By Katie Mientka
Most of us can easily name each of the following companies with just these few, simple words. These brands have mastered the art of the tagline — and you can too.
Just Do It
America Runs on Dunkin
The Few. The Proud. The Marines
What’s In Your Wallet?
The Quicker Picker Upper
Tagline… or Slogan?
It may just come down to a matter of semantics, but there is a subtle difference between slogans and taglines. A slogan is typically aligned with a particular product or campaign, while a tagline is closely associated with the brand itself. The former may be temporary; the latter enduring – at least until the company wants to rebrand themselves and strike out into new territory.
Here’s an example: the slogan for Nike’s Sweet Classic High Top was, “The shoe works if you do.” It was specific to this campaign. It’s iconic tagline, “Just Do It,” however, remains embedded in the minds of consumers — whether or not they’ve ever put on a Nike in their lives. They just know it.
How can you create a memorable tagline?
7 Tips For Brand Strengthening Taglines
1. Simple and Succinct.
As you can see from the examples above, effective taglines are short and to the point. ACo, for instance, simply says, “Love where you live.” No extraneous words, no filler. A few words can communicate a lot.
2. Speak to a Benefit.
Provide a quick snapshot of the value you deliver. Can’t accomplish that in just a few words? Sure you can! “Relax, it’s FedEx.” There. It conveys the message: “We’ll deliver your package on time. Don’t stress. Don’t worry. The critical component, the signed business contract, the important birthday present… it’ll be there.”
3. Convey a Feeling.
While functional, your tagline should also strike an emotional cord with consumers. “The Few. The Proud. The Marines.” With just six words (half of them “the”!), this tagline packs a punch and conveys a feeling of strength and exclusivity.
4. Don’t Date Yourself.
Taglines should be timeless. Don’t use jargon or trendy terms. The simpler, the better. L’Oreal’s “Because You’re Worth It” is a fine example. Ageless.
5. Be Customer-Focused.
And speaking of L’Oreal: this tagline works so well because it is focused on the consumer, not the brand. You are worth it. “Can You Hear Me Now?”, Verizon’s successful line does the same, speaking of the convenience of wide, consistent coverage areas. Ask yourself, what do our customers want?
6. Be Consistent.
Your tagline will help differentiate your brand; people will come to associate it with your unique identity. Make sure it aligns with other marketing efforts in voice, tone, and style.
7. Repeat, Repeat, Repeat.
Repetition is key. We remember the taglines mentioned here because we’ve heard them so often. “15 Minutes Can Save You 15% or More on Car Insurance” is not the snappiest tagline but it’s working for Geico. They’ve engrained it in people’s heads with constant repetition (a billion-dollar marketing budget doesn’t hurt). Regardless of budget, you can use your tagline consistently and integrate into your overall marketing strategy, so it starts to work for you.
You have a lot to say about your brand — and your brand has a lot to offer its customers. The key to an effective tagline is capturing the essence of your identity and value proposition with a few active, positive, and punchy words. Find additional tips for creating a successful marketing strategy by downloading our definitive blueprint, 9 Steps to Effective Marketing in the Design and Construction Industry eBook.
