike
It is clear and concise and represents Nikes feeling of inspiration and motivation.
Think Different- Apple
It is clear and concise and represents Apples differentiation, positioning, value and also who it’s for.
Open Happiness – Coca Cola
It is clear and concise and represents Coca Cola’s feeling – happiness. It represents the idea that customers can open a can or bottle and be happy.
Shave time, shave money – Dollar Shave Club
It is clear, concise, catchy and clever. It represents the brands personality of the entertainer, the unique value of selling razors direct to consumer through membership, and how the brand differentiates itself from the other razor/shaving brands.
More Examples:
Finger- Lickin Good – KFC
Subway – Eat Fresh
The Ultimate Driving Machine – BMW
Have a Break, Have A Kit-Kat – Kit-Kat
Buy It, Sell It, Love It – Ebay
American By Birth, Rebel By Choice – Harley Davidson
Melts in Your Mouth, Not In Your Hands – M&M’s
Create Memorable Tagline
Capture as much of the information below and filter it through the 4 c’s (clear, concise, catchy, clever)
- What is the value?
- How it is different?
- Who is it for?
- What is the feeling?
- What is the meaning?
Create your brand’s tagline in your BrandPlan.
